This is the third in a series of four blogs linked to Category Vision and how to drive Category (& Brand) growth. If you would like help developing a Category Vision based on the principles we are talking about, please get in touch.
Right, onto the blog…
In 1977, psychologist Ellen Langer and her research team at Harvard University conducted a study.
One that changed our understanding of human behaviour.
It was called the Copy Machine Study.
The aim was simple. To see whether someone who was already at a photocopier would let someone else use the machine before them.
The study tested 3 scenarios:
In Scenario 1, a researcher would approach the person at the photocopier and say, “Excuse me I have 5 pages. May I use the copier?”
In Scenario 2, they said, “Excuse me I have 5 pages. May I use the copier because I’m in a rush?”
In Scenario 3, they said, “Excuse me I have 5 pages. May I use the copier because I have to make copies?”
This is what they found…
In Scenario 1, on 60% of the occasions the person at the copier let the other person go first.
In Scenario 2, on 94% of the occasions the person at the copier let the other person go first.
In Scenario 3, on 93% of the occasions the person at the copier let the other person go first.
Why the big difference between Scenarios 2&3 and Scenario 1?
The word “Because.” It is one of the most powerful words in the English language. The word “because” led to a reason. Even if it’s a bull**** reason (Scenario 3).
As the famous psychologist, Robert Cialdini, says “people simply like a reason for what they do.”
Why are we talking about this? Category growth is driven by behaviour change. To drive behaviour change, you need to give shoppers a reason to change their behaviour. A reason to do the things that you want them to do.
Not a rubbish (“may I use the copier because I have to make copies?”) reason. But a simple, clear and compelling reason. That shoppers can process quickly and act on.
That can act as your “because.”
So, how can you do this?
A Reason to Buy. This is about driving penetration. Getting shoppers to start buying a category. Actimel are the masters at this. Identifying “immune support” as their because. Then being ruthlessly consistent at communicating this. Across touchpoints. Over time. Turning mini health drinks into a well-established category.
It can also be about getting shoppers to buy into a new segment. In laundry, Lenor and Fairy are driving the scent booster segment using “freshness” as their because. Then telling shoppers WHAT to do “add to your wash” and WHY to do it “for freshness that lasts.”
A Reason to Buy (& Use) More. This is about driving frequency. More frequent usage. That leads to more frequent buying. For instance Nutella use “variety” as their because. Then bring it to life with examples “pancakes, toast, crumpets, porridge.” Whatever you’re having at breakfast, Nutella goes with it.
It could be about trying to close the gap between what shoppers should do and what they actually do. This is an opportunity for a lot of categories. The classic example of this is the Colgate “Replace your toothbrush every 3 months to prevent bacteria build up.” Another clear WHAT to do and WHY do it message.
A Reason to Buy More or Different. This is about driving repertoire. Getting shoppers to buy different types of products in a category. It could be about take home and on-the-go purchases. For instance, Red Bull displays with “energia para ahora” (energy for now) above the chilled part of the display. Then “energia para luego” (energy for later) above the ambient part of the display.
It could be about targeted usage communication for different products. For instance, Alpro. Almond “splash on cereal.” Oat “splash on coffee.” Soya “pour on porridge.” It could be about giving shoppers an incentive to buy a repertoire of products. Aldi’s “Super 6” is the original and best example of a consistent and rotating incentive to buy a repertoire of fruit & vegetables.
A Reason to Pay More. This is about more spend. Giving shoppers a reason to trade up. To buy better. It could be about taste. Anchor use a shopper quote “Superb. The best butter for toast.” It could be about performance. Ariel say “Upgrade to Platinum for extra stain removal.” Another WHAT to do (upgrade) and WHY do it (extra stain removal).
It could be about health. Colgate use a “4x enhanced gum health” message as the reason to pay more for their gum protection range. It could be about ingredients. Tropicana say “we pick the best oranges for that signature taste.”
To change shopper behaviour, you need to give shoppers a reason.
A simple, clear and compelling “because.”
What’s yours?
Feel free to forward. Have a great weekend. Look out for the next blog linked to driving Category (& Brand) growth in a fortnight.