As the kids head back to school and dive into a year full of learning, we can also jump back into the learning mode! Today, let’s brush up on some marketing psychology that can help shape your next campaign.
The Power of Social Proof
Just like students look to their peers, consumers often rely on “social proof” when making decisions. According to Nielsen, 92% of consumers trust recommendations from friends and family over any other type of advertising. By incorporating customer reviews, testimonials, and user-generated content, we can build that trust and credibility. Social media is the new word-of-mouth!
The Scarcity Effect
Remember how limited-edition school supplies always seemed more enticing? The scarcity effect plays on the fear of missing out (FOMO), driving urgency and action. When a product or opportunity seems scarce, consumers want it more and act more quickly. Limited-time offers, exclusive launches, and countdowns are all examples of ways to leverage the scarcity effect.
The Halo Effect
A teacher’s first impression can set the tone for the whole year, just as one experience with your brand can influence how a consumer views your entire organization. If a consumer thinks highly of a product, person, or value associated with your brand, they will likely view other aspects of your brand positively as well. Consider how building a positive image or associating with reputable figures can broaden your audience.
The Reciprocity Principle
We all learned the golden rule in school—treat others how you wish to be treated. When you offer something valuable to your audience first, such as free resources, exclusive content, or tips, you trigger a sense of obligation to reciprocate. We see this when brands use free trials, samples, or consultations to create a bond. Special offers or loyalty programs are another great example of how giving and receiving strengthen your brand.
While these are just a few examples of psychology in marketing, they remind us to think about what goes on in a consumer’s mind before choosing a brand. These are the reasons why we prioritize strategy in every campaign.
If you need help crafting your marketing strategy, contact us today!
Sources
Nielsen. (2012, April). Consumer trust in online, social and mobile advertising grows. Retrieved from https://www.nielsen.com/insights/2012/consumer-trust-in-online-social-and-mobile-advertising-grows/