- Founder of THINKBELL
- Author of The Advertising Effect
- A regular on the Gruen Transfer, as well as featuring on The Project, Celebrity Apprentice and ABC Radio
- Winner of the rare Cannes Gold Lion and Gold Effie double
- If Batman owned your business
Whether it be your business, your brand or your people, everyone seems to be obsessed with finding and communicating their strengths. Seems like the right thing to do, problem is everyone else is doing it too. Our strengths are very likely to be generic. There is an alternative path to growth - we can learn from Batman, someone who gets his strength paradoxically by embracing (and amplifying) his weaknesses. Adam Ferrier will talk about the science behind this counter-intuitive approach, and why it's already working for many businesses around the world.
This talk draws on the fundamental drivers of human behaviour, and explains why we are all more attracted to businesses, brands, and people brave enough to be vulnerable. In this talk Adam will:
- Encourage delegates to explore a new path to growth - embracing weakness
- Demonstrate the body of psychological and cultural evidence why this is such an effective path to growth
- Provide tactics and tools people can apply
- Use, and draw upon a number of case studies he has personally been involved in
- The advertising effect - How to change behaviour
We all want people to change; whether we want consumers to buy more, employees to work more or colleagues to think more – if people did exactly what we wanted them to we would all be happier… and richer. In this provocative presentation, based on his best selling book, Adam Ferrier, the man driving consumer engagement for brands such as Levi’s and Pepsi, arms delegates with a new way of thinking around, and inspiring, lasting tangible change using a potent blend of human psychology and advertising know-how.
Sharing his understanding of the fundamentals of why humans do what they do and buy what they buy Adam will:
- Encourage delegates to utilize the behavioural science behind motivation theory
- Shed light on the key factors that must exist to create lasting change
- Provide tools and techniques to put this new knowledge into practice
- Flip everything you thought you knew about why we do what we do, on it’s head
- Customer retention strategies - building loyalty and driving repurchase
Loyalty taps into 'advocacy' the more the customer invests into our brand the more loyal they become. Think like IKEA - people build the flat-packed furniture and love us even more for having completed the job for us. There are many examples we can draw upon to show that the more we get customers to invest in the business the more retention they show.
- The link between employee engagement and guest advocacy
- Driving conquest through advocacy – the power of WOM
The best way to get someone to like you is to get someone to do you a favour - and it's no different for brands and businesses. The more any business can activate their base and get them doing the selling for us then the more credibility our message has, and the more bound to the business our advocates become. Adam will share ways on how to think of our customers as the departure point - not end point for our communications. The best communications starts with our base - not ending with them. Adam has created several winning ideas on how to do this from activations that don't cost anything to massive state wide campaigns for bodies such as Tourism WA activating the entire state.
- Creating differentiation through customer experience
Customer experience should be brand led, not customer led. This is extremely time pertinent, and of the moment. It should not be all about making things seamless and frictionless as we want the customer to remember and like us.
- The power of continuing a conversation – know me, remember me, serve me
- The future of Customer experience insights – prepare for future guest expectations
- The Language of Brands
It’s often said that the marketers need to learn the language of the board. Adam Ferrier is not so sure this is right. From what he sees it’s more the case that the board needs to learn the language of the marketers, and that language is brand.
Unfortunately, for whatever reason 'brand' is seen as airy-fairy, and not really real - or worse, it's seen as the advertising and promotions budget, or just the emotional bit of what a business does. Here are two more fundamental throughts of what a brand is.
Firstly, a brand is a promise kept - it's simply the promise a business makes to the consumer. However, too often organisations see brands as the interface between the consumer and the organisation: what the consumer buys. However, perhaps more importantly, in order to deliver on that promise the brand is also the central organising thought. What the entire organisation must work together on to deliver.
Secondly, create a strong central organising thought that the entire company understands and can work towards - then reflect that to the consumer - and you're a long way down the road to business success. It's easy to write about - but very hard to do.
- Stop Listening to the Customer
Understanding the customer, and their needs and wants has always been a part of building a brand and growing a successful business. However, in today's 'customer-obsessed' world the more you listen to the customer the more you're at risk of forgetting what your own point of view on the world is.
In this entertaining and informative keynote, Adam Ferrier looks at the role of the customer in building a business, what drives a customer's decisions, and how to use this information to build your brand or business.
Peppered with his signature wry humour and wit, Adam tackles the issues head-on by combining marketing science with case studies, acute personal observations and insights from around the world to deliver a truly unique perspective that is thought-provoking and makes a whole lot of sense.
In this keynote you will learn to:
- Establish a strong, brand-led business
- Develop a unique brand by embracing and leveraging your weaknesses
- Define your brand using Ferrier’s brand-building formula
- Get your customers to pay attention to you by strategically creating weakness
Stop Listening to the Customer is ideal for those looking to grow their brands and businesses by defeating consumer-driven mediocrity, standing out from the crowd, and listening to their own brand.
Adam Ferrier rates as the number one speaker for both inspiring and enlightening the audience with his wisdom and engaging presence.
Elite Media Group
Adam was one of the highlights of the festival. His insights into Social and Consumer Behavior provided were both enlightening and entertaining.
South West Development Commission
Adam possesses a rare gift to be able to communicate often very complex human psychological issues at a level which our directors could absorb. His presentation delivered its message with clarity and single mindedness.
IFAA - Independent Fund Administrators & Advisers
100% of delegates rated Adam Ferrier’s presentation “How to change people’s behaviour (yes really)” at Mumbrella360 as either ‘Excellent’, or ‘very good’.
He has the ability to make people who are not used to thinking differently, do so! Australian boardrooms need more Adam Ferriers.
IFAA - Independent Fund Administrators & Advisers
Adam’s session was a great mix of taking people out of their comfort zones, impactful thinking, humour.
Chief Executive Officer