You’re selling to little Savannah
Like it or not, the general rule for homo sapiens is they buy on emotion and justify with data.
In B2B (as with B2B and B2G) there are the decision makers and the influencers. Kids are one of these constituency in family decisions. Those of you who have contributed to the population growth problem [I'm guilty] know what I’m talking about.
Many B2C transactions are affected by little Gabriel’s color preference, or big Savannah’s taste buds.
The master of the lesson, as I’ve written about before, is McDonalds with their happy meal.
Take a look at how local airport parking company, www.airstar.com, implemented the lesson.
After parking our car, we were greeted as usual by the shuttle driver for the ride to the airport. The driver was friendly (almost all are, since tips supplement their hourly income).
But here’s the twist. He reached into his “stash” and handed each of my kids a little toy-box. The kids eyes lit up. And then each proceeded to enumerate their loot.
Not 3 minutes after I’d told my wife that we could save $3 per day by parking a few other, this $1-per-kid investment bought them advocates inside our family for the next vacation. Cheaper than any ad campaign!
So how can YOUR business benefit from their decades of “research”?
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One Comment to “You’re selling to little Savannah”
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It’s interesting how much ‘the little things’ count. It’s things like the toy example that prove you don’t need a multi-million dollar ad campaign to be effective. Although it’s a little off the topic of advertising, I’ve found that one of the easiest ways to improve customer retention is by sending out post cards. There is a catch to this though: They have to be sincere, and you can’t use them to try to sell your product. Just thank your customers. They’ll appreciate it.
Jumping slightly back on topic, I love how smart McDonalds is. They’re a company who knows exactly what their product is and knows how to convey that message in their advertising. If you’re thinking “but McDonalds makes a crappy hamburger”, that’s right. McDonalds doesn’t sell hamburgers. They sell happiness. Target this to kids who not only buy on emotion but almost never need data to justify (little kids that is), and it’s no surprise why McDonalds is a corporate empire.