Friday 29 November 2013

Research Friday: Don't Leave Without A Good Buy, Please


When Will You Use This? 

 

Directing reviews for your products. When you understand how the use of language affects general reader, you will know how the public reacts to your messages.

What’s On The Front Page Today? 

 

Words and phrases can have a literal meaning (plain dictionary meaning) and they can be used figuratively (employing indirect meaning, like metaphors, word play, idiomatic expressions, hyperbole, etc).

Today, when a lot of information about products comes from reviews written by other consumers, it’s important to understand the effectiveness and use of figurative language in that content.

The current series of experiments* found that consumer reviews of hedonic products (related to pleasure) are more likely to use figurative or emotional language than reviews that describe utilitarian products. For example, consumer's review of a chocolate cake would use more figurative language than a review of cleaning services.


Addition To Your Bag of Tricks 


It is known that user generated reviews significantly impact product evaluation, decision making, and purchase behavior but only in certain contexts.

 It is important to remember (if you are directing a review) that figurative language evokes positive affect and attitudes on the consumer when we are talking about hedonic products. However, the effectiveness of a review for utilitarian consumption experience decreases when the author brightens the review with figurative language.


*‘Wii Will Rock You!’ The Use and Effect of Figurative Language in Consumer Reviews of Hedonic and Utilitarian Consumption. Ann Kronrod,Shai Danziger. Journal of Consumer Research: December 2013. {Thanks for the material}

P.S. When you’re done reading, I’d love for you to share which reviews are most effective for you? Leave a comment or Tweet me, let's chat!

P.P.S. Need some help on directing your reviews? Let's do this together.

Wednesday 27 November 2013

Promo Wednesday: Stay Cosy In Christmas Madness


Every Wednesday I mention Subject Lines that had me at hello, and the ones that went to my bin before you could say Jack Robinson.

This week I found nice and inviting :

  • The Gift Finder: faster than Father Christmas 

  • Dear Aiste, have you seen our Christmas gifts?. 

  •   ☑ Coming soon! Smashbox Friends & Family 

  • Grrr... Stay cosy in fab faux fur! 

  • Discover the truth behind the legend 




Now, the lines which were hard to digest this week:

  • Fab 5 for free!*  

  • NEW winter arrivals, just in time

  • Have a Very Knitmas - up to 40% + an extra 24% off our BIG Brands and loads of gift ideas!  

  • Elegant Styles For Your Special Occasions 

  • Start the week in style with our new arrivals!  

That's it for now.

Let me know which emails tickled you pink this week? Share in the comments or Tweet Me!

Tuesday 26 November 2013

Tuesday In India: AIDA Is Ruling Here


Marketer's favourite formula - AIDA (Attention, Interest, Desire, Action) has been around for ages.

Modified and edited, it has been used for creating all types of campaigns and copies.

In India it has been very popular too.

Without  knowledge of 'official' AIDA existence, marketers have been using it in their daily art of selling.

Successfully, or so I've heard.

Just pass through any market in India and you'll hear one of those phrases:

- Come here Sir, comfortable leather sandals, only hundred rupees...

- Hey madam, beautiful silk sari, only for you for special price today, come inside!

- You looking for delicious fruits? I have fresh mangoes - good price, just try...


They got all formulas right in one sentence.

Simple and effective there, but would it still work here?

P.S. When you’re done reading, I’d love for you to share how you use AIDA (or upgraded AIDCA) in creating your copies. Leave a comment or Tweet me, let's chat!

Friday 22 November 2013

Research Friday: Oh Don't Shock Me That Much!

When Will You Use This? 

 

Managing word-of-mouth marketing campaigns. As word-of-mouth is linked to decision making, increased sales, faster product adoption, it’s important to know which type of conversation has impact on people’s choice. Marketers often believe that controversy increases conversation and this research reveals some interesting details.

What’s On The Front Page Today? 

 

We believe that more controversy always leads to more buzz. Really?

The current series of experiments* analyze effects of controversy on likelihood of conversation and how situational variables such as identity disclosure affect people’s willingness to talk about controversial topics.

Results reveal that controversial issues, in fact, are often more interesting, which makes people more inclined to talk about them. It is noted that moderate levels of controversy increase likelihood of conversation. Simultaneously, additional increases in controversy (=high level of controversy) is never better as it increases discomfort and makes people talk less.

Furthermore, this research shows that when people are granted anonymity (for example, online forums) or when the conversation partner knows the speaker fairy well (for example, friend), the link between controversy and conversation tends to be more positive since it is driven primarily by interest (not discomfort).

