We are constantly bombarded with marketing messages from the moment we wake up to the time we go to bed. It’s no wonder that we often tune out these messages or even develop a negative reaction to them. So, how do brands keep us interested in their products?
By appealing to our emotions and using techniques that tap into our psychology, brands can be very successful in keeping us engaged with their products. For example, seeing a fully branded usherette tray can remind us of the positive feelings and attitudes we have towards those brands, triggering a purchase. Let’s take a look at some of the most common techniques that brands use to keep us interested in their products.
1. Use Familiarity To Your Advantage
We tend to gravitate towards things that are familiar to us. That’s why businesses will often use celebrities or other public figures that we are already familiar with to endorse their products. They know that we are more likely to trust someone who is already familiar to us than someone who is not.
2. Play On Our Emotions
Fear, happiness, anger, love, sadness… all of these emotions can be used to sell products. That’s because our emotions play a big role in our decision-making process. If a brand can make us feel an emotion, they increase their chances of selling us their product. This can be the emotions attached to the product by advertising or our past experiences, or the rub-off emotions of the context. For example, going to the cinema is pleasurable experience and buying snacks there is part of the ritual and the whole experience. With this in mind buying snacks from a branded usherette tray with a strap is an important contributor to a good cinema experience for many people.
3. Use Social Proof To Your Advantage
Social proof is the idea that we are more likely to do something if we see other people doing it as well. Brands will often use testimonials, reviews, and even social media posts to show us that other people have used and enjoyed their products. This technique is especially effective when coupled with emotional appeal. If, for example, you see a queue of people buying from a vending tray it may prompt you to join the queue to receive the positive reinforcement of enjoying what they’re enjoying.
4. Make It Exclusive
People always want what they can’t have. That’s why brands will often make their products exclusive by only making them available for a limited time or in limited quantities. This creates a sense of urgency and gets us rushing to buy before it’s too late. A branded usherette tray only holds a relatively small number of items which could in itself be another influence on purchasing.
Brands use many different techniques to keep us interested in their products. Some of these techniques include using familiarity, playing on our emotions, using social proof, and making it exclusive. By understanding how these techniques work, we can be more aware of the ways that brands try to influence our purchase decisions.