A trigger in marketing is ... Definition of concepts, types, application

What affects each person’s decision? How often do people buy items that are completely useless to them? And the most important question is why? Those who are interested in answers will probably be curious to get acquainted with such a concept as a trigger. In various fields, it has a different meaning. However, now we are talking about a method of influencing the audience.

Clarification of the concept

Triggers in marketing are special psychological techniques that motivate people to perform a certain action right here and right now.

Such influence can be produced through the Internet, print media, ordinary advertising banners that can be seen in every city, and many other sources. The main thing is that people really react to such signs exactly as it is intended by the manufacturers. In marketing, triggers are not just a part of advertising, but truly thought-out and proven psychological methods of influencing people.

You can find out how they work and how to avoid another trap from the proposed material.

general information

In marketing, a trigger is a specific message that psychologically encourages a client to take a specific action. The word itself is borrowed from the English language and translates as “trigger” or “provocation”. In other words, in marketing, a trigger is nothing more than an incentive, a kind of challenge.

Those who really understand the features of this concept, use them as a provocation of the audience to perform a certain action. For example, to purchase a completely unnecessary toaster and other items.

Of course, this principle is in great demand not only in marketing, but also in business. Although the very concept of “trigger” refers primarily to psychology. In this area, it means the instinctive reaction of a person to an emerging stimulus.

For example, while you were standing in line at the checkout, suddenly from afar you heard the motive of a familiar song. Against this background, you were upset, remembering the old days, and even burst into tears. But in reality this is just an ordinary song. In this situation, it is the music that acts as the trigger. There can be many similar provoking factors.

Trigger Assignment

At its core, this concept means a means of manipulation. If a person understands quite clearly what exactly affects his behavior, then he does everything consciously. In marketing, a trigger means a technique by which you can even change the client’s perception of the world around him.

Through a similar impact on consumers, a company can achieve:

• sales growth;
• prevent any objections from buyers;
• attracting the maximum number of potential customers;
• increase conversions.

As you know, all people are completely different. So the ways of influencing them should also be quite diverse. For example, for some people, when shopping, it is important that the cost is relatively low, and vice versa. In addition, a person can acquire a thing only because he does not have time to think or he really liked it.

According to statistics, more than 90% of purchases people make, guided at this moment only by emotions. Only with time does a person understand why he acquired a particular item.

Psychological triggers in marketing

Selling tricks affect the human instincts associated with greed and fear. They start psychological processes, pushing the client to the necessary action. It is generally accepted that triggers positively affect the level of sales. Yes, this is definitely so. Using special templates and triggers, the company has great chances to make a one-time sale. However, as a rule, she does not have to count on more.

In sales, psychological triggers influence and shape the actions of a potential client.

• Those who talk about huge discounts and sales push people to careless purchases. For example, most buyers with great pleasure will visit a store that has an advertisement of "-50%".
• People will be much more likely to go where they will receive the necessary attention, as well as show high-quality goods and affordable prices. Similar behavioral habits also lead to the formation of triggers.

If the buyer was satisfied, this at times increases the likelihood of him returning to the store. In addition, the next time he can come with friends, attracting new customers in this way.

Features of using triggers in marketing

It is very important to understand why these or those marketing moves are specifically applied in order to be able to competently own them.

In addition to the psychological impact and the imposition of goods, in marketing triggers are also used to attract the consumer, building friendly relations with them. So, after completing a purchase, a customer can be given a form with a survey relating to the just purchased item. This form of communication with the buyer is called a trigger program, and is often found on the Internet. It helps to build relationships with customers, while raising the store’s rating.

In addition, a trigger can be called a situation when a consultant advises a potential buyer of a product. Indeed, in this way, the seller is trying to push a person to a specific action, setting him in a certain way. This category of selling triggers includes SMS mailing and letters informing about the arrival of a new product, special offers and discounts. Being nearby, a person can go to the store and make a purchase precisely after receiving the information. The bell as a psychological trigger is used by many modern insurance companies. And despite its unpretentiousness, it brings good results.

In advertising, various techniques are also used, but in this case it is not just about the incitement to action. This is an offer to which the client must immediately respond and buy the product described today.

Only one thing is important - do not use a lot of psychological triggers at once. After all, customers are far from stupid and will immediately realize that they are trying to put pressure on them.

So ease in trigger companies is one of the key factors. Such techniques are not just the essence of marketing, but also a significant part of the entire psychology of sales.

The impact of triggers on business

The manufacture of high-quality products is far from always the key to successful trading. You can talk about a huge number of small companies that offered customers high-quality services, but still went bankrupt.

