woensdag 27 maart 2013
dinsdag 26 maart 2013
Guerrilla Marketing: GLT Dublin
have said in the past that it’s a rare to see any Guerrilla Marketing campaigns of note in Ireland, while mainland Europe seems to be awash with them. Thanks to this Guerrilla Promo’s blog I found this pretty cool guerrilla campaign for the Gum Litter Task Force in Dublin. The GLT seem like a fairly substantial group comprising of various Govt departments, ECO UNESCO, Foroige and local authority representatives. Their mission is to highlight that dropping gum is litter and can result in a €150 fine. According to their site they are getting results with a 36% decrease in Gum litter reported in 2008.
This is the second Guerrilla Campaign I have picked up on in Dublin in the last month, or perhaps the third since August if you include this and this. Has the recession forced new more effective and innovative thinking from Irish marketers? I hope so. Whats also strange about this though, as of posting time there is no web activity on this campaign, maybe its just that recent and the team behind it are after maximum impact
Bron: http://www.mrlukeabbott.com/marketing/guerrilla-marketing-glt-dublin/
SECRET TRAILS
The idea for the final project for the multimedia authoring course at Media Lab Helsinki/Finland was to make the trails people leave in space visible.
I have always been fascinated by the idea that people moving in public space actually take part in its creation: they change it, either known or not. It just happens.
The installation shows the trails people leave by projecting them back into the same space. It uses kinect’s depth sensor in connection with the ofxTuioKinect add-on for openFrameworks to detect the movement. The number of people tracked (= number of blobs) can easily be chosen before running the program. Ones running the application will detect the biggest blobs up to the number chosen beforehand. It creates an array of classes storing the older position values of every blob (=person) and slowly fades out the oldest position by increasing it’s transparency. The blob is then drawn as a circle in a certain color. The color can be changed by key press or using the UI. The UI also allows to change the visibility of a certain blob (= person) and start/stop updating the position of a blob. Using the UI the user can influence a certain blob (using it’s unique identifier) or all blobs at a time.
I defined the color scheme beforehand. At the moment there are 10 different colors, which can be easily changed in the code. There is also clap detection so a person can “play” alone with the application. Using the ofxCvKalman add on it detects only the amplitude of clapping. Clapping ones starts/stops drawing of all blobs (persons). Clapping twice changes the visibility of all blobs (=persons). The clap detection has been implemented in the second phase of developing the application but in the later showings of the installation it could not be used, because the environments were too loud.
The installation has been shown set up and shown in 4 different locations: For the presentation during the multimedia authoring course in Taik’s TAI studio, for the presentation during Open Workshop in Media Labs workshop room, during Mlab Demo Day in a lecture room at Taik and during the Shush Helsinki 2011 event in an old industrial building in Helsinki.
I am also looking for new locations to set it up. I am especially interested in presenting it in a public space to a broader public.
INTERACTING IN PUBLIC SPACE – HOW NEW MEDIA INFLUENCE OUR BEHAVIOR IN PUBLIC SPACE
Nowadays there is one trend that is broadly discussed in public: „New Media Revolution“. Depending on who deals with the topic there are a couple of other terms used that usually refer to the same or similar phenomena: „Social Media Revolution” (e.g., Samuel 2012), „Information Technology Revolution“ (e.g., Castells 2010; Forester 1990) and „Digital Revolution“ (e.g., Tapscott 1996). But Lev Manovitch has explained, that the substantial change that transformed technology and affected society rapidly since the 1960s was the trend of digitization (cf. Manovitch 2001, p.25).
Since some writers, such as the sociologist Manuel Castells, understand the transformation of public space as the expression of change in society (e.g., Castells 1994), this raises the question of how digitization has changed public space. We can easily answer that some substantial changes became visible in urban spaces within the last 20 years: Media facades render public spaces as marketing arenas projecting moving images onto huge screens, thereby increasing the volatile atmosphere and uniforming the experiences in public spaces all over the world. Invisible networks support people with information and media content on the go in many public and private spaces.
