“It doesn’t matter how much money you throw at Facebook ads – millennial consumers aren’t going to bite unless you do away will all this elitist corporate party line crap!” I (exasperatedly) expressed to an old-school business exec.
“We are not deviating from the proven safe zone. I know you’re pretty new to business, but in my forty years of experience, standard corporate messaging always works. Consumers don’t fear what you don’t tell them,” he replied.
Presenting a seminar on Consumer Psychology to an audience of small business owners, I was interrupted somewhere between the Pareto Principle and Law of Reciprocity by one of the attendees, “Hold on - his getting into the consumer’s mind stuff sounds a little suspicious. I’m not into manipulating people into buying things.”
I paused my presentation and discussed his concerns. Truth was, this attendee’s hesitations were some I’d shared throughout my marketing career.
A holiday-themed food commercial showcases how their product “saves” the day and brings a family closer together.
A national retail store portrays the holiday season as defined by the overwhelming number of presents (encased in branded wrapping paper) under an over-sized and professionally decorated tree.
A Christmas commercial implies children’s Christmas will not be “real” without the insanely expensive interactive unicorn that syncs with their phone (what happened to stuffed teddy bears?).
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