Think through your average work day. From the time you wake up
until the moment you lay your head to sleep, how many pieces of
unsolicited information get thrust upon you? How many billboards
are there on your way to work? How many email and social media ads come across your screen? How many advertisements pop onto the television you watch? As you sit in traffic, how many product merchants try to garner your attention? Then, in your workplace, every colleague, superior, and client reaches out for tasks to get completed.
are there on your way to work? How many email and social media ads come across your screen? How many advertisements pop onto the television you watch? As you sit in traffic, how many product merchants try to garner your attention? Then, in your workplace, every colleague, superior, and client reaches out for tasks to get completed.
Listen
here. Look over there. Come here. Do this. Buy that.
Attention....attention....attention....The steady drumbeat of modern
life bombards us with constant amounts of information.
The
above reality poses a real problem for advertisers who need to get
messages out to different current and prospective buyers. How do they
rise above the crowded field? An example involves Kiva.org.
Kiva,
with its African headquarters in Nairobi, thrives as a peer-to-peer
lending website whereby millions of US dollars get lent from around the
world at zero percent interest rates. In 2009, dozens of competitors of
Kiva emerged based largely off their business model: get generous
individuals to lend their money for a few months up to a few years all
while earning no interest return as long as the funds go towards helping
entrepreneurs.
While Kiva’s model become common, they
stood above the rest and survived because they were able to grab the
attention of consumers.
But how in the midst of the assault on the senses with so much
information load, could Kiva and others rise? Psychologists have long
known of two different ways to grab attention. Advertisers have
incorporated the techniques into their marketing.
First,
humans are particularly keen to notice flashing objects. From waving
bright flags to flashing lights, humans evolved to notices flashes that
resemble the dangers that a fire could bring.
Second,
people will be aware of things that match their goals. Have a young baby
at home? Then walking through the streets of Mombasa, your subconscious
mind will be drawn to a passing child clothing store because you may
need those items. Walking in the wilderness and you are hungry? Your
brain will be quick to spot a mango tree out of all the other
vegetation.
But interesting more recent research by
Brian Anderson, Patryk Laurent, and Steven Yantis give advertisers
another third tool in their arsenal. It is now known that people are
attracted to items they value. Out of hundreds of images, our brains
will immediately recognise a symbol or picture that is associated with
something we value.
As an example, if we value a
particular political party, then advertisers can show similar shapes
with similar colour schemes to grab our attention for their products or
services. Same with religious affiliations or sports teams.
Continuing
our above example, in 2009, Kiva garnished the endorsement of both
Oprah Winfrey and former US President Bill Clinton and the Kiva founders
appeared on television alongside the mega-celebrities. Citizens in more
than 100 countries saw the endorsement on TV.
People
around the world valued the Oprah Winfrey brand as a symbol of wholesome
living and President Clinton as a representative of good governance.
The powerful association served as a substantial attention grabber for
Kiva and propelled them to outshine and outlast competitors.
In
short, advertisers must discover using survey and focus group tools and
consultations with behavioural scientists the deep values of their
target customers.
Then use affiliation values marketing
to grab their attention. The world’s most successful firms already use
the new techniques. Go ahead and try it in your marketing and reap the
rewards.
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