How to Create a Sense of Urgency in Your Advertising

Creating a sense of urgency through advertising has a direct, tangible effect on your conversion rates, but this marketing approach can also cause significant damage to your brand by making it appear cheap, desperate, and insincere. This week, we take a look at three key strategies which create a sense of urgency, without veering into slimy used car salesman territory.

Highlight scarcity

There’s nothing like scarcity to prompt consumers to buy. This being said, fabricating scarcity is an old salesman technique which most consumers can spot from a mile away, and no one likes being lied to. If there is a legitimate scarcity in the products or services you offer, there are a number of ways you can subtly highlight it without coming across as overbearing. If you have a limited stock, you can use this fact to your advantage from the very first moment the product hits your shelves, and then keep your client base in the loop about availability by letting them know when critical number are reached (over half sold, only 500 left etc.). If a product or service sells out and you decide to restock or extend the day, highlight its popularity in future promotions.

Create a specific deadline  

Vague catchphrases about approaching deadlines like ‘it won’t last!’ or ‘soon to finish’ aren’t all that effective because although they can be compelling, they also don’t give the consumer a concrete date by which to make their purchase, and thus lets them conceptualise the offer as something which will be unending. Naming a specific date or time really drives home that there is only a finite timeframe in which to act. It’s also important to stick to these deadlines as a business, to avoid coming across as disingenuous.

Focus on the customer’s problems 

Compelling a consumer to act can be as simple as reminding them of the challenges which your product or service solves. It is important to not only highlight the problem they have (a bad diet, a messy house, little time to do what they want) but also that your offer will provide a positive outcome. The sense of urgency is thus created by a desire to feel relief from the current situation as soon as possible.

DMS specialise in mail distribution solutions for small Australian businesses.

4 Myths About Marketing to Women

Despite the fact that women make the majority of purchasing decisions in a household, most marketers have no clue how to connect with women, and make a number of outdated, sexist, and demeaning assumptions about what women want when attempting to sell them a product or service. In this article, we take a look at four classic misconceptions about what women want, and what they respond to in advertising.

Women love pink

‘Make it pink’ is one of the most tired out advertising clichés when it comes to marketing to women, and it doesn’t even work. A 2003 study by Joe Hallock found that women prefer the colour blue, followed by purple. Preferences aside, many women find being marketed products on their colour alone pretty patronising, and the ‘pink tax’ phenomenon simply exacerbates their disdain for being marketed to in this demeaning manner.

They’re primarily concerned with aesthetics

Women aren’t nearly as superficial as advertisers make them out to be, and numerous studies show that the aesthetics of a product are one of the least important factors for women when it comes to purchasing decisions. When it comes to purchasing something like electronics, studies show that women prioritise practical considerations such as price, warranties and functionality when making a purchasing decision.

Women don’t make the big purchasing decisions

Advertisers frequently make the mistake of assuming that women are in control of all the small (read: domestic) purchasing decisions and that big ticket items like cars, tech devices, tools, and vacations are decided upon by men. This is statistically incorrect, as women are responsible for 80-85% of all consumer purchases including 66% on PCs, 65% on new cars, and 92% on vacations.

Women want to see an idealised version of themselves

In her book Marketing to Women, Martha Barletta says that ‘women will spend more with a brand that acknowledges their lifestyle’, meaning that women place more faith in brands that illustrate an understanding of their day to day lives, and strive to make them easier. Historically, women’s advertising has avoided depicting the everyday struggles of ordinary women in favour of idealised representations of women living out a fantasy. Whilst the aspirational approach can be effective, it’s overuse in advertising targeting women has had a detrimental cultural impact, and in recent years, ads which play on the insecurities of women have received a lot of negative backlash. The public outrage over the advertising world’s unrealistic representation of women has lead to the development of a new marketing approach which uses relatable women and takes a more honest approach to product promotion.

Direct Mail Solutions specialise in mail distribution services for Australian businesses.

What Makes Generation X Tick?

