When it comes to marketing, the psychology behind the process is incredibly interesting and can really be used to boost brand awareness and product sales. Below, we have created a short list of our favourite tactical ways of selling particular products through psychological methods. Whether it be through PR campaigns or sponsorship!
- American Tobacco Company “Torches of Freedom”- Political Agenda
The 1929 “Torches of Freedom” campaign equated smoking with female emancipation. Cigarettes were described as symbols of emancipation and equality with men. Edward Bernays hired women to march while smoking their “torches of freedom” in the Easter Sunday Parade of 1929 which was a significant moment for fighting social barriers for women smokers. The profits of tobacco factories dramatically rose, as women were buying cigarettes as well as men! A clever tactic from Bernays which shaped one of the first effective PR campaigns.
2. Coca-Cola Christmas – Festive Association
Christmas is one of the biggest consumer events in the annual calendar. Before Coca-Cola commodified Christmas and father Christmas into ‘red’, he was dressed in green which is strange to think! For many, Coca-Cola is the brand that comes to mind when getting into the holiday spirit. This is more than reasonable, if not completely understandable, since Coca-Cola has been hard at work on branding themselves for the holidays since 1931. Coca-Cola profits still peak during the festive season almost 90 years later!
3. Nike – Sponsorship
No company in the world spends as much money on sports sponsorships as Nike, which has spent a staggering total of $8 billion since 2002 alone, according to a CNNMoney analysis. “For as long as Nike been around, the face of the organisation has been these high profile athletes. It’s part of their DNA,” said David Carter, executive director of USC’s Sports Business Group. With sponsored elite athletes such as: Michael Jordan, Tiger Woods, Lebron James, Roger Federer, Maria Sharapova etc. Nike cashes in on its celebrity endorsements when selling its products. Young people associate the brand with their favourite athletes and therefore buy the sportswear because of that!
There are plenty more psychological methods of marketing, but these three are prominent because they were visionaries in their industries and made an incredible impact on consumers of their era and especially Coca-Cola and Nike who continue to do so today.