Why some brands have no problem acquiring customers according to Jeetujayson Raju
Think about your most rational purchase that you have ever made. You can’t, no one remembers that kind of stuff. And don’t forget you actually paid money in this case. How come you don’t remember your most rational purchase? Food for thought perhaps but Celebrity PR agent Jeetujayson Raju has some insights into this weird phenomenon. He has worked with Hollywood Actors notably Chase Tang and Keith Mason to promote brands and make them memorable. There are three principles to keep in mind.
Mid-market retail is not fun.
People get a thrill from either an extremely cheap purchase because they think they made a killing or from an extremely expensive purchase because it’s so valuable hence kind of sacred. But no one becomes thrilled about mid-market retail purchases. If you are selling a non-premium product or service give people some thrill by offering multiple pricing and make them work for it. An example would be to let people solve a puzzle or answer a question to get a great discount. Another example is to let them purchase the product at a limited and specific timeframe of the day to get a special pricing that others won’t get. On the other hand, if it’s a premium product then make people work for that too by using qualifying rounds that prove that they are worthy of the product. Like some expensive art is only sold to collectors. You can’t buy it if you are a first-time buyer no matter how much money you have. Jeetujayson Raju says “Gamifying the purchase process is memorable because it’s interactive and fun.”
If the customer is king that means your product isn’t.
Whatever is important has demand. If your product is important and valuable then the flow of demand will be in your direction. You can either spend a lot of time, energy and money trying to acquire a customer or you could spend all that on your brand and product. It’s sort of like finding a partner, you can either put effort into chasing someone you like or you can put a lot of effort into becoming someone with value. If the customer is king then you need a mighty sales force. If your brand wants to be the king of the market then it needs a royal presence. Get your brand in the media and out of the classifieds. “Do not compete with the other brands” says Jeetujayson Raju instead change the paradigm. When new supercars are presented at car expos, Rolls Royce decided to showcase their new cars in private jet and yacht expos instead of competing with other brands at the car expo. If you are competing you are not special. Be the only one on the platform where you showcase your brand.
Don’t cater to your customer’s wants because they don’t know what they want yet.
Humans don’t need anything more than food clothing and shelter to survive. If this is true then why do we buy so many things? It’s simple because their neighbor bought it. Most of our purchase behavior is driven by competition. The neighbor could be anyone including you. If they see you or someone else living a better life because of your product or service then they can’t help but wish the same for themselves. The grass seems greener on the other side so be the other side. Tempting is not the same as selling and that’s why some brands have no problem acquiring customers. Jeetujayson Raju says in his PR campaigns he tries to show people what they don’t have yet. This creates a cognitive dissonance that forces them to change their attitudes, beliefs or behaviors to reduce the discomfort and restore balance and peace of mind. In other words, they are emotionally driven to make the purchase.
Jeetujayson Raju is the founder of Impact Media.
Disclaimer: No Deccan Chronicle journalist was involved in creating this content. The group also takes no responsibility for this content.
