People are intrinsically influenced by other people.
We want to be part of a club and gain social acceptance.
I like you — when you can show me — that I am and can be — the way I want to be.
By identifying with someone else who we glorify, we feel accepted.
It’s the culture of celebrity — model — artist — musician — CEO — author.
Instagram has 813 million active users each month. Why?
When I look at your photos or receive a like from you on my photos, I gain self-image = I am being satisfied.
We want to know what others are doing. Show off what it is we’re doing. Have major anxiety from fomo. Talk to our friends about ghosting.
And it’s the marketer’s job to connect with their audience, and help them see in a way they haven’t before.
That’s why Taco Bell offers the new Triple Melt Burrito Box — because we want a Medium Fountain Drink, and a Triple Melt Burrito, and a Nacho Cheese Doritos Locos Taco, and a Crunchy Taco, and a Cinnamon Twists — all for $5.
It’s realizing the data and creating a package of desired goods for the consumer to make an easy choice.
Here are the 3 Influential Marketing Tactics That Produce Results:
1. Social Proof
If we look back to Apple’s iPod days, they knew something instrinctly when they introduced the product with the white earbuds.
At the time, headphones mostly came in black.
This was a revolutionary device that would change the way people listen to music — taking the CDs and CD player eventually out of the market.
One insight they anticipated was how their customers would spread the word when carrying an iPod around in their pocket.
Apple products are known to be a status symbol, which the iPod was.
So they made it easy for their customers to flaunt the new product.
It was the sight of seeing themselves with shiny white earbuds, along with Apple’s advertising, that affirmed their position in the club.
Social proof is the nudge of pressure from your group that says “we’re doing this — and you should too if you want to stay with us.”
As William Shakespeare wrote “What’s in a name? That which we call a rose by any other name would smell as sweet.”
Uniqueness is something we crave.
We strive for an identity that is our own, a style that is our own, a look that is our own — yet we want to remain in our social hemisphere.
Air Jordans make it easy for us to get what we want.
How many different variations of Nike Air Jordans are there? Infinite, maybe.
With a total of 74 release dates for new shoes coming out in 2018 and the 75th pair, Air Jordan 4 Lightning, pending — that’s a lot of uniqueness happening for one brand’s following.
Uniqueness is about being special — and to wear a shoe that has so many exclusive variations, yet your friends can’t get their hands on your pair— you gain special treatment.
40% of twenty-six to forty year olds living in the United States have at least 1 tattoo.
And in 2019, the sports industry is expected to be worth $73.5 billion.
When you choose to get a tattoo, or associate with a favorite sports team, or get a tattoo of your favorite sports team’s logo — you are making a statement of commitment.
This is an expression of self-identity.
When someone asks, “do you have a tattoo?”, they are essentially asking the question “are you in the tattoo club?”.
Same goes with sports fans. They show pride on their clothes, hats, cups, playing cards, car stickers, baby names…
The classic Jay-Z Yankees cap duo makes it easy for even a non-sports fan to want to associate with the team.
No matter where you in the United States, there is a likely chance that you’ll run into a Yankees cap, with 617,000 sold in 2016 alone.
Association is the pride one shows for his/her commitment to a group. It goes beyond the individual and is a sentiment about the brand.
How to apply this to your marketing
Make it easy with:
Social Proof — come up with a creative way for your customers to show off your product to their group.
- Uniqueness — give an exclusive variety of choices that keeps the group united, yet still allows them to remain different in their own way.
- Association — make sure that your customers can feel pride in your brand and draw on their innermost desire to be a part of something larger.