Questions for this Book Chat:
1. What brand can you think of that has a great story? Even if you don't personally use or even like the brand.
2. Which is better increasing or decreasing the number of choices available to customers?
3. Generally college students are eager and willing to try new things. When have you found yourself to be reluctant?
4. How have you seen social proof in action? What happened and how were people influenced?
5. How important is it to enchant all the influencers?
1. Clif Bar. I love those things. Clif Bars were started by an average guy on a bike ride, and wanted to make a better-tasting, healthier energy bar. He named them after his hero, his dad, and today the company's 5 Aspirations are: Sustaining their planet, community, people, business, and brand. The story is humbling and wholesome, and can be found on every bar's package.
ReplyDelete2. In my opinion, having more options always wins out for me at least. I don't know how much it impacts the decision to actually purchase something but it's always comforting to people have things be customizable to their specific liking.
3. This was more of a high school thing but there was a time when I was so set in the fact that I did not enjoy country music that I didn't really even allow myself to give it a fair shot. A good amount of my friends from home listened to it a lot, but I had always been really into alternative rock and stuff like that. When I eventually started listening to it, I get really into it but I was reluctant to admit it to myself or something? Just because I was stuck in my ways! I got over it though, and I love country music. However, I still find myself only listening to it in the summer or when the weather is nice. (Does anyone else do that?)
4. Here's a personal example of social proof: for my 21st birthday last year I decided to get my first tattoo. It has a great deal of meaning to me and my mom really approved of it, but my dad... not so much. The day I got it he didn't support a "good luck" or "can I see it?" - nothing. However, I posted a photo of my tattoo on Facebook and it got a good amount of positive feedback. My dad, who is now all about Facebook, decided that he didn't mind my tattoo at all after seeing all of the reactions to it on Facebook from family and friends.
5. It's important to enchant all influencers because if you take one person and pose them with a decision to make, they have so many people that they take into account for that decision. So appealing to and enchanting a variety of people will be more beneficial in the long run.
1. I would have to say that TOMS is the first brand that came to mind that has a great story. TOMS started by unintentionally. When traveling in Argentina, Blake Mycoskie noticed the extreme poverty of the area and had a strong desire to take action. He created the idea of ‘one for one,’ meaning for every pair of shoes sold another would be sent to Argentina giving a child a pair of shoes. This idea spread successfully and the brand took off allowing Mycoskie to expand to TOMS eyewear, which brings sight to a person in need, and more recently TOMS Roasting Company was added to provide clean water to those without.
ReplyDelete2. I would say fewer choices. When people are given too many choices it often becomes more of a hassle a benefit. I agree with the book in saying that this varies according to how long the item will be with you or how important the purchase/choice is to the person. A general rule of thumb though, I would vote less choices. People are not quick decision makers and if it is going to take a lot of time due to a large number of choices, odds are the person will just walk by.
3. I personally love trying new things, this is especially true with foods because it doesn’t hurt to try it, and it is one bite. Typically the only time I will pass on trying something new is depending on price. If the item is over priced. I don’t want to pay a lot for something with which I may not be satisfied.
4. I don’t know if this is the best example, but I feel this sort of thing happens with little kids all the time. If one child does something often the others would look at him as weird and not follow, however, if several children participate in the activity, suddenly all the rest of them want to be part of it and join in as well. I don’t have one specific incident of this happening, but if you are around young children they often just follow each other’s lead.
5. I would say yes and no. The book makes a great point about the many people who influence decision making so enchanting all of them is very beneficial. I don’t think this is a bad idea, but I do feel this is often way easier said than done. I think attempts should be made to enchant all, but it is impossible to please everyone. I think working the hardest to enchant the final decision maker and the people whom they would be most closely associate with should be the focus. Ultimately, a person is going to have to make the final call on his or her own. If others have been enchanted and help with the decision, great!, if not, at least you enchanted those who will be most influential to the decision maker. Various situations, often relating to the category or severity of the decision, will have different people’s opinions weighing more heavily the decision maker. I think it’s important to read each situation as it’s own and focus on enchanting the top influencers.
1. I've always appreciated Anderson Bat Company for their backstory. Even though they produce high-quality baseball and softball bats, I feel as though they've stayed true to their roots despite their widespread success. Since 1996, the brand lives by the fact that Anderson bats are made in the U.S.A "for players, by players." The company was not afraid to push the envelope when they launched a type of bat unlike any other. They immediately started spreading the bats around at local tournaments and encouraged players to try them out rather than relying on hearsay alone. To this day, they continue to listen to players and incorporate their ideas into their brand.
ReplyDelete2. According to Guy, it really depends on what product you're offering. If it's something that your customers will end up using for awhile after the purchase, fewer options can help consumers make an efficient choice with less chance of buyer's regret later. However, increasing the number of choices may allow the consumer to try new things. Personally, I prefer fewer choices because I get easily overwhelmed when I'm shopping!
