A friend who used to be in the apartment-leasing business tells me that a common trick is to give away free ice cream.
What’s tricky about that? Well, it’s not a cone. Not a little pint of Ben & Jerry’s with a wooden spoon. People come in expecting something small to eat on the spot. Instead, they’re given a gallon of premium ice cream.
Apartment-hunters that see more than a few complexes remember mostly a blur of formica and amenities. The last apartment viewed is the most easily remembered. By giving them ice cream, my friend ensured that her apartment complex was the last one they toured before going straight home. Because leaving a gallon of ice cream in the back seat while you go from complex to complex can get messy.
Yeah, it’s a little bit evil and I’m not sure I advocate being so manipulative. But can you say “giving people ice cream is an evil thing to do” with a straight face? Officer, arrest that woman, she gave me ice cream!
As marketers we focus on driving awareness, consideration or purchase. Are there other behaviors you want your customers to engage in? Sharing your content, talking about your product or even just going straight home?