I recently attended a workshop at the IPA about their Behavioural Economics plans. Very interesting it was too, mulling over the potential benefits, drawbacks and impact on structure and nature of agencies etc.

The other day Dave Trott wrote a thought-provoking post which included some fine example of smart promotions carried about by Absolut FM. And this got me thinking...

One of the potential benefits of implementing Behavioural Economics thinking is to improve the nature of the offers and incentives we use to change behaviour. If we're better at understanding what drives behaviour then we can "nudge" people in the required direction more effectively.

Here's something I spotted outside the Gym Box on St. Martin's Lane.

The text at the bottom reads:
"Thrashing the Competition. For this month only, if you are a member of another gym, you can use and abuse us for FREE. Enquire within."

Now this is pretty smart. Everyone knows there's masses of guilt on our high streets through under-usage or non-usage of gym memberships, so this provides an extra opportunity to assuage the guilt. Simple, yet I'm willing to bet it's effective. Odd that the offer is not mentioned on their website though.