Monday, October 18, 2010
The '8Ps' of Buying Triggers
1. Prairie-Dog Events
Prairie dogs are animals best known for popping their heads out of their burrows and looking around. Similarly, when certain events occur, customers are triggered to look around at competitive alternatives. Focusing marketing efforts around such events will yield higher product or service adoption, because customers would be willing to devote attention to alternative offerings. Timing is key.
2. Peers and Power
Social triggers are strong drivers of time and attention. People want to be generous and helpful to family and friends. They also want to show off to their peers.
3. Personal Pursuits
Unlike social motivations, personal pursuits are driven by internal motivations. They are enjoyable activities that cause people to lose all track of time while, for example, surfing the Internet, painting, or reading a great book for hours.
Everyone likes to save time. In today's hectic world, if you can offer a product or service that saves people time... it will generate interest.
Waiting until the last minute is rarely desirable, but to paraphrase a popular saying from the '80s, "It happens." And when it happens, people are willing to pay.
6. Physical Need
We all know the danger of grocery shopping when you're hungry: You buy way too much and usually not the things you really need.
Big-box retail stores tap heavily into the proximity trigger by placing complementary products near staples as reminders of other needs.
Low prices obviously catch people's attention. When used judiciously with other marketing methods, the price trigger can be very effective.
Author: Adrian Ott (www.24HourCustomer.com)
Adrian Ott is author of The 24-Hour Customer: New Rules for Winning in a Time-Starved, Always-Connected Economy
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