Sunday Video: Tell People They Want Your Hedonic Products

I am in India and every corner here shakes my mind.

Inspiring way, I mean.

Watch the video below to find out what memories one street vendor brought forth and how it could help you craft more persuasive messages.

Go on, take the red pill.

P.S. When you’re done watching, leave a comment or Tweet me how did you like it. Can't wait to hear from you!

Friday Research: Feeling Down In The Dumps? Go Shopping!

When Will You Use This?  

Creating "retail therapy" campaigns and not feeling guilty about it.

What’s The Red-Letter Bite Today? 

The so called “retail therapy” is considered wasteful and negative by majority of general public. But can an occasional episode of retail therapy help to alleviate distress?

Current research* explores whether making shopping choices could help to reduce residual (lasting for long time) sadness. The results reveal that making shopping choices helps to restore a sense of personal control over one’s environment, and thus helps to alleviate residual sadness (results based on hypothetical and real shopping). Shopping is all about choice (where to shop, whether to buy, what to buy), and previous research suggests that exercising choice can enhance one’s sense of control.

"I'll shop till I become happy as a flea in a doghouse!"

Addition To Your Bag of Tricks    

  

As a standing policy (“shop whenever your heart sinks”), retail therapy seems like a bad idea. However, don't be afraid to use the "retail therapy" card in your marketing on occasional basis. Based on the insights of current studies, shopping can help to alleviate sadness and no one has to feel guilty about it.

*Rick, Scott; Pereira, Beatriz; Burson, Katherine Alicia The Benefits of Retail Therapy: Making Purchase Decisions Reduces Residual Sadness. Journal of Consumer Psychology: December, 2013. {Thanks for the material}

P.S. When you’re done reading, I’d love for you to share your experience with retial therapy? Leave a comment or Tweet me, let's chat!

P.P.S. Need some help on crafting your marketing message? Let's do this together.

Tuesday in India: Well, Ain't That A Touching Discovery With #AlphaStories

And again: it's not about budget, it's about story, Brands!

Sony India has launched a three-minute film: simple characters, simple editing, simple plot.

But it tells a story of a loyal product user and it's beautiful. Convincing. Heart-warming.

Watch the video below and check for yourself why “There’s more to a picture”.

 

Friday Research: Is Divide and Conquer a Better Pricing Strategy?

When Will You Use This?  

Developing and designing your promotional materials that include price information.

What’s The Red-Letter Bite Today? 

Whether making purchases online or in person, people often come across prices that are split into two or more quantities. For example, an online fashion retailer offers you a dress with a base price of just £15, but with a shipping fee of £4.95. This company could charge a single combined price of £19.95, respectively, but instead choose to display arguably more complicated partitioned price instead.

Partitioned pricing is a widely used pricing strategy and current research* investigates the impact of regulatory focus on the perceived attractiveness of partitioned and combined pricing.

The study reveals that promotion focused individuals perceive partitioned prices to be more attractive than combined prices, while prevention focused individuals rated the two types of pricing similarly attractive.

Unite or Divide: Is "All Included" Better?

Addition To Your Bag of Tricks    

 

Following the results of current research, ads designed with higher levels of ambiguity would benefit from the addition of partitioned pricing information.

Earlier authors define promotion focused individuals as the ones who "place more importance on what they “want” to do" and prevention focused individuals as the ones who "place more emphasis on what they should, or “ought” to do." Having that in mind, current study suggests the importance of partitioned pricing for companies selling the products which are associated with promotion concerns.

Moreover, authors highlight that "companies must always balance the costs and benefits of adopting different pricing strategies, and the current research suggests using combined pricing for products with prevention concerns may be the better choice in the long run.<..>We suggest that low seller reputation turn on a red light, which leads consumers to become prevention focused and pay."

*Kay Lee, Choi, Jungsil, & Yexin Jessica Li. Regulatory Focus as a Predictor of Attitudes Toward Partitioned and Combined Pricing.Journal of Consumer Psychology: April (2014) {Thanks for the material}

P.S. When you’re done reading, I’d love for you to share your experience with pricing strategies? Leave a comment or Tweet me, let's chat!

P.P.S. Need some help on crafting your marketing message? Let's do this together.

Tuesday in India: Will #DoTheRex Help To Spread Safe Sex?

Sex is still a very uncomfortable topic in India.

Brands don't touch it or approach it in a very teensy weensy manner.

Feels like Durex chose the later.

Funny approach to spread a serious message.

There has been many better ads of condoms. Even for Indian market.

Watch the ad below and tell me frankly, do you #DoTheRex ?  

P.S. When you’re done watching, I’d love for you to share your favourite ad? Leave a comment or Tweet me, let's chat!

Sunday Video: Warm Your Customers' Hands and You'll Have Their Warm Hearts

All the self-respecting Marketer needs to know this.

Temperature shapes your consumers' purchase decisions and affect their spending.

Get ready for the sunny summer and plan your warth-filled winter.

Watch the video below and take a leaf out of my book.


 
P.S. When you’re done watching, leave a comment or Tweet me how did you like it. Can't wait to hear from you!

Friday Research: Make The Most Of Your Customer's Touch

When Will You Use This?  

Developing your online and offline marketing and sales strategies for tablets, touchscreens and touchpads.

What’s The Red-Letter Bite Today? 

The role of touch is increasing: touchpad laptops and touchscreen tablets continue to spread among consumers. Earlier it has been observed that touching something creates a perception of psychological ownership and ownership creates a perception of increased value (it’s called endowment effect).

Current research* aims to explore the effects of varying touch-based interfaces on consumers. The study reveals that touchscreens create stronger psychological ownership over chosen products in online shopping scenarios (when compared to touchpads or mice).

Researchers highlight that touch-based devices like tablets can lead to higher product valuations when compared to traditional computers.

Welcome to The New World: Touchscreen Wending Machine

Addition To Your Bag of Tricks    

 

Touch-based interfaces are not newbies in the market: restaurants are testing tablets as ordering systems, tablets are becoming common in product showrooms. As this research notes, consumer interactions on tablets are quite different from the interactions on a traditional computer and you might want to include it into your marketing too:

 - Create special interactive space in your store or venue and allow customers to use their own personal touchscreen devices to connect with your brand, to browse the products, to get some special momentary offers

 - High resolution photos, bright colours, product from different angles, presentation videos, etc – use vivid stimulus to enhance your customers experience with their touchscreen devices.

*Brasel, S.A. & Gips, J., Tablets, Touchscreens, and Touchpads: How Varying Touch Interfaces Trigger Psychological Ownership and Endowment, Journal of Consumer Psychology: April (2014) {Thanks for the material}

P.S. When you’re done reading, I’d love for you to share your experience with marketing on touchscreen devices? Leave a comment or Tweet me, let's chat!

P.P.S. Need some help on crafting your marketing message? Let's do this together.