Ep 27: The One Where We Talk About Psychology In Marketing

Unbranded

Welcome to Episode 27 of the Unbranded Podcast! In this episode, our hosts dive deep into the psychology behind marketing, discussing various principles and how they apply to their businesses. If you're interested in understanding the psychological tactics that influence consumer behavior, this episode is a must-listen!

• 00:00:00 - 00:03:49 - Introductions and welcome
• 00:03:49 - 00:09:08 - Segment 1: Priming
• 00:09:08 - 00:14:44 - Segment 2: Reciprocity
• 00:14:44 - 00:22:38 - Segment 3: Loss Aversion/Scarcity
• 00:22:38 - 00:32:03 - Segment 4: Baader-Meinhof Phenomenon/Familiarity
• 00:32:03 - 00:38:46 - Segment 5: Halo Effect
• 00:38:46 - 00:46:30 - Segment 6: Jay’s Ask for Advice
• 00:46:30 - 00:47:03 - Outro

Podcast Rundown

00:00:00 - 00:00:30 - Clip from podcast

00:00:30 - 00:01:03 - Host introductions

00:01:03 - 00:03:49 - Welcome and introduction to the topic by Judie. A light-hearted discussion about ironing clothes and tips for keeping them wrinkle-free.

Segment 1: Priming

00:03:49 - 00:04:26 - Judie explains ‘Priming’ with an example in video marketing, using music to influence brand perception.
00:04:26 - 00:04:56 - Sian discusses the importance of music selection for her motivational brand.
00:04:56 - 00:06:32 - Jen shares a campaign strategy where pre-existing environmental factors prime audiences for their adverts.
00:06:32 - 00:08:17 - Jay talks about using specific colors and gives an example from Marvel films.
00:08:17 - 00:09:08 - Sian provides a non-visual priming example involving selling eyelashes to a beautician.

Segment 2: Reciprocity

00:09:08 - 00:09:52 - Judie explains ‘Reciprocity’ with an example of offering free content on YouTube.
00:09:52 - 00:11:09 - Jay shares tactics like offering free content with a link to a paid version and his experience with free donuts on National Donut Day.
00:11:09 - 00:12:59 - Jen discusses the principle of reciprocity from Robert Cialdini's book The Psychology of Persuasion and mentions the associated risks.
00:12:59 - 00:14:44 - Sian talks about her experience with reciprocity in her not-for-profit work and pilates studio.

Segment 3: Loss Aversion/Scarcity

00:14:44 - 00:15:14 - Judie explains ‘Loss Aversion’ with an example of ‘Don’t Miss Out’ tactics.
00:15:14 - 00:17:52 - Jen discusses its use in Instagram videos and Google Ads.
00:17:52 - 00:18:37 - Sian talks about the use of FOMO.
00:18:37 - 00:18:54 - Judie explains ‘Scarcity’.
00:18:54 - 00:20:31 - Jay shares his experience with FOMO in his donut shop business.
00:20:31 - 00:22:38 - Sian emphasizes the need for authenticity and transparency when using scarcity tactics.

Segment 4: Baader-Meinhof Phenomenon/Familiarity

00:22:38 - 00:23:38 - Judie explains the Baader-Meinhof Phenomenon and its importance in marketing.
00:23:38 - 00:26:44 - Jen discusses moving from a 7-point to an 18-24 point system for building familiarity and creating urgency.
00:26:44 - 00:30:20 - Sian shares how familiarity works in her consultancy and pilates studio, and gives an example with KC’s in Douglas.
00:30:20 - 00:32:03 - Jay talks about a BiteSize coffee photoshoot promoting the ‘grab and go’ concept.

Segment 5: Halo Effect

00:32:03 - 00:32:49 - Judie explains the ‘Halo Effect’ with an example of using influencers.
00:32:49 - 00:34:04 - Jay discusses the influencer effect and authenticity.
00:34:04 - 00:34:37 - Judie mentions the risks of using cel