I agree with many writers and researchers (e.g., Kluitenberg 2006; Sassen 2006) in the point that this also leads to a shift in human behavior in the public sphere. Some of those consequences such as the presence of surveillance systems have been discussed broadly in public. We also see people checking Emails and Twitter or getting directions from map applications onto their smartphones at any time and any place.
The spatial consequences of New Media are not yet taken into account in research properly, which is the reason why this master thesis focuses on the topic. Therefore this work will concentrate in the first part on establishing a theoretical framework that can be used to understand the ongoing changes in media and public space. Therefore I explore the interrelationship between technology, media, society, and public space. The second part focuses on practical issues. By reflecting on different New Media (surveillance, media facades, mobile media and interactive New Media art installations) I show how public spaces change through the use of New Media. Therefor I use case studies (literature review) and analyze artistic projects from their online video documentations.
The main goal of this thesis to explore the subtle influences New Media have on public spaces.
Bron: http://www.susemiessner.org/thesis/interacting%20in%20public%20space_suse%20miessner.pdf
Why Do People Say "Yes?" The "6 Weapons of Influence"
Why do people say ‘yes’? How can we get them to comply with our requests? I asked my Fripp Associate David Palmer, PhD, MBA, CPA, an expert on negotiations and marketing. David Palmer has read more business books and managements books than any other person I have ever met; without hesitation he always refers to the best book to help anyone in their career is Robert Cialdini’s Influence: Science and Practice. Enjoy my interview. You next logic step is to buy Dr. Cialdini’s book.
“Fortunately, people often say ‘yes’ or agree with requests out of mindless compliance,” David told me. “They are frequently willing to say ‘yes’ automatically without thinking first. It makes their lives simpler and smoother. But what most of us are trying to overcome is the opposite phenomenon, when they’ve programmed themselves to say ‘no’ without thinking about it.
“Here’s where the emotional triggers come in. Researcher Robert Cialdini at Arizona State University describes the ‘Six Weapons of Influence,’ as he calls them, in his book, Influence, Science and Practice (Allyn & Cacon, 2000).”
1. RECIPROCATION – “The Old Give and Take–and Take”
Patricia Fripp Master Influencer
All of us are taught we should find some way to repay others for what they do for us. Most people will make an effort to avoid being considered a moocher, ingrate, or person who does not pay their debts.
This is an extremely powerful tactic and can even spur unequal exchanges.
In one experiment, for example, half the people attending an art appreciation session were offered a soft drink. Afterwards, all were asked if they would buy 25-cent raffle tickets. Guess what? The people who had been offered the soft drinks purchased twice as many raffle tickets, whether or not they had accepted the drinks!
In one experiment, for example, half the people attending an art appreciation session were offered a soft drink. Afterwards, all were asked if they would buy 25-cent raffle tickets. Guess what? The people who had been offered the soft drinks purchased twice as many raffle tickets, whether or not they had accepted the drinks!
You probably already use this principle, but it is much stronger than you suspect. You can build a sense of indebtedness in someone by delivering a number of uninvited “first favors” over time. They don’t have to be tangible gifts. In today’s world, useful information is one of the most valuable favors you can deliver.
2. COMMITMENT AND CONSISTENCY – “Hobgoblins of the Mind”
Once people have made a choice or taken a stand, they are under both internal and external pressure to behave consistently with that commitment. This desire for consistency offers us all a shortcut to action as we recall a previous decision we have already made.
When you can get someone to commit verbally to an action, the chances go up sharply that they’ll actually do it. For example, before starting your next meeting, ask each person to commit to following the posted agenda. Then, if anyone goes off on a tangent, just ask them to explain how it fits the agenda. If they can’t, they’ll quickly fall back in line.
