Often emotional barriers prevent consumers from purchasing services when it is in their best interest to do so. Through a unique type of research, called Emotional Attitude Surveys, marketing strategists can uncover and remove emotional barriers, thus opening the door to increased business volume.
An Example of Usage
This problem is no more prevalent than in the field of medicine. For example, how many lives might be saved if more people regularly had cancer screenings? Imagine being able to remove emotional barriers and cause a significant reduction in people’s procrastination and fear. This can be achieved through carefully constructed emotional attitude surveys and creatively using the results in promotion. The following example of a furniture business in New York City illustrates how this works.
Several years ago, I was employed as a member of the marketing team for a furniture manufacturer/retailer that served the New York City metropolitan area. Every year all retail furniture stores’ sales plummeted between Thanksgiving and New Years. Our task was to reverse this trend for our stores.
Early surveys we conducted revealed that people did not have the time or budget to shop for themselves during the holidays. A second study determined that the emotional attitude people had toward purchasing goods for themselves during the holiday season ranged from grief to fear. Those surveyed expresssed “Christmas had become over-commercialized and was not the same as it used to be.” We understood that anger, a somewhat more positive emotion than grief and fear, could persuade consumers feeling these emotions to shop for themselves during holiday shopping season. As a result, we developed an anger-themed campaign that voiced just what New Yorkers felt about shopping at Christmas.
We labeled our strategy The Infamous Scrooge Campaign. We hired homeless mature men off the street and dressed them like Scrooge. To draw attention, we set up microphones and loud speakers in front of our main Manhattan showrooms, one of which was located in the most crowded New York City shopping district. We dressed our scrooges in night gowns and caps, and trained them to parade about the showroom display windows exclaiming into microphones, “Bah humbug, Christmas has become over commercialized. It’s not the same as it used to be! What are you looking at!” During peak shopping hours, we routinely had crowds of over 100 people watching our Scrooge. Typically, we observed onlookers laughing, pointing fingers and making antagonistic facial jestured directed at our Scrooge. Kids had a ball.
Our approach generated immediate publicity. Local TV, radio and newspaper correspondents entrusted wth uncovering local news rapidly became hot on the trail we created. One by one they arrived at our main showroom on the east side of Manhattan, filmed our Scrooge, interviewed our company spokesperson, and questioned attendees while they were enjoying watching our Scrooges parading about. Much of the press covered our story multiple times.
All over New York City people were talking about our Scrooge. As a result, sales skyrocketed to the highest they had ever been regardless of the time of year and maintained a record-breaking pace through most of January.
Can This Method Help Your Business?
If you know how to conduct these surveys correctly and plug the results into The Formula for Market Dominance, you can count on your message capturing your audience’s attention, generating interest and driving in business. Once you learn the approach, it is not difficult to implement. The surveyor asks the questions, observes how the particpants react and notes the emotional reactions and verbal responses. Surveyors do require considerable training to correctly observe emotional reactions and tabulate responses.