Wednesday, July 29, 2015
Brand Familiarity Leads to Liking
Research has shown that brand familiarity leads to liking. Prior use of a brand increases its favorability. And sampling (or even touching or otherwise interacting with the product) increases the probability of purchase.
Consider the automobile salesman who encourages the potential buyer to take a test drive. Colleges and universities find that high school students who visit their campuses have a much higher probability of attending their schools. This, along with asset utilization, is why colleges and universities also hold summer academic camps for promising high school students.
I like to buy artwork. The owner of one of my favorite art galleries lets me take home paintings that I like (without paying for them) before I know if I have a space for them on my walls. He knows that if I take them home with me, most of the time I will decide to keep them.
AOL built its briefly very popular franchise (of a mediocre product, in my opinion) by sampling millions of CDs with free access to their online portal. Grocery stores sample food products that they would like you to purchase. And many ski resorts offer new ski demos for a small fee to encourage people to try new ski products and brands.
Many consumer packaged goods companies sample their wares at large festivals. I have tried many free food items at the Xerox Rochester International Jazz Festival.
Tobacco companies gave away free cigarettes to our troops during war time. Not surprisingly, many soldiers came back addicted to smoking.
If you want people to know, like and purchase your brand, get it in front of them as often as you can. Find ways for them to see, touch, interact with and use the brand. This will increase your brand's favorability with them.