Archive of ‘psychology’ category

Reducing the mental weight of purchase decisions

There is a mental cost to making purchase decisions and having to process options can take its toll, especially when contending with a field that isn’t familiar.

Source http://www.cbc.ca/parents/learning/view/should-i-buy-my-kid-a-cell-phone-a-flowchart

Complex buying considerations. Source cbc.ca

A higher cost purchase can be a factor but the mental energy involved doesn’t necessarily line up with the dollars involved. Consider a few especially tricky decisions and some easy ones, at all different costs.

Weighty decisions
Buying a new car $$$$
Selecting a new phone and plan $$
Hiring a contractor to work on your house $$$
Picking a gift for a new girlfriend $

Easy choices
Vacation souvenirs $$
Specialized products with a clear leader (e.g. WeatherTech car floor liners) $-$$$
Renewing existing services like insurance $$ (Conversely, selecting a new provider can be very taxing.)
Favorite dishes at known restaurants $

Certain purchases can feel like an ordeal. For brands in e-Commerce, the goal is to remove as much of the mental labor required to make a purchase decision. Some of the things that exasperate users and contribute to mental weight include:

  • Opaque costs and terms – it’s mentally taxing to try and figure out where the catches are and how we might be getting taken advantage of.
  • Unfamiliar settings – making decisions in a new city or in an industry new to you can leave you feeling disadvantaged.
  • Convoluted options and dependencies – if it’s too difficult to consider various scenarios, the customer starts to feel overwhelmed.
  • Visibility – if your purchase choice is very public there’s added pressure to get it right.
  • Incomplete information – it’s tougher to make a confident decision with unknowns in play.
  • Unclear product lineup – sorting through tiers of service, model generations and variations can be tough if the differences aren’t well communicated.

Mapping user personas and customer journeys can help to illustrate the state of mind of those who might be considering a specific product or service. Consider how hard they need to work at making a buying choice and how you can reduce some of the mental energy required.

And there are new business opportunities for companies that find a way to make high dollar purchases with difficult purchase processes more enjoyable.

Free Ad Impressions Through Mnemonics

Frequency is a key element of campaign design, especially in retargeting efforts. Multiple touches usually do better than one-off messages. But additional impressions will increase the rate of spend too. It’s a balancing act to find an efficient rate of spend and a satisfactory return on investment.

Credit: Neil Patel

Credit: Neil Patel

That’s if you’re paying for additional impressions. It works better if you can get them for free.

While adding external impressions will increase costs, mental repetitions are free. By developing creative specifically designed to enhance recall, you can increase the returns on your campaigns without breaking the budget.

Mental recall by design

There are myriad techniques for improving recall including classic advertising tactics like repetition and setting slogans to music. For more creative ideas, and to get the most drastic effects, we can look to memory champions and the mnemonics they use.

Each year the top mental performers in the US gather to compete in the USA Memory Championships. Performing feats of memorization such as recalling entire blocks of poetry upon a single exposure to it and committing hundreds of digits of random numbers to memory, they use mental tricks to help enhance recall. Our target audiences may not be focused on memorizing details but we can still employ some of the techniques used.

usa-memory-championship-1101

 

There are a lot of techniques that competitors use to store and recall large amounts of random information. One of the popular and effective is the Method of Ioci or constructing a mind palace.  A mind palace is a mental image of a fictional place that contains rooms and other structure features that you can place items within. By leaving memorable items to trigger you memory within your palace, you can evoke memories by walking through your palace.

For example your palace may contain a kitchen, a pantry and a dining room among other rooms. To recall a 3 of clubs and 5 of hearts when memorizing a deck of cards, you might place 3 cavemen at the dining table, arguing about dinner. (Cavemen carry clubs.) They could be eating their favorite artichoke dip (fave = five, artichoke = hearts). And the story goes on from there as you walk from room to room through your palace.

According to memory experts the key to selecting effective characters and events is making them remarkable and out of the ordinary. The more absurd or emotional or personal the events the better. So cavemen are better than golfers because you don’t see them every day and artichoke dip is better for me than candy conversation hearts because I happen to actually like it. Those valentine hearts are nasty.

