Like seemingly most of America, I am completely and utterly addicted to coffee. I’m 50% certain that Dunkin Donuts is preparing to name a drink after me (My vote is for Iced Soy Vanilla Latte . . .with a double shot of espresso . . .and fair trade of course). One day I found myself completely slogging through the day and the only coffee in the house were these tiny instant coffee mixes. Think hot cocoa meets coffee.
There are times when everything seems like an emergency
Even if you have a different distribution model, you can still provide instant gratification (ex: delivering a pizza vs. having to bake a pizza in the oven - even if you don’t preheat). Our primal urges for instantaneous fulfillment is a consistent and large driving force in our buying. Understanding and taking advantage of such can mean the difference between instant money in the drawer or having to wait.
Here are some ways to use instant gratification in your marketing:
- Cater to your customers - Make it easy for them to find exactly what they want - that could making a popular product easy to find, highlighting most popular products on a menu, or ensuring that popular services stand out on a pricing sheet.
Bonus tip: Make sure you truly understand your customers needs (this will help with the above). For example, if you have to schedule an appointment for them, understand when they can and cannot make it before you look at your openings.
- Emphasize today - Tell customers how you are going to solve their problem today. I'm more likely to enroll with a fitness trainer if I know I'm going to feel good after the first session rather than the 50th.
- Up-sell with impulse buys - Nearly every grocery store will have milk in the back and chips in the front. This is because people are much more likely to purchase chips for instant gratification. Having extras on your check-out stand or asking a customer if they want to add an extra topping are both great examples.
- Samples - If your customer can try a sample of your product, they are more likely to buy. Not only are giving them a taste of instant gratification, but you are utilizing the concept of reciprocity.
- Signage - Clear and visible signage can point customers in the right direction. Make sure your signs only focus on what is most important to the customer. Think about running into Target - their department signs allow you to quickly find which section you are looking for.
- Have a website - I know this seems basic, but customers want to be able to gain information right away. Use keywords that will make you more likely to show up Google (particularly if your name isn’t regional). For example, 'Nashville Flower Shop' will be attract your customers more than just 'Flower Shop'. Finally, remember to have the site set up for mobile in case someone is searching for you while they aren’t home.
Check back later in the week (I know, I’m going to make you wait) for the next call to action tip.
P.S. Don't Forget the P.S. - Using the Primacy and Recency Effect to improve your marketing message