Triggers
I just saw the article about United Airlines rolling out a new policy regarding passengers who fail to use headphones.
That is a trigger for me. A negative one.
You want to get my blood boiling … blast something on your phone in a crowded public space. Can’t stand it.
The concept of a “trigger” is usually negative. Something triggers us into a bad emotional response. Something triggers us and we turn into the Hulk. Never a good thing.
But I have been thinking a lot about triggers in Marketing lately.
What might trigger a customer into being hyper-aware to your messaging or campaign? Figure that out and your conversion rate will go thru the roof.
Have they just won a contract, or been named in a program? Are they investing in some specific R&D project? Have they just made an acquisition?
If your product, service or capabilities line up with this trigger event, chances are good your messaging and campaigns will be seen and heard on a very different level.
You find the right triggers – and something positive will happen.
