Imagine if more than just a small percentage of the population kept health and fitness top of mind. Your gym would likely see more business, correct? According to Jonah Berger, the author of “Contagious: Why Things Catch On,” the answer is yes — if you take the right approach.
You can do so by using “triggers,” or points of reference that trigger an individual to think about your product, company or service.
Berger used Kit Kat as a great example of how this concept can be utilized. After seeing a decline in sales, the company’s marketers thought about how they could pair Kit Kats with something that would trigger consumers to think about the candy bar more often. It decided on coffee — something most consumers are exposed to every morning.
According to Berger, “Described as ‘a break’s best friend,’ the [Kit Kat] spot featured the candy bar sitting on a counter next to a cup of coffee, or someone grabbing coffee and asking for a Kit Kat. Kit Kat and coffee. Coffee and Kit Kat. The spots repeatedly paired the two together.”
It worked. “By the end of the year, it had lifted [Kit Kat] sales by 8 percent,” said Berger. “After 12 months, sales were up by a third. Kit Kat and coffee put Kit Kat back on the map. The then $300-million brand has since grown to $500 million.”
This is extremely powerful. And what’s even crazier is that sometimes, triggers can benefit a company or brand without them even trying.
For example, Berger recalled, “Back in mid-1997, the candy company Mars noticed an unexpected uptick in sales of its Mars bar. The company was surprised because it hadn’t changed its marketing in any way. It wasn’t spending additional money on advertising, it hadn’t changed its pricing and it hadn’t run any special promotions. Yet sales had gone up. What had happened? NASA had happened. Specifically, NASA’s Pathfinder mission. … Pathfinder’s destination? Mars.”
Because Mars was more top of mind for consumers due to media attention surrounding the Pathfinder mission, the candy bar company benefited — with no effort on its part.
So, how can you get consumers to keep your company, and health and fitness, more top of mind? When advertising, look for triggers in consumers’ everyday environments that can be used to your advantage.
For example, everyone drives to work every day. Could you utilize cars to trigger consumers to think about your health club? I’m sure there are better examples (I’ll leave the actual marketing up to the marketing experts) — but the idea is definitely worth noting.
After all, “Triggers and cues lead people to talk, choose, and use,” said Berger.
Rachel Zabonick is the Editor of Club Solutions Magazine. She can be reached at rachel@clubsolutionsmagazine.com. Reach out to her about exciting events or programs your club has implemented, or to share the amazing accomplishments of a member.
