Anchor Theory in Marketing
So let’s just say you have an ecommerce platform. You’re selling products online, either your own or you act as a marketplace. You want to attract new business by investing in advertising and building brand awareness using other than the ‘classic’ SEM tactics (which are great for demand generation and buying clicks, but let’s face it, competition is so high you have to go the extra mile) but you’re not really sure about your market fit.
How can you know for sure you are telling the correct story for your products so that the audience is more than happy to part with their hard earned income to integrate that thing you’re selling in their lives?
Salvador Assael, the ‘Pearl King’, became mesmerised in the 60s by black pearls after a trip to Tahiti. He started cultivating them until he reached perfection, but his gemstones didn’t have the success he hoped they would. Others did not see in them that beauty that captivated him. It was only when Assael persuaded Harry Winston, the famous jeweller, to display his black pearls along other very expensive gemstones in his Fifth Avenue store that they rose to fame.
