What is the 'ritual that hit products let customers do' that a former Google marketer talks about?
Thomas McKinley, who has worked as a marketer at Google, said, 'Products that customers need to perform rituals sell,' and explains why.
People love products with rituals --Ariyh
According to McKinley, products that make customers perform specific actions, that is, rituals, have high customer satisfaction and can be sold even at high prices. McKinley cites two good examples of rituals: ' peeling oreo and eating ' and 'pouring Belgian beer into a mug in a specific way.'
by Mike Mozart
However, the ritual does not mean anything, and it is necessary to have the following characteristics.
-The ritual should not be a random gesture, but a natural and repetitive movement that suits the situation and product.
・ The ritual should be performed by the person who consumes the product.
・ Satisfaction will increase further if there is time between performing the ritual and consuming the product.
When asked why rituals increase satisfaction, McKinley said, 'Rituals increase interest in the product and make it feel like it's made by you. Like the food you prepare. , We like and overestimate what we make. '
In addition, the ritual has the effect of reducing stress and making the space where the ritual is performed seem safe. For example, people perform rituals at important milestones in their lives, such as putting candles on cakes to eat at birthday parties and making wishes, because the rituals have a positive effect.
Confectionery and beer are not the only products that can incorporate rituals. Mr. McKinley proposes to adopt the ritual in the following ways, using B2B services and game apps as examples.
・ For B2B consultants
For business-to-business ( B2B ) consultants, asking all attendees to 'one minute of meditation' can be a catalyst for branding.
・ For game application developers
Every time the player starts the app, he has to move the lever up and down to optimally adjust the screen brightness.
・ For a detergent manufacturer for dishwashers
When setting the tablet-like detergent in the dishwasher, be sure to roll it between the palms three times to soften it.
As a reminder when incorporating these rituals, McKinley said, 'Make sure the ritual is not unsuitable for the brand or situation of the product.' For example, something that has nothing to do with the product, such as 'push up three times before logging in to the system,' is inappropriate as a ritual. Also, the ritual should be simple and beneficial to the person performing the ritual.
Regarding the effect of the ritual, McKinley said, 'First try the ritual in a small test, then apply it to the product and spread it in customer interactions, campaigns, etc., and finally it is word of mouth. It should grow organically as part of. '
Related Posts:
in Note, Posted by log1l_ks