3. While I've always been willing to try out new technology, I was definitely reluctant before making the decision to purchase a MacBook during my time at Bradley. I knew tons of classmates that used them and swore by them, but I just couldn't justify the price at first. As I started taking more design and advertising classes, I finally started to see what all the hype was about. While the initial price was less than favorable, I'm definitely glad I made the purchase and it's really paid off. I don't see myself switching back to my old Dell anytime soon :)
4. I think testimonials and product reviews could count as social proof in action. Instead of going into a store and talking to one salesperson, consumers can go online and read reviews before ever making a purchase. If just a couple past consumers didn't like the product, it might not have much say in what we do or don't buy; however, if the majority of people have bad reviews, it could be negative social proof. Even though I haven't personally experienced the product, I may go with the majority and trust the opinion.
5. I like how Guy says "enchantment is often a collective experience." Even if you are trying to enchant just one person, it's important to remember the individual has a support system that is most likely going to help them make their decision. Especially if it's an important decision, such as deciding whether or not to take a job opportunity, people are going to rely on outside opinions. Whether we like to admit it or not, we care about how others perceive us, and we want the support. I know we can never please everyone, but it might pay off if we extend our enchantment beyond the top influencers and focus on the bigger support group.
1. I think Apple is a brand that has a great story and is a brand I will always respect. I saw the movie Jobs and gained even more respect for the journey that Steve Jobs endured. The brand definitely had good times and bad times, and it is cool to see how the company developed and grew into the global powerhouse that it is today.
ReplyDelete2. I agree with Guy in that I think fewer choices and more choices should be dependent on the product or experience. I think fewer choices is better when shopping for high quality, more customized products. More choices is something I look for when seeking out products that aren't as long lasting and are more for short term enjoyment. I think the frozen yogurt example in Enchantment was a good one. When it comes to food, I like to explore many options and have a wide variety of things to choose from. Some people don't think this way, though. Some like to choose items from menus that offer a small list of items.
3.I have found myself reluctant to try new things when it messes with my usual routine. I am a very routine person and find it hard sometimes to do things that might throw that routine off. I also find myself reluctant to try new things if I haven't heard a lot about something or don't have substantial knowledge about something.
4.Social proof is something that I think is really common in our world today. For instance, the other night my friends and I went out to eat and the restauraunt was very crowded. There was no hostess in sight and nobody really knew if we were supposed to seat ourselves or wait to get seated. One group of people finally got sick of standing around and sat themselves at a table. There were more tables open and before we knew it, many other groups that had been waiting did the same. It probably would have been most logical to wait to speak with an employee, but social proof urged a majority of the impatient customers to seat themselves and justify it because others were doing so.
5. Enchanting all the influencers is key because on a day to day basis we interact with so many people such as strangers, close friends, family, and peers. It is key to enchant many people as possible. I believe actions and emotions can be contagious and people are heavily influenced by others.
1. I do not drink Coca-Cola, but I feel that they have a great story to tell. They are a brand that has been around for a long time and they use that to tell stories. Sodas are more commonly found in cans today, but Coke still embraces the old school bottles. I also like that they promote happiness in a world that is full of s much negativity. It is a powerful message.
ReplyDelete2. I do agree that it depends on the situation if there should be more or less options. It is different for every person as well. In reality, it seems fewer choices are better. For one reason, it is because we will probably have less buyers' remorse. A second reason is if there are fewer options we do not even know what we are missing out on because the options are not there. For me, I like fewer choices. I have the most difficult time just deciding where to eat for dinner. Once I decide where to eat, I struggle once again with what to order. I think that is why I like In N' Out because they only have 4 menu options.
3. I am reluctant to try new things when they have not been recommended to me. Sometimes I am scared of change and stick to certain brands or activities. If people I trust give me their opinion than I am more likely to try that product or service. If I have never heard much about it, then I tend to stick to what I know. I am also afraid of making the wrong decision sometimes. I encounter this problem at Starbucks. They will be promoting a new drink that I think might be good, but I am reluctant to get it. I hate that I am paying 5 dollars for a coffee so I want to make sure it is something I enjoy. I am also a huge coffee fan so I will not be very happy if I do not like my drink.
4. like I mentioned above, social proof is one of the biggest ways to influence people, including myself. I have seen social proof work in my own home. My family has never been huge Apple product users. We had our iPods, but we did not swear by it. My sister, Cassie, has to be up with the latest trends. She is high maintenance and knows it so when all her friends started to get an iPhone, she had to have one. My mom saw how much my sister loved it and decided to get one. My dad is not the smartest when it comes to technology, but even he was convinced that he needed one. Being in college and having no money, I had to wait for my parents to be willing to buy me one, but we are all now a happy family with our iPhones and I do not see us using any other device in the future.
