We’re only consciously aware of 0.0004% of everything around us at once…read that again!

Fake news, real news, social media, pickup artists. With all the messages we see and decisions we make every day, have you ever thought about how we are constantly being nudged towards one thing or another? In this episode we explore behavioural science with Patrick Fagan and whilst all communications are design to influence and manipulate in some way, how can we (marketers / communicators) use skill, creativity and influence for good?

When it comes to marketing, our role is to understand needs and desires, tune in to what people want and then talk to them about how our products and services benefit them, meeting those needs and desires and helping them to feel a particular way to purchase or engage. But, as we’ve talked about many times on our podcast series, we need to rethink the role of marketing, we need to evolve our stories, drive awareness, educate, shape new behaviours and get people to care enough to want to make different choices, or change behaviours. There is SO much for Marketers to take away from this conversation with Patrick - from frameworks, steps and examples to connecting the dots. It’s a must listen. Tune in as we talk to Patrick about:

• The nuances of language and how they are ordered
• Nudge theory and Cialdini's 6 Principles of Influence
• Types of nudges - the most used and the most powerful
• What we can do as communicators to change behaviours through choice architecture
• Fear messaging
• Creating campaigns which cut through the noise
• Finding out about brain’s ‘memory bouncer’

For more information about Patrick Fagan, the books he’s written, and the work he does - you can follow him on LinkedIn or visit https://www.patrickfagan.co.uk/

Enjoy…

The Buy Side is our regular series where we talk to brand side marketers about sport and sponsorship.

Today's guest is Anneliese Mesilati, Head of Brand Activation and Sponsorships, Americas at UBS, the private banking group and wealth management business.

We talk about the brand's extensive sport portfolio and its role within the marketing of the company, which includes the Mercedes Formula One team.

Last year, UBS took over Credit Suisse Bank, posing the question as to the future of many big name contracts with sports stars, teams and tournaments, including Roger Federer and the Swiss National Football Team.

The Buy Side is sponsored by KORE Software the global leader in engagement marketing solutions. More than 900 brands, venues, and sports organisations trust KORE’s tools and platforms as a source of truth to manage partnerships, assets and measure impact, with real-time insights. Through Sponsorship Management and Evaluation, Ticketing, Fan Engagement, Data Management and Analytics, KORE unites corporate sponsors, properties, and their fans with solutions that help enhance the fan experience, drive smarter decisions, and enable marketing and operations teams to spend time where it matters.

Learn more at KORESoftware.com or follow them LinkedIn or Twitter.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 300 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

This episode is the second in our series on entrepreneurial thinking, or channelling the best of start up energy, that can benefit any brand, whatever the size. In our first episode we looked at the benefits of entrepreneurial thinking and identified 6 principles that can benefit any brand. Today, we’re looking at how one brand has used entrepreneurial thinking to scale and get ahead- The Marketing Society’s Brand Of The Year 2023, Lucky Saint.

Ruth Fittock interviews Lucky Saint’s Marketing Director Kerttu Inkeroinen who lifts the lid on her approach to marketing and how Lucky Saint became the UK’s most loved alcohol-free brand.

About Ruth

Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps). Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.

About Kerttu

Kerttu has worked in consumer goods for over 18 years, starting her career working in both sales and marketing roles with household-name brands of Kimberly-Clark (Kleenex, Andres and Huggies) before moving on to journey through drinks sector: from The Coca-Cola Company leaping into the world of scale up at Union Hand-Roasted Coffee, UK’s leading ethical speciality coffee roaster, leading the brand’s repositioning and launch into consumer markets and going through scale-up journey with the business, before joining Lucky Saint in 2022. She was selected as one of Marketing Week’s Top 100 most Effective Marketeers in 2023 and is a judge for Marketing Week, The Drum and IPA Effectiveness Awards.

Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.