Credit: Wikipedia image

Addition To Your Bag of Tricks 

When you are planning to generate consumer to consumer word-of-mouth, keep these few points in mind:

  • People avoid talking about extremely controversial topics (for example, death penalty, abortions) so you should avoid too. High controversy is also connected to negative publicity. 
  • Develop ad campaigns that are moderate, at most, in controversy (for example, PETA “I’d Rather Go Naked Than Wear Fur” campaign, many campaigns of United Colors of Benetton).
  • If you want to encourage online discussion, then more controversy may be more tolerated in comparison to face-to-face environments. 


* When, Why, and How Controversy Causes Conversation. Zoey Chen and Jonah Berger. Journal of Consumer Research, 2013, vol. 40, issue 3, 580 - 593. {Thanks for the material}

P.S. When you’re done reading, I’d love for you to share which controversial topics were you discussing lately. Leave a comment or Tweet me, let's chat!

P.P.S. Need some help on creating your word-of-mouth piece? Let's do this together.

Wednesday 20 November 2013

Promo Wednesday: Basics Are Not Boring



Every Wednesday I mention Subject Lines that had me at hello, and the ones that went to my bin before you could say Jack Robinson.

This week I found nice and lovely :

  • The VIP treatment 

     

  • Basics needn't be Boring, Aiste. 

     

  • THE KNIT PARADE | Autumn Winter 2013 Knitwear 

     

  • Chat tonight? 

     

  • 15 Seconds to Flawless, Perfect Skin 


I enjoyed the lines which were personal and promised something special without reaching exaggerated or superficial level.



Now, the lines which were hard to digest this week:

  • Just Landed! Our favourite new arrivals + great gifts  

    (Oh, they keep landing every week! I wish you knew my favourites more than yours though...) 
  • Overnight shipping, plus effortless evening radiance

    (Just don't feel it.)
  • Buy 3 Get 3 or Buy 2 Get 2 Extended Online - Go on, Indulge! 

    (Uf, this got my brains spinning with Buy Buy - Get Get and all I wanted to do was Run Run.) 
  • Beauty Buzz: November Highlights 

    (Simple and average, lost with other ten 'highlights' emails.) 
  • Special Deal for VIPs like you: 25% OFF plus free shipping on your order  

    (Well, if I'm being called a VIP without ever making a purchase with a company, then I know it's not a special email at all.) 
That's it for now.

Let me know which emails tickled you pink this week? Share in the comments or Tweet Me!

Monday 18 November 2013

Tuesday In India: Oh Holy Train, Or Should You Rather Walk?


Some people actually think I was Indian in my past life.

This idea became rather strong when I started taking local Mumbai trains.

I wasn't trying to save money.

I was trying to save precious time.

And you know what I'm taking about if you spend 4 hours daily, commuting between A and B.

Now if you are thinking London's trains are crowded, think again.

In India 'crowded' takes a whole new meaning.



You probably still have your jaw dropped.

It's all right.

It took a bit of time to get mine closed. Well, you can't ride a train like that with an open mouth, can you?

Today I just remember my first time in that moving sandwich trying to see the positive side and thinking - "No wonder you'll rarely meet Indians with traditional western fears of small spaces, big crowds or public traveling.You can't really fear something you must face daily, can you?"

Well, I survived. I became extremely flexible and I can hold my bag on one finger for over an hour now. I also know how to move in group as one breathing organism and actually appreciate wind blowing on my face.

I guess it's always how you perceive the situation and every curse appreciated can become a blessing.

P.S. It's interesting that during 3 months of my daily train journeys in Mumbai, I haven't met a single western buddy. Oh, perhaps it's just a coincidence.Or maybe not. I like to put myself into that special category, you know :)

Friday 15 November 2013

Research Friday: Are You Friend Or Are You Leader?

When Will You Use This? 


Creating your brand’s messages. The effectiveness of your ad’s communication is directly related to the visual cues and physical structure of the ad.

What’s The Red-Letter Bite Today? 


Previous studies confirmed that the customer perceives specific brand emotionally closer when the brand’s image in the ad is similar to the image which the customer has about the brand.

The current series of experiments* analyze friend-like and leader-like brands, their representation and connection to customer’s evaluation. Researchers notice that when the role of advertised brand (Friend or Leader) and the visual portrayal of brand and customer in the ad matches, it improves customer’s evaluations of the brand.

Going into detail, when the brand is advertised as a friend to its customer, consumer evaluates it more positively if the brand and the consumer is located horizontally close to each other in the advertisement.

