By John Hallward
In Gimme!, ads learn specialist John Hallward exhibits you the way the simplest advertisements campaigns faucet into our most simple, primal feelings to persuade shoppers to shop for. For retailers and advertisers, this ebook seems on the human nature of shoppers and offers the confirmed strategies, thoughts, and arguments that most sensible inspire the human animal to shop for.
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Additional info for Gimme! The Human Nature of Successful Marketing
Competing on price allows and even encourages consumers to evaluate brand choices (solely) on the same one basic criterion: price. As price increasingly becomes the main attribute to decide upon, the lowest-cost product will win. When marketers favor price discounts, sales 17 G IMM E! promotions, and coupons (over advertising), it trains consumers to look for and even wait for such deals. Promotions and price reductions help to move the sales volume of a brand; econometric sales modeling of such initiatives often show the positive impact of promotions.
In short, creating unique desired properties for a brand makes the brand more competitive, and more profitable than just offering a low price. The key information to be learned will be shared in Part 2. 19 G IMM E! INNOVATION IS ONE ANSWER We have seen many brands successfully compete by refusing to cut prices, choosing instead to innovate and to offer premium-priced products. Consider Tropicana orange juice. In the 1960s and 1970s (prior to Tropicana’s success), orange juice brands in North America could afford to advertise (because of their positive gross profit margins).
Starbucks coffee also provides emotional payoffs well beyond the functional, rational concept of a cup of coffee. Starbucks is expensive compared to McDonalds, Dunkin Donuts, and many other large coffee retail outlets, yet Starbucks is enjoying great success by offering elements other then just the physical basic elements of coffee. There is the appeal of the friendly personal service, the appealing environment within the shop, the self-perception associations of holding a Starbucks cup in public, their appreciation of the environment, the perception that the coffee was made just for you, and so on.