Epi #38: The Barnum Blueprint: Crafting Personalised Marketing in an Age of Uncertainty

One of 2024's greatest marketing challenges is navigating fast-changing consumer trends, habits and declining confidence.

In a world of relentless change and uncertainty, consumer anxieties in 2024 run high. Understanding these fears and how to overcome them, is pivotal for us marketers seeking to navigate a year where elections, economic woes, and evolving media habits dominate the headlines.

Navigating the 2024 Consumer Landscape: From Economic Shocks to Sustainability Stakes

Just some of what's leading to declining consumer confidence in 2024:

• Economic Uncertainty: Relentless talk of recession, rising interest rates, and the global cost-of-living crisis have consumers tightening their purse strings.
• Political Volatility: 2024 is not just an election year. It’s perhaps the election year. 2024 sees a historically large number of countries (64) headed to the polls—approx 49% of the world! This creates uncertainty, impacting consumer spending.
• Data Privacy & Security Fears: Data breaches and concerns about ethical data use leave consumers guarding their information and feeling vulnerable online.
• Supply Chain Woes: Global supply chains face disruption, leading to delays and frustration for consumers expecting seamless online deliveries.
• Sustainability Concerns: Heightened environmental and social awareness makes consumers wary of brands deemed unsustainable or unethical.
• The Death of Omnichannel? Increasingly fragmented media habits raise valid questions about the true efficacy of an omnichannel approach.

Navigating 2024: "Doing More with Less"

In this climate, BAU strategies fail to resonate. We must look beyond the basics. Understanding fundamental buying triggers opens up new avenues, even in resource-constrained environments.

So, how can we achieve the holy grail of "hyper-personalisation", especially at scale? It starts with seeing the world as your customers do. The Barnum Effect offers a powerful tool here.

Understanding the Barnum Effect

• Definition: The Barnum Effect describes the human tendency to accept vague yet positive personality descriptions as uniquely accurate to oneself.
• Origin: Referencing the showman P.T. Barnum's knack for creating mass appeal, Barnum statements are delightfully broad.
• How it Works: Our brains seek patterns, making us susceptible to finding personal meaning in general statements. We often confirm these statements by selectively recalling instances that fit, ignoring those that don't.

Ethical Personalisation: The Barnum Effect in Action

Applied Behavioural Science goes beyond understanding successful campaigns. It unravels the human motivations behind them, offering a powerful tool to replicate success across diverse channels and ensure your campaigns remain relevant long-term.

The Barnum Effect shows us the enduring power of personalisation, but it's about balance. In a post-third-party cookie world, gathering quality first-party and opt-in zero-party data is essential.

But don't assume, ask. Short, 'quick response methodology' (QRM) customer interviews tap into system 1 thinking, getting past bias to real responses.

I led a project last year whereby we were interviewing >40 of a client's most valuable clients. They're in the B2B space, the most reputable in their industry, and all their clients' are c-suite, high-net-worth, or both. We were told the challenge is they're overly rational and we need to find out what are their emotional, real-life triggers.

A challenge indeed.

Using a combination of carefully designed projective techniques and QRM, my team and I opened up these normally hyper-guarded and analytical individuals, to share, by their own admissions "the most open, relaxed, interesting interview I've done.

The result: A famous, successful and seminal Australian brand; learned more about their clients than they had in the 33-years of operation prior.

Applying Consumer Insights, Overcoming Fears and Resonating Deeply with The Barnum Effect

1. Meaningful Personalisation

Avoid hyper-specific targeting that feels invasive. Instead, tailor communication to broad audience segments. Use global concerns to your advantage, with messages like "Driven by Love", "Inflation-Adjusted Pricing" or "Create Certainty in Your Life." Ie messaging that's hyper-relevant in 2024, though to just about everyone. Mollie employee branding campaign 'Driven by Love' is both broad and targeted enough to connect with employees and future employees alike.

2. Tapping the Cultural Zeitgeist

Culture Hacking in Action: The wellness industry relentlessly promotes the importance of hydration. Everyone from health gurus like Dr. Andrew Huberman and Tim Ferriss to your own mother will tell you it's vital for a healthy life – and that often, plain tap water isn't enough. This conversation intensified in 2023 alongside a rising viral meme featuring a Filipino man aptly named 'Drink Water.' Gatorade, in partnership with 180 Global, seized the moment. Katrina Encanto, ECD at 180 Amsterdam added: “This idea felt like the perfect intersection between a unique Filipino insight and Gatorade’s brand truth. By casting Drink Water as our hero, we hope to share a story that is both heartwarming and enlightening about hydration.” 180's clever campaign taps into the prevailing belief that "Yes, hydration is important, but I need electrolytes when I exercise." A perfect execution of The Barnum Effect. This sentiment was further reinforced by influential podcasts. It's a perfect example of well-timed, zeitgeist-driven culture hacking.

3. Flattering Descriptions

Customer Profiles: Craft aspirational descriptions like, "Ambition Can't Wait". Which is exactly what Drexel University did with the campaign of the same name. This is something many young Americans can relate too and feel like this university understands what they truly want.

Validate Desires: "You deserve a break" taps into universal needs, connecting the product with emotional reward.

3. Quizzes & "Tests"

"Which [X] Are You?" Entertaining quizzes tap into relatable traits. Here in Australia, perenial over-achievers frank body utilise quizzes to connect 'the perfect range for you' with: Which Everyday range is for you?

"Discover Your Perfect [Product]": Pair simple questions with results designed to subtly encourage a logical purchase.

4. Addressing Specific Anxieties

Supply Chain Uncertainty: Proactive communication, updates, and pre-ordering options build trust.

Sustainability Concerns: Authenticate claims with data and certifications. Highlight sustainable partnerships, and consider circular economy models.

Social Comparison: Cultivate a brand community celebrating individuality over keeping up appearances.

The Barnum Effect in the TikTok Age

TikTok's format is tailor-made for leveraging the Barnum Effect:

• Relatable Situations: Trends like "Things only [niche] people understand" are broadly resonant.
• Community Building: Invite participation (duets, stitches) to further personalise trends.
• Niche Targeting with a Twist: Cater to hyper-specific subcultures for that "they get me!" feeling.
• "For You" Magic: TikTok's algorithm excels at personalisation, playing directly into the Barnum Effect.

The Barnum Effect highlights the desire to feel special and understood. Used ethically, it deepens consumer connection without resorting to manipulation or exaggeration.

About the Author: Nicholas R. Mason | Behavioural Strategist

My diverse advertising experiences across strategy, brand, comms, media, behavioural science and leadership; has one central tenant—understanding the 'why' behind human decision making. This, combined with behavioural science, I believe, can help us crack the enigma of human code.

Here's a bit about me:

1. Commercial Strategist: My various escapades have honed my ability to discern patterns and foresee market shifts with precision. I’m your ace in the hole for navigating uncharted territories, propelling you into markets where the competition is still reading the map.
2. Behavioural Science & GenAI Dynamo: There’s a certain sorcery in leveraging BeSci to tap into the consumer's psyche, crafting campaigns that don’t just speak to the audience but sing to their souls. Coupling this with my mastery of generative AI, I’ve streamlined the path to insight-driven strategy, turbocharging efficiency.
3. Marketing Polyglot: My journey has meandered through most conceivable disciplines within advertising and media. Whether it's strategising with creatives, decoding media jargon, or rallying the troops across departments, I speak fluent marketing in all its dialects.

Fancy a deep dive into my world of BeSci marvels and marketing results?

Swing by my LinkedIn for a trove of testimonials and commendations that paint the full picture.

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