Imagine you’re at the grocery store, rushing to buy everything you need for tomorrow’s dinner. Navigating the aisles, you instinctively reach for many of the products without much thought or deliberation.
While price is certainly a factor in some instances, it’s proven that consumers rely on their emotions much more than practical information. Today’s marketplace is filled with endless product and service options — and branding is more important than ever. We (irrationally) spend more for branded products versus much less expensive generic options, even during economically challenging times. And it’s not by happenstance. For decades, behavioral science has revolutionized brand and consumer marketing.
Four Simple Behavioral Science Principles to Use in Your Branding Efforts
Truelio is Here to Help
No matter your brand vision, we understand that telling your story and capturing the hearts and minds of customers and prospects can be a daunting challenge. We’re here to help and would love to learn how we can inspire a brand experience that’s memorable, dynamic and authentically represents your culture and people.
Dynamic Campaigns for Weather-Dependent Businesses
One added benefit that has positively impacted the campaigns we run with GroundTruth is their inclement weather bid strategy. This can be an effective way for car wash locations, sporting events, outdoor music festivals or even parks to adjust or even pause campaigns that are affected by weather events.
For instance, a global golf club manufacturer turned to us for help with its location-based marketing. In developing these campaigns, we needed to geo-target private and public golf clubs in North America to show advertising related to a specific product category to a contextually relevant audience. We found that we could achieve our strategy with a stunning visual static display and video content.
But what happens when it rains or is too cold for play? We would automate our bid strategy to increase our acceptable CPM (cost per thousand impressions) to display on mobile devices at the company’s locations or retail locations that sell the golf brand’s product line. This could include stores like the PGA Tour Superstore. We would then pause our campaigns at golf clubs affected by the weather event.
Helping Veterinary Care Practices Drive Increased Visits
Our team has also found great applications for GroundTruth location-based digital marketing within the veterinary care industry. We advertise online for a chain of veterinary clinics around the southeastern United States. The tools at play for these campaigns include Google Ads for direct response search campaigns, Google Display Network, the Meta Universe (including Facebook and Instagram advertising) and, of course, GroundTruth.
Using these tools, we show ads that communicate the value of the practice between the referenced platforms. We also track conversions using Google Tag Manager event tracking. Next, we push those conversion click activity events, such as click-to-call and click-to-navigate; then we reserve your spot in Google Analytics, which is the bible of our campaign reporting. GroundTruth can also report the store visit metrics because an impression on a mobile device resulted in the targeted customer visiting an actual veterinary clinic location. That’s super cool, right?
Boosting Sales for Building Products
We use the same approach discussed above for the sale of building products. We provide website development, SEO, and paid media services for several large exterior cladding building product manufacturers.
While one might think that stone veneer or brick is not the sexiest product category in the world, we absolutely love it! Our team has worked to modernize the approach to paid media advertising for building product brands. In the process, we use the same combination of Google, Meta and GroundTruth. At the same time, we display stunning visuals and track in-store conversions in dealer and distributor locations across North America and Canada.
Get the Results You Want with Killer Solutions
Location-based digital marketing is constantly evolving. The technologies that power this amazing tool for digital marketers are becoming more robust and effective. Our job as marketers is to use the tool as intended while finding new ways to leverage the technology for our clients.
We constantly dig deep into our creative capabilities to apply stunning aesthetics, competitive offers and strategic solutions to the problems experienced by our clients’ customers. We strive to attract, persuade and convert new business every day. GroundTruth is a big part of this mission. We are thankful for the partnership we share with them as they help us get real results for our clients. Truelio, together with GroundTruth, can develop a customized location-based digital marketing solution that’s right for you.
Why REI® Decided to Close Every Black Friday – And Its Possible Impact
Since 2015, REI has remained closed on Black Friday as part of their Opt Outside movement. Initially developed as a stand against American consumerism of Black Friday, the messaging around #OptOutside was inclusive of everyone (customers and employees) who would benefit from not being able to shop at REI stores (and spending time outdoors instead). Last month, the specialty outdoor retailer announced the anti-Black Friday movement would be a permanent fixture confirming something quite remarkable: for this Black Friday and every Black Friday thereafter, REI will forgo sales at all locations and instead pay its more than 16,000 employees to enjoy time outside.
Eric Artz, the company’s President and CEO summarized their stance quite nicely stating, “Opt Outside has always been about prioritizing the experience of our employees — choosing the benefits of time outside over a day of consumption and sales. When we first introduced this movement, it was considered revolutionary for a retail brand, but we felt it was the right thing to do for our members and employees. Making Opt Outside an annual observance will serve as a yearly reminder of this commitment to doing the right thing for the co-op community.”
How the Decision Supports Their Employee-Centric Culture and Mission
REI’s decision to permanently close its doors on Black Friday is a huge win for its employees and culture. While other retailers obsess over making more sales and devote less on culture, REI chose to invest in its very brand principals and use their Opt Outside movement as an opportunity to reinforce their corporate purpose. Since its inception, the company has been encouraging people to get outside and enjoy nature for years. So, what better way to do that than by closing their doors on the biggest shopping day of the year? By paying their employees to enjoy the outdoors rather than working the day following Thanksgiving, they simultaneously demonstrate employee-centricity while whole-heartedly embracing their ethos. REI also continues to invest in the infrastructure that makes outdoor life possible for both employees and customers – and the results have been extraordinary. Since the Opt-Outside policy was launched seven years ago, REI has grown to 16,000 employees and 21.5 million members. Most importantly, the movement continues to send a powerful message about the importance of culture and remaining attentive to how your corporate purpose intersects with your most important asset – your people.
The Customer Impact
The multi-million dollar question is what impact will REI’s decision to permanently close on Black Friday have on customer loyalty? Some predict it will only make the company more appealing to its customers, as the decision aligns perfectly with the growing distaste many consumers have for the day’s annual shopping craze – all the while passionately reinforcing its very purpose. REI hopes its stance will inspire customers and other companies to rethink Black Friday and perhaps embrace a strategy with a more seasonal spirit. Others are concerned that it will make REI seem a soft target since other retailers will remain open for business. That being said, the company’s website remains open for business. With Black Friday becoming increasingly an online shopping event, REI’s move to close its physical stores is more a stamp of approval of online retail than an indictment of the day itself. REI shoppers can continue placing online orders that will immediately process the following day and honor traditional Black Friday savings. In the end, what REI will potentially lose in the day’s sales will likely be exceeded in brand goodwill and gaining further brand loyalty among its greatest customers.
Chief Brand Officer
VP, Interactive Marketing
Chief Marketing Officer