Common tricks brands use to increase sales
It's a no brainer that every brands objective is to maximise profits but in a world where there are so many products competing for your attention, how do these companies ensure they get their message across in their marketing strategy so that when you're heading to the checkout it's their product you have in hand?
1. Advertising is saturated with sexualised imagery. Our body's natural response to this is to release hormones which makes us develop a bond between us and the product.
2. Using models and then photoshopping them to appear unnaturaly slim and even more attractive in order to make us feel inadequate. This subconsciously prompts us to buy the product that the model is advertising so perhaps we may attain the same level of Godly perfection.
3. Repeating the same commercial over and over again so that the thought of purchasing any other brand just isn't going to happen.
4. Using the power of celebrity. A product endorsed by a well known face for example, entertainment or sports star is a sure way to get people to take notice especially when there is a synergy between the celebrity's profession and the brand paying them. Michael Jordan and Nike's relationship comes to mind. Millions of people who are already a fan of the star are clearly going to take note.
5. Using pseudo science and so called experts. We've all seen ads that use the phrase 'technology' in products as simple as shampoo with white, lab coat wearing actors in the background fiddling with test tubes. This makes us feel that the information is coming from an authority on the subject and therefore this particular brand is to be trusted.
6. Using the power of 'limited offers'. This is what's known in the game as 'a call to action' No one likes missing out on something especially if it could turn out to be a good deal so we'd usually much prefer to get it whilst it's available. It also creates a sense of scarcity, a first come first served scenario which bolsters demand.
7. Using the power of smell. All smells are processed by the 'olfactory bulb' which starts inside the nose and runs along the bottom of the brain. The olfactory bulb is connected to the two parts of the brain that has a strong connection with emotion and memory: the amygdala and hippocampus. And so it's no accident that when you are walking down the high street you are picking up all sorts of appetising and appealing aromas like chocolate, coffee, bakery, fast food and perfumes as the stores are most likely deliberately pumping them out and therefore triggering those parts of your brain that deals with pleasure, childhood memories or fun times with your friends in order to get you to make an impulse purchase.
8. Competitions. What better way to lure customers to make a purchase if spending £20 or more could result in a holiday to the Bahamas in and £1000 spending money on top of that. Seems a good deal doesn't it? If 10,000 customers decided instead of spending the usual £10 and spent £20 instead and did that for the month that the competition was running then that's £200,000 they've made for something that has cost them £3000 approx.
9. Music just like smell can trigger emotions that can take us back to our youth, great times with friends and family and also triggers the brains pleasure senses. Studies have shown that when listening to music our brain's emotional and memory language are much more active and that we'll synch whatever we're listening to with what we are doing at that moment making us more susceptible to savvy brands that tailor their music to suit the age, race or gender of their target audience.
10. Perhaps nothing draws attention to a product as effectively as a well orchestrated PR stunt. They are usually delivered with a brick through the window subtlety and when done correctly can turn an obscure brand in to an overnight sensation or endear us even more to a well established one. It should make us drop whatever it is we're doing and pay attention and garner tonnes of coverage on all media platforms be it radio, television, online and social media. A great example is Felix Baumgartner 23 miles jump from Earth's stratosphere where he became the first man in history to break he speed barrier without the aid of a machine. The whole event was produced and broadcast by Redbull, watched all around the world and generated 8 million views on Youtube.