We can borrow that best practice for memory by using familiar settings in the creative, incorporating absurdities and using known personal preferences. Create visual ads that accomplish this by incorporating visuals that crazy, personal or emotional, or all three.

Absurd visuals

This one’s easy. Just make your creative a little more bizarre to add more potential for recall. You don’t have to go all the way to deranged, just make it something you don’t see every day.

Here’s a well put together ad campaign from Mutual Jewelers Insurance.

16cda692adf7b63a4fd584484f38a7b7

It takes what could be a mundane topic in insurance coverage and ads an absurd twist: a ring stealing crab. This campaign gets bonus points for using animated display ads, which grab attention, and for adding absurd words as well as visuals. There are a series of ads that each use an obscure vocabulary to describe the theft, with alliteration to boot. “Criminal crustaceans” and “beach bandits” are memorable because they’re unusual and kind of weird.

Emotion

Adding emotion doesn’t have to mean making people weep or being overly serious. Your ad should evoke a feeling, the stronger the better, to boost memorability.

This image from Granite Gear is actually from their Instagram feed but is a good example of tapping into the emotions of the target audience.

granite-gear

The image is paired with the copy “Hang on summer, don’t leave just yet…”. Every backpacker knows the bittersweet feeling of summer winding down. Plus the image itself shows why summer is worth savoring. It depicts one of the rewards of a long hike: a peaceful sunrise after a good night’s rest in the tent. This makes good use of an emotional reaction unique to the target audience rather than going for a completely syrupy ad to try and make general consumers misty eyed.

The notorious Puppy Monkey Baby Super Bowl ad combined emotion (repulsion) with absurdity and got double the recall. But don’t let the desire to boost the stickiness of the ad overtake the brand message you’re trying to convey. It is possible to overdo it.

Personal meaning

Memory champs incorporate their own meaningful spaces and memories into their palaces. Experiences unique to you are more likely to be recalled when referenced externally. If you’ve ever caught a whiff of a unique smell from your hometown’s factory or a special dish your mom used to make when you were young, you know how it can take you back to a host of memories.

It can be a challenge to pinpoint personal settings since everyone’s experience is unique. But you can work with experiences that are shared by your community, your experiences unique to a profession or your geography. SCUBA diving enthusiasts probably all remember the feeling of getting their certification card in the mail or downloading their underwater photos from their camera after a dive. If you are a real estate agent you probably know how it feels to cash a commission check on a hard-earned sale, memorable because of the hurdles overcome. And people within a local community probably have memories attached to the local landmarks that are popular within the area.

Spire Credit Union is squarely focused on the Midwest, and the Twin Cities in particular. Their storytelling ads are peppered with landmarks and any local will instantly recognize. This helps their brand connect as ‘one of us’ but it also helps their message stick. The next time someone in the neighborhood walks by a building or vista featured in an ad, it has the potential to trigger recall.

 

A little effort for a big return

Utilizing 3rd party organizations to power retargeting ads can be a great way to get feet wet and to leverage advanced segmenting tools. It’s tempting to also outsource the development of the ads themselves too. Take care not to accept the basic templated ad shells that are available out of the box. If you go beyond brand colors and logo as the extent of your customization, you have the chance to multiply the effectiveness of your campaign by leveraging mnemonics, just like a champion mental athlete.

 

Messaging for mental filing systems

In our culture we all face an onslaught of demands for our attention. As a coping mechanism, we all have ways of sorting information whether it’s a formal system or not. Marketing that offers context for how a message should be filed stands a better chance at landing in the right spot for recall and action later on.

It’s rare when our messages arrive at exactly the right time so plan on being filed along the way.

filing cabinet

Here are a few examples of organization tools and how a message can be crafted to address them.

Context: calendar date

This is probably the most universal way of managing time and priority. If your offer can be linked to a date, shoot for something not more than 10 days out. Beyond that you risk falling out of the near term mindset most people live in. Failing that, link your date to a holiday or the beginning or end of the month or year to boost recall. “If you are thinking about getting in shape, stop in to our gym before the end of this month to get a free tour and we’ll waive the membership fee.”

