The reason for buying is a huge mystery even for advertisers. No matter what marketers think up, they will not be able to fully lay out the reasons for human behavior, and will not be able to 100% guess the reaction of customers to a new product. You can do a lot of work and learn all the secrets from advertising gurus, but, most often, only practical experiments help to predict the reaction.
Why do people choose one particular brand out of a large number of similar companies on the market? What should be the quality of the goods that are advertised, and what should be emphasized to provoke a person to buy?
Here are some options to answer these questions, with examples from well-known brands:
Marlboro
Innovative packaging design! The story of the Marlboro brand, with its integral element – the cowboy, is very well known. But there is another clever move of the brand, which is rarely remembered.
The standard in cigarette packaging design (a package made of heavy cardboard with a hinged top) was invented at Marlboro. And it was not for the purpose of demonstrating the designer’s creative thought. It was an advertising need for communication between smokers. The reason for the need was that consumers had learned to take cigarettes out of soft packs without taking them out of their pockets(!), which meant that those around them could not see what brand their comrade was offering them. This is simply unacceptable!!! And the new, harder Marlboro cigarette packs had to be taken out in order to effectively, in the manner of old cigarette cases, flip off the lid and “treat” your friend to a cigarette. Such a gesture always attracted and still attracts people’s attention, doesn’t it?
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Dunhill
Outsmart the crafty one! The trouble for advertisers is that, over time, people have become adept at getting cigarettes even from the hard packs in their pockets. And it was time for Marlboro to come up with a sophisticated new package design, but no such luck. Dunhill, has already done everything for Marlboro, while giving their cigarettes a more prestigious look. To take a cigarette out of a Dunhill pack you had to open not only the cap but also an additional flap, which could hardly be done elegantly without taking the pack out of your pocket.
In addition, Dunhill have named their invention with the new word “humidor” to make it more premium. From history, a humidor is a box in which cigars are stored, where the optimum level of humidity is maintained and the flavor does not escape. This is Dunhill’s way of telling customers that cigarettes in this packaging are closer in quality and flavor to cigars.
Estee Lauder
Unobtrusive marketing! There is a legend about how Estee Lauder started selling her perfume. She did not go all business, her products were poorly taken for sale stores and salons. And then the young Ms. Lauder decided to go to the largest perfume store in New York and as if accidentally smash a bottle of her own perfume on the floor
As a result, female customers became interested in the marvelous fragrance, and the store simply had to contract Estee Lauder to supply her products.
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Heinz
Surprised by the large assortment! Once, while walking in New York, Henry Heinz saw an advertisement for a shoe store on the street that offered customers “21 styles of shoes”. Taking this as an example, Heinz decided to write “57 flavors” on the packaging of his ketchups and sauces.
This number had absolutely nothing to do with the actual figures of the assortment, yet it pleased Heinz very much. And it impressed the customers.
Harley-Davidson
Customer greed orientation! One of the world’s most famous bike manufacturers has been leading the way in the number of “branded” … tattoos for more than a decade. And it all started when Harley announced big discounts for those who would come with a tattooed company logo to buy a bike! There you go. And you scold your wife for doing nothing more than collecting discount coupons at the supermarket! ….
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Chupa Chups
Convenience, just convenience! Most kids have sticky hands after eating a caramel, and without thinking long enough, they try to wipe their hands on their clothes. Enrique Bernat came up with a lollipop on a stick, which can be sucked without getting your clothes and hands dirty, thanks to the convenient label-packaging, which can be saved and wrapped in it the started lollipop. That’s where the Chupa Chups company slogan comes in – “It’s long-lasting and round”, which translates to “It’s round and long-lasting”.
The new stick, convenient packaging and bright logo by Salvador Dali were appreciated by consumers in all countries of the world who have been sucking this cheerful fruit candy with pleasure for more than 50 years.
Woolworth
The founder of the huge Woolworth’s chain of stores and inventor of commodity price tags and supermarket chains found a great way to make millions of dollars in profits. A humble young man from the countryside, aged 21, took a job as a store assistant in a small store. Previously, the prices of goods in stores were not indicated, but were called by the seller “by eye”, depending on the solvency of the client. Then the customer could bargain or leave.
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The poor guy didn’t know how to do anything and was afraid to invite customers into the store, afraid to praise the goods, and afraid to bargain. He was so worried that he even fainted once while working. One day the store owner left him alone to trade all day, and at the same time threatened that if the revenue was less than the usual daily revenue, he would be fired. Therefore, before opening the store, the young man fixed on each product a paper with the minimum acceptable price of goods (analog of the modern price tag). He placed all the junk that was piled up in the warehouse on a large table and put a sign on it that read “All for five cents”. He moved the table to the window, so that the goods and the sign were visible from the street. Having done this, and literally dying of fear, the fellow began to wait for customers.
Needless to say, all the goods, both cheap and expensive, were sold out in just a couple of hours, and the store’s revenue for that day equaled that of a week! Customers, when they held the goods in their hands and saw the set price, bought them without haggling! What about the guy? The guy quit his job, borrowed money and, in 1879, opened his own store. In 1919, Woolworth’s empire numbered a thousand stores and he had a cash fortune of 65 million.
And we humbly remind you that you can order the creation of a great packaging or development of a comprehensively attractive brand in the branding agency“KOLORO“. Get in touch!