On the other hand, when the brand is advertised as a leader, consumer evaluates it more positively if the image of the brand is placed above and further from the consumer in the advertisement.


Addition To Your Bag of Tricks 


 When you determine whether you want to promote your brand as a friend or a leader, you can focus on specific layout in your advertising campaigns.

  • If you want to promote yourself as a friend, place your brand close together with your consumer in the advertisement (for example, check some ads of fast food). 
  • If you want to promote yourself as a leader, place your brand further from and high above consumer in the advertisement (for example, check some ads of  luxury goods).

*Huang, X., Li, X., & Zhang, K. “Seeing” the social roles of brands: How physical positioning influences brand evaluation. Journal Of Consumer Psychology. October 2013; 23(4): 509-514. {Thanks for the material}

P.S. When you’re done reading, I’d love for you to share your experience about creating or reacting to different slogans and messages. Leave a comment or Tweet me, let's chat!

P.P.S. Need some help on creating your Brand's Message? Let's do this together.

Wednesday 13 November 2013

Promo Wednesday: Oh Boy, I'm Going Nuts!


Every Wednesday I mention Subject Lines that had me at hello, and the ones that went to my bin before you could say Jack Robinson.

This week I found appealing :

  • Are you scared to relax? 

     

  • Shop the Little Black Dress 

     

  • A Free Gift for Your Hostess 

     

  • Oh Boy! Great gifts for guys 

     

  • Think outside the box this holiday season 


I enjoyed the lines which promised to help me control the upcoming madness of Christmas: they classified the gifts for very specific groups of guests and they informed about the convenience; they heard me earlier and they knew that little black dress is my weakness; they hit the sweet spot with recognizing the stressful period and offering some relaxation advice in-between the sales pitches. Everyone else is shouting discounts and gets easily lost in the sea of sameness. 



Now, the lines which were half-baked this week:

  • Your New Xmas Party Pieces Have Arrived  

    (Oh, they're arriving every week, could you be more specific please?) 
  • GO NUTS! Take 40% OFF Sitewide

    (I am nuts.)
  • Be first in line for our BIGGEST event of the year! 

    (What's the biggest event every year? Sales, of course.) 
  • Buyers' Top Picks For Christmas Gifts 

    (Somehow I usually find top picks boring and very average. I like my gifts just a bit more special.) 
  • GUEST TABLE TOPS | NEW AT THE LIFE STORE | SOULLAND LAUNCH RECAP | BEST OF THE WEEK  

    (Hadn't such long Subject Lines in CAPITALS been banned? Because not only it didn't fit in one line, it started hurting my eyes after the first words. It's a no, I guess.) 
That's it for now.

Let me know which emails tickled you pink this week? Share in the comments or Tweet Me!

Tuesday 12 November 2013

Tuesday In India: Celebrity Zoo


‘We paid her a bag of money to smile with our product.’

You’ll never hear companies openly talking about this fact.

They are always suggesting the thought that those celebrities somehow themselves chose the product, that they actually use it daily, that they would continue using it even behind the closed doors.

In India, where celebrity endorsement is booming crazily, I frequently feel locked in a freaky advertising fun fair.

Often while going through a newspaper I feel like going through someone’s photo album: here she smiles with her favourite whitening cream which is 'the secret to her beauty', there she playfully teases with her new smart phone which is 'the best for her and us', of course... In the next page she shows her glowing shaved legs and rejoices with V sign for 'how the beauty feels like'. Then you close the last page just to find someone familiar offering you a soft drink 'which brings pure pleasure'. Oh, it’s the same actress, of course.

Obviously, you can’t stay neutral if reading newspaper is your morning ritual for past fifteen years.

And since I wasn't raised in such a celebrity obsessed culture, it makes me feel weird.

Bored.

Sad and angry thinking of unused potential.

Sometimes you can actually cut particular actor’s faces and poses from all the ads, put them on each other and… get the exact same view. All of them could be from his Facebook profile pictures and no one would notice. Because the only thing changing is the product and the slogan on the side.

Then you understand that a brand doesn’t necessarily need a good product for the market. It just needs good money to buy a famous enough person to pose with a product.

And this nasty thought knocks unstoppably on my door – isn’t it a sly but way too easy strategy for clever companies who want to be perceived as innovative and inspiring? Isn't the brand just being lazy to create something original and therefore choosing an effortless path to piggy back on the fame of someone else?