Context: sequential order

If you can put your message within a link of events, you stand a great chance at being associated with the desired outcome. “Before you go on your next family road trip, make sure you check your tire treads to make sure you’re safe. We offer free tire inspections at all locations…”

Context: long term importance

We all struggle with balancing short and long term goals. And it’s easy to feel guilty and discouraged when we realize that some of those goals are behind or off track. If you can connect the dots between what you’re offering and making progress on important goals, you are not likely to be brushed aside. “For those looking to learn photography, we offer a free 15 minute introduction video for absolute beginners.”

Context: future conversations

There are conversations that we’re all likely to have whether they’re with our spouses and family or annual visits to the doctor or conversations with our coworkers. Plant the seed that says ‘don’t forget to mention such and such to so and so’, and your message can be connected to that next interaction. “Ask about sonic toothbrush technology at your next dentist cleaning.”

Organization prompts

Boost recall further by offering specific tools to file information. “Pin these recipes for your upcoming Superbowl party” or “print a checklist for packing for Disney World” or “take this sticker to remind you of your next oil change,” etc.

Offer a TL:DR summary at the top of the post or content piece to help people judge where and how they can save the info for later.

Business are all competing to gain attention in a busy world and consumers are fending off information overload through mental filing. Crafting messages with that filing in mind can help cut through the noise long term.

Price Bracketing Plus – subscription page case study

I came across this example of price bracketing and thought it was inspired. Going beyond the good/better/best approach, they added a novel tactic to get the outcome they want.

Here’s the subscription page for Dollar Shave Club.

Dollar shave club detailThe center option is clearly bracketed between the super cheap version and the crazy advanced version. I normally wouldn’t consider a 4 blade razor… but it’s in the middle!

DSC 2A closer look shows their tactic for nudging people thinking about the entry level option to the 4x blade: shipping costs.

If there’s a universal truth in e-commerce it’s that people hate to pay for shipping. Especially when the shipping is more than the product itself. Dollar Shave Club asks you to fill in a shipping address in a separate step before giving you the cost too, which reinforces the idea that it’s a separate cost from the product. As far as I could tell, the cost for shipping the cheap blade is a flat $2 regardless of the U.S. address.

Dollar shave club shipping page

So $1 razor plus $2 shipping equals 3 bucks. Even though the combined $3 price is less than the other options, the thought of two thirds of the payment going to shipping each month will rankle consumers, further motivating them to order the middle, more reasonable product.

Smart!

Gamification is Motivation – A Charity Success Story

Gamification is a marketing buzzword of late that involves using scoring and reward mechanics to encourage new users of a site or a piece of software to stay engaged.  Foursquare is famous for offering badges for various activities, which promotes further use of their application.
But gamification is not just for startups and mobile app developers. A recent visit to a MN charity showed how they use these tactics to engage new donors and to fulfill their mission of feeding children in need around the world.

Feed My starving is a charity devoted to delivering nutritious, culturally acceptable meals to families in impoverished countries. In collaboration with food scientists at private companies they have developed a $1.32 packet of dry food that can feed 6 kids when cooked. FMSC buys the ingredients, fills the packets and ships them to partner charities across the globe, who ultimately deliver them to needy families.

The game mechanics come into play during the packing stage. All of the food is packed by volunteers at one of their packing facilities in Minnesota, Illinois and Arizona. Everyone is divided up into teams, where they work to fill bags with the 4 ingredients, seal the bags and pack them into shipping boxes. It’s a great time and amazing how many meals a group can pack in an hour and a half.  And it works! In a year the organization can ship over 120,000,000 meals with the help of 500,000+ volunteer packers and the food reliably arrives to those that need it. They have the highest possible rating at Charity Navigator.

But why use people, strangers, to fill the bags at all?

Wouldn’t it be more efficient to ask staff members to do it rather than train new groups for each shift? And there must be machines or at least measuring equipment that could help automate the task of filling plastic bags with a consistent amount of rice. I think the answer is that the benefits of gamification, especially the increased feeling of ownership amongst volunteers, outweighs the potential inefficiencies.

