Consumer marketing can be very influential and even precipitate change in consumer buying behaviour and perceptions. This blog exposes the message behind the marketing.
Consider three effective consumer marketing examples below, and how they shaped buying patterns:
1. Deodorant vs Antiperspirant*. There was a day when everyone wore deodorant. But a commercial many decades back changed all that almost overnight. The commercial ‘mocked’ a man in the boardroom who raised his arm and embarrassedly noted sweat stains under his armpits. The Brand was powerful and eventually influenced the masses to use Antiperspirant. “Wet” underarms became synonymous with bad hygiene. Though now, going the all-natural deodorant-route and letting pores breathe, is changing behaviour again.
2. Another, more recent marketing campaign, targets human vanity and hygiene standards is Teeth Whitening. For years, few cared about possessing “neon bright chicklets” and went to the dentist once/twice a year. But now teeth whitening products are fast becoming the best sellers in the Consumer Hygiene category….with huge profits.
3. Diamonds! Diamonds are a fabulous consumer marketing strategy. Marketers have struck gold here! (ok, well diamonds I guess…). The primary marketing message around buying Diamonds is to symbolize ‘everlasting love’. But the secondary message preys on our social consumerism and what Consumer Behaviourists describe as our perceived social status. The bigger the diamond, the more ‘status’ some say….
Diamonds have become so entrenched in our social fiber that men will spend upwards of 3-4 months’ salary to impress his beloved gal. But the increased divorce rate is playing havoc with the diamond market. Men or women wishing to sell back their diamond on the market are startled to find out it is only worth 25-30% of the original retail value (even after only a year later)…
Many practical (but perhaps single!) men are now saying: ‘I love you. I want to marry you. I want to give you an early retirement or give great education to our children…than spend $10,000 now on a diamond.”
A diamond is a symbol (albeit a very expensive one) and many couples are becoming more practical. With fluctuating economic markets and increased divorce rates, many couples are asking: Is $10,000 today a good investment for us? Or… Is saving that $10K mean $70,000-100,000 in just over a decade, if invested properly…
Consider the secondary marketing messages before spending on a huge purchase. For most, a diamond is the second or third biggest purchase behind a car or house.
This blog was found in the rough, just like most diamonds. Happy New Year!
*Antiperspirants contain fragrance, but they also contain chemical compounds that block the pores to stop the discharge of perspiration. No sweat, no odor. Deodorant allows the release of perspiration, but prevents odor by combating it with antiseptic agents, which kill odor-causing bacteria.