5. I believe enchanting all influencers is important because you do not necessarily bring on just one individual but their network of people and supporters as well. If you are trying to enchant one person and others around them are on board, they are more likely to make a decision in your favor. We tend to agree and follow those who we trust.
1. Nike. Nike is known as an athletic apparel company. We see Nike everywhere and everyone knows Nike and their logo also. The story will be about their logo. Their logo was created by a college graphic design student. Nike bought the logo design from the graphic design student in only $35. $35 logo made them to be one of famous apparel companies in the world. By the way, the company also gave her 500 shares of stock, which she have not sold yet...and it is worth close to $1 million this day.
ReplyDelete2. I will say more choices will make a better choice. Less options might not have a certain thing people want. People know what they want; however, if the product doesn't have various kinds or options, it's hard to get satisfy.
3. As a common college student, I like challenging especially in design. The time I would be reluctant is result in a higher rate of failure.If it is obvious, I do not want to gamble.
4.I will say "social proof" is the definition of Japanese. This would not be adequate for a bad situation. I have one example of it which it really happened somewhere in Asia. Fire occurred outside of train, so most of people in the train couldn't visually confirm the actual fire, but smoke. They were not trying to escape from it, because nobody was reacting. Consequently, they thought it was not a big deal.It ended up with losing a lot of people.
5 I think enchantment is the important factor we should trust. Enchantment is something we intuitively know, and I feel like that feeling is correct most of times. However, it is very difficult to make an action intuitively, because of the social proof, and other psychological reasons.
1.I’ve always liked Tom’s story. I do own a few pairs of their shoes and I don’t necessarily think they are better than any other brand, but their cause influenced me to purchase them.
ReplyDelete2. Personally, I think decreasing the number of choices is better. I’m a very indecisive person to begin with so having more options makes the decision harder. Like the book said, I usually find myself second guessing my choice and wondering if a different product would have been better when there are more options.
3. I’m a cheapskate. As long as I have what I need, I don’t want to spend money of something. So, sticking to the “status quo” is fine with me.
5. Guy explains this in a great way. Enchanting influencers is important because many people make decisions bases on what their friends and family say. We’ve used examples in class mentioning that when a person sees a friend or family member post a recommended product on Facebook, they are more likely to purchase it verses seeing an ad on T.V. Therefore, if all of the influencers are enchanted, the targeted person is more likely to be enchanted as well.
1. I’m not going to lie that I think that Old Spice has had quite the comeback story. It seems not that long ago that old spice was viewed as an uninteresting brand that maybe your grandpa used. However, after they completely revamped the way they advertised their brand became “young and hip” again. It’s impressive to see how much sway they have in their product segment now.
ReplyDelete2. It seems that it really depends on what you are trying to sell. Different sale situations call for different measures. One does not seem inherently better than the other. Personally speaking though I like to have lots of choices. I think this is why I shop online more than I do in stores. When I go into a store I know that they are only showing me the brands that they want to show to me. However, online I can find out about product options that I would have never learned about had I only shopped in the store.
3. The story I am about to tell is actually from when I was in high school but the same principle applies. I went to camp with a high ropes course with some of my classmates. You may not know this about me but I am extremely afraid of heights, and what is a rope course but heights? Needless to say through the entire experience I was very nervous but the worst was coming. At the end of the rope course there was a long zip line to the end. To take the zip line was truly a leap of faith for me and I wasn’t very trusting of the cables that I would have to rely on during the trip down. However, even though I was unsure of my safety I did make the jump and it turned out to be one the best part of the course. It just goes to show that even when you’re unsure of what lies ahead you never know what trying out new things might do for you.
4. The story I have about social proof is also from before my college years but I think it expresses the point very well. On the street where I grew up there were lots and lots of kids. As such we played outside a lot and interacted very often. Oftentimes every summer there was a different fad of what was cool to have. One summer one of my friends got a Ripstik. A Ripstik is similar to a skateboard but more difficult to ride. This brought about a slew of Ripstik purchasing among my friends. Soon everyone had one even if they had never ridden anything like it before. The next summer BMX bikes were the “in thing” and the pattern repeated itself. All it took was for one kid to buy into a product, act like it was cool, and soon all of the rest of the kids would purchase the product themselves. It’s amazing what power social proof has among groups of kids. Maybe this is why toy commercials often use the tactic of having a kid use the product during the commercial to show that product is cool. It’s almost as if the kid acting in the commercial is the social proof for the company.