While any contribution from a donor helps, it’s the long term partners that are really useful to a healthy charity. For any non-profit, it’s a challenge to get people involved and invested. Unfortunately donors are often asked to mail out checks and never hear from the organization about the results… until it’s time to ask for another check.
Reward systems change that by offering measurement and feedback immediately.  It’s clear from the moment you walk in as a volunteer that Feed My Starving Children has long term relationships in mind. Entering their facility you’re greeted by the staff and given a nice introduction to how the ministry works. Subtle scoring systems and rewards start from there.

Volunteers are divided into teams and gather in the packing room around a station. By design, all the teams are in the same room with identical set ups, establishing a playing field for competition. Quietly, the staffers mention how many packs fit in a box and how many boxes a typical team can pack during a session. So the benchmarks have been established.
The staff never tells volunteers to rush or to try to set packing records. But do offer tips on how to operate quickly (“hand signals can speed up re-supplies by a few seconds”) and they start the packing session in the same way a race might start. Ready, set, go.

During the session, there is up-tempo music playing across the room’s speakers and the room gets loud with teams trying to communicate with each other. Of course some good-natured trash talking is included and teams start to shout out how many boxes they’ve finished. Each team is pitted against the rest and pretty soon there is singing, chanting and dancing going on as the ingredients fly. It’s super fun but very much about winning.

Once a session is completed (after a count down of course) the groups gather back in the meeting room to hear the numbers. Staffers tally up the packs, boxes and palettes completed and share the results of that day’s session. In all the times I’ve been to Feed My Starving Children to pack meals, I’ve always been assured that our group was phenomenal, much better than the average group’s output. Either I’m just that good or FMSC is using intangible rewards intentionally to give volunteers a sense of pride, ownership and some bragging rights.

Photo: A View From The Edge

Finally volunteers are informed that all of the food they’ve packed has been paid for by the organization, costing hundreds of dollars. Previous donors have paid for the food packed in that session and FMSC needs more donations to enable future volunteer crews. The appeal is all very well done and guilt-free but it’s very persuasive, as I can personally attest to.

In all, they’ve created a personal connection through a fun, competitive experience using game mechanics, which results in more volunteering, more donations and more word of mouth. This post is just one example!

For more information on Feed My Starving Children visit fmsc.org and seriously consider bringing some friends and volunteering. It makes a great team building event, birthday or night out and you’ll be glad you did.

Making your ideas their ideas (plus sneaky shortcuts for recall)

Getting someone else to come around to your point of view can be a tricky thing.  Before you can ask your audience to act, you’ll need to make them aware of your point of view and convince them to consider it. It’s even tougher to change a point of view that they already have. You could take on the task directly and come armed with a list of arguments and facts. But that’s just the standard way of doing things.

West Coast Trail, British Columbia

Another approach is to talk around the issue, subtly shaping the decision-making landscape. Like the forestry service offering a path through the woods that fits the setting, you clear obstacles and offer the best path past hazards while still allowing the audience to draw their own conclusions. It’s more difficult to do and takes more time. But it can be a lot more effective.

Groomed Trails and Shortcuts 

When planting an idea you have to be early enough to affect your audience before they take a firm position. And you can’t come on too strong or they’ll know the idea is not their own. A long term awareness campaign requires a lot of faith and patience. But we can also take advantage of shortcuts.  An idea that comes from a single source can take quite a long time to wedge itself into consciousness. Having the idea reinforced by multiple, independent sources greatly increase that message’s effectiveness. And you get even further by getting your audience to agree with that message on their own, or at least recall your claim for a positive reason.  (Plus the act of recalling something can deliver positive benefits on its own as well.)

Total recall

Getting your audience to recall your message can jumpstart your attempts at persuasion and there are several effective tools for the job. Have you ever had to remember a phone number without having a pen to write it down? If you’re like most people, you repeat it to yourself, out loud (at least if there’s nobody else around to look at you funny.) There’s something about speaking that makes it easier to remember. There has actually been quite a bit of neuroscience research on the topic – suffice to say voicing your ideas requires additional brainpower that helps with recall.

