How To Use Triggers To Create Infectious Messaging
The North Face, Starbucks, M&M’s, Disney, Under Armor–they all have icon logos that immediately transport you to their brand when you see them. These logos trigger an experience or knowledge of the brand. The second principle in infectious marketing is triggers. I addressed Social Currency in last weeks blog, talking about how your message should be created in a way that provides credibility to the person sharing your ideas. On average, every one of us takes part in 16 word of mouth episodes every day. But it’s triggers that remind us to share those word of mouth experiences, and logos are one way brands stay top of mind.
Infectious messaging can be compared to a rock band–the lead singer is social currency. He (or she) is usually exciting and fun to watch. The drummer who sits behind the rest of the action and gets less attention may not be as exciting but is just as important to the composition of the music. And in infectious messaging, the drummer and his beat are the Trigger.
Triggers look at the optimal time and place to message your potential customers. A trigger is one of the most powerful responses you can associate with any event or emotion. Triggers set off a memory tape or bring to mind an idea; transporting a person to a time or place when they had an experience–good or bad–in the past. Triggers occur when something causes a response in us.
These triggers are what keeps ideas and messaging at the top of your customers’ minds and reminds them of your products or services. They’re accelerants to word of mouth.
For instance, if you own coffee kiosks where people can drive up and get their coffee, you know that your highest coffee sales occur in the morning when people are on their commute to work. You want your marketing messages (or triggers) to either catch them at this time, or at a time when the message of stopping to get coffee will be reinforced as a strong desire to stop at your kiosk.
The triggers you associate with your products or services keep your products top of mind/tip of the tongue. When placed correctly, triggers tap into the genuine enthusiasm your customers have about your products. And remind people to talk about your products or services–the sights, smells, sounds, and tasks that trigger the memory of your products (the morning commute to work could trigger you to stop and get coffee at the kiosk). These triggers could be as simple as the logo on your coffee mug–something connected to your product in some way or connected to the trigger that reminds your customers of your product.
You’re looking to reinforce triggers to keep bringing your customers back for more as soon as those triggers fire. Linking your brand to something your customers see or do every day and spurring them to talk about or share with others. So linking your brand to something your customers see or do every day is extremely powerful.