The Strategist

Four ingenious marketing tricks

03/09/2018 - 06:56

Marketing and a practical approach to positioning and sales can help to increase profits without conducting global research or change production. It's enough just to put yourself in the buyer’s shoes and understand his problems.

Tim Parkinson via flickr
Tim Parkinson via flickr
Here are four effective marketing tricks that helped companies increase profits and attract new customers.

The tricky bottle

Marketers know a lot about the qualities that any product should have. For example, a shower gel should wash well, smell pleasantly, 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 it is even more difficult to convey to the buyer the idea that the product "washes better." An example of an excellent solution to this problem is the Adidas Dynamic Pulse shower gel.

This is a normal shower gel, which possesses all the qualities that buyers need. At that, its 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 with machine oil. Surface and texture make grip easier. In addition, the bottle opens with a loud click. The bottle contains information about the additional value that is transmitted through the color and shape, the click sound at the time of opening and the name "Dynamic pulse". All this works together to reshape the experience 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 to be assembled at home. 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 those buyers who assemble furniture by themselves irrationally fall in love with it. People rate those products higher as they invest their work in them.

More toothpaste

How much toothpaste do people need for teeth cleaning? The correct answer is nothing. In fact, you need only a brush, but every year, toothpaste manufacturers increase sales by accelerating consumption.

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 winner was a technologist who proposed to make the hole in the tube wider, and the paste less dense, which would allow squeezing more of the paste out of the tube without effort.

Endless content

Social networks know how to attract our attention. For example, Pinterest users never know what they will find on the site. And the company uses an unusual design so that they continue to browse and scroll. When you get to the bottom of the page, 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, and an endless search for variable reward is continued.

Based on "Decoded. The Science behind Why We Buy" by Phil Barden,  "Hooked. How to Build Habit-Forming Products" by Nir Eyal

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