Marketing szeptany

You certainly know it. Although, perhaps, you don't recognize the name. Imagine you want to buy, let's say, a smartphone. Do you walk into a store and buy the first one the salesperson offers you? Or do you buy a certain model because its advertisement recently flashed before you? And you think – why not? Perhaps that's how you operate. Some people do that, and that's fine, but some have a different approach. They thoroughly read reviews, testimonials, and comparisons readily available online, on many portals and websites. Why? It's pure psychology – it relies on considering the natural human inclinations and behaviors. How does it work? We will explain it with examples. That will be easiest. ➔ Would you willingly buy a product or service if someone from your family or friends recommended it to you? A friend recommended a restaurant, and your aunt claims that the best tomatoes are at this greengrocer? Sound familiar? These are elements of social psychology, which deals with the influence of the group on the individual. ➔ It's the weekend. You need to buy a toy for your child, a computer, a smartphone case, a wheelbarrow, a book, and a mug for a gift. The first platform you think of in the context of such a list will be: eBay, Amazon, or... Allegro? We bet that in most cases, it will be Allegro. Rapidly assessing something based on how easily it comes to mind is the availability heuristic. ➔ Could you be convinced to buy a product or service because it is recommended by well-known and liked people, i.e., influencers and celebrities? No? Well, others will be convinced. Do you remember the Koral Ekipa ice cream? Exactly. This is the transfer of trust and authority from the influencer to the recommended product. ➔ What emotions does the Tymbark advertisement and the song "Wszystko mi mówi, że mnie ktoś pokochał" (Everything tells me someone fell in love with me) evoke in you? What associations do you have with Tymbark because of this, how do you perceive it? Do you feel joy, fun, is the message positive? This is the application of the psychology of emotion in practice. ➔ Are you familiar with the Męskie Granie festival? Żywiec is the originator and sponsor. How do you perceive Męskie Granie and Żywiec? What do they associate with for you? Is their message consistent? This is the transferred halo effect – the associations and beliefs regarding Żywiec are transferred to the festival. A simpler example of the halo effect application is Lidl. The perception of the brand itself as prioritizing quality leads to the products Lidl sells also being perceived as premium or high quality. Do you want to use these effects in your company's marketing?