Summary:
Delve into the psychological impact of novelty and distinctiveness in marketing, explaining why unconventional or new things capture our attention.
I discusses concepts such as the appeal to novelty, the bizarreness effect, distinction bias, and the isolation effect, using real-world advertising examples from brands like Old Spice, Signal, and Tesla to illustrate these ideas.
I encourage marketers to think differently, use the principles of novelty and uniqueness to capture and retain consumer attention effectively.
Key Insights:
1. Appeal to Novelty
We are naturally attracted to new things because they require us to update our mental models, which makes them memorable.
This concept is demonstrated through examples like Old Spice's marketing strategies and Signal's privacy-focused advertising, which stand out by offering something fresh and different from the norm.
2. The Bizarreness Effect
Similarly, bizarre or unusual things tend to stick in our memory for reasons akin to the appeal of novelty.
An example is a jarringly transparent Instagram ad from a funeral home during the height of COVID, which captures attention due to its unusual context and message.
3. Distinction Bias
This bias leads us to exaggerate differences between similar objects to simplify our understanding of the world.
The Von Restorff effect (also known as the isolation effect), which is the tendency to remember items that differ significantly from those around them.
4. Real-world Examples of Distinction and Isolation Effects
Notable examples include a provocative homepage from Linear, which challenges the conventional B2B marketing seen in competitors like Jira.
And Buffer's transparent pricing page, which differentiates itself in the crowded market of social media tools.
5. Legendary Different Marketing Plays
The video highlights iconic advertising moves, such as Volkswagen's counter-cultural ads during an era of large cars, emphasizing the effectiveness of standing out in a saturated market.
Tesla is also cited as a textbook example of creating market distinction through innovative product offerings and branding.
6. Creating Difference in a Category
The narrative concludes with a call to resist conformity and to create marketing that gives people a reason to care.
Salesforce's unique distribution strategy for CRM systems is cited as a successful example of redefining an existing market through innovative approaches to product delivery and marketing.
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