5. Like Guy said in the book, all of the influencers include the people who aren’t the big influencers. Sure it looks good if a big name sponsors your product but how long will that influence really last? That sponsor will probably move along to the next big thing and leave your product in the dust. Instead it seems better to make a more general approach. Every individual in some way, shape, or form has the ability to influence those around them. You have to reach out to all of the influencers, even the tiny ones. Also, another reason to enchant all the influencers is so that you don’t have anyone “enchanted” by opposing your product. Realistically, this would probably only be possible in a perfect world, but anyone who is in the business of enchanting should try to keep this goal in mind.
1. When I read the first question, my mind went to the most recent Anheuser-Busch commercial with the horse and puppy. I then began reading up on Budweiser’s backstory and current goals. It is inspiring and so I would pick them as an example of a company with a great story. I think their devotion to promoting responsible drinking; as well as support of many charities, is often reflected in their commercials and perhaps one reason they are so enchanting. Their slogan reads, “Great people make a company great”.
ReplyDelete2. I would think the answer to this question is-neither fully one or the other. I think brands need to tailor it to fit what might be best for their cause. With a product that, once purchased, will last long-term-fewer options may be better in order to prevent the consumer from looking back and considering all the other options; wondering if another might have been a better choice. Maybe it’s because I tend to be a fairly indecisive person…but I am not sure if more choices or less would have a different impact on me. Ha.
3. I had an IPhone for most of my college life. This past year, I switched to a Samsung phone. This was partly due to wanting to try something new, as well as high recommendations from family and friends. I was reluctant at first, but I think it was mainly due to my having become so “attached” to and used to the way the IPhone operates. I admit it feels odd not using an IPhone anymore, but I do love the Samsung; so I regret nothing.
4. As for social proof; I saw it occur in Arches National Park. There were signs up asking visitors to stay on the trails. Walking off-trail severely damages the unique biological soil (cryptobiotic) crust and kills the important and rare mosses, lichens, etc. The sign depicted people, and close-ups of their feet, walking off the trails and trampling the ground. At least half the people I encountered that day were walking somewhere far off of the trail…It seems the sign depicting people walking off of the trail, along with basic observations of others doing it right in front of them, led to them feeling it was okay.
5. You never know who will influence whom. For this reason, I think it is very important to enchant all of the influencers. Keep each of the possible influencers in mind, and you won’t have to worry as much about those “what ifs”
1. I think KIND has a great story. I have recently become a huge fan of some of their bars and granola. They want to provide their customers with healthy and tasty snacks, and it's not much more complicated than that. I believe their story is short, simple and to the point which exemplifies what they're trying to do as a brand.
ReplyDelete2. Though Guy says either strategy can be used depending on the circumstance, I personally say decreasing the number of choices is better and brands can more effectively reach me that way. I tend to be very indecisive, and if there are fewer options to chose from, a decision is not as challenging. When a decision is less challenging, I feel better about my purchase and ultimately feel better about the brand.
3. I feel reluctant to try new things when it is something my mom did not purchase/use when I was growing up. My mom and I were very close and I pretty much did everything she did, so trying a new item that she was maybe a little against makes me hesitant.
4. When I was reading about social proof, I was thinking about the girl I babysit, Sophie. Sophie is a prime example of following the actions of others because the thinks they are okay or cool. This can be seen in some of the things she wears, how she talks, and even the activities she participates in. I think to some extent we have all been influenced by social proofing at least one time in our life because everyone wants to feel like they fit it and be doing the same thing as the others around them.
5. I believe it is incredibly important to enchant all the influencers because there are so many decisions that an individual cannot make my him/herself. An example I think of here is when a high school student is choosing which college/ university to attend. It is not only important to get the student on board and excited, but the parents also need to feel good about sending their student to that establishment.
1) I really like the story behind Angie's Popcorn. A couple in Minnesota started making high end popcorn and selling it at local events/venues to help start their daughter's college fund. Before they knew it, their product took off and started selling in national markets. Even with the boom, they still hand craft each batch of popcorn to ensure its quality. And it's the official kettle corn of the Minnesota Vikings- that's pretty cool.
ReplyDelete2) I think that decreasing choices is much more important. While I see that increasing choices works in certain instances, most of these are only self-service food locations. To me, decreasing options is a sign that that business is only selecting the highest quality options for you to choose from rather than bombarding you with options in an attempt to get you to buy anything.
3) With a limited income, I am always reluctant when I don't think the benefits will be worth the cost. I'm quick to try new things if they won't break the bank, but big purchases I am much more wary about. I'm sure this will change when I find a job and have steady income, but for right now all of my reluctance comes from cost and worth.
4) One of the biggest cases of social proof is speeding. Though thousands of young teens learn in drivers education that speeding is wrong, it is almost impossible not to go down any road and see someone breaking this law. This is especially true when parents and teachers of these teens go over (even if only 5mph over). It becomes easier and easier for us to think that it is ok to go over the speed limit when we see so many other people doing it.