Likewise, concepts and arguments stick when you try them on for size, either in your head or on paper. Dawson Trotman, founder of The Navigators said, “thoughts disentangle themselves passing over the lips and through pencil tips.” Translating an abstract thought into coherent communication requires you to process it first.

Examples

So how can you get your audience to try out your idea without putting up conscious barriers first? As a thought exercise, let’s take a look at some potential techniques and how they might play out in a creative campaign.

1. Awareness campaign plus 3rd party ask  – Let’s say you’re a small Chicago based company in a competitive industry like organic snack food. You could run a two part campaign to cement your message of being a local favorite. In part one, you’d do a typical awareness effort like becoming a sponsor at a 5K or a summer festival in town. Give away samples and literature that describe how you’ve been connected to your city for x number or years or another unique and re-callable claim.

In step 2, follow up with the people that were exposed to your brand claim shortly after the event but do it through a 3rd party. Your goal is to trigger the memory of their initial interaction with you (and reap the benefits of that recognition) and to use a positive reward to solidify your brand positioning claim. Continuing the example of a local snack company, you could create a simple Facebook quiz run by Windy City Software that lets users answer questions about how well they know their hometown. One of the questions will be related to your claim. “Which of these companies based in Oak Park was one of the first organic snack options in Chicago?…” The user is motivated to dredge up the memory in order to get the question right and your claim is reinforced.

 The rest of the quiz can be fun cover or you could band together with like minded complementary vendors who might also like to get involved.By the way Facebook has always made it easy to target advertising to a specific segment like residents of your city or neighborhood. They have also recently added an option to upload your own set of email addresses in order to create a custom advertising segment – as an event sponsor you might have access to just such a list.

2. Whitepaper and custom captcha – A lot of smart marketers are using content marketing to good effect these days. If you work in an industry where you can offer a helpful guide or intro to an unfamiliar issue, whitepapers are great ways to introduce your brand. Traditionally, content marketers will write a whitepaper and offer it for free on a webpage. In order to reduce friction and encourage as much use as possible, whitepapers are often offered without having to register or fill in a form at all.I agree with line ofthinking and believe it works out best in the end to avoid the temptation of requiring a name or email address. But even cynical consumers understand the need for short captcha tools to guard against abuse. Why not ditch the traditional captcha tools and come up with a custom one that works to your branding advantage? Ask them a simple question that makes them think, even a little bit, about your brand. “This guide to DIY photography is brought to you by the lighting pros at ______”

 By requiring that they type the answer, you’ve added a measure of stickiness to your branding message.

3. Co-opt a common sound and link it to your brand claim.  – As anyone who has had a jingle stuck in their head knows, audio can make a terrific vehicle for recall. If you were a pet food company you could incorporate the whirring sound of a can being opened into your TV or radio ads about the quality of your product. By linking your claim of being a superior brand to the common sound of a can opener working, you can encourage recall every time your audience encounters that trigger.

On a similar note, you could create a useful preparedness mnemonic that doubles as a recall device. 1-800-ASK-GARY is a lawyer referral service that already seems to be everywhere these days.  During their radio ads, they could offer an acrostic for accident victims to remember what to do while at the same time encouraging brand recall.
G – Get out of the way of traffic and put on hazards
A – Authorities: call the police and, if necessary, an ambulance
R – Record information including notes about the accident and insurance info
Y – Your rights – don’t admit to guilt or sign anything and call a lawyer. 1-800-ASK-GARY is there 24/7 to answer your legal questions.

Each of these hypothetical campaigns use recall as a means of getting your message to ‘cut in line’ amid the clutter of traditional noise. What other creative ideas can you come up with for getting consumers to process ideas and boosting recall?

Exploring the top of the funnel for untapped leads

When it’s your job to decide how to spend marketing dollars and your budget is not unlimited, options that are easily trackable to revenue tend to win out. That’s easy to understand; it feels safer to choose channels that you can prove were effective, or that at least didn’t lose any money.