Today, advertising and all kinds of PR companies play a significant role in the number of sales, which involve the use of a variety of methods to attract attention.

The most common marketing techniques include several types of triggers.

• Clarity. In other words, potential customers should clearly present the product and the possibility of its purchase.
• Simplification of the buyer's task. It’s probably no secret that man is a lazy creature by nature. It’s hard for many to even fill out a simple form. That is why most people are much more willing to respond to offers in which the number of fields to fill is minimal. And the list is supplemented by a ready calculation of the total cost. There is such a trigger in network marketing.
• "Herd feeling." Many people tend to doubt their choice and the need to acquire it. But if a potential buyer knows that a lot of customers have bought the proposed product before him, he will have a feeling of reliability. As a result, a person will cease to doubt and will acquire a thing he likes more willingly.

Trigger Examples

For the competent use of marketing techniques, you must have a good understanding of the psychological characteristics of your customers. Professional marketers are so proficient in these skills that many people are not even aware of being trapped.

Understanding the various types of triggers will help their examples.

• Exclusive. Few people are able to refuse an exclusive offer or a unique product. That is why on the network you can often find VIP and Pro inscriptions - these simple words can easily lure potential customers.
• Limited time. If you inform the buyer that the product he has chosen can be purchased at a bargain price only at a certain time, for him this will be a good impetus for the transaction. This trigger is particularly effective against scarce products. Indeed, a potential buyer will have a certain impression: if he does not purchase this product, he will miss his chance.

• Gift. Anyone likes to receive gifts, especially when it comes to free offers from companies. In business, such presentations often become excellent provocateurs for transactions. This category includes free consultations, all kinds of discounts, special offers, newsletters with useful information.
• Indication of the number of sales. Often in advertising or on the pages of online stores you can see that more than 4000 people have already bought a certain product or 1867 customers have signed up for a consultation. It is this type of trigger in marketing that often encourages people to do the same as these lucky ones in order to keep up with the fashion trend.
• Managing human weaknesses. Having analyzed in detail the instinct of greed and the desire for gratuitousness, trigger marketers decided that huge feelings could be made on these feelings. For example, extremely effective sales tricks are promotions, like “two for the price of one” or “50% discount on the next product”. All people love free gifts, so often when they see such an inscription, they simply stop thinking. But in reality, such promotions are only beneficial for sellers, since with such purchases the average check size increases. In this category of triggers can be attributed all sorts of draws and contests.
• The game is stereotyped. In the subconscious of each person, various habits form over time, which as a result affect his choice and actions in relation to different phenomena. For example, many people are confident that Chinese products are of poor quality, which is why they quickly break down and become unusable. Such stereotypes are often used in marketing as prejudices.

The most popular varieties

• Maintaining intrigue. In sales, this trigger works almost flawlessly. Such an exquisite method can easily improve trade without attaching money to it. An example is the situation when at a seminar the students are told that in the next lesson they will share extremely valuable information with them in a certain area. Or during a telecast, viewers are informed that at the end of the episode they will learn the whole truth. There can be a huge number of similar examples. The intrigue in marketing acts as a kind of hook on which absolutely all users fall at least once.
• Bestseller. Such labels often decorate those products that have long been interesting to no one. Indeed, among potential buyers who saw such an inscription, the desire to get acquainted with the products closer increases. Such a trigger is often used in stores, on the shelves of which you can meet the goods from last season.
• The confirmation. To attract the maximum number of customers and increase sales, it is extremely important to argue about product information: whether it will benefit or solve a particular problem, save time or money. Any seller needs to demonstrate the benefits of buying their product. In other words, it is extremely important for him to push a potential client to make a decision using a trigger.

How to correctly use marketing techniques?

If you are eager to stand out among your competitors, while having a unique offer, correctly present it with simple triggers.

• Tell us exactly how your product helped you;
• Share the positive experiences of your customers;
• clearly show the real pictures of your users;
• Do not try to copy other people's advertisements, write with your own hands;
• talk about your product as if you really need it at the moment.

Other types of triggers

In addition to selling marketing techniques, you can use other, no less successful methods:

• storytelling - enticing stories about the provided services, goods that can attract other people to sales;
• all kinds of entertainment - videos, games, vivid pictures - all this delays visitors to the site;
• professionalism - the constant acquisition of qualifications, knowledge, skills;
• everything new - interesting information, trendy products, fashion trends;
• Warranty obligations - product quality, money back, free after-sales service - all this forms the customer’s trust in the seller.

All described triggers are highly effective, which is proved by professional marketers.