Signature Frameworks
Four working models that make behaviour the measurable output of a campaign.
These are the frameworks we teach clients, use inside every brief, and publish here in full. Steal them. If they help, the introduction will have paid for itself.
Framework 01
The Behaviour Shift Model™
How promotions actually change what customers do — a working model in five moves.
Most marketing frameworks measure awareness. The Behaviour Shift Model measures the harder thing: the moment a customer does something they wouldn't otherwise have done. It maps the five levers that reliably move behaviour, in the order they matter.
Use it when
- Category is habitual and repeat-driven.
- Awareness is high but conversion is stuck.
- You need to justify a promotion budget in behavioural terms.
- 01
Default
Identify the current default behaviour. You cannot change what you cannot describe in a single sentence.
- 02
Interruption
Design a stimulus loud and specific enough to break attention away from the default.
- 03
Incentive
Attach a reward whose expected value, from the customer's seat, is worth the change.
- 04
Friction
Remove the smallest possible number of steps between intent and action — and no more.
- 05
Reinforcement
Close the loop with confirmation, proof, or repeat trigger — so the new behaviour becomes the next default.
Framework 02
The Promotion Success Framework™
The five ingredients every successful promotional campaign contains — and the failure mode of skipping any one.
After hundreds of promotions across sectors, five ingredients recur in the successful ones and are conspicuously missing from the failed ones. This framework is the pre-launch checklist.
Use it when
- Reviewing a campaign brief before it ships.
- Diagnosing why a previous promotion underperformed.
- Pitching promotional spend at board level.
- 01
A believable prize
Large enough to be memorable, credible enough to be believed. Skip this and you get participation without noise.
- 02
A specific behaviour
One action, defined tightly. Skip this and you cannot measure whether the promotion worked.
- 03
A visible mechanic
The rules fit on a poster. Skip this and drop-off happens at the instruction page.
- 04
A public proof
Someone real wins, verifiably, in front of an audience. Skip this and next year's campaign starts from a lower trust base.
- 05
A contained risk
The finance director can sign the brief. Skip this and the campaign never launches, however good the idea.
Framework 03
The Trust & Verification Framework™
How transparent promotions build the confidence that makes the next one work.
Every promotion draws down on customer trust and, if done right, replenishes it with interest. The Trust & Verification Framework is the four-stage system for making sure it replenishes.
Use it when
- Prize sizes are meaningful enough to attract scrutiny.
- Category has a history of promotional disputes.
- You are selling the campaign upward as well as outward.
- 01
Design
Mechanic is auditable on paper: rules, odds, prize, trigger, settlement — each defined before launch.
- 02
Custody
Prize, code or sealed envelope is under third-party custody. Not the brand's word; the auditor's.
- 03
Witnessing
The winning moment is observed by an independent party and captured for release.
- 04
Settlement
Payout is executed against a documented chain of custody. The story survives contact with a journalist.
Framework 04
The Attention-to-Action Model™
Turning awareness into measurable customer behaviour — the four-stage funnel that promotional campaigns actually run through.
Advertising models end at awareness. Promotional campaigns need a model that ends at action. This one does.
Use it when
- Diagnosing where drop-off is occurring in a live campaign.
- Comparing two candidate mechanics on the same objective.
- Reporting campaign performance to non-marketing stakeholders.
- 01
Attention
The prize promise earns the impression. Nothing else in the campaign gets a chance if this stage fails.
- 02
Interest
The mechanic is understood in one sentence. Curiosity is cheap here; comprehension is the constraint.
- 03
Participation
The friction to enter is smaller than the perceived value of entering. This is where most campaigns actually lose.
- 04
Action
The purchase, visit or data submission that the campaign was commissioned to produce. Everything upstream is preparation.
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