5) I find it hard to believe that it is important to enchant all influencers. No matter how great your product or service is, there will always be some of them who are not taken away with it. Instead, I think it is important to enchant the people who will be interested in what you have to say. Even if they aren't huge influencers, they will be able to influence other people in their lives (who may be very likeminded and also like the product). Find out who you want to target first and then go after them, don't waste time and energy to get all of the influencers on your side because it's not likely to happen.
1. I think the company I worked with this summer has a great story and it just so happens to be my brother's company. They are called Cure with Paint and they are an interior painting company in Chicago. The reason that Cure is in the name is because my brother knew a friend that was diagnosed with cancer at the age of 27 while pregnant with her child. It basically came down to risking her life to have a child or terminating the life of the child and get the chemo she needed. She chose the child and a week after the birth, she passed away. Justin started painting to get money to give to her son, not for his needs at the time, but for a college fund. Ever since, Cure has helped many families. Someone can hire them to paint a room and part of that goes to help a family who isn't so fortunate. Definitely a brand I'd choose over others.
ReplyDelete2. I think is depends on what the product is. For me, when it comes to a menu at a restaurant, if there is too many things, I am overwhelmed and usually unsatisfied. But turn that around and have a lot of options in say, Bath and Body works, I am able to smell plenty and choose my favorite scent. I think it is also how things are displayed.
3. I grew up using a PC and I knew how to use everything it offered very well. When coming to college I chose a HP because I was too afraid to switch to Mac, I had no experience with it. Now that my HP went down the drain, I switched to a Mac and couldn't be happier!
4. Going back to my Mac and Apply product…4 years ago none of my family had any Apple products. We all had Android phones, Kindles, PCs, etc. My brother finally took the dive and bought an iPhone and none of us understood. Quickly my other brother moved to the iPhone, my dad got on iPad, brother got an iPad, dad got an iPhone, and so on. Now all of us have an iPhone and an iPad and honestly, I don't think any of us will want to change to anything else!
5. I think it is very important to enhance every single influencer. Will you be successful? Maybe, maybe not, but it is important to try. Everyone has an influence on everyone/everything whether they know it or not, so it is important to be the first to influence and start that chain effect.
1. Nike (more specifically their shoes). I think the story of Nike is pretty great and how two runners from Oregon, Phil Knight and Bill Bowerman, founded the multi-billion dollar company. Phil Knight went to the University of Oregon and ran middle-distance until he graduated in 1959. His coach at Oregon was Bill Bowerman and as the years moved on after Phil graduated, the two reunited to design a shoe that would revolutionize the sport of running forever. The Nike waffle shoe was created and runners fell in love with it. As the shoes positively changed the sport, Knight and Bowerman decided to get into more sports. As they designed new products for different sports, Nike has become one of the most successful companies in the last 30 years.
ReplyDelete2. Reducing choices is much better. The main reason for me is because of buyer's regret. When I go to places that have a ridiculous amount of choices, like the frozen yogurt shop Kawasaki described, I always leaving with a sense of "but what if I got those toppings instead". I'd be much more satisfied knowing that what I purchased was out of a select few options. I would have more of the sense that I made the right decision compared to having a feeling of regret.
3. As a kid I was always reluctant to try new foods, especially vegetables. As I've grown, my tastes have changed and I'd like to think I have some-what of a mature pallet. Although, in college I am still reluctant to eat some food that I have still never tried especially if I have to pay for it. I'm a poor college student, nothing new there, and the food I pay for to eat is the food that I love. I don't really want to pay for something that I'm trying for the first time because I want to make sure that I'll like it.
4. I think a great example of social proof is the website "ratemyprofessor.com". I admit I am fully influenced it just as much as any other student. The way it works is pretty simple. A student takes a class with a certain professor and the student writes a somewhat detailed review of the course and how the professor taught the course. It is a very simple approach for gossip to flow around about a certain professor. I use this before each semester when I am debating on taking a certain course or professor. It's really helpful, but it's all social proof because it's completely going off of the opinion from a complete stranger. Don't worry Heidi, your reviews are amazing.
5. I think enchanting all influencers is definitely ideal, but it is not always what is actually going to happen. It is extremely hard to enchant all of the influencers, but it is most important that you enchant the right ones. If you enchant the correct influencers who listen to what you have to say and accept what you are doing, then in due time there is a good chance the doubters will soon follow along with everyone else.
1. I'm with Lauren about Apple having a great story. I'm looking at it from the ad perspective though. They made one of the best commercials in Super Bowl history with the 1984 Macintosh commercial. This involved people thinking differently and breaking away from the product everybody is using. Now it seems like everybody is using Apple products so, to use Guy's story line, David not only takes down Goliath but becomes to Goliath.