3. SOCIAL PROOF – “Truths Are Us”
We decide what is correct by noticing what other people think is correct. This principle applies especially to the way we determine what constitutes correct behavior. If everyone else is behaving a certain way, most assume that is the right thing to do. For example, one of the important, and largely unconscious, ways we decide what is acceptable behavior on our current job is by watching the people around us, especially the higher-ups or old timers.
This principle of influence kicks in even more strongly when the situation is uncertain or people aren’t sure what to do. When you can show them what others like them believe or are doing, people are more likely to take the same action. (The mass suicides among the Heavens Gate followers in Southern California and the people in Jonestown are horrible examples of the negative power of this principle.)
On the positive side, product endorsements are the most obvious application of the Social Proof. If you want someone to do something for you, be sure to let them see that many other people are already doing it or are willing to do it. Show them that others like them (and the more like them the better) believe in your product or are using it.
4. LIKING: “The Friendly Thief”
People love to say ‘yes’ to requests from people they know and like. And people tend to like others who appear to have similar opinions, personality traits, background, or lifestyle. More people will say ‘yes’ to you if they like you, and the more similar to them you appear to be, the more likely they are to like you.
Most people are also phenomenal suckers for flattery, even when they know it isn’t true. When we have a good opinion of ourselves, we can accept praise and like those who provide it. (Those with low self-esteem reject even well-earned praise and distrust the source.) All salespeople worth their salt have mastered the flattery tactic. They know it works, but they may not know why.
People also tend to like and trust anything familiar. The best way to build this familiarity is to have frequent, pleasant contacts. For example, if you spend three hours straight with someone you’ve never met before, you would get a sense of who they are. But if you divided the same time into 30-minute segments of pleasant interaction over six consecutive weeks, you would each have a much stronger and positive knowledge about the other. You have established a comfort level, familiarity, and a history with them. Their repeated pleasant contacts with your organization’s services or products helps builds familiarity and liking.
5. AUTHORITY: “Directed Deference”
Most of us are raised with a respect for authority, both real and implied. Sometimes, people confuse the symbols of authority (titles, appearance, possessions) with the true substance.
Some people are more strongly influenced by authority than others, and compliance can vary according to the situation . For example, it’s 11:00 PM, and the doorbell rings. Two men in police uniforms want to come in and ask you some questions. Most people respect such authority enough that they would comply, even though the Constitution says they don’t have to. But if it was 3:00 AM and the men were in street clothes, claiming to be detectives, most of us would hesitate. The men would have to overcome our resistance with more proofs of their authority like badges or a search warrant.
You can put this general principle to use by citing authoritative sources to support your ideas. Look and act like an authority yourself. Be sure others know that your education and experience supports your ideas. Dress like the people who are already in the positions of authority that you seek.
6. SCARCITY: “The Rule of the Few”
Nearly everyone is vulnerable to some form of the principle of scarcity. Opportunities seem more valuable when they are less available. Hard-to-get things are perceived as better than easy-to-get things.
For example, the object you’ve almost decided to buy is out of stock. The salesperson offers to check their other stores. And guess what? A store across town has one left! Do you buy it? Of course!
Whenever appropriate, you can use the Scarcity Principle. Refer to limited resources and time limits to increase the perceived value of the benefits of helping or working with you. The possibility of losing something is a more powerful motivator than of gaining something. Let others (a customer, your boss, a lover) know what they will be losing if they don’t say ‘yes’ to your offer.
The Six Weapons of Influence are incredibly powerful and can be combined in many ways. Use them whenever you approach people you want to influence. (And be sure to read Professor Cialdini’s book, Influence: Science, and Practice. you’ll find it most entertaining as well enlightening.)
If you need help with your Negotiation Skills you will not go wrong having a conversation with David Palmer. If you want to improve your executive communication skills check out Patricia Fripp THEExecutive Speech Coach.
Bron: http://www.fripp.com/blog/why-do-people-say-yes-the-6-weapons-of-influence/
The garbage jukebox
Can we keep the streets cleaner by making it fun to do? It’s common in both Portugal and Spain to have street parties on warm weekend nights. The problem though is the rubbish these parties make. The solution here is to make a juke box that isn’t powered by coins, but drinks cans and bottles. By cleaning up you can keep the party going.
