Ten Things a Marketer Should Know to Create “JOY”

Although I am a poor college student with minimal disposable income, there are certain things about me a marketer could use to attract people like me. Get us when we’re young, and you just might have us for life!

Ten Things a Marketer Should Know to Create “JOY”

1. I am a sucker for good visuals in advertisements. This goes for all categories of products, including makeup and food. For example, when I see a Maybelline commercial claiming the newest mascara can increase lash length by 5x, and this claim is followed by a quick shot of Adriana’s long, sexy lashes (clearly fake), I want to run out and buy that mascara. Similarly, when I see the Pillsbury Doughboy dancing next to a steaming hot bun, my mouth waters, and I walk to the refrigerator looking for something warm to eat. You’d think I wouldn’t fall victim to the digitally-enhanced visuals being a marketing and advertising major, but I do every time!

2. I pay a lot more attention to ads that showcase an Asian model rather than a model of another race or ethnicity. I believe Asian women have different types of hair, skin, etc. and therefore, require products that are tailored to their specific need. Since the difference isn’t very big, usually a product that works well for Caucasian women can work just as well for Asians. However, when I see an Asian model, I pay attention to the product to see if it is specifically tailored for me. After all, if the product works for the model, it will probably work for me.

3. I am an impulse buyer. It is extremely easy for retailers to get me to purchase things at check-out. Some of the random things I’ve purchased are Vaseline, gum, pez dispensers (I don’t even eat pez), and a Nemo disposable camera.

4. Packaging is key for me. From a cute compact to a simple lunch box, I’m always drawn to the packaging first. As we talked about in class, design is an extremely important element. I think Febreze Air Effects do a great job of packaging. Compared to Glade spray, Febreze takes design into account and produces product packaging that is aesthetically appealing. Even if no one will ever see me using a specific product (who watches me spray the air?), I still value an innovative, modern packaging.

5. While lots of consumers are attracted to the new trend of organic products, that stuff freaks me out. No disrespect to mother nature, the thought of having herbs in every aspect of my life is unappealing. For example, smoothies that look like a glob of foreign green goo is not appealing. Shampoos that mention anything more “natural” than aloe confuse me. I’m uncomfortable in Whole Foods and would much rather prefer a fat hamburger than a non-fat chai any day.

6. I love to try things before buying them. I will never buy a shirt without putting it on first. If there is a food stand in H-E-B, I will be more likely to buy whatever is being promoted if I’m allowed to sample the food first. Products that do not have merchandising support tend to be overlooked by me.

7. I hate sales people in retail stores. Aside from a greeting when I walk in, I would prefer to be left alone to make my purchase decisions. If a sales person follows me throughout the store asking me if I need a different size, color, or have any questions, I would more than likely walk out of the store. This also goes for store clerks who may just be restocking the items next to me while I ponder about a possible purchase. I walk away from that aisle if they stand too close, even if the product was on my shopping list. I need my bubble and any invasion is unwanted. Chinese sales people do a horrible job of leaving their customers alone. During a trip to China, the sales people forced me to step out of a dressing room and made comments about my outfit such as going a size up or trying a different color. Naturally I did not buy anything from that store. Shopping is therapeutic for me and I would much rather do it in silence than be force-fed extra information let alone personal opinion.

8. I take forever to make a purchase decision when there are too many choices. The item can be as simple as bobby pins, but if there are too many choices, I will stand in the accessories aisle pondering for a long time. However, when I do make a decision, I have gathered so much support for that choice in my mind that I rarely regret my choice. For me, cognitive dissonance does not exist. I also find ways to justify my choice over other alternatives.

9. I am an obsessive-compulsive to-do list maker and lover of post-its. I love post-its and have a special relationship with it. The colors, shapes, and the feeling of peeling off a post-it one by one are unlike any other organizer. I love making to-do lists on my post-its and drawing tiny squares next to the things I have to do. As I accomplish those things, I check off the little squares. I think the post-it serves as a marker of my accomplishments and/or reminds me of how far I’ve come since that first post-it in the stack. If a marketer’s product or service can make it on my post-it, he can be sure it will be purchased/done.

10. I love to be the first one to try a product before it becomes mainstream. Being able to say “oh, I knew them before they were out on the radio” or “let me show you this new website” is important to me. I love telling friends about a product or service if I enjoy it myself. For example, Maria’s Taco Express is a hidden gem in Austin that not a lot of people know about. I enjoy introducing friends to their first “El Pastor” taco and watching their face glow with pleasure. Recently, I learned about grooveshark.com from a friend in Iowa, and started introducing the website to friends here in Austin. So far, more than ten friends of mine have switched from Pandora.com to GrooveShark.com. Who knows how many more people they told! Give me a product, and if I like it, I’m your word-of-mouth girl.