ReplyDelete2. Several people have already mentioned it, but this really depends. Fewer choices work for some things, and more choices were for other things. I know I can get overwhelmed if I see too many of varieties I want, but I also know there are times I want something but it's not one of the choices. Brands having to make more or less always seems like a lose-lose to me. There's no pleasing everybody.
3. I'm with Bailiegh! Back when Macs were recommended (not required) for the Com major, I really struggled over switching from Microsoft because that's what I grew up with. However, after making the switch I've absolutely loved my Mac and various Apple products (kind of going along with what I was talking about in number one).
I'm afraid I'm going to be reluctant about potential job offers in the future. I really want to continue living in Chicago, and living in another city makes me feel rather uncomfortable, but I know the career path I'm on could lead me anywhere. I have no idea where I'm going to end up, but I have to (try to) be willing to go to new places.
4. Ben's ratemyprofessor.com answer is fantastic! When it comes to social proof, I'm thinking of the classic "conformity experiment" example of people sitting in a group talking about which line is longest out of a group of lines. All but one person is told beforehand to say one line (which isn't the longest) and the one person who didn't get primed, even though he knows the line they're saying isn't the biggest, still says that line. If you didn't understand what I wrote, just watch this and think you're sitting in a classroom (sorry!) https://www.youtube.com/watch?v=NyDDyT1lDhA.
I also think there are so many fashions out there that happen because other people are wearing certain clothes... or on the flip side a bunch of people will start going against what "everybody else is doing" and it's just a giant mess.
5. It's impossible to please everybody. There's always going to be one stubborn person. However, when it comes to influencers, there is a way to get everyone on the same page. Enchanting all of the influencers is extremely important. Although it won't necessarily yield positive results all the time, I would think making the effort to enchant each person would be appreciated.
1. The company that I believe has a great story would be Red Bull, they created a whole new product category. Dietrich Mateschitz was inspired by the drinks found in the Far East that were functional purposes he created a brand that has gone far beyond functional. Red Bull has become not just a beverage company but a brand for extreme sports, music and innovation.
ReplyDelete2. Like Guy said in the chapter, it kind of depends on what the stakes are for the consumer. If the product is longer lasting, than fewer choices would be better, so the consumer would not then second guess their decision causing "paralysis." However, if the product would be used sooner and is shorter lasting then the more options the better. This allows consumers to be able to customize want they want without having to second guess their decision. Although most of the time I do find that I like having more options available to me, even though I can be pretty indecisive at times.
3. I am usually just a go with the flow type of person and am up for trying different and new things. However, I have found that when it comes to certain around the house items like detergent or shampoo and conditioner I tend to stick to the same brand and only switch if I have to. I think this is because it's the same brands that my mom used to buy for me at home so I just stick to them because it is what I have known my whole life.
4. In the case of social proofing I think that it happens all the time in society all you have to do is just look around. One example that I can think of would be when I was a freshman on my softball team at the beginning of the year one or two girls on the team had Nike frees. They would wear them to lift and they were just starting to get popular. By the end of the year well over half of the girls on my team had them.
5. I believe that enchanting ALL of the influencers is one of the most important things to do. There is never just one thing influencing a decision, especially the most important ones. Therefore ensuring that one enchants all of the influencers shows that there is more than just benefit for that person. I do believe that this does come mostly into play with bigger decisions such as deciding on which university to attend, a career and other choices such as that.
1) A brand that I use daily that has a great story is Chobani. The founder of Chobani came to the US from Turkey in pursuit of the American dream when he noticed a lack of quality yogurt in the US. He then spend two spent years perfecting his vision before establishing the brand, and in turn became America's #1 Greek yogurt brand. Now Chobani has a foundation and donates 10% of profits to charities worldwide. I find that to be a very admirable quality and it's nice to know that for every yogurt I buy I am in turn donating money!
ReplyDelete2) I agree with Guy that the amount of choices offered is dependent on the type of product it is for. I personally live by the saying "less is more." I am THE WORST at making decisions so if I am overwhelmed by options, it is very difficult to execute a decision.
3) I love to try new things! I am always trying new products and food options, but the one factor that makes me reluctant to try something new is price. Obviously as a college student I have limited funds, so I would rather hold off on trying something new until I have the resources to do so.
4) I have actually been experiencing many examples of social proof lately right outside my front door - literally. I live right in the middle of all of the construction going on at Main & University right now. The roads have been closed due to the construction, and it is extremely entertaining to see cars reactions to this. Quite frequently, a car will drive all the way up to the "ROAD CLOSED" sign, sit there, and wonder what to do. Soon enough, many other cars will follow this same pattern because they saw the person in front of them doing it! In contrast, a car will notice that the road is closed and instead of continuing their route towards the construction, it will turn down a side street. If one car does this, the herd of cars behind it will do the same. Very funny to watch!
