WHAT’S THE STORY?
Consumers buy products or
services for two reasons—the rational reason,
such as “I want to buy a new car”, and the
real reason—“I want a top-of-the line car.”
The real reason fulfills emotional and physical
needs such as owning a prestigious car, storing
tons of music on an iPod, or quenching thirst
with upscale bottled water.
Consumer behaviorist and author Barry
Feig shows marketers and salespeople
how to identify and push the right hot buttons
that will get consumers to purchase in
HOT BUTTON MARKETING: Push the Emotional
Buttons That Get People To Buy
(Adams Media, Trade Paper Original; September
2006).
WHAT
DOES IT MEAN FOR YOUR AUDIENCE?
This book brings consumer behavior down to a
practical level by explaining the 16 hot
buttons that drive consumer behavior:
|
the need to
have the best |
sex and love |
nurturing |
reinvention |
|
status |
self-achievement |
family value |
knowledge
and intelligence |
|
control |
excitement
of discovery |
pleasure |
power and
influence |
|
the need to
belong |
revaluing |
lack of time |
wish
fulfillment |
We buy things to improve
our lives but periodically are willing to
overlook how we emotionally feel about an issue.
For instance, most of the time, if you ask
consumers about disposable products and
packaging, they’ll say they won’t buy a product
that pollutes the environment. However, more
often than not, a nonpolluting product offers a
Nice-to-Have benefit, especially when the
product moves into the Want-to-Have category.
Read about this example…
Campbell’s Soup Company held focus groups for
its new microwave soups and immediately ran into
opposition from people who swore they would not
buy a product that polluted the environment.
Then they were shown the microwave soup in a
form container with the disclaimer that it
would pollute the environment. However,
people in the focus groups still wanted the
product—it was a quick way to get a hot meal for
their kids and themselves. It solved the lack of
time bind (hot button) they considered
themselves facing. Microwaveable soup in a cup
was not only “nice to have” it was a
“want-to-have.” The end benefit was more
important than polluting the environment.
WHO IS THE AUTHOR?
Barry Feig
is a leading consumer behaviorist with two
decades of experience developing new products
and marketing strategies for companies such as
American Express, Colgate-Palmolive, and First
Brands. He has also developed marketing
strategies for familiar products such as Glad
Lock Storage Bags, Kellogg’s Smart Start Cereal,
and Ralston Purina’s Kibbles & Chunks. He
founded the Center for Product Success and lives
in Santa Fe, New Mexico.
# # # #
Barry Feig is available for interviews.
HOT BUTTON MARKETING:
Push the Emotional Buttons That Get People To
Buy
by Barry Feig
September 12, 2006;
Adams Media
$16.95; Trade Paper Original; ISBN:1-59337-516-6
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