Earlier this week I received an email from LoveHoney, a UK
based sex toy company. They unveiled there new range of ‘Positive Vibes’.
This is a series of 4 new vibrator designs: Rainbow, vibes
before guys, I only f*** with magic, and good vibes only. And I have to say I
was completely drawn in and almost brought one immediately. But then I realised
wait? Don’t I already own one of these?
This is the Cupids Classic Vibrator that I got for £8, half
the price of the Positive Vibes! As you can see they are very similar products.
I for a good half an hour believed this was a whole new product. So how does
this clever marketing work?
Authority: A reputable
company sent me this and I trust their option. It was also sent directly to me
with my name in the email – I know this is automated but the personal touch did
increase my engagement with the email. So when they tell me there is a super
cool new product – I believe them! (Saleem, S., & Abideen, Z. 2011).
So yes the new ones are much prettier. But when you know
both are the same device, why am I still so drawn in by the new one?
Catchy phrases:
‘Positive Vibes’ and ‘Be Sextraodinary’ are both short, snappy and catchy phrases.
They get the attention of the viewer (Wyckham, Banting & Wensley, 1984).
They also communicate the idea that this product is both positive and empowering,
as does the colour scheme which is bright and colourful while also being
non-threatening.
Attractiveness:
It is fair to say that the new ones do have prettier designs and are more eye
catching.
So well done LoveHoney. Your new range is super cute and I’m
sure I will buy one before long! Or maybe, as we learnt in week one, I could
try asking for one and see what happens!
References:
Saleem, S., & Abideen, Z. (2011). Effective advertising
and its influence on consumer buying behavior. European Journal of Business and
Management, 3(3), 55-67.
Wyckham, R., Banting, P., & Wensley, A.
(1984). The language of advertising: Who controls quality?. Journal Of Business
Ethics, 3(1), 47-53. http://dx.doi.org/10.1007/bf00381713
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