All of a sudden retro commercials seem to be in. The latest Geico commercial, “Do dogs chase cats” features a car chase (the photos look like old sepia print) with old cars and the old adage about dogs chasing cats. If you’re like me, you’re not only looking at the cats and dogs but you’re looking at the other familiar things in the commercial. You’re probably looking at the cars and the background. All of these things bring you back to a nostalgic time. Just for a moment you forget the reality of the non-existent housing market, high jobless rates and the price of food and gas. In other words, these ads are producing positive feelings.
Let’s go back to why and how people buy. Buying is first emotional and then justified with logic. The internet has changed the customer. Customers are coming into buying situations armed with plenty of ammunition and are no longer dependent on the salesperson. They have the Internet and their Facebook friends and Citisearch; all of which can provide information on products and services. The information they’re receiving is logical, what we need to do is add the emotion. What better emotions to add than those that make us feel good?
Studies show that advertisements showing surprise and joy are both hugely effective in concentrating attention and retaining viewers.
If you’re looking to keep the audience’s attention, surprise is the most effective. On line videos that engage the audience with surprise have a higher retention rate than any other. However, the particular effects of each emotion varied. If you are looking to monopolize the audience’s attention, surprise is the most effective emotion. The more surprising the ad, the longer the customer stays to watch. Hence the Geico commercials such as “does it really take two to Tango?” It seems that all of their ads are joyful, funny or both. They are also nostalgic.
What does this mean for your business? How about having a “nostalgia” event focusing on a particular time period? A disco night would be perfectly acceptable with the best John Travolta moves and polyester suit! Or maybe a 40’s night with all Frank Sinatra tunes?
Get your mind off reality! Play have fun.
Make your store fun and interesting; celebrate anything; how about “TGIF,” remember that?
Great oldies music is a good start. If you notice your customers singing along it’s a hit. Remember customer service is giving the customer what they want and if they like it they’ll let you know.
Decorate your stores for the holidays, don’t forget July 4th and what it means to our country.
Hula Hooping is back, and it will take a few inches off your waist.
Maxi dresses, boyfriend jackets, capri pants and wedgie shoes are still in.
How about this: leggings, large hoop ear rings, leg warmers, big hair and bright lipstick? Don’t foget the blue nail polish I wore in the 50’s.
I saw a 65 Mustang yesterday; baby blue.
Have a “dress up day,” you pick the type of “dress up.” Remember fun and surprise are both in so include both. Your employees will probably have some great ideas for the “dress up day.”
Anything you can do to take our mind off gas prices will help us all.