What’s the fist thing that comes to mind when I say “Peanut Butter and ___________ ? ” The most common answer is “JELLY!” That’s a trigger.
What is a marketing trigger? It’s an object, thought, smell, sight or sound that is frequently triggered in your audience’s mind about your brand. Jonah Berger, an MBA professor at the Wharton School of Business and author of Contagious, describes a trigger as: “Something that acts as a reminder about a product or idea, which makes it easier to remember, helping to ensure it stays top of mind.” Ideas can’t spread unless they’re transferred from person to person, like a virus. Technology has removed barriers of entry for entrepreneurs that want to turn an idea into a reality.” The struggle has moved away from “economics of scarcity” to the “economics of abundance.” You can’t just buy a bunch of TV ads to get found in the marketplace anymore; you have to capture your audiences attention by building a strong community of supporters that will tell your brand story.
Below are 18 marketing triggers that REMIND consumers to talk and share.
Need a Lyft? What’s more remarkable then a “pink mustache?”
Changing the Face of Men’s health.
3. Lance Armstrong: LIVESTRONG
For the day-to-day challenges of cancer patients.
4. White Apple headphones
Some ideas are just simple
5. Beach = Corona Craving
Think beach, think Corona. It’s working…
6. GEICO Hump Day Camel
High frequency: Every Wednesday people talk about this ad!
7. iPhone text message
“Was that my phone?”
8. Lululemon Shopping Bags
It started with a wordy, red, fashionable, yet durable bag.
9. Mr. Clean
Men, it’s cool to clean.
“Weekends are made for Michelob” – High Frequency trigger
12. Rebecca Black – Friday
Over 67 million views on Youtube, it’s terrible everyday.
13. Strideline Socks
Middle-Schoolers + Flashy + Cool = Where’d you get those?
14. Aflac Duck
Pekins are the most common domestic duck. Strong brand link.
15. Kia Motors: Hamsters + Sound
Hamsters x 3 + Most played song on the radio = top of mind
16. Hershey’s: Kit Kat + Coffee
Coffee breaks are better with a Kit Kat.
17. Oreo + Milk
“Milks Favorite Cookie!” How do’ya dunk?
18. Abercrombie & Fitch
You smell like..?
Don’t just slap marketing onto your product after it’s created. Build it into the roots of your product or service. If you are currently building a brand and trying to identify triggers, start by thinking high-frequency. For example, Michelob’s slogan used to be “The Beer for Holidays,” however they realized that weekends occur more frequently and is therefore more top of mind.
Keep adding to the list, comment below!
Adam Lang is the founder and editor of Rewind & Capture. He is passionate about creative marketing, design and brand etymology.