All marketers aim to harness brand emotions to build brand loyalty, and Envy (呀慕) is the most powerful one. Remember that feeling when you saw your friend bought a new pair of Jordan or Barbie as a child?
Scarcity marketing that triggers your envious feeling is the secret behinds every successful brands like Apple, Hermes, Rolex, Off-White...etc. But, be careful here, It can be double-edged sword!
The University of British Columbia found consumers’ self-esteem and in-moment feeling determines whether a scarcity campaign will succeed or not. Only those with high sense of self-worth and optimism will translate this jealous feeling into motivation (thus purchase).
So now, the challenge to marketers is how do we identify and target those who have high self-esteem and optimistic? In-Gym Media and Retail Marketing is your answer.
When we are doing sports in gyms or shopping in malls, we feel relax and happy and our body release Endorphins – our happy hormone. This boosts our optimism and self-worth.
This ‘Endorphins Moment’ is where the conversion journey begins.
Comments