When you can show that A caused B, the picture is simple and simple feels good. That’s one of the reasons why Google spends so much on reporting tools for its cash cow self-service ad platform. They want you to see the connection to revenue and feel content with your ad spend. It works too – Google pulled in nearly $10 billion last quarter.

Simple methods for lead acquisition are great, especially for products with a short sales cycle, but they’re not the whole picture. Just because an effort is not easily tracked doesn’t mean it can’t be extremely effective.

When attempting to break through the noise into a consumer’s consciousness, the deck is stacked against brands. Because of the onslaught of messages that we all get pounded with every day, defenses are up. Simply asking for a sale is not enough.

Long term efforts around awareness offer a way. They have gotten a bad name lately because they don’t always show up well on a dashboard. But planting seeds of recognition early in a buying process can get around ad-blindness and deliver big returns. It’s well known that word of mouth is the most persuasive form of endorsement and trust is usually credited as the reason why. And while it’s trust that enables a Five Guys fan to make an effective lunch recommendation to a coworker, one of the reasons why he’ll go along with it is this:

He doesn’t feel that he’s being sold anything.

Persuasion is most effective when it’s invisible. The marketer’s goal should be to arrive two steps before the discussion of products starts, shaping their methods for evaluation and scoring points before the overt game even starts. If done well, the audience draws their own conclusion based on subtle hints whose influence they weren’t even aware of.

As a bonus, many brands don’t have the resources or the guts to market this way, preferring to stick to methods that deliver a tidy ROI number within a short time span. The competition will be much lighter here. Plus, if you are fortunate enough to register a message within the brain of your target customer weeks or months before she needs to consider a purchase, you will benefit from the positive connotations of recognition when the memory pops back up in her mind.


Like the Bene Gesserit, your generous, friendly content will be subtly influencing under the surface. It doesn’t have to be as sneaky or manipulative either. One example from my kitchen happened at dinner the other day. My wife brought out a new marinade from Frontera Grill for our fajitas. When I saw his picture on the bottle, my mind jumped back to years before when I had seen some of Rick Bayless’s cooking shows on PBS. I never really loved that show in the first place but part of me was proud that I connected the dots and I was able to throw out a few things that I remembered from the show in conversation while we made dinner. The marinade’s quality bumped up a couple of notches before we even sat down to dinner and I would be more inclined to buy it again in the future.

Longer term campaigns are especially useful when:

  • There is a long time delay between purchases
  • It’s difficult to select a product without technical knowledge
  • Purchases aren’t planned ahead of time but are urgent (e.g. furnace repair)
  • There’s little to differentiate between products based on features

I’m all for accountability and love to eliminate efforts that aren’t defendable. Buzz building awareness campaigns have been derided lately for being fluffy and often for good reason. But to ignore long term messaging for lack of reporting is to miss out on a proven method of influence, even if it is a little harder to recognize.

Ramp Up Anticipation For a Better Unboxing

We talked a while back about how the moment the customer opens their shipment is the climax of the customer experience and the ultimate single make or break point for brand delivery. By that time, the results are beyond our control as marketers. Once the product leaves the warehouse, the die is cast.
Before we get to that point though, we do have chances to influence the final impression. It’s our job to tip the scales in our favor as much as we can. To do that, we must build anticipation for the solution that our customer is waiting for until they can’t wait to tear open the package when it finally does arrive.
The only real caution here is to avoid setting expectations beyond what your product or service can deliver. The product has to come first and I’m assuming that we’ve already got something that does its job. And it’s always wise to save a few surprises for the very end. In the meantime though, there are plenty of ways to whet the appetite.

