We all think we are fairly astute, we know when someone is pulling the wool over our eyes and when something just doesn’t feel right. But I wonder if our actions are all that intuitive?
Do you sometimes get frustrated when it feels like your friend, neighbour or colleague copies you? They take the kids to the zoo on the same weekend without you arranging it, they buy the same new outdoor toys, sign up for a similar course or take up a similar hobby? Is it because we are of a similar age, have the same marital status and live nearby so obviously just coincidence that we do similar things.
But what if I said that we are not as unique in thought? Could we both be responding to the same strings being pulled by someone else, by large corporates or social influencers for example? No surely not, how could they get so deep inside our heads? Plus, everyone knows about smart phones listening in on conversations so we’re aware of targeted advertising. We’ve, had lives full of diverse character building experiences and know what from what. Right?
Well I’m not so sure, let’s take a look at this from a commercial perspective to see what listening tools and tricks might be available to help penetrate the market.
Let’s say I am a large toy retailer and I am looking at ways to sell children’s swing sets, one of the more expensive toys on the shelves. It’s a popular product but there is a limited window in the year to sell expensive seasonal toys. So how can I can extend the season?
I need to create awareness and engage with the market early in the new year to beat the competition and position the product front of mind with consumers. But how can I make a summer purchase relevant in February? If only there was a non competing service that relates to weather / being outdoors.
Online weather forecast providers have huge reach and a large database of users. I’ll work with one to identify any warm or sunny spells in Feb, Mar, April. I’ll book cheap ads and prepare campaigns for the three days around each warm spell. To ensure the forecast is right, I’ll check in with a leading music platform to check what people are listening to in each region to determine what their moods are likely to be. If they are listening to upbeat happy songs and it’s sunny outside, conditions are right to spend more on ads.
Queue increased promotion of said toys. Queue surburbia buying swing sets and twitching curtains as frustration grows with the neighbours next door who managed to erect their swing set first!
A simplistic example and there are a great many other factors to consider, but I wonder if it strikes a chord and whether you are still 100% sure that you are in full control of your actions? Do you only buy or do things that you had planned to or are you also susceptible to clever marketing like the rest of us? What opportunities does this pose for marketeers and has it always been this way? Let me know what you think, I’d love to hear your thoughts.