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We’ve talked about how a consumers opinion is formed, but how can we influence their opinion formation?
Claims
Advertisements which make stronger claims about a brands benefits, will make a stronger impression on a consumer’s opinion than that containing weaker claims. A strong claim will be:
- Relevant - connect with a consumers real life
- Content - the best way to describe this is the Duracell Ultra ads – claiming it’s the most powerful battery in the world
- Support - give evidence that the claim is real and substantial – product demonstrations and testimonial are an example of this
Testing the claim
Consumers like to verify claims, and search & experience claims are ways in which a consumer will undertake this to better form their opinions. A search claim is that which is validated before a purchase by searching for and through readily available information (eg. look elsewhere for prices). Experience claims require product consumption, such as trying a product to test the product’s claim. A credence claim should also be noted, as this is when a consumer won’t be bothered to verify a claim as it’s too difficult to invest in.
Endorsement
Firms may use well known personalities to endorse their product, to gain trust and attract attention. A factor to consider is the match-up hypothesis which states that endorsers are only effective when they are perceived as anappropriate spokesperson. The spokesperson needs to be trustworthy and knowledgeable in the particular product’s area.
Free samples
Many firms offer free samples to allow consumers to try and get hooked.
Product name
The product’s name should provide enough information for the consumer to gain an understanding into what category the product fits.
Packaging
We can go either one of two ways in regards to packaging – the me-too product (very similar to market leader to evoke a similar response) or a unique standout (different to the rest so that it stands out). Which ever way we go, it needs to be within the constraints of recognition – will the consumer recognise what the product is instantly.
Reference pricing
This involves providing information on the price, other than what is being charged. For example stores often put the price that was previously charged, then the new price to refer to the saving.
