Minions,
Happy Monday! It’s time to gather over a cup o’ Joe and discuss the question of the week.
This week: They gave you glamour and movie stars. Let’s counter it Monday morning with our own glitz: hypnosis, fast food and cheesy commercials! Dream!
We all have triggers that influence our buying decisions. Many of these are unconscious, according to a recent Psychology Today article. We buy more when we’re hungry or tired because we’re especially susceptible to specific triggers during these times.
Fast Food Love
A few years ago, a friend gave me the opportunity to undergo hypnosis. I thought, “Cool! I’ll finally get to walk like a chicken in front of a crowded theater of people.” Instead, she and I were in a comfortable office alone, and I was handed a list of topics. I chose weight loss, because my waistline was starting to balloon and I wanted to keep this sexy figure.
What I discovered during these sessions was beyond interesting.
The first two times I went under, we discovered that I most enjoyed the communal properties of eating. I like good discussions, and those often happen over lunch or dinner. Plus, in my financial planning job, going out to eat was a great way to network, which led to bigger paychecks.
Eating out equaled career success.
Those were neat, but the third session was the breakthrough.
I had a strong image during the third session of riding in the back seat of our Buick next to my brother. My mom drove us to pick up my dad on his break at the local GM plant. He’d work long hours, but would be able to escape with us for a few minutes to hit the close-by McDonalds, pizza place or Dog ‘N Suds drive thru.
I remember these times and immediately get a warm, comfortable feeling. We were all together, happy and eating hamburgers.
In short, we found out that I equate fast food with home, happy times and family.
To my subconscious mind, Big Mac = Huge Love.
Ever since this revelation, my eating habits have morphed. Sure, I still like fast food, but when I pull in, I now know that those family feelings are a lie. It’s just a hamburger and fries. The old days won’t reappear, but my waistline will disappear.
Unlimited Laughs
Humor is another big seller for me. I don’t usually like dumb humor, like the Three Stooges. I know people who love that type of thing, but it doesn’t do anything for me. I’m into more subtle humor, (like lyrics found in songs by The Beautiful South). If somebody worked on making it clever, I think it’s funny.
We were up early at 4 a.m. getting ready to make the long drive to the state swim championships. I was both tired and hungry, so it doesn’t suprise me that I sat and watched all of this commercial:
It’s the first time in forever that I’ve watched an entire two minute commercial. Funnier? Cheryl watched it all with me. What do I like about it?
– First, the product appears to work and solve a need. If it doesn’t work, the humor doesn’t matter.
– It laughs at itself. I have this tendency, too. Witness this, this and this. I have an appreciation for those who can
– It emulates the absolute worst in infomercials and makes fun of it. Watch the commercial a second time and notice how hard the actors appear to be trying to cheese it up.
– There are slimy but clever jokes about cat hair and playing with your Schticky. Some of this stuff I can’t believe they say in a commercial. Then again, it make me listen to the whole thing, so apparently it worked.
– The pitchman even makes fun of this run-in with the law.
– They double down by making the biggest part of the product free. Of course it is! Why would the smallest portion of the product be free when you can give away the store? Brilliant.
…all while reminding you over and over again how well the product works.
I don’t know if I’ll ever buy this, but I’m captivated by the marketing strategy. In an age when everyone seems to be working hard to be taken more seriously than the next guy, I like that they’re redefining the rules of informercial television.
Now the Cuppa Joe Monday Question
What are your triggers? When and why do you impulse buy? Have any commercials keep your attention…or better yet, made you buy?
((Photo credit: Flickr user puuikibeach))
Joe is a former financial advisor and media representative for American Express and Ameriprise. He was the “Money Man” at Detroit television WXYZ-TV, appearing twice weekly. He’s also appeared in Bride, Best Life, and Child magazines, the Los Angeles Times, Chicago Sun-Times, Detroit News and Baltimore Sun newspapers and numerous other media outlets. Joe holds B.A Degrees from The Citadel and Michigan State University.