After 98 years a brand can get a
little old -- and Lincoln was. Sales
peaked in 1990, then fell 65%.
But in 2014, Lincoln hired
Matthew McConaughey as a spokesperson for the Lincoln MKC and struck marketing gold. Lincoln had its best October in seven years
and 2014 sales increased by 15.6% versus previous year.
Why? Research tells us that one way we avoid
decision-making fatigue is to use shortcuts, such as recommendations from
authority figures. It also tells us that
we think prettier people are smarter. When
you consider those findings, following the recommendation of a favorite
celebrity makes perfect sense.
Psychology, anthropology and
sociology all impact buying decisions. Why Does It Make You Want To Buy Something? demonstrates how to increase the success of
marketing campaigns by incorporating consumer research data.
Written by PJ Lehrer, Assistant
Professor of Advertising at NYU, now available at
Amazon: https://www.amazon.com/Something-Convergence-Consumer-Behavior-Marketing/dp/0989742210/ref=sr_1_1?ie=UTF8&qid=1473024406&sr=8-1&keywords=9780989742214
Happy Reading!
Clothier,
M., Naughton, K., O'Leary, M. (2014, November 4) Lincoln Rides McConaughey Spoof to Best
October in 7 Years. bloomberg.com. Retrieved
December 23, 2016, from
Doell,
Z. (2015, January 26) Lincoln's
Turnaround: 2014 Sales Up - Is it the McConaughey Bump? kbb.com. Retrieved December 23, 2016, from
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