Often characterised as the cynical, insecure and lazy grunge generation, Generation X has done a lot of growing up since the nineties, and their driving motivations and aspirations have evolved as well. Although this demographic is often overlooked by marketers, Gen X has more spending power than any other generation, so having a working understanding of their psychology has incredibly lucrative potential. In this article, we delve into the psyche of this forgotten middle demographic.

Family values

Children of divorce, Generation X places a strong emphasis on family values and is driven by a desire to raise their children in a safe, supportive environment with all the opportunities they never had. This core value has a widespread range of implications and applications in marketing, some of which include a passion for nostalgia, receptiveness towards all inclusive advertising, and an interest in lasting value as well as the ‘once in a lifetime experience’ concept. Because of this, marketing your product or service in a way which suggests it can strengthen the family unit, by creating more family time, becoming an heirloom, or helping the next generation will resonate strongly amongst Gen X.

A sense of security

Perhaps the most marked shift in Generation X is their transition from moody nihilists to forward thinking optimists. As an extension of their family values, Generation X is very focused on their future and leaving behind a legacy for their children. Concerns about crime, climate change, and saving for retirement are all driving motivations for this demographic, so it can pay to emphasise the sustainability, or long term benefits of your product.

Self care

Gen X is beginning to feel the affects of middle age, and this makes them particularly receptive to the idea of self care. Health and fitness concepts, as well a cosmetic and beauty related products all perform strongly amongst this demographic. Marketers can harness this concern for self care by emphasising the health benefits of products, or illustrating how they might fit in to a balanced lifestyle.

Direct Mail Solutions specialises in providing bulk mail services and targeted marketing solutions to small businesses. DMS can help you use effectively use print marketing to engage your target demographic, whoever they may be.

10 Tips for Marketing to Baby Boomers

Born between 1946 and 1964, the post WWII generation known as the Baby Boomers has an enormous buying power and lots of disposable cash. This week, we take a look at how you can tailor your marketing strategy to appeal to this lucrative demographic.

  1. Don’t’ make them feel old

Boomers eschew traditional notions or retirement and life over 60, preferring instead to be perceived as active, progressive and socially relevant. As a result, labels such as ‘senior’, ‘old’, ‘elderly’ and ‘aged’ do not sit well with them.

  1. Keep it simple

In keeping with the Boomer generation’s desire to be perceived as socially relevant, it’s important not to alienate or confuse them with technical jargon or niche terms. Clear and simple is the way to go.

  1. Make them the centre of attention

The original ‘me generation’, Boomer aspirations are distinctly narcissistic, so they respond well to a personalised approach such as second person advertising.

  1. Appeal to the ‘bucket list’ mentality

Boomers respond strongly to aspirational marketing that pertains to future accomplishments and goals. Harness this by marketing in a way that suggests your product or service will enable them to achieve their aspirations.

  1. Remind them of the good old days

The Boomers’ heyday was the 1960s and 1970s when the counterculture revolution was in full swing, and this is something they are fiercely proud of. You can play to their sense of nostalgia with fonts, colours and music that are reminiscent of this period.

  1. Don’t tease

A strong sense of self consciousness goes hand in hand with the narcissism and a desire to not be perceived as ‘old’, so the self mocking approach that is embraced by younger generations is unlikely to sit well with Boomers. Boomers like to be perceived as knowledgeable and successful, so making fun of them isn’t going to fly.

  1. Invest in old fashioned customer service

In the rapidly evolving digital world, Boomers like to receive assurances and support whilst they explore new products and services. Businesses can provide this with elements like strong customer service and user friendly websites which aren’t explicitly targeted towards the 60 plus market.

  1. Focus on quality

The wealthiest consumer demographic, Boomers have money to burn, so they aren’t necessarily focused on price. Whilst value for money is always an important factor, what really speaks to this demographic is quality assurance.

  1. Avoid ‘selling’

Boomers don’t respond well to the hard sell, and prefer to do their research before making a purchasing decision. Focus on providing information and support rather than trying to close the deal.

  1. Encourage referrals

Word of mouth drives a lot of Boomer purchasing decisions, so it pays to encourage your clients to spread word about your business through a rewards program.

DMS specialises in providing direct mail services and marketing solutions to small businesses.