  • Make estimated delivery updates available at each phase of completion
  • Offer a photo or PDF of your customer’s custom product before it’s boxed up and email it
  • Display happy testimonials on your order confirmation emails
  • Send an email with tips and suggestions on how to use their product in the days before it arrives
  • Mail a handwritten thank you note on the purchase date or email a short comment that is unique to them

I’m sure you can think up many others. These are not cheap marketing tricks though. Anticipation is part of the customer experience. And it’s an opportunity for us to increase customer satisfaction because people want it.
The process surrounding a product is part of the product. Once you’ve created a pleasant expectation in your customer’s mind, they’re very likely to have a positive ultimate experience (unless you completely botch the job.) Think of how good a bakery smells in the morning. Once you’ve got idea of a warm, tasty bagel in your mind, and spend 5 minutes waiting to get a fresh one, chances are you’re going to be happy when you get it.
Most of the time the reason behind this dynamic of persuasion is cognitive dissonance – people don’t want to disagree with themselves. When you buy shoes online, you’re placing your trust in that shoe retailer. You’ve paid your money and, in a sense, placed a bet that you’ve picked out the right company. You want your decision to be affirmed as a good one and will tend to lean toward that conclusion when the shoes arrive.
One of the old sales tricks that salespeople employ is to get the prospect saying yes, even if it’s not directly related to a sale. Once they start saying yes to the small things, they’ll be more likely to keep saying yes. In our case, they’ve already said yes to the big question; they’ve made a purchase. We’re trying to keep the momentum going past the sale and into the product unboxing.
By maintaining contact with customer pre-delivery, you’re making that pull toward a happy conclusion a little stronger. In various ways, you’re telling them ‘you made a good decision, you’re going to be happy when your product arrives, you are a smart shopper…’
Once the customers internalize those messages, they’ll start repeating them to themselves and others, expanding your branding statements even further.What are some ways that you can create positive anticipation that can add to your customer’s experience?
Photobucket

Carfax is Running a Negative Campaign and Doing It Effectively

Carfax instills fear and manipulates consumers into doing its will. If Carfax were a political candidate, watchdog groups would be crying ‘smear campaign’ for its advertisements.Thankfully, the presidential candidate hype machine and the inevitable campaign commentary won’t start in earnest until the February so I’ll call it what it is: strong arming. And successful at that.

Carfax’s target market in this case is used car dealerships. They could have run ads in industry publications extolling the virtues of carrying Carfax reports and the benefits to conversion rates (and they may for all I know.) Rather than take the kind and gentle approach though, they are bullying customers with TV ads.

Instead of entering into a debate with dealers, they reach out to the dealers’ customers and play to the oldest and most political motivator around. They use fear. They describe all of the awful things that could be lurking in a car’s history and how a Carfax report can protect consumers from dealers. Then the muscle comes in when they tell you what to do about it. Just ask your used car dealer for a Carfax report. “Show me the Carfax” is their simple call to action and it really puts their dealer customers in a bind. After all, any reputable dealership with nothing to hide would surely offer prospective customers a vehicle history report, free of charge. Right?
The unspoken implication is that if you don’t ask them to ‘show me the Carfax,’ they’re going to take advantage of you. By raising the expectations of consumers, Carfax is putting the squeeze on dealers and having the dirty work done for them by concerned car shoppers.

This is the kind of half truth tactic that makes political campaigns so unbearable. In this case, there’s no denying that it works. Just don’t expect a lot of a lot of ‘across the aisle’ collaboration from dealers if an alternative service becomes available.

Domino’s Pizza Turnaround: The Missing Ingredient

By now you’ve probably seen Domino’s Pizza’s commercial where they admit that their pizza was terrible. They’ve grabbed a lot of attention with this bold tactic and I give them credit for daring to be so transparent.

For all the things they’ve done well here, the story still seems less than genuine to me. They forgot one thing: the scapegoat.
They show chefs and executives reading all the negative feedback, swallowing hard and going back at it with a new enthusiasm. After a big group clap, they unveil the new pizza recipe that tastes way better than before. Does anyone else see the problem here?
The people delivering the new pizza are the same people that made the old pizza. Why should we trust them to do any better this time?
Domino’s almost got it right. But if you’re going to admit your product stinks, heads have to roll. We need to know that the problem has been identified and eliminated. There has to be a ‘new management’ moment that makes us feel like things are truly different.
Ending the ‘pizza makeover’ that way might not have been as uplifting but it would be more believable.

1 2