” s jr needs to start paying me for the free advertising. My name is nathan nathan and i wanted to go over what i consider a brief marketing moment for second and i wanted to give you an example of all the marketing that you see day to day in and out of your life. That you just don t recognize the why and the how of what it is so why do i say. Carl s jr.
Owes. Me for marketing. Well it s real simple. I previously did a popular video that was called the emotions of the first french fry.
I just gone down to carl s jr. I picked myself up a fast food lunch and i had that there was just an instinct. Where you reach into that bag and you say okay. I want that fry doesn t matter how hot it is it doesn t matter where it came i m gone that s great but that s marketing.
It s a psychological conditioned response and it s something that millions of people do well..
Here s the interesting thing. I just went back to carl s jr. For a fast food lunch got the normal order that i have burger fries. All that stuff and then there was this thing on the menu that i hadn t noticed.
But the cashier the server whatever i don t know what they re called actually the lady that was running the drive through she asked me. She said okay would you like to try one of our fruit loop donuts today what i m sorry say that again and i m scanning the man. What is she talking about that s just yeah i d like to try one of our fruit loop. Donuts.
And i started laughing and i said uh sure that sounds great i had no intention to buying fruit loop doughnuts today i don t eat fruit loop cereal. I didn t want a donut but when i saw this on the menu as she was talking i finally found it when i saw this on the menu. There was a psychological response. I know that brand i ate it as a kid my kid wants to eat it i normally don t let him.
But that s not the point..
But i knew the brand and the interesting thing was there was a whole bunch of things going on that were part of the marketing effort that was very intentional on the on the part of carl s jr. And certainly froot loops kellogg s by the way so real simple. One. It s something that is loaded with sugar and american diets are generally loaded with sugar and we have a very physiological.
Not a psychological well in addition to a physiological response to sugar. We as a country are mostly addicted to it myself. And actually a friend of mine. We ve had conversations about the two of us literally being like clinically addicted to sugar and i m pretty sure i was i think i ve gotten over most of it i don t know if that s possible but anyways so i saw this and i automatically i thought of that sweet taste of the cereal as a kid then it comes in this you picture bright colors in the logo to get attention works.
Very very. Well and then they also had a picture of i got a dude. There we go had a picture of the donuts themselves look at the bright colors pretty impressive they grab attention they immediately stood out from everything else on the menu. Which was for the most part the brown of the beef.
The tan of the buns..
The grain of the of the lettuce not a whole lot of color in the menu. Until you get to this now. There s color. Oh wow look at that unlike.
My skin tone. There s color in this box. So anyways a whole lot of psychological responses. I purchased something that i had zero intention of purchasing.
I purchased something that i had zero awareness of and the other interesting thing was on the menu. It said back again that s weird. I ve never heard of these before not that i would really care if they came out anyway. But the fact that it said back again.
I thought did i miss this the first time well..
I m not missing them now now they re in my office and i m going to enjoy them. But let s see will i enjoy them so that marketing minute. I just want you to be aware there are some very basic things that go on in terms of packaging in terms of product presentation. Very subtle things that you may not recognize are very very intentional ways of getting your attention.
Changing your perspective on a purchase. Which this very effectively and now. We re going to get to what is called the second experience in the zero moment of truth. Which for anybody who s seen me do a keynote or guest lectures in a college class.
You ve heard me talk about that comes from a google. Study anyways. So i am going to try one of these donuts right here live. I will tell you if they re good they hooked me with all the marketing stuff now for the moment of truth.
This tastes exactly like froot loops. Okay. That s a good job this tastes exactly like a fruit loop and doughnut form. It even smells like fruit loops.
This is probably one of the best executed products. I ve ever had it s gonna kill me oh these are good great good job guys all right mmm anyways. I m gonna go finish a box of donuts have a ” ..
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“During a recent trip to Carl s Jr., Nathan realized that he had responded to some very subtle but intentional marketing. It influenced what he purchased and how much money he spent on the trip. It increased the total pre-tax purchase amount by 40%. That s 40% more revenue than he would have otherwise spent. Also a slight bump in taxes going to the state.nnProduct promotion from salesnBrand nostalgia (which he completely forgot to mention in this video!)nPricing (only $2.00)nColornnStill think marketing doesn t work? Think again.”,
marketing, business, advertising, carlsjr, fast food, sugar, psychology, life