This TV Advert Really "Gets It"...
I just saw a TV advert that really gets the psychology of selling, and understands their market to a T.
Hopefully this thread will give you an insight into more real world tactics being used by companies that sell tangible products, in the "real world"...
Here's the advert synopsis:
We sell discount designer and luxury furniture, but only to privately registered members through our website.
Only registered, private members can get access to these exclusive deals.
Betty hurry though, because every time we run our promotion, the items sell out fast... and the promotions only last 24hrs.
OK, so let's look at why this works so well (I can only assume, because there's no certainty of course...)
We sell discount designer and luxury furniture, but only to privately registered members through our website. - people who want quality items and designer goods usually aspire to an elite/privileged portion of society.
They don't want to be associated with the riff-raff, they don't want the same crap that others have. They have money, and they want their money to buy exclusivity.
So this company plays on the CORE HUMAN DESIRE, by turning their retail outlet into "an exclusive member's only" club.
Only registered, private members can get access to these exclusive deals. - this is further exclusivity, and scarcity. This creates a genuine limitation, and therefore desire, for the products. The fact that it's only available for a select few creates that need to be part of the chosen crowd.
Betty hurry though, because every time we run our promotion, the items sell out fast... and the promotions only last 24hrs. - this does two things. First of all, it is using social proof to mention that their offers are proven winners, and proven to be popular... and basically making a point that this isn't a fad, or some trick.
Secondly, it creates mega urgency. 24hrs to take advantage of 70% discounts? That's gonna create phone calls.
There is a lot of psychology at play here, but another thing that struck me about this TV advert, is the fact that in the UK, direct response via TV is very rare.
It was so cool to see a smart and hip company really "getting it" and making the most of their TV advertising spend.
In a sea of fancy gimmicks, confusing car commercials, wishy-washy mobile phone ads... this was a real stand out advert from a direct response marketer's perspective.
It actually DID something... instead of just reminding people what their logo looks like.
Amazing, smart... and, maybe, just maybe... the future of TV ads in the UK?
(I'm pretty sure the US has more direct repsonse ads, so this might not seem so drastic to you if you're in the US... but still, there's some cool sales psychology going on in this example.)
Hopefully this thread will give you an insight into more real world tactics being used by companies that sell tangible products, in the "real world"...
Here's the advert synopsis:
We sell discount designer and luxury furniture, but only to privately registered members through our website.
Only registered, private members can get access to these exclusive deals.
Betty hurry though, because every time we run our promotion, the items sell out fast... and the promotions only last 24hrs.
OK, so let's look at why this works so well (I can only assume, because there's no certainty of course...)
We sell discount designer and luxury furniture, but only to privately registered members through our website. - people who want quality items and designer goods usually aspire to an elite/privileged portion of society.
They don't want to be associated with the riff-raff, they don't want the same crap that others have. They have money, and they want their money to buy exclusivity.
So this company plays on the CORE HUMAN DESIRE, by turning their retail outlet into "an exclusive member's only" club.
Only registered, private members can get access to these exclusive deals. - this is further exclusivity, and scarcity. This creates a genuine limitation, and therefore desire, for the products. The fact that it's only available for a select few creates that need to be part of the chosen crowd.
Betty hurry though, because every time we run our promotion, the items sell out fast... and the promotions only last 24hrs. - this does two things. First of all, it is using social proof to mention that their offers are proven winners, and proven to be popular... and basically making a point that this isn't a fad, or some trick.
Secondly, it creates mega urgency. 24hrs to take advantage of 70% discounts? That's gonna create phone calls.
There is a lot of psychology at play here, but another thing that struck me about this TV advert, is the fact that in the UK, direct response via TV is very rare.
It was so cool to see a smart and hip company really "getting it" and making the most of their TV advertising spend.
In a sea of fancy gimmicks, confusing car commercials, wishy-washy mobile phone ads... this was a real stand out advert from a direct response marketer's perspective.
It actually DID something... instead of just reminding people what their logo looks like.
Amazing, smart... and, maybe, just maybe... the future of TV ads in the UK?
(I'm pretty sure the US has more direct repsonse ads, so this might not seem so drastic to you if you're in the US... but still, there's some cool sales psychology going on in this example.)
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