Nudge Marketing Magic ??
We all start somewhere! ???
In this newsletter, you’ll find:?
Nudge-Marketing in DTC ??
Ever wonder why the right splash of color, a soothing background tune, or a strategically placed price can somehow make a product go from a nice-to-have to an absolute need?
Say hello to the subtle but powerful influence of?nudge marketing.
Nudge marketing dances around our consumer behavior by using visual, auditory, and pricing cues to subconsciously steer purchasing decisions.
Now it’s time we unpack the magic behind these clever tactics that can be used to game consumer behavior, boost conversion rates, and have more people smashing your Add to Cart button.
Let’s go.
?? Colors
Colors do more than just beautify your web and product design—they're power players in the marketing game,influencing over 85% of shoppers' purchasing decisions. Here’s how:
Yellow:?Imagine optimism made visible. Yellow's vibrant energy grabs attention and makes your call-to-action buttons pop.
Blue:?Emanates a sense of calm and reliability which makes it a suitable choice for products or services where trust is key.
Red:?Bold and eye-catching, red can induce a sense of urgency, making it ideal for sales or limited-time offers. Plus, it stimulates appetite—take it from McDonald's.?
?? Audio
Ever caught yourself humming along to a tune while browsing store aisles? Those catchy background tunes and jingles are more than just mood-setters. They're the unsung heroes (pun intended) behind brand identity building.?
Music—from the genre to the rhythm—can subtly?shift our perception and sway our product choices, in both physical and ecommerce retail environments.
While having music automatically play whenever a user visits your site may not be the best idea, thoughtful music choice in product videos, commercials, and ad creative goes a long way.?
Just think about how the iconic Intel or Netflix sound logos are seared into our brains.
Not only does sonic branding serve as an important counterpart to a visual logo, but it also helps to capture your audience’s attention and “cement” your brand in their mind way faster.?
??? Framing
Just as a fancy frame can turn a painting from humble brushstrokes into a bona fide masterpiece, how you “frame” your product's features and benefits can have a significant impact on your conversion rate.?
Consider this: Would you rather buy a steak that’s 75% lean or 25% fat??
Trick question, they’re the same. But a lot more people chose the 75% lean.?
Similarly, instead of focusing on the downsides of sugary drinks, Coca-Cola came up with slogans like “Life Tastes Good,” “Open Happiness,” and “Taste the Feeling,” allowing people to build a positive association and emotional connection with the brand.
If you want to learn more about framing,?Predictably Irrational?is a goldmine of info.?
??? Pricing?
Anchoring is a pricing strategy that throws out a much higher price first, only to follow it up with a discounted price or a more wallet-friendly option. When the actual price is finally revealed, it appears quite reasonable in contrast to the initial sticker shock, making the less pricey option seem like a steal.?
Our brains also interpret prices ending in .99 (say, $9.99) as signal flares for discounts or superior deals. These 'charm prices' have a powerful effect, known to?pump up sales by a solid 24%?compared to their rounded-off counterparts.?
It might seem like a tiny one-cent difference, but to customers, it feels like they've struck gold.?
?? Social Proof
Imagine being on the hunt for a new dinner spot. You stumble upon two choices: A restaurant buzzing with life and a 15-minute wait, while the other looks eerily quiet.?
Any guess which you’d pick? That, my friends, is social proof. When people see others relishing a great experience, they're more likely to trust the brand and join the party.
Brands harness the power of social proof by shining a spotlight on user testimonials, celebrity endorsements, or impressive credentials.?
And for good reason.?88% of consumers trust user reviews?as much as personal recommendations, with?82% of Americans?saying they seek recommendations from friends and family before purchasing.
If you aren’t using social proof across your site, email, and ad creative, I’ll leave you with a quote from Phil Knight…
Just do it.?
What are your favorite nudge marketing hacks? Let us know by replying to this email.?
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How Angles Drive Sales ??
?? A brand to remember
Social media has elevated the value of consumers' time and attention because of how much content is visible and how little of it is actually remembered.?
One of the best ways a DTC brand can curate a memorable experience for their consumers is by leveraging a?unique angle in their marketing content.??
An angle?elevates the value in a brand’s message. When consumers identify with your angle, you’ll retain them for longer periods of time, draw in new consumers, and set your brand up for viral success by leveraging your unique perspective.
Let’s take a look at some angles for a little guidance on how to shape your own and stand out from your competitors.??
?? The basics
A well-defined angle will help consumers easily identify and remember your brand.?
For example, many beauty and skincare brands have leveraged inclusivity and variety in their product lines but?Non Gender Specific?creates makeup “for all humans.”
While this isn’t a revolutionary idea, Non Gender Specific uses clever wordplay to maximize the idea of inclusivity and create a unique angle for their brand in the saturated beauty industry.?
It’s easier to remember a brand that creates “makeup for all humans” instead of a brand with “inclusion and diversity” as its core message.
?? Get emotional
Angles help brands communicate an emotion to their audience. This helps foster a relationship between brands and consumers that goes beyond the transaction.?
Dr. Squatch?curated a no-nonsense angle on men’s skin care to instill confidence in their consumers. This angle allows Dr. Squatch to support their existing customers and offer an immense value proposition to those who haven’t tried their products yet.
Smelling “like a champion” with “manly scents” is a targeted angle that works very well for their community but risks excluding many others.?
In comparison, offering “soap that smells good” isn’t nearly as compelling and doesn’t speak to any group specifically. Dr. Squatch leans into an extreme angle to connect with a very specific group of consumers.
Exclusion will always accompany the use of emotion in your angle. You’ll have to accept that not everyone will feel the same way that you do about your products but when emotions work, they?really?work.
?? Think about the future
Younger consumers like Gen Z (with Gen Alpha on the way!) are very aware of the impact their purchase decisions have on their future. They’ll likely see the most environmental change of any consumer group that brands are currently marketing to.
Brands marketing to young consumers should be aware of how important a bright future is to that demographic.?
Look no further than?Fairphone?for a brand that understands the concerns of younger consumers and embraces “possibility of a fairer future for everyone.”
This angle solidifies a positive outlook for Gen Z’s future but has the potential to adapt with shifting definitions of what “fair” means in the context of a rapidly evolving tech industry.
Gen Z will know that by investing in Fairphone, they’re proving their commitment to building a “fairer” future. Every one of Fairphone’s consumers can be proud to say that, making this an incredibly strong angle.
?? Make your presence known
A well-defined angle can cater your messaging to your target market, start building valuable long-term relationships, and lower your acquisition costs by simply communicating your opinion in a relatable way.
MARKETING NEWS:
AI MARKETING:?Good news if you’re an Android user—the wait is almost over. The ChatGPT app is finally coming to Android, and you can already “pre-register” on the Play Store until its release next week. Nice.
YOUTUBE:?Ad requirements page update. Now, you’ll find the page is more organized and there’s a clearer path to take if you believe an ad was flagged by mistake and want to appeal the disapproval. Sounds good to us.
GOOGLE:?Apparently, Google updated Ads Editor from 2.4 to 2.4.1, but the update seems to be quite minor and the company hasn’t even announced it officially. Still, good to know if you notice any changes while working in the editor.
SEO:?Which status code is more harmful—a 301 redirect or a 404 error? According to Google’s Gary Illyes, both are “completely harmless,” and it’s up to you to decide what’s better for your particular scenario. Thanks, Gary.
E-COMMERCE:?We told you it was a “hot pink summer.” The Barbie movie is seizing retail by the pink-y, with Barbie-themed earrings, perfumes, jumpsuits, and more selling in record numbers. If you’re an e-commerce brand, you might be able to capitalize on the trend…