The trigger makes the user obligated. You offer Triggers in Marketing: Examples the client a gift, a free subscription or a product sample. He, in turn, begins to feel the need to thank you: to return to the site and buy your product.
The example below shows a gift and bonus from a company that buys cars at auction. The client who leaves their contact information receives a selection of cars that meet their requirements.
Greed
The most popular trigger in marketing, which is used for promotions, discounts and sales. The user gets the feeling that he pays less for the product. For example, low prices during Black Friday , a sale of a product with a 50% discount, a “2 for the price of 1” promotion.
Below is an example from a clothing store that offers record low prices of up to 90%: they added an additional promotion of “another -20%!” to products with a 70% discount. This technique increases the desire to buy as many products as possible.
Intrigue
This marketing trigger is based on curiosity. You start telling about your new and mysterious project that will change the world, but you stop the story with the phrases: “In the next post I will tell you what this project is”, “Continued in the next issue”.
The example shows a post from the Yandex community. The title and text of the post motivate you to learn about the new features of Yandex.Mail. To read the article, you need to follow the link.
Social proof
A trigger in marketing that means herd mentality. When you post information that 1,000 people have bought a product, and 900 of them recommend buying it, the user will most likely be interested in your offer. This is how social proof works.
For example, “300,000 people have already appreciated the quality of our mattresses”, “50,000 clients use our services every day”, “250 families have already received the keys to a new apartment”.
Popular review in the product card on the DNS website: description of advantages and disadvantages. On the left is shown the number of discussions about the product and reviews of the action camera. Thus, the user can evaluate all the opinions and decide on a purchase.
New
The trigger works on the desire to have something new or to be the first to know the latest news. People experience a sense of joy and satisfaction from new things. For example, buying the latest iPhone or video game, receiving new information or services.
The example shows a new model of Samsung mobile phone. The review reflects the capabilities of the clamshell smartphone: the hinge mechanism allows you to use the Galaxy Z Fold2 in two formats – a tablet (7’6 inches) and a phone (6’2 inches).
Guarantees
This marketing trigger builds trust in a brand or product. Guarantees can be quality certificates, free service, or the ability to return money for a product.
Below is a page of an online clothing store. The main advantages are reflected in the site header. The screenshot shows information about the return of goods within 90 days, and not 14, as established in the standard requirements.
Expertise
The trigger works to increase trust in a company or brand. Expertise is confirmed by certificates, diplomas, other awards, achievements and experience. For example, conducting legal cases – 10 years.
Marketers of the Bulker chain show on the main page of the website that the café has been operating on the market for 15 years.
Storytelling
A story about a company, brand, product or shop achievements. The essence of the trigger is to involve the user in the story and play on associations: childhood memories, the taste of food, a familiar melody.
The example below is an interview story that draws you into the world of gastronomic delights in Odessa. You immerse yourself in this world, compare something with your own memories, and imagine yourself in Odessa. The article advertises a delicatessen market, but it would also be great for sites that organize trips around the world.
Simplicity
This technique helps create a simple path for the customer: “buy in one click”, “fill out the form in 3 steps”, “use the app to quickly order a taxi”.
The example shows a website selling upholstered available in the audit module furniture. In the product cards, in addition to the standard call to action “Add to cart”, there is also a button “order in 1 click”, highlighted in red to attract attention.
Pleasure
The trigger is activated when you solve a user’s problem. They don’t have to do anything for it, you take care of everything. For example, the services of an event organizer, a vacuum cleaner to save time and effort, an application for saving passwords so as not to restore access every time.
The example shows a video ad for a robot vacuum cleaner that cleans itself. The fun part is that you don’t have to worry about cleaning all the time – iRobot does it all for you.
Stereotype
In other words, prejudices. For example, that China produces cheap and bad things, while Europe produces high-quality, albeit expensive things.
Remember the packaging on products: GOST, environmentally friendly packaging, original recipe from an Italian chef – all this is related to stereotypes.
The Ekipazh plant uses a stereotypical trigger in its advertising: the company produces its product on German equipment using German technologies. The buyer gets the idea of the reliability of such windows and their durability.
Trigger of contradictions
In marketing, the contradiction trigger works like burkina faso business directory this: advertising tries to convince the user not to do something, and this makes him angry and wants to do it his own way.
For example, “close this page immediately”, “do not order”, “do not open this email if…”.
This marketing trigger is used on a business website in one of the articles. In the title, the author warns why you shouldn’t read the text: “If you love your job, don’t read this article.” The introduction continues this technique: the author says that he will reveal important truths that readers probably don’t want to hear, so they should stop reading immediately.
The online store myToys thanks for subscribing and gives 500 rubles for the next purchase in its welcome email newsletter . This is a gratitude trigger.
After the bonus, there is a short story about the brand: the site presents more than 25,000 products, promotions are held every day. A trust trigger was added.
The conclusion provides information on how many customers are ready to buy again – 91% according to Yandex.Market. The social proof trigger is used here.
An example of triggers in marketing for a developer’s website. The review presents a complex of elite apartments in Moscow.
In the first block, the developer company Triggers in Marketing: Examples speculates on emotions: for those in love with Moscow. It also uses a gratitude trigger and a time limit in the form of a 14% discount until the end of August.
In the following blocks, we added an exclusivity trigger: the status of the complex, rooftop gardens.
The block about parking and urban style uses a pleasure trigger: “a yard without cars” – each resident has their own parking space, the complex is located in the central part of Moscow, business centers, museums, parks and theaters are nearby. A person does not need to worry about where to park a car and how to spend the weekend.
Navigation on the site is simple: for each block there is a button, by clicking on which you can find out details of all the advantages of the residential complex.
Trigger Marketing – Tips
- Use triggers on the website, in advertising, social networks, videos, commercial offers, newsletters. The main thing is not to overdo it with them. Try to take up to three triggers per post: in the title, description and conclusion.
- Study your audience, learn their strengths and weaknesses, fears and desires. This will make it easier for you to understand which trigger to use and where it is best to do it.
- If you promise your audience a gift, a discount or free shipping, don’t lie, make sure the person trusts you and comes back.
- Don’t be intrusive. Play with triggers carefully: one aggressive – two soft ones. Otherwise, the client will be in constant stress and will leave you. For example, a constant reminder of loneliness in newsletters or on dating sites makes a person depressed.
- Use numbers and data about your success and experience. This will show your expertise – and the user will be able to trust you more easily.
- Tell your customer how they will feel after purchasing your product or using your service.
- Show how the product simplifies his life, relieves stress and unnecessary worries.
Conclusion
In this article, we touched on the topic Triggers in Marketing: Examples of triggers in marketing and looked at possible options, where and how to use them.
Trigger marketing is about using human psychology and influencing their emotions. Triggers need to be used with caution, but they are a great way to motivate your audience to perform targeted actions.
Motivators are used in different ways: each segment of the target audience has its own incentive to make a purchase, order delivery, use an application, or leave contact information.
For example, who would be interested in Japanese language lessons? Students, tourists, people planning to move, or those going on a long business trip. Perhaps these will be animators, historians, or people who are passionate about Japanese culture and want to learn the language to watch movies and read literature in the original. You can tell your story about how you started learning the language, what you felt when you first spoke to a Japanese person, what you were afraid of, and how you can help them overcome difficulties. Storytelling works well in this case .
Register with SendPulse to use triggers in all marketing channels on a single platform: email, web push, SMS, Viber mailings and chatbots in Telegram, Facebook Messenger and VKontakte.