Submitted by Francisco Morgado Véstia - Portugal
Taiwan dog poo lottery proves a 'big success'
A Taiwanese city is keeping dog mess off its streets by offering prizes to owners who clear up after their pets.
Officials in New Taipei City say that more than 4,000 people have collected 14,500 bags of excrement. For each bag they turned in, they were given a lottery ticket.
A woman in her 50s won the top prize - a gold ingot worth $2,200 (£1,400).
The scheme was due to end in October, but officials said it had been so successful it had been extended.
The BBC's Cindy Sui in Taipei says that it has been credited with halving the amount of dog mess in the city, which is near the capital.
Dog poo is a health hazard because it contains bacteria that can cause severe stomach upsets if ingested, including a roundworm infection called toxocariasis which is especially dangerous to children.
As the scheme - which began in August - grew more successful, more prizes were added.
On Wednesday some of the winners were picked. The woman who won is among a team of neighbourhood volunteers who already helped to clean up the streets, including by picking up dog mess.
Smaller gold ingots, worth several hundred dollars, were given to four other prizewinners. A total of 85 people won prizes, including household appliances.
City officials told the BBC they did not know whether the collectors were dog owners who were suddenly motivated by gold to be more responsible or whether they were other citizens who simply wanted to win.
Now that the programme has ended, officials say that they hope people will have developed the habit of picking up dog mess.
They say the city simply cannot afford to keep exchanging dog poo for gold.
Making Good Citizenship Fun
La Jolla, Calif.
GOVERNMENTS typically use two tools to encourage citizens to engage in civic behavior like paying their taxes, driving safely or recycling their garbage: exhortation and fines. These efforts are often ineffective. So it might be a good time to expand the government’s repertory to include positive reinforcement. Rewarding good behavior can work.
As every successful parent learns, one way to encourage good behavior, from room-cleaning to tooth-brushing, is to make it fun. Not surprisingly, the same principle applies to adults. Adults like to have fun, too.
In this spirit, the Swedish division of Volkswagen has sponsored an initiative they call The Fun Theory. Their first project is documented in a highly popular (and fun) YouTube video. The idea was to get people to use a set of stairs rather than the escalator that ran alongside it. By transforming the stairs into a piano-style keyboard such that walking on the steps produced notes, they made using the stairs fun, and they found that stair use increased by 66 percent.
The musical stairs idea is more amusing than practical, so The Fun Theory sponsored a contest to generate other ideas. The winning entry suggested offering both positive and negative reinforcement to encourage safe driving. Specifically, a camera would measure the speed of passing cars. Speeders would be issued fines but some of the fine revenues would be distributed via lottery to drivers who were observed obeying the speed limit. A short test of the idea offered promising results.
This example illustrates an important behavioral point: many people love lotteries.
Some governments are already using this insight. Most colorfully, New Taipei City in Taiwan recently initiated a lottery as an inducement for dog owners to clean up after their pets. Owners who deposited dog waste into a special depository were made eligible for a lottery to win gold ingots, thus literally turning dog waste into gold. The top prize was worth about $2,000. The city reports that it halved the fecal pollution in its streets during the initiative.
Over in mainland China, lotteries are used for a different purpose: tax compliance. As in many parts of the world, China has a thriving cash economy, and it is common for small businesses like restaurants to evade paying sales tax. To combat this behavior, the government printed up special receipts that are supposed to be given to restaurant customers when they pay. Cleverly, each receipt includes a scratch-off lottery ticket, giving customers an incentive to ask for a receipt. Finance ministers in Southern Europe might take note.
Lotteries may also serve as effective motivators toward better health. A group of scholars including Kevin G. M. Volpp, a physician and social scientist at the University of Pennsylvania, ran an experiment to encourage the employees at a health care management company to undertake a health risk assessment. One group of employees was offered a 25 percent chance to win $100 as an inducement to participate. The lottery was an effective motivator, increasing participation by about 20 percentage points.
