Marketing Mastery | The Nonsensical World of B2C?

In the final part of marketing mastery, we will discuss the nonsensical business-to-consumer world. Before jumping in, here’s a brief recap of what we’ve discussed so far. ?

Part one is about how to avoid over-influence and develop a marketing strategy around the brand’s mission.?

Part two showed how to find the central message in B2B marketing campaigns. ?

Part three is all about what makes the B2C consumer tick and what marketers can do to optimize their products and services. ?

Different Motivations ?

Consumers tend to make purchasing decisions based on emotion and then justify their purchase with logic. Psychologists call this process post-rationalization, meaning we rationalize our decisions after we’ve made them. ?

Rory Sutherland, Vice Chairman of Ogilvy, says one of the most astonishing things he has learned in decades of advertising experience is just how much we make decisions based on emotion and not logic. Thankfully, he argues in his book Alchemy that this is something we should not be ashamed of. ?

“Emotion” or “emotional” tends to have a negative connotation. For instance, we often tell others to stop acting so emotionally. However, it’s more accurate to say, according to Sutherland, that our decisions are “Psycho-logical." The “emotional” processes by which we understand the world have their own set of logical rules that are different from the kind of logic we put on paper. ?

Sutherland points out that classic economic models assume people will act rationally. They assume people will always buy the better product at the lowest price. This is not always the case. This is because people consider a host of Psycho-logical questions either consciously or subconsciously before buying a product, such as “Will this make me more attractive to my love interest?” “Are other people buying it?” “Why is the so price low? Is something wrong with it?”?

Don’t Be Logical – Be Psycho?

Recently, on a flight to Ohio, I had the pleasure of sitting next to a lawyer from Miami. When we discovered what the other does for a living, we began talking about methods of persuasion and wordplay. In the airline brochure for food and drinks, I point out?an ad for Heineken that explains that it’s the “most international” beer, which is a type of social proof claim. People may understand implicitly that Heineken is the brand of choice for people worldwide from the ad. Heineken in this instance made no logical claims for superior taste, healthier ingredients, or cost-efficiency. It didn’t have to. ?

Of course, it’s rare for a single ad to convince someone to order a Heineken over Bud Light on their flight. But Psycho-logical and social appeals of this sort comprise a large part of the game's brands play. ?

Here’s another example that illustrates the tension between Psycho-logic and logic in life and consumer marketing. ?

What are books for???

Books are for decoration.??

I learned this from an old rare book dealer after purchasing an 1851 edition of Calvin’s Institutes. The book dealer’s storefront was in a small, quaint, historic downtown in North Texas. I complimented him on his store and asked him about what kind of books he sells the most.??

“Collected works. Like that Walter Scott set over there,” he said nodding his head towards a shelf in the back.??

“Really? That kind of surprises me.”??

He shrugged his shoulders. “A lot of them are bought by interior designers or wives and placed in home studies for looks. People will get them as housewarming gifts. They look good.”??

“But they’re not read?”??

“No,” he said confidently.?

And so it is. Many of the most beautiful leather-bound book sets are bought for ornamental reasons.??

I am not saying that this is wrong (though as a bibliophile it does strike me as a little sad). I’m only drawing attention to this unexpected turn in the publishing and aftermarket book industry.?

For nearly 400 years, books were the primary repository of knowledge and culture. And still, today, if you were to ask Google or even ChatGPT what books are for, the answer is still along the lines of providing access to education, entertainment, cultural preservation, personal growth, documentation, and social change. This is a very rational explanation of what books are for. ?

Now imagine if publishers or dealers made this rational explanation the basis of their marketing strategy. They might keep only the most informative, educational, or culturally significant books in stock, prioritizing content over aesthetics. Bookstores might resemble libraries more than retail spaces, with books categorized strictly by subject matter and importance rather than popularity or visual appeal. And who cares if it’s paperback or hardcover if the only goal is to get information? ?

