How to Apply “The Tipping Point” to Marketing

How to Apply “The Tipping Point” to Marketing

2. Find the appropriate “trigger” marketing campaign for your product group based on your research. This could be a viral video, a niche of people wearing or promoting a product or a snowballing social media campaign. For example, if your target audience is artistically-minded college students, choose an art school to target. Stage a flash mob outside of the school where the participants are wearing your product. Film the event and broadcast it on your social media outlets.

3. Find an angle for the product or the marketing campaign that will pull at the heartstrings of the intended target audience. Invoke a sense of nostalgia in the consumer, for example, through the music played in the background of the flash mob mentioned in Step 2. Research the age of the target audience and select a song that was popular in their high school years. This creates a context for the event, further engages the consumer and makes your advertisement more memorable.

4. Instill a sense of urgency in your marketing message. This helps to motivate the consumers to act. Whereas your trigger, such as a viral video, grabs the attention of your target consumer, a call to action and a sense of urgency compels them to make a purchase. For example, promoting limited quantities or a limited time of purchase helps motivate a sale.

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