SINCE the dawn of commercialism,
marketers have been trying to influence
customers to choose their products or
services. The challenge is that a customer's
decision making process is based on
a vast number of factors. It is virtually
impossible to influence them all. The
smart marketer usually aims to establish
a balance by appealing to the emotional
as well as the rational side.
If you're interested in the field of
psychology and the role it plays in marketing,
consider reading Influence: The
Psychology of Persuasion by Dr. Robert
B. Cialdini. With more than two million
copies sold and available in 26 languages,
the book was named one of the 'Smartest
Business Books 'by Fortune Magazine.
Often on the required reading list of
marketing students, the book has been
on the New York Times Business Best
Seller List. The reason for the book's
phenomenal success is the concept of the
six pillars. These pillars govern our social
behaviors. So whether you eat noodles
with a fork and call it spaghetti, or like
your noodles in a soup bowl and call it
ramen, the concept works across multiple
cultural terrains.
Pillar One: Reciprocity
A common application of reciprocity is
when brands give away free product samples.
From the consumer's point of view,
they are assessing how much they like the
product. At the same time, the invisible
social force of reciprocity is taking place.
In the subconscious mind, the free sample
is a form of favor. Naturally, the recipient
wants to reciprocate and return the favor
by purchasing the actual product.
In our interconnected world today,
engagement and great customer service
worksin the same way. Many companies
give away white papers, research reports,
free prizes, and tips to solve problems.
These types of actions often set reciprocity
into motion.
Pillar Two: Commitment
and Consistency
Most of us want to be seen
as "walking the talk," essentially
being consistent with our
beliefs and actions. When we
promise to do something,
verbally or in writing, we
are likely to follow through.
Some sales people use
this to their advantage and
add extras after the sales
process has been completed.
They know that many
customers will not cancel the
order despite the changes.
A subscription-based opt-in
that requires the user to register on
a website is a way to leverage commitment
and consistency. Free trials are an
effective way to get users to commit to
your product for a certain period of time.
Once the period is up, the customer feels
obliged to pay to continue.
Pillar Three: Social Proof
Cialdini, the prominent social psychologist, says that human
beings regularly make choices about what to do and think based
on the ideas and actions of others. Simply put: We like to follow
the group. This is called social proof.
In the past, all a company had to do was to show models and
actors using their products to establish social proof. Nowadays,
consumers are less susceptible to pandering. With the growing
usage of social media, brands are now expected to step up and
provide a unique customer experience and engagement. The
ultimate goal is to gain brand evangelists. These advocates or
fans will freely tell their network of family, friends and the world
how much they just love the product.
Pillar Four: Authority
Socially, most of us have been conditioned to trust and follow
the instruction of an authoritative figure. Marketers have put
this to use by using CEOs and other trusted authority figures as
the spokesperson for the brand. Endorsements from men and
women perceived to be experts in their fields often have a greater
impact than any sales slogan and it also adds more depth.
There are authority figures in nearly every field. The key
is to find the ones that matter to your brand and seek their
sponsorship or review. If you sell an energy saving product, a
positive testimonial from a prominent green association creates
the authority effect.
Pillar Five: Liking
It's no surprise to know that people emulate those they look
up to and like. Many fans buy products simply because their
favourite celebrity uses them. Behind every commercial featuring
Choompoo Areeya or Aum Patcharapa telling you to buy a
particular product, there is a savvy marketer. However, not all
brands canvass fans adoration in the same way. Some leverage it
via product placement and social media.
Consider getting connected with the social celebrities and
icons of your industry. Find who your target market follows and
pursue their social sponsorship. The effect of reaching your
audience in this way can be staggering.
Pillar Six: Scarcity
Have you ever seen a banner advert saying "last condo unit
for sale at a special price"? Perhaps you have seen, in a newspaper
or a friend's Facebook, a photo of a shop with a massive
queue. Perceived shortage of something almost always generates
demand. This is the reason why mega sales only happen
over a weekend, coupons have expiration dates, and websites
put a countdown on their discounted offers.
You don't need to go as far as having a countdown clock on
your website to create the scarcity effect. For your next event,
let the potential customers know that seats are limited and only a
few would be available within a short time frame. Those who are
sitting on the fence will spring into action and book their ticket!
Pacharee Pantoomano-Pfirsch is a Marketing Consultant at Brand
Now, a boutique marketing and PR agency helping clients to
communicate their brand. If you'd like to plan a successful campaign
with her, she may be reached at pacharee@brandnow.asia.
Brand Now is organizing a Speed
Networking evening on Thurs
June 20 from 7.30pm-10.30pm at
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Visit www.bnow.org for details.
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