Marketing of curiosity can be a very powerful weapon to attract and retain customers. Only a few companies are making use of it because others do not know how it works. I present 7 actions that allow you to generate curiosity through marketing campaigns.
People are attracted to the unknown, the scandal and the impossible. We like to know everything about everyone. Although nobody admits it, the gossip TV shows basically work well for that reason.
Why is curiosity important for marketing?
The curiosity of wanting to know the next thing that is going to happen is an ideal weapon for marketing. If you are able to associate it with events or news of your brand, product or company, you will be able to benefit from it in a surprising way.
- Curiosity is a filter towards your target audience that allows you to focus 100% of attention on yourself, being practically “deaf” to the messages of others.
- Prolong the time to impact your target given that the campaign is divided into the phase of creating curiosity and launching, improving the global coverage.
- Create a viral marketing because people will talk to each other, to find out if someone has more information than them to satisfy their curiosity.
7 actions to create curiosity in marketing
Curiosity marketing is a technique to increase your sales and attract new customers. Here are some cases and tips to achieve it:
1. Limit access to your product: Pinterest, Google and many more have done so. Giving exclusive use to those users who receive an invitation creates a huge curiosity towards all those who have not yet received it. They will do everything possible to get it.
2. Create positive expectations: Steve Jobs was probably one of the best at creating expectations about future product launches. Apple fans line up for hours to arrive on time the day the new iPhone or iPad comes out. They can not wait. They are so curious that they have to have it already.
3. Launches rumors: prior to the premiere of the film Cloverfield in 2008, 7 stories were created in 7 languages that spoke of an attack of an object or creature of unknown origin in New York. Throwing rumors may work but you have to make use of it very carefully seeing that nobody likes to be tricked.
4. Say what you are going to do before doing it: before publishing this post I wrote a tweet to say that I was writing it. A few minutes after I published it, I had several responses from followers who were eager to read the post I had announced (you can see the tweets in the image).
5. They speak well about you: in many commercial websites you can see the use of “testimonials” that speak about the use of the product that is being offered. From my point of view, “spontaneous” recommendations like those that can occur on Twitter have more value because they are perceived as more authentic.
6. It creates confusion: in 1991 Phillip Morris made a campaign of millions by hanging red signs without a logo or anything else in Germany. The action was copied by the German energy company E-on, to accompany its entry into the market in 2000 with great success. Many more have copied this idea since then.
7. Surprising: Within the cinema business there are “sneak previews”. They are movie’s premieres. Another case is a restaurant that makes use of surprise to make its customers loyal by offering promotions and “surprise” gifts for the next visit in a creative way.
Make use of curiosity for your marketing and let yourself be surprised. What are your tips to attract the attention of your target audience?