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In marketing, a trigger is a psychological technique used to influence a person’s subconscious mind to encourage a potential customer to take a specific action. Triggers are placed in text, images, video, audio and graphic elements.
Sales triggers are stimuli that evoke emotions (greed, anger, joy, fear, surprise, desire). Spontaneous decisions are the result of exposure to a trigger. Psychological techniques work on the subconscious: they create associations, help to remember positive or negative moments. A person is often unable to control himself and wants to perform an action here and now.
Scarcity
Artificial scarcity is a technique used in trigger marketing to get people to buy goods more quickly. A person is afraid of losing something, especially if they like the product or brand. “Only one left”, “Hurry up and buy”, “Limited quantity”.
Time limit
Another marketing trigger is the time limit of the sale. In this case, the trigger works to set: have time now, as access will be closed tomorrow. For example, “15% off all products only today” on the website.
Fear as a marketing trigger
The need for security and fear: for yourself, for your life, for your loved ones, for the security of your home or your personal data. On the other hand, this trigger can be seen as fear of loneliness or loss. A powerful trigger is fear for one’s own child.
Being part of a larger group
In-group bias is the tendency to favour the group with which you are currently associated. This trigger is used in marketing to attract users with a common problem. Apple users are a great example of a group with a strong sense of community.
Exclusivity
This marketing trigger is called “individuality”. It plays on the desire to be different, to not be like everyone else, to stand out and attract attention. The emphasis of this trigger is that only this product will make the customer feel special. Skilful use of this trigger can attract and retain customers by creating the impression that only this product will make the customer feel truly special.
Nostalgia
Nostalgia is a powerful emotion that takes us back in time, evoking warm memories of childhood, favourite moments and old times. This feeling can create a unique connection with an audience and increase trust in a brand or product. Nostalgia makes people sentimental and builds trust. The same feeling also weakens feelings of attachment to money.
Greed
One of the most common triggers in advertising, reinforced by promotions and discounts. The customer is given the illusion of saving money, but ends up either making a spontaneous purchase or spending much more than planned. To avoid making customers feel manipulated, it is important not to abuse this trigger and to use it wisely.
Marketers use customers’ instincts to subtly control their actions and create the desire to make spontaneous and impulse purchases. Trigger marketing allows you to automate and scale your advertising campaigns. Stelvel Ltd monitors user behaviour on the Internet, analyses the results and gives recommendations on how to use triggers to attract the attention of potential customers.