STEPPS In The Name of Marketing!!
Good afternoon everyone, and, WELCOME back to Andy’s Marketing Ramble!! I usually state something sarcastic and witty in my monologue, but with this week’s tragic event in Las Vegas, I will only say that I pray for anyone who was affected by the massacre and I ask that we come together and come up with a responsible and reasonable resolution to the gun violence hampering our great country!! God Bless America!!
This week, I would like to discuss with you an interesting approach to making a product/service stick in the world of business. Jonah Berger wrote, “Contagious,” on the foundation that these 6 elements will make any product/service put out for consumption will absolutely cement itself in the mind of consumers and become extremely successful. Social currency, Triggers, Emotion, Public, Practical Value, and Story are the ingredients that Jonah believes have been the common denominator in very successful products/service sticking in the business world, while others vanished quicker than winter in California. Therefore, let us see if you agree with Jonah’s theory, and, if you can add other elements that will make or break a product or service in the market world.
What do you think is Social currency? Do you picture actual money exchanging hands between individuals in society, or, do you picture something with greater depth? Well, according to Jonah, it is the latter. Social currency is the trends that individuals find valuable in upholding their social stature. In the world of social media, you, the consumer, or, any trend setter always wants to be seen in the coolest trend going around in society. Hence, “social currency,” of course, social is self-explanatory, you, me, and, all those around you, while you read this blog. While currency, is what you and those around you find valuable, and to those that want to be a part of the trendy topic going around, that is absolutely currency. Topics of conversation, fashion trends, restaurants, or, the hottest sports team in the sports’ world are examples of social currency, and, each of those businesses at the foundation truly collect the golden content created. Therefore, it is easy to see why this would be listed at the top, especially with the explosion of social media. Think about, which company would not want to be seen on social media posts, and, become the topic of conversation among the social circles around the world.
We all have heard the adage, “Out of sight, out of mind,” so, by creating products/services that keeps your product in the mind of individuals will make them talk about it and that only strengthens your products/services’ place in the market world, or, as Jonah put it, “Top of mind, tip of tongue.” Your product/service must create conversation that will make individuals discuss it with others. “Hey, have you heard about that Dancing Hot Dog filter on Snapchat?” Yes, that annoying, yet, somehow humorous filter had many individuals flocking to and talking about Snapchat, and, it would not surprise me if that creation did not bring Snapchat new subscribers, especially, after seeing entertainers and influencers using it. Why? Hell, if I know, but it worked out just fine for Snapchat.
When a product/service hits home, individuals will share it. I would like to steal a line from our government unfavorable conflict approach and put it in a bright perspective, “Shock and awe!” You evoke a reaction from someone and those images will start flying throughout Facebook, Instagram, Twitter, and text messages across the global. Humorous, anger, sadness, and the most important, AWE must be manifested through the viewing of your pitch. Refer to my last week post and the image of the hungry child, you do not think that stirred an emotional response and made folks discuss those adverts with other individuals, but for this week, let me use a different example. You all may not be old enough to remember this advert, but NBA Hall of Famer, Charles Barkley, had a spot for Nike, where he declared that he was not a role model, and, believe me, folks were not too happy about it. I am most definitely certain that advert now a day would have been made all the rounds of social media platforms.
Keep your product/service easily accessible and individuals will be more drawn to it. We live in a “Now” society, folks have so many things at their fingertips that struggling to find something will cause disinterest and make individuals to gravitate away from it. For example, I will use myself. I am an avid sneaker buyer, especially those damn Jordans!! Well, Nike has an app called, “Snkrs,” where you can easily input your personal information like size and payment, so, guess where I go when a hot Nike sneaker hits the market? Yup, my Snkrs app. I avoid the hassle of getting up at 6 30 AM, and, standing in line hoping they have my size, when I get to the front of the line. I set my reminder, wait for 7 AM, and, just hit purchase, and, if you are a sneaker lover, you know this is the effortless way to secure your kicks. Damn you, Nike!! Just let me know when the next pair are out and take my money!!
Use this approach to help your product/service create content value without using much resources. There is no need for your business to invest a plethora of funds into your content creation, let those consumers provide your product/service with valuable and compelling content that can be used quickly and repeatedly with minimal adjustments, as an advert, and, what did your business invest to create it? Close to nothing, and, that is what makes it very practical. And of course, now a day, you can pick just about any company that uses the content marketing approach as an example of practical value, but at this practical value created for McDonald’s by these students entering Cuban.
The final element is just the wrapping that brings all these elements together and puts them in the glue that keeps families and communities glue together, stories. Think about it, who does not love an intriguing story that grips your attention from beginning to end? I know, I do. Story wraps together social currency, triggers, emotions, public, and, practical value in this shinny wrapping paper that individuals patiently sit around and wait for it to be unwrapped. My ultimate favorite was the Got Milk spot that showed the man that thought he was in heaven, but in actually, he was in heaven with a plate of oozing chocolate chip cookies, but no milk to wash them down.
In the end, you can see these elements would absolutely your product/service prevalent in a easily vanishing marketing world, so, do yourself a favor and STEPPS in the name of success!! Until next time...
