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March 23, 2015
Consumer Triggers and Good Marketing Sense
 
Hasn't the "disruption" wave of marketing communications passed? We are quite tired of hearing how certain new policies and methods or tools can "disrupt" the consumer or the marketing environment.
 
Why in the world would the consumer want to buy something that disrupts them? Doesn't make sense.
 
However, what we do believe in is how consumers respond to certain stimuli.
 
Triggers, in short.
 
The source article covers a new book written by Ben Parr, who talks about the ways marketers can capture the attention of consumers.
 
No disruption. Just good old-fashioned marketing and engagement.
 
Parr discusses seven types of triggers:
  1. Automaticity: playing to the sense of hearing
  2. Framing: positioning the product into its own category
  3. Disruption: no, not that disruption; giving the consumer something they didn't expect
  4. Reward: offering the consumer a reason to try it
  5. Reputation: promoting how good and positive your business is
  6. Mystery: showing consumers that something might change; again, giving a reason for the consumer to engage
  7. Acknowledgement: showing the consumer how important their role is to the business
When we look at these triggers, we can see that good marketing includes a mixture of knowing consumer behavior and connecting to the consumer.
 
Good to know.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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