In using lotteries to motivate it is important to get the details right. Participants are likely to find a lottery more enticing if they find out whether they would have won. The Dutch government uses this principle very effectively. One of its state lotteries is based on postal codes. If your postal code is announced as the winner, you know that you would have won had you only bought a ticket. The idea is to play on people’s feelings of regret.
Lotteries are just one way to provide positive reinforcement. Their power comes from the fact that the chance of winning the prize is overvalued. Of course you can simply pay people for doing the right thing, but if the payment is small, it could well backfire. (If the total dog-prize money had been divided up evenly among all those who turned in their baggies, I estimate that the price paid would have been about 25 cents per bag. Would anyone bother for that?)
An alternative to lotteries is a frequent-flyer-type reward program, where the points can be redeemed for something fun. A free goodie can be a better inducement than cash since it offers that rarest of commodities, a guilt-free pleasure. This sort of reward system has been successfully used in England to encourage recycling. In the Royal Borough of Windsor and Maidenhead outside of London, citizens could sign up for a rewards program in which they earned points depending on the weight of the material they recycled. The points were good for discounts at merchants in the area. Recycling increased by 35 percent.
The moral here is simple. If governments want to encourage good citizenship, they should try making the desired behavior more fun.
Piano Staircase
”Take the stairs instead of the escalator or elevator and feel better” is something we often hear or read in the Sunday papers. Few people actually follow that advice. Can we get more people to take the stairs over the escalator by making it fun to do? See the results here
TNT Made Another Insane 'Push To Add Drama' Viral Video
n promoting its launch in Belgium last April, TNT put out an insanely cool ad centered around unsuspecting people pressing a large "push to add drama" button.
Mayhem ensued as fights and gunfire broke out in a quiet town. Bikini babes on motorcycles also tore up the street to add more drama to the event.
The Belgian ad went viral immediately and has since been watched over 42 million times.
With another launch scheduled in the Netherlands, TNT is at it again with another crazy video filled with more gunfire, kidnappings, and brawls. No bikini babes in this ad, though, as a group of streaking men take up the quota of scantily clad people. TNT's agency in the region is Duval Guillaume.
Bron: http://www.businessinsider.com/tnt-made-another-insane-push-to-add-drama-viral-video-2013-1#ixzz2Oe0DEHtc
donderdag 21 maart 2013
Hoe beeldschermen een ruimte en mensen kunnen beinvloeden
Beïnvloeding
Tot slot is het mogelijk om met beeldschermen mensen of de sfeer in een ruimte te beïnvloeden. Deze toepassing wordt onder andere ingezet voor het vergroten van het gevoel van veiligheid van mensen in een openbare ruimte. Een voorbeeld hiervan is de Moodwall in een fietstunneltje in de Bijlmer in Amsterdam. De Moodwall is een LED-wand met een lage resolutie die met kleurenpatronen reageert op voorbijgangers. De kleurige patronen zouden van de tunnel een minder bedreigende plek moeten maken.
Met behulp van beeldschermen kan ook gewenst gedrag gestimuleerd worden. In deze video is een beeldscherm op een glascontainer gemonteerd, waardoor de glasbak veranderd in een computerspel. De opdracht is zo snel mogelijk te reageren door een fles in één van de gaten van de glasbak te gooien als er een lampje boven dit gat verschijnt. Door dit spel wordt glas recyclen voor een aantal mensen aantrekkelijker. Dat was duidelijk te merken aan het gebruik van de desbetreffende container. De container werd vele tientallen malen meer gebruikt dan een nabij gelegen container. Of deze opstelling een blijvend positief resultaat laat zien, is natuurlijk de vraag. Mogelijk is het nieuwe er op den duur vanaf.
