Marketing tricks and a practical approach to positioning and sales help to increase the company’s profits several times. And for this, it is not necessary to conduct global research or change production. It’s enough just to put yourself in the role of a buyer and understand his problems.
We present you five effective marketing tricks that helped companies increase profits and attract new customers.
Marketers know a lot about the qualities that any product should have. For example, a shower gel should wash well, smell pleasant, foam and so on. The only problem is that all shower gels in the market meet the basic requirements, and at this level, it is difficult to do something unique. And even more difficult to convey to the buyer the idea that the product “washes better.” An example of an excellent solution for marketers is the Adidas Dynamic Pulse shower gel.
This is a normal shower gel, which possesses all the qualities that the buyers make to it. and only the package increases its net worth by the effect of framing. The context for using this product is washing in the shower. The shower is taken in order to experience different useful and pleasant feelings: cheer up, calm down, wake up, refresh and many others. What is the role of packaging in performing these tasks? The shape of the bottle resembles a bottle of machine oil. Seizures and texture for easy capture imply control. In addition, the bottle opens with a loud click. This package contains information about the additional value that is transmitted through the color and shape of the bottle, the click sound at the time of opening and the name “Dynamic pulse”. All this works together to reinforce the task of taking a shower with this gel – to recharge and be ready for active action. The ritual of taking a shower becomes more effective because all these imperceptible signals increase the net value of the product in the mind of the buyer.
Do it yourself
IKEA is the world’s largest network of furniture stores selling affordable furniture that involves self-assembly. The key innovation of this Swedish company was the packaging process, which allows it to reduce labor costs, improve distribution efficiency and better use the shopping areas of its stores.
Unlike competitors selling already assembled furniture, IKEA allows its customers to work by themselves. It turns out that the request to invest in the assembly of furniture conceals a hidden benefit for the manufacturer. Experts believe that the buyers who gather furniture get to it with irrational love. People higher rate those products, on which they worked themselves. They invest their work in them.
Check This Out: Interesting Business Ideas For Public Catering
Colgate-Palmolive, the world’s largest manufacturer of toothpaste, held a meeting on “How to accelerate the consumption of toothpaste.” Various ideas were offered, and the technologist who proposed to make a hole in the tube more, and the paste less dense, which without effort will allow squeezing more of the paste out of the tube, was the winner.
Social networks know how to “tighten” our attention. For example, visitors to Pinterest never know what they will find on the site. And so that they continue to browse and scroll, the company uses an unusual design. When you squeeze the page down to the bottom, it seems that some images will remain cropped. Sometimes they seem to disappear from view behind the bottom edge of the browser window. And yet these fragments are enough to hint what will happen next.
Wanting to satisfy curiosity, users have to scroll the page. More pictures are uploaded to it, and an endless search for variable reward is continued.
Benefit and pleasure
For the 1980s, the period of the first “green wave” occurred. Everything around was supposed to be friendly to nature – saving resources, clean production – and useful. Chocolate brand Balisto from the company Mars fully fit into this trend: a product of healthy natural ingredients, covered with chocolate. In advertising, he was positioned as something “useful by nature”, showing a farmer with a horse and a wheat cart. The last words in the video were: “Nature has a crispy taste” and “Unusual by nature.” But soon the company noticed that the chosen positioning attracted a very limited number of customers, and the brand did not enjoy great success.
Then the company decided to change the positioning and thought about why people generally buy chocolate bars. What motivates them? Very quickly found the answer – the pleasure of a pleasant taste. And the “useful and natural bar with chocolate” has turned into “chocolate with useful and natural ingredients.” The company Mars realized that people buy chocolate not in order to eat something useful, they buy it for pleasure. This is the main goal that chocolate satisfies, so the emphasis should be on this.
Keep Reading: The Importance Of Decision-Making in Your Business
The trend dictated eating chocolate for pleasure, but at the same time, it should be useful. The new positioning served mainly pleasure but hinted at the good. Sales took off, and a few years later the Balisto bar became the market leader in its category in Germany.