It’s quite easy to imagine a bookstore that markets itself in such a hyper-logical manner will not last very long.?There must be some kind of emotional appeal for the consumer. In a world of paperbacks and kindles, old, leather-bound books exist to signal a person’s status. If I were purely rational and logical and wanted only the content of Calvin’s magnum opus, I would need only to download it on my Kindle for free.?

Aristotle’s Triangle Offense?

In our modern times, the temptation is to position logic as the only kind of proof that exists. However, our ancestors thought there were other forms of proof—at least two others. Every marketer should read Aristotle’s Rhetoric to learn them.?

The three kinds of proof are ethos, pathos, and logos. Together, they form what I call Aristotle’s Triangle Offense. By implementing all three kinds of proofs, brands can develop effective marketing campaigns. ?

Here’s what each kind of proof means with examples. ?

Ethos (Character or Ethical Proof)?

Ethos pertains to the credibility or ethical appeal of the presenter or the brand, emphasizing trust and authority. ?

Nike?

Nike frequently collaborates with celebrated athletes like LeBron James, Serena Williams, and Michael Jordan. By associating their brand with these credible figures and influencers in the sports world, Nike leverages ethos to show they are a trustworthy and high-quality brand.?

Colgate?

Colgate often promotes its toothpaste with the tagline "recommended by dentists." This appeals to authority, suggesting that experts (dentists) trust the product, so consumers should, too.?

Pathos (Emotional Proof)?

Pathos addresses the emotional connection, aiming to stir feelings and passions in the audience.?

Coca-Cola?

Their "Share a Coke" campaign, which featured common names on Coke bottles and cans, appealed to consumers' emotions, evoking personal connection and shared experiences.?

Sarah McLachlan's ASPCA ads?

The commercials with Sarah McLachlan that showcase suffering animals with her song "Angel" playing in the background strongly evoke emotion to persuade viewers to donate to the cause.?

Logos (Logical Proof)?

Logos zeroes in on logical reasoning, providing factual evidence and clear reasoning.?

Dyson?

When promoting their vacuum cleaners, Dyson often emphasizes the science and technology behind their products, showcasing the logical reasons why their product is superior in terms of suction power or filter technology.?

Chevy's 'Real People' Ads?

Chevy's commercials often use statistics, awards, and comparisons to other vehicles to convince viewers of the superiority of their vehicles logically.?

Ancient Rhetoric in Modern Exhibit Design

Aristotle's age-old principles can be a compass for brands navigating the chaos on the trade show floor. Just as ethos, pathos, and logos guide advertising narratives, they can shape an exhibit's physical design and feel, creating spaces that resonate deeply with attendees.

Here are a few ways to use the principles above when designing your exhibit.?

Ethos?

• Space Authenticity:?Your exhibit should be a genuine representation of your brand. Are the materials you're using in line with your company's values? For instance, eco-friendly brands might opt for sustainable materials in their booth design.
• Branding Consistency:?Is your logo prominently displayed? Are the colors and design elements consistent with your overall brand image? Remember, trust is built on consistency.

Pathos

• Engaging Experiences:?What emotions do you want attendees to feel? Excitement? Curiosity? Nostalgia? Consider incorporating interactive elements or games that evoke these emotions.?
• Personal Connections:?How can your design foster one-on-one connections? Cozy sitting areas or interactive screens can invite deeper conversations and relationships.

Logos

• Information Accessibility:?Ensure that your exhibit layout allows for easy access to information. Whether it's product specs, company history, or future plans, make sure this data is easily found and understood.
• Functional Flow:?Think about the logical journey you want attendees to take. Is there a clear pathway guiding them from introduction to deeper exploration?

Reflect on these ancient rhetorical principles as you conceptualize your next trade show booth. By grounding your design in ethos, pathos, and logos, you'll create exhibits that don't just showcase products but tell compelling brand stories. The art of persuasion isn't confined to words; it's deeply embedded in the spaces we create.

Concluding Thoughts

It's worth noting that the most compelling advertisements often combine all three elements. For instance, a brand might use a trusted spokesperson (ethos) to share a touching story (pathos) that's backed up by hard data (logos). By balancing these three proofs, brands can create powerful narratives that resonate with many consumers.?

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