Met het tonen van tekstuele boodschappen kan de stemming en het gedrag van mensen beïnvloed worden. Een voorbeeld van een dergelijke boodschap is ‘Don’t worry, the train leaves every two minutes’ die op een Aziatische luchthaven getoond wordt bij de lopende band waar reizigers hun bagage afhalen. Deze boodschap helpt mensen te ontspannen doordat ze weten dat ze zich geen zorgen hoeven te maken dat ze net hun trein missen. In deze video worden dit ‘emotioneel intelligente borden’ genoemd.
Bron: www.frankwatching.com
Bron: www.frankwatching.com
De invloed van licht binnen een ruimte op mensen
Invloed van licht op mensen en ruimtes - creëren van de juiste indruk
maandag 25 februari 2013 13:03:35 Europe/Berlin
Elementen in een ruimte hebben duidelijk invloed op de indruk van de mens. Professionele ontwerpers hebben een duidelijke verklaring dat verlichting een sterkere invloed heeft, in tegenstelling tot andere elementen in een ruimte.
Onderstaand is een overzicht hoe je een bepaalde sfeer kunt creëren met behulp van licht:
- Aangenaam: gebruik wandverplichting in plaats van plafondverlichting. Bij plafondverlichting wordt namelijk een grote hoeveelheid licht naar direct beneden schijnt.
Gebruik een willekeurige verdeling van de helderheid in the ruimte; het hangt af van de toepassing waarvoor de ruimte gebruikt wordt om het dimniveau te kunnen bepalen.
- Publiek: Zorg voor een gelijkmatige verdeling van het licht op hogere niveaus.
- Ruimtelijk: Zorg voor algemene lichtniveaus met een gelijkmatige verdeling van het licht op de muren en alle andere oppervlakken.
- Ontspannen: Gebruik een willekeurige verdeling van het licht op lagere niveaus. Wandverlichting geeft de beste ontspannen sfeer.
- Visueel duidelijk: Zorg voor een hoge lichtopbrengst op de plaatsen waar werkzaamheden/activiteiten worden verricht en ook voor de omgeving van deze plaatsen.
Indien u juist het tegenovergestelde effect wilt creëren, let er dan op dat u ook het tegenovergestelde dient uit te voeren.
Lichtniveaus en verkoopopbrengsten
Een ander aspect dat standaard in de praktijk voor lichtontwerp wordt gebruikt, is de verwachte activiteitniveaus en hoe het licht betrekking heeft op de verwachte opbrengsten.
Denk aan de grote outlet winkels of warenhuizen, waar een zeer publieke benadering wordt gebruikt in de verlichting. Mensen verwachten er concurrerende prijzen en een drukker winkelpatroon. Terwijl er bij de kleine gespecialiseerde winkels, het licht juist gericht wordt op een persoonlijke sfeer.
Men heeft de verwachting dat er bij een persoonlijke sfeer lagere lichtniveaus zijn, één verkoper van de winkel, minder klanten, en dat de producten hoger geprijsd zijn. Dezelfde verwachting is er bij verlichting in een fast-food restaurant, wat afwijkt in vergelijking met verlichting bij een sjiek/duur restaurant.
Verlichting is een zeer belangrijke factor om de intentie van de eigenaar van de ruimte en de behoeften van gebruikers, samen te brengen.
Nu u meer nadenkt over de invloed van diverse lichtniveaus en welk effect licht heeft op de gebruikers van een ruimte, sta dan ook eens stil wanneer men u de volgende vraag stelt: 'hoe verlicht je een snoepwinkel, een uitvaartcentrum, of een bibliotheek'? Leuke ideëen en gedachtes kunt u uiteraard delen via een reactie op deze blog!
The Speed Camera Lottery
The World's Deepest Bin
Bottle Bank Arcade
The Play Belt
Scratch Mat
Most people enter a building without cleaning their shoes, often resulting in dirt all over the floor.
Could this nuisance be removed by making the activity fun to do? We think so.
Submitted by Felix Möller and Daniel Westhof - Germany
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