P.S. When you’re done reading, I’d love for you to share your view on celebrity endorsement. Are you more likely to buy a product with a famous brand ambassador? Leave a comment or Tweet me, let's chat!

P.P.S. Need some help on creating your Marketing Campaign? Let's do this together.

Friday 8 November 2013

Research Friday: Obey Your Wish


When Will You Use This? 


Creating your brand’s messages and slogans. All messages can be effective and counterproductive, depending on how they meet consumers’ communication expectations.

What’s The Red-Letter Bite Today? 


Previous studies confirmed that positive mood affects communication expectations in such a way that hearers are more open to assertive language. Also, when the language of a request matches communication expectations, compliance is elevated.

The current series of experiments* show that assertiveness is more effective in communications involving hedonic products, as well as hedonically advertised utilitarian products. The researchers propose the following process: "a reference to hedonic consumption elevates positive mood; consequently, language usage and expectations are possibly altered toward more blunt, direct, or assertive language; messages promoting hedonic consumption in an assertive fashion (e.g., Take a ride on the flying balloon!) meet communication expectations more than nonassertive messages (e.g., Why don’t you take a ride on the flying balloon?), and the fit between expectations and the actual message language may facilitate consumer compliance when the language is assertive.”


Addition To Your Bag of Tricks 


 As the phrasing of persuasive messages is critical to achieve your goals, you should be very attentive while creating your lines. Based on insights from this study, use more assertive lines in the context of hedonic consumption (or where utilitarian products are described in hedonic terms).

* Kronrod, A., Grinstein, A., & Wathieu, L. (2012). Enjoy! Hedonic consumption and compliance with assertive messages. Journal of Consumer Research, 39, 51–61. {Thanks for the material}

P.S. When you’re done reading, I’d love for you to share your experience about creating or reacting to different slogans and messages. Leave a comment or Tweet me, let's chat!

P.P.S. Need some help on creating your Promotional Message? Let's do this together.

Wednesday 6 November 2013

Promo Wednesday: Porridge For Mind

Every Wednesday I mention Subject Lines that had me at hello, and the ones that went to my bin before you could say Jack Robinson.

This week I found appealing :

  • Cashmere: the finest winter pieces 

     

  • Only 1 Pay Day Left Until Christmas! 

     

  • Porridge for winter 

     

  • WATCH: It's time to have the talk 

     

  • EXCLUSIVE preview: Watch our Christmas fairytale come to life... 


I enjoyed the lines which reminded me what's just around the corner: Christmas is near, get in the mood, plan your spending and eventually buy that cashmere sweater for your mom. Everyone else is selling hard in their subject lines and that's why my attention moves to the rare gems. 



Now, the lines which were milk and water this week:

  • Celebrate Bonfire Night with our Explosive Offers...  

    ('Explosive' is the word! Three different companies used it in their subject lines this week... Wonder why?) 
  • New Styles = Time To Party

    (I was ill this week and any teasing partying made me mad.)
  • Winter style icon inspiration - cosy knits, faux fur and more 

    ('Winter style' was another uninspiring phrase as it has been ruling the headlines since two weeks.) 
  • Last chance! Brand Event must end midnight: Shop Now!  

    (Last chance!Must end!Now! - I'm getting so immune to this. If I'm a subscriber for the past year, you can't keep sending me the same old lines monthly and expect my attention, can you?) 
  • The metallic trends you need to know! Plus, FREE deluxe sample duo  

    (There is something about metallic trend in cold winter that puts me off. Purely personal, I guess.) 
That's it for now.

Let me know which emails tickled you pink this week? Share in the comments or Tweet Me!

Tuesday 5 November 2013

Tuesday In India: Welcome To Beehive


Pune. That’s where my heart lies. Where the story starts. Where the dreams born and die.

I saw these words on a sticky note glued to a dusty Vespa in a little parking lot on my first day in Pune (Southwestern India). I didn’t know then but I know now it was a perfect description for the importance of two wheelers in the city. Roaring, rumbling, crashing, stirring and electrifying the streets, diving through dust, maneuvering twists and turns.. First time you see that unbelievable chaos, you want to close your eyes in scary disbelief and never open again.

The wonder floods you very soon, though.

I won't talk about driving rules in India (kya hai?) because the roads have their own non-written laws. Most of my friends keep cursing drivers on the road who rarely respect the signal lights, one-way streets, speed limits… but I can’t stop admiring. Sounds like from suicider's diary, I know, but that madness of moving transformers (which would give a heavy headache to western driver in a minute) makes Indians look so flexible and dexterous. Especially, when they survive on two rules only: overtake and keep honking. If something is on your way (another car, pani puri wala or an elephant in our case, pictured below), just go left or right, speed up and 'no problem'.

