By Doug Eaddy
One thing that’s for sure is that Marketing is a very powerful tool if used ethically. As an Art Director and Brand Strategist, I’ve experienced firsthand how creative campaigns can drive sales and brand awareness, but also reveal the darkside or people’s purchasing struggles. Therefore, I’ve made it a priority to always seek and learn information about the difference between effective marketing and marketing that exploits impulse buying or consumer addiction. With this in mind, this reminds me of my tenure with the South Carolina Education Lottery (SCEL). Sure, the main objective was to create products to drive sales and brand awareness, but the company had a secondary objective, which is to encourage players to play responsibility.
SCEL released the BetterU Play Responsibly campaign to motivate participation because the funds made from sales supported education from K-12 and College Scholarships, while educating consumers on gambling addiction. This approach is essential for this brand because SCEL doesn’t want to look like they are tricking people into making ill-advised purchases. The Florida Lottery adopts a similar strategy by providing entertainment alongside education about responsible gambling through programs and hotlines.
Impulsive Purchasing Behavior
Shopping is usually emotion-driven and is based on good marketing. According to research, consumers tend to buy things out of impulse, often with little-to-no deep thought. In the “Buying It” documentary, it is reported that participants shop in a form of “beta mode” where they make decisions without actually thinking. Retailers use color, layout, themes and scarcity tactics ( “Only a few left!” Or “Offer ends soon!”) to force purchase from consumers.
Psychologist Roy Baumeister states that self-control weakens over time, and as a result, consumers are more susceptible to impulse buying when emotionally exhausted. Responsible marketers and creatives understand this type of mindset and will work to ensure that vulnerable purchasers are not taken advantage of.
What Brand Strategists Need to Know About Selling Without Manipulation
- Transparency comes first: Do not mislead with language. There must be true value instead of relying on urgency or fear-of-missing out (FOMO).
- Encourage smart buying: Customers must be educated on thinking before purchasing. Relieve the pressure on customers to buy through content marketing.
- Responsible spending support: Customers’ financial well-being must be considered. Provide loyalty programs that reward wise decision making, rather than overspending to help consumers.
- Psychological Manipulation: Don’t apply undue urgency because that leads to regretful purchases also known as Buyer’s Remorse. It’s acceptable to ethically use limited-time sales, but not when they employ unnecessary urgency.
- Ethical Standards: Sales shouldn’t be built on the foundation of buyer’s remorse. Therefore, marketers should consider applying ethical standards in marketing like the lottery industry.
Final Thoughts
Consumers are persuaded through the creative efforts of Art Directors and Brand Strategists. There are ways to maximize engagement through campaigns, while protecting consumers’ well-being. Trust in a brand’s identity is made through ethically sound marketing, which gives loyal customers the freedom to choose to return without being deceived into doing so.
Any brand is capable of marketing responsibly by incorporating ethical responsibility and offering value instead of manipulation. Companies can satisfy the demand, but that also means buyer’s remorse must be taken into account while building one’s brand.