5) I believe it is very important to try to enchant all influencers. This brings up the idea of "paying it forward" and if you enchant one person, you never know how many other people you will enchant off of the initial subject. Though you may not be able to enchant all people, being able to enchant the ones that are the most significant is very important.
1. I am a big fan of Trader Joe's. My family and I always buy from there when we have the opportunity. They have a great selection of products and they have great prices. But they feel nothing like your conventional grocery store.
ReplyDelete2. I think the number of choices depends on what you are looking for. If you are looking for a home, I think you would need a number of options. But other choices should only require a smaller choice of options.
3. I am a very adventurous person, and always find myself willing to try many new things. I think the only times I become reluctant are when I think they new thing could bring harm to myself. I am not a big fan of doing harm to myself or putting myself in danger.
4. One example of social proof is the Rise of the Red campaign student Senate has started. We are starting to create a culture where wearing red on friday's is a cool thing to do. I think we were able to accomplish it by providing red shirts for students to wear and then when others find out about acquiring the shirt they want to wear red as well. Eventually the goal is to have people wearing red every Friday without a reward for doing so.
5. I think it is extremely important to enchant all influencers. Each influencer brings a different skill set or viewpoint the others may not have. Without one influencer, you may be missing a group of people because they feel they are not being targeted properly.
1. I really enjoy Toms of Maine because they focus on charity and sir employees. 10% of all profits go to charity, they give great benefits to their employees, don't test on animals etc.
ReplyDelete2. There has to be a good balance between how many choices there are. Too few and the customer doesn't feel special, too many and it is too hard on the company and it isn't added value to the customer.
3. I'm quite an adventurous person. I don't do something if it doesn't interest me. For example, I wouldn't go on a fan boat in Louisiana to see alligators because that sounds boring.
4. An example of this is on a show I was watching about human psychology. They got a group of strangers to do a conga line, jump over an invisible obstacle, and give high fives just because everyone else did it.
5. I think it is important to try to enchant all influencers. It won't happen but people will appreciate them trying and it will help the business.
1. I like the company Lovesac. The founder wanted a really big, really comfortable bean bag chair so he made his own. Everyone loved it so he went forward and now Lovesac is one of the fastest growing furniture stores in the US.
ReplyDelete2. Knowing your customer base is really key in the amount of options. Having a small amount of specific products with customization options is a really cool thing that customers enjoy. With computers, Apple only sells a few models but they give you an option to add storage and software to our needs. You really only have about 6 options but they take you on a completely different purchasing model.
3. I pretty much try everything, food, travel, random adventures. The things I don't like are things that look dangerous. Roller coasters make me nervous because they look so crazy but I have a like them in a strange way. Things that appear to be boring are things I don't jump right on with (like lame parties).
4. My favorite example of social proof is the painting The Mona Lisa. Most people have no idea of its social, historical, or artistic relevance but everyone makes sure to see it at the Louvre. In fact their are much more interesting paintings right next to the Mona Lisa that go generally ignored.
5. Influencers are the key to success. Being about to get the word out about your cause is the only way to keep people coming through the door. If people don't know you or anything about you, their no chance you can make a good impression on them.
1. I believe that Apple is a brand with a great story to tell. I personally use and like the brand, but I also have an Android phone, and use PCs, so I am not biased. I have seen the movies “Jobs” and “Pirates of Silicon Valley,” read numerous articles about Steve Jobs and Apple, and also watched Jobs’ 2005 Commencement Address at Stanford University. I believe that Apple’s story is extremely inspiring. Through their ups and downs, they persevered and developed into one of the largest and most influential companies around.
ReplyDelete2. I think it is better to give the consumer more options, but in Guy’s opinion, it depends on what product you are selling. Some customers get overwhelmed by having too many choices, but from a business perspective, by creating more options, you have more to sell, which could mean more profit. As long as a company can effectively educate their consumers about their products, and persuade them to purchase, providing choices is the way to go.
3. I was extremely reluctant to get a smart phone for the longest time. I was perfectly fine with my flip phone and button keyboard. I had a computer when I wanted to use the internet, and did not want to pay for the internet package that is required with smart phones. Last year, however, I converted, and can’t even imagine going back to my old “dumb phone.”
4. My example of social influence has to do with Snapchat. About a year ago all of my friends had it, and I was just jumping on the smartphone bandwagon. I didn’t really understand what Snapchat was. You see a picture for ten seconds, then never see it again... dumb. Until I tried it. I don’t know what it is about Snapchat, but it is addicting.
