Borrowing Brilliance:
What Security Awareness and Training
Should Steal from Marketing
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What would you like to
‘steal’ from marketing?
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WHY
MARKETING?
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L&D and Marketing
share a common goal
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How to get people's attention and help
them think and act in new ways.
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DIFFERENT
APPROACHES
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How trainers sell hamburgers
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Why You Should Buy Our Hamburgers:
• They taste really good
• We make them any way
you want
• We make them fresh
• They are inexpensive
• We have free kids toys
• We have restaurants in
lots of places
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How marketers sells hamburgers
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What is the difference?
Why do we do it differently?
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3 Things We Should
Steal From Marketing
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Speak to the
Primal Brain
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Speak to the
Primal Brain
Branded
Campaigns
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Speak to the
Primal Brain
Branded
Campaigns
Be
Data-Driven
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Marketers Speak To:
The Primal Brain
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2 Types of Thinking
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System 1 &
System 2
Thinking
“Thinking Fast and Slow” by Daniel Kahneman
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Marketers speak to
the Lizard Brain
System 1
operates largely unconsciously
and automatically
System 2
requires conscious
effort and control
>95%
of brain activity is
SUBCONSCIOUS
https://brandtrust.com/blog/system-1-thinking/
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We don't think
as much as we
think we think!
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SUBCONSCIOUS MIND
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SUBCONSCIOUS MIND
Supercomputer loaded
with a database of
programmed behaviors
https://www.brucelipton.com/resource/interview/romp-through-the-quantum-field
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most are acquired by the time we are
6 YEARS OLD
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WHOA!
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How would you
design differently
for a 6-year-old?
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Which of those things
do you NOT like?
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Subaru makes safe cars
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REMEMBER:
OUR LOGICAL MIND IS NOT IN
CONTROL OF OUR ACTIONS
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Marketers tell an
emotional story…
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VIDEO
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Which is more impactful?
A B
Attention getting? Efficient? Memorable? Emotional?
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"When dealing with people,
remember you are not dealing
with creatures of logic, but
creatures of emotion."
Dale Carnegie
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Marketers Work On:
Branded Campaigns
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Aligns with
learning science
like spaced
learning, etc
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Email
marketing
tools are
great for
this!
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Visual Branding
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Brand Character
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“The Guard”
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Wow, that guy is amazing! Is he in any
other trainings, even if it's something totally
different? I'd love to see more of him!
Protect the Protectors
I love ‘The Guard’ guy!
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Branded Campaigns
Personification
giving it a human
face and personality
Emotion
helps capture
attention & create an
emotional
connection which
makes it more
relatable and
memorable
Multi-channel
Flexibility &
consistency across
various channels &
formats
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Actionable Data!
BONUS
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Marketers Are:
DATA-DRIVEN
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New Hires & Phishing Tests
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A/B Testing
Nothing
5 short weekly
emails with
phishing
information
Group A Group B
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New associates who got the
onboarding campaign were
more likely to report
phishing attempts
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A/B Testing
Group A Group B
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Email Marketing Analytics
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Speak to the
Primal Brain
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Speak to the
Primal Brain
Branded
Campaigns
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Speak to the
Primal Brain
Branded
Campaigns
Data
Driven