Page 108 - 100 Great Marketing Ideas (100 Great Ideas)

50 MAKE PEOPLE BEHAVE

People remember much better if they have to do something: putting
people into a position where they feel as if they are already using the
product can be a powerful way of getting them to remember the
brand. This isn’t always easy—car dealers do it by offering people
test drives, but for many products this is simply not possible.

One way of doing it is to find a situation where people are already
acting in a way that would remind them about the product, and then
nudge them a little further.

The idea

Right Guard is a well-known deodorant, widely available but with
many competitors. Perhaps surprisingly, there are still many people
who rarely, or never, use deodorant: the problem for Right Guard
was to promote daily use of deodorant in a market where the Right
Guard brand is one of the market leaders.

Accordingly, Right Guard arranged to refit a whole London
Underground train, replacing the straps that commuters hold with
Right Guard cans. Commuters are already aware of body odors—
especially when others raise their arms to hold the overhead straps.
Holding the Right Guard can with arms raised in the position people
adopt to use the deodorant generated a very powerful message.

Naturally, the train’s interior advertising cards and exterior livery
were also converted totally to Right Guard—and it certainly did
no harm that “Right, Guard!” was at one time a common way of
signaling the train’s guard that all passengers were aboard.

100 GREAT MARKETING IDEAS • 99