5. You must do your best to enchant all of the influencers. If you don’t, you could be missing out on opportunity.
1. Two brands that come to mind about having a great story are two brands that I have actually never used. Obviously, having said that, these brands have impacted me in a different manner than product performance. The two brands that I immediately thought of were Toms and Zappos. These are two shoe companies that are passionate in what they stand for and they were able to pioneer a service and products for the common good. Toms saw a problem of under privileged children in poor countries and made shoes that were stylish and affordable here in the States. This was done in order to raise awareness of the issues overseas regarding a lack of shoes in order to encourage people here in the States to purchase shoes not only for themselves, but for kids overseas who do not own a pair of shoes. On the other hand, Zappos saw an opportunity to become a genuine shoe company that could make purchases easy and affordable online. What was thought to be too good to be true was a reality. People could order shoes, try them on, and if need be exchange them cost free back to Zappos to ensure they get the right pair. Zappos did something that everyone was afraid to do and capitalized on that motive.
ReplyDelete2. I would have to agree with the book in that the more seeds to plant the better chances you have to make something for yourself. It was interesting that they pointed out that many of the bloggers and public determined “experts” simply write about your product and don’t always use it. I would find that to probably be true in many cases and the world of marketing and business is not about how many positive blog posts your company can generate, it’s about offering a useable product for a targeted audience and generating revenue. With that being said, it totally depends on your company, where you are in your growth stage, and what you offer to your consumers that will determine whether or not you would be better off offering an array of choices or limiting them. If you are an up and coming company, time will progress for you to potentially see a business opportunity and offer something you have not in the past. There will become a point where you’ll have to decide to keep progressing and offer more, or sometimes you can indeed offer more with less. One must weigh the potential pros and cons of expanding a business and offering more choices or keeping things simple. Both motives work for different companies depending on their product offerings and aerial coverage.
3. I find myself being reluctant quite often in certain circumstances; particularly when it comes to making a bigger purchase or decision. I have found myself in recent weeks being reluctant about where to go to school next year and what kind of vehicle I might purchase this summer. The more and more I read and learn about both topic areas, the more indecisive I tend to become simply because I don’t want to make the wrong choice in fear of losing out on something bigger and better. When it comes to smaller decisions, the fear of losing out is not as prevalent and costly.
4. I don’t know if this would be a prime example of social proof or not, but I would argue that a simple task such as speeding down the interstate might be a situation where social proof is used to justify a decision. If you are going the speed limit down the interstate and constantly getting passed by cars, it might force you to think you are driving too slow and raise your pace a little bit. If others around you are speeding and getting where they need to go quicker, why shouldn’t you?
ReplyDelete5. It is extremely important to enchant as many people that go into a decision process as possible. Like the book stated, people do not make many of their decisions alone and without input from others close to them. It is especially important for companies that put a lot on the table and a lot at stake for their potential consumers. When it comes to making big purchase decisions and life decisions, it is obvious that consumers are going to ask for input from those they trust. When it comes to mini vans for example, this is a family car that will be looked for in providing safety among its other benefits. The best way for a mini van company to ensure their consumers know about their brand and encourage them to buy it is to show them directly EXACTLY what they are looking for. No beating around the bush, get straight to the point in the ads because people are unwilling to shell out large portions of their time if no benefit will be provided.
1. A company with a great story that will always come to my mind first is Facebook. Heck, it was so good they even made a movie out of it! Although people don’t typically consider Mark Zuckerberg’s background story when deciding whether or not to use Facebook, the story is beyond inspiring. To think that a social network that now connects the world started off in a college dorm as a “who’s hotter” student entertainment website, is enough to bring hope to anybody with a far-fetched dream.
ReplyDelete2. I agree with Guy in that the best number of choices available varies with products, but I generally believe that more options is always better. I say this because, no matter how indecisive a consumer may be, they ultimately like to be in control and feel like their purchase is exactly right for their needs and desires.
3. My general moto is that I will try anything at least once. As long as the new thing is available to me and will not harm myself or others, I am normally game to try it. This has included all kinds of strange food, questionable products, and embarrassing activities. I seldom find myself reluctant, but when I do I am normally afraid that I could harm myself or I’ve tried something very similar with negative outcomes in the past.
4. I think that social proof is really common in our society today. One way in which I think social proof is utilized, is through social media. Facebook and Instagram have become mainstream channels of not only showing off things that you have, have done or believe, but also for voicing your opinion on your friends’ posts of these things. I think an increasing number of people today post comments and photos in search of receiving social proof from others. For example, if someone posts a selfie of themselves with a new hairdo and receives a generous amount of likes and kind comments, they are most likely to fully embrace this new personal change. On the other hand, if someone posts their view on a current political issue and is endlessly attacked with opposing comments, they are more likely to remove their post and/or feel differently about their belief.
5. It is important to enchant all influencers because most decision makers are greatly influenced by their social group. Whether it is family, friends, or other related parties, you want all resources to be enchanted so your targeted person is most likely to be enchanted as well.