These past years have been difficult for small businesses. Many are struggling to survive the pandemic.
It’s been difficult for everyone to keep the show going. Small businesses have shut down all around. The persistent economic uncertainty has further impacted business growth potential.
Things have settled down in 2022 so far, at least for the pandemic. Many are now ready to face the challenge of getting their businesses back on track. These three simple but effective marketing strategies can help you drive business growth. These strategies can help your business achieve its recognition and revenue if used effectively.
1. Sensory Marketing
Most people who have visited an Abercrombie & Fitch shop can recall the last time they were there. It is a memorable experience with its dim lighting, unique perfumes, and loud music.
This strategy is known as sensory marketing. It is aimed at Abercrombie & Fitch’s young target audience. Teenagers love to be stylish and mature. The lighting, smell, and music make them feel as though they are in another world. Many have become loyal customers because of this positive brand experience.
Sensory marketing is a science that suggests our five senses can help us make decisions without us even realizing it. Rolls-Royce’s cars have a unique leather upholstery smell that appeals to car lovers of all kinds.
Sensory effects are not a new idea. Some customer industries have used this strategy for hundreds of years. Pears Soap was one of the first to use visual sensory marketing in order to promote its products around the mid-1800s. They reached out to various artists, purchased their artwork, and then edited it for promotion.
Beats by Dre is a recent example. The phenomenal packaging of Beats by Dre has contributed significantly to their success. The Beats boxes are a wonderful experience for consumers. Buyers will feel like they have spent a lot of money when the matte-finished cases and packages are delivered.
These sensory influences can be subtle, making them even more powerful. The average buyer does not recognize them as marketing techniques and doesn’t react with mistrust or skepticism.
It is not about what you say but how you say it.
The framing effect states that the way information is presented can have an impact on our decision-making.
A copywriter might describe ground beef products as “75% Lean” to appeal to customers more than “25% Fat.”
Marketers and CEOs are constantly looking for ways to make a negative feature of their product a positive one. These techniques can be used to highlight the positive aspects of rival businesses.
These are the three most well-known framing techniques.
* Loss framing identifies the consequences for the audience if they do not buy the product or follow the message. We might use a deforestation campaign to draw attention to the loss that forest destruction causes to everyone.
* Gain framing highlights the benefits that the customer will experience if they buy the product. A spray ad might illustrate how a man can attract the attention of many people after applying the spray.
* Statistical framing refers to a strategy that uses a particular statistic to prove or disprove a point. A blog or network might wish to discuss optimism in small businesses by highlighting that 46% anticipate hiring more employees over 12 months. Another venue might use the same statistic to show how 54% of small business owners are afraid to hire new employees.
Marketers are skilled at using language to frame messages. They use their understanding of human psychology, and the power words have to stimulate a response. They choose words that create a positive image of their products in the customers’ minds.
An example: A high-end smartphone ad might include words like “incredible” or “beautiful” while avoiding “luxury” and “affordable.”
Similar ads might be used for lower-priced smartphones. They may use words such as “budget-friendly” or “affordable” while avoiding words such as “cheap” and “reliable.”
3. Zero-Risk Bias
Ever been on the fence about obtaining a product? But just as you were about to decide, a money-back guarantee sealed the deal.
Another well-known marketing strategy is money-back guarantees. This is because it takes advantage of the zero risk bias, a cognitive bias that encourages people to feel more confident if there are no risks.
The risk of buying a product that doesn’t meet your expectations is the largest. A money-back guarantee eliminates this risk.
Covert Marketing Strategies
These subtle but highly effective strategies are still relevant to promoting your product. Studies continue to show the significant impact of subtle changes to messaging and language on brand performance. Intelligent brands must continue to pay attention to how messages are used.