Try this Tactic from Target to Capture Your Customer's Attention
Have you ever gone to Target?
Silly question, of course you have.
And have you ever left Target with stuff that you didn’t plan on purchasing? And we’re not talking about normal items like soap or milk or plastic bags either - I’m talking about all the cute and funky stuff that suddenly finds its way into your cart and you have absolutely no idea who put it there.
These items usually live in a section that is strategically placed next to where you have to walk in order to get to the essentials.
It’s funny - they are staged in a way that the lighting is different, the whole structure of the area is different, and it catches your attention. Whether their designer is Nate Berkiss, Heart and Hand, or a fall collection of items, it makes you take pause.
Like a group of sirens luring ill-fated sailors to their inevitable deaths, these items call to you. They catch your eye, lure you in to touch them, pick them up, run your hand along its length - and suddenly you feel different.
While you may not have come in for a serving bowl or a wooden trug or cactus pot, you suddenly need to have it. Your emotions override your logic, and your heart full and fluttering of happiness at this item compels you to purchase it.
We make purchase decisions based on emotions first, then logic. Marketers know this. You may find that you had a good reason for buying that serving platter shaped like a philodendron leaf (“I was needing a piece for my coffee table anyway!”) but the logic is shaped to fit the emotional decision. Just ask any man regarding purchases of big screen TV’s and drones and new iPhones - you’ll find the same logic only comes around after the emotional decision to purchase.
How does Target do this? They know their target demographic (ha! Didn’t even plan that pun) and know exactly how to cater to them. It’s no mistake that every couple of months the trendy and bougie and cute items are changed out for a new set of items, each more alluring and exciting than the last. I guarantee you they pay attention to Etsy stores and Instagