Electronics is one of the better places to look for when trying to find consumer actions that are based solely on PR and brand loyalty. This is a topic I’ve talked few times around before, but with our 900th post, it’s time to take a different take on the consumer.
Anything has its hardcore fans that are willing to sit tight and spend money on the brand whatever it is. Be it emotional connection, great PR, lifelong ties to, whatever. The most important bit is that the consumer is hooked in and stays hooked. Apple is great in this. Their products themselves are not the best quality, don’t have the best designs and overall wouldn’t fare all that well in direct comparisons on the same level with other manufacturers. Apple’s marketing has managed to turn their PR and ad campaigns into a great social engineering project, where sale an alternative lifestyle rather than product itself. Apple’s marketing slogan between 1997 and 2002 Think different embodies this to a tee as an alternative style. You can argue however you want on the pros and cons of Apple’s PCs and phones, but when you start comparing Apple’s products to e.g. Microsoft’s, the way they sell the lifestyle to the consumer leaves no question which one has consumers worshiping them.
Just like in any field of life, no consumer is an expert in all. While some people may know ins and outs of cars and how to pick up the best value car, the same consumers probably wouldn’t know the best value clothes. Value in itself is a great marketing motif that any and all companies utilise. I’m sure you’ve seen Best Value being slapped around somewhere, but never found out how the value is counted. Consumers know that the advertisement is false to a degree, but accept that it most likely means more bang for the buck. At least it should. In case of most low-tier products, it can mean higher quantity of goods over quality, meaning the 700g chicken sauce you bought that cost as much as the 400g one tastes terrible and has been diluted with water.
As such, each and every corporation knows what sort of consumer they have and how to strike true with them. If you consider yourself immune to marketing, consider how you get your news and what your political views are. Politics and moral stances have always been one of the best ways to sell your stuff to someone, especially when it comes to information sources. We naturally hover towards information sites that either deliver news we care most about, or just give the best kind of news we want to hear. Even this blog is fault in this, seeing I tend to use sites like Nichegamer as sources. However, I do try to find the originator, if possible, in order to combat this personal bias. It is easy and even natural to lose yourself in this bubble and consider people outside as some sort of dumb opposition. This sort of Them mentality is rather often snidely encouraged for the sake of trying to tie the consumer further to the source.
Am I slowly painting a picture of consumer being gullible bastards? Yes, everyone in their own unique ways. It’s a science how to affect any demographic in the most favourable way and marketing has been taken to the next degree to the point of consumers nowadays not even realising when they are being advertised at. While legislation often limits how we are advertised at, the fact that your favourite character drinks Coca-Cola does affect you at some level. Repeat that a number of times and your association with the brand will become softer.
Internet ads are one thing. Another is are the companies’ own PR sections and dedicated corporations that specialise in long-term advertisement and social consumer engineering. One or two members of these groups can simply begin to use an image board, a discussion server or the like and begin to argue for the product they advertise for. This sort of invasive and subverting strategy works much better than direct ads partly because it is unexpected and partly because discussions tend to be trusted more. With direct marketing you know what to trust and what to expect. On a forum, you’re on a far less sure ground who is there to discuss and who is to sell you stuff. This should be expected on forums and sites ran and maintained by companies themselves. After all, you’re there mostly to be promoted at, as far as the staff is concerned.
Then again, we leak so much information of ourselves in daily Internet use, that corporations have no trouble deciding what to advertise to us. Consumer behaviour has become extremely easy to gather and predict.
It’s not all that hard to keep the consumer hooked to you, once you’ve got them in. You just don’t need to make any stupid decisions that would damage the image of the product overall, and you’re golden. The recent brouhaha about Battlefield V is a good example how a company can try to change the product in a way that should in theory appeal to another audience through changes that made the base audience unhappy. Don’t go around saying that if your customers don’t like it, they shouldn’t buy it, Unsurprisingly, wallet voting has worked and now the game’s been delayed in order to add more authenticity to it.
The most important thing after you’ve hooked the customer is to keep feeding their more goods to spend on. The whole thing DLC really is to keep raking in the profits after the initial launch of the game, or just give the core title free and milk the money out from everything else. After all, the consumer will pay for what they value, even if in reality the value is not there.
For the customer, it is a bliss and blessing to be able to buy something they crave for. For the seller it is nothing short of normal and standard business, and they can always cook up more stuff for you to buy and them to market you at in equally many ways and forms.
Consumers, after all, are easily lead. All of us.