Marketing
Nudge them, they will buy
Focusing on the customer behaviour helps businesses grow
A study in a university cafeteria found that describing vegetables in indulgent terms resulted in 25 per cent more diners choosing them. Buyers worry about the taste more than the ingredients or lack of ingredients.
Marketer Richard Shotton shared a checklist of nudges. It’s about 5 things. One, choose your target behaviour, which you want to change for the specific audience. Two, Understanding the context such as individual, social and material drivers and barriers to influence. Three, designing the nudge while keeping in mind the resources and buy-ins one requires. Four, evaluating the effectiveness with the help of outcomes and comparisons. Five, improving the nudge for the next cycle.
Ogilvy’s Rory Sutherland said about role of behaviour sciences in advertising, “40% of the success [of a direct campaign] will be attributable to the targeting. Maybe 20% to the creative. (These are merely averages — a really clever creative insight can have a huge effect.) And there was always this 30% which was ‘something else,’ it wasn’t the targeting and it wasn’t the creative.”
If a food brand is offering non-meat options it should not use the words such as meat-free, vegan, vegetarian, ‘healthy restrictive language’ to sell food. Instead, they should talk about provenance, flavours, look & feel.
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