If you want to let other wheelers know you’re nearby, just keep honking. And I don’t mind it anymore - I use cotton balls for my ears every time on the road.


Writing on this unstoppable river of traffic immediately reminds me of a funny story (which wasn’t that funny the time it happened) when I still was a fresh cucumber in Pune and was trying to cross a two way road in Model Colony.

I was standing near the road like a lost puppy for nearly half an hour. There were no gaps, no breaks, no pauses between the moving vehicles. I was ashamed but I couldn’t find enough bravery and skills to go forward and start the dancing = crossing the road. I call it dancing when locals masterfully navigate through the road letting all the moving vehicles pass them by without a scratch...It's quite astonishing to watch till you learn yourself and don't notice anymore.

So how I solved my road crossing problem that day?

Well, with time running out I felt so abandoned, downhearted and hopeless that eventually I decided to stop a rickshaw and pay him to carry me to the other side of the road. Relief was immeasurable. I’m smiling even now while writing this. Smiling exactly same way as the rickshaw driver who helped me that day. Actually no, he was giggling like crazy.

You know after so much time in Pune I’m still amazed to see how well the two-wheelers fit here. Ladies drive it wearing saris, families use one bike to travel whole city, students share bikes to go to university…



Sitting in silent street cafe in London, I can't believe how badly I miss that huge buzzing beehive of Indian traffic. That circulation which never stops, never sleeps, always shifts.That movement where life happens.

Friday 1 November 2013

Research Friday: Don't Reward Him When Someone's Watching

When Will You Use This? 


Creating your preferential consumer treatment programs. Most managers think that customers prefer to receive extra benefits in front of others, however, the recent study shows that this is not always the case.

What’s For Dessert Today? 


Previous studies* confirmed that preferential treatment programs (where only a few people from a crowd are offered extra benefits ) are effective at generating sales, creating stronger consumer-brand relationships and more positive word of mouth.

The current series of experiments** examine preferential treatment that is earned through effort or loyalty versus unearned preferential treatment that is awarded by chance or spontaneously. It is revealed that receiving unearned preferential treatment in front of others generates feelings of unease and discomfort and lowers consumer satisfaction. It also results in customers, receiving unearned preferential treatment, leaving the store faster and purchasing less.

These results are mainly explained by the fact that people who receive undeserved rewards in front of others feel awkward and self-conscious because other equally deserving individuals judge and examine them.

My Personal Example As Consumer


I received unearned preferential treatment only once. I was entering the cosmetic shop in London when a shop assistant asked me to fill a short form for an hourly lucky draw. You guessed it right - I won it. The winner was announced through microphone and asked to come near the counter to receive the prize. I waited for 15 minutes after announcement to approach the counter because I didn’t want to look desperate and I didn’t want any looks from unlucky shoppers. Although I was happy about the prize, it was a bit awkward too, especially when I dropped by the store to get a lip balm only. I also hadn't felt any strong positive emotions towards the shop - I simply felt I was lucky and it was an effortless win. I shopped at that place twice afterwards.

 I feel quite different about the loyalty based preferential treatments. As many promotional loyalty programs inform about the rewards you can expect for your support for the brand, I really like being in control and choosing what benefits I want to “work for”. I like getting private emails about my rewards and sharing those with my family and friends. This way a brand reaches me in a more intimate and cozy way (which I appreciate) and in return I become a more frequent shopper.

Addition To Your Bag of Tricks


  • As social environment is an important part of preferential treatment program, you should consider it carefully: if you carry out an unearned preferential treatment strategy (complementary gift, scratch and save discount, instant-win promo), use private communication channels to reach your customers – face to face, insider’s email, private call, personalized postcard, etc. 

  • Loyality or effort based campaigns are always appreciated by consumer and received well in public settings. You might want to experiment with your own Frequent shopper program with special benefits and bonuses. 

*Lacey, Russell, Jaebeom Suh, and Robert M. Morgan. Differential Effects of Preferential Treatment Levels on Relational Outcomes. Journal of Service Research, 9 (February), 2007. {Thanks for the material!}

** Lan Jiang, JoAndrea Hoegg, and Darren W. Dahl. Consumer Reaction to Unearned Preferential Treatment. Journal of Consumer Research, October 2013. {Thanks for the material!}
 
P.S. Need some help on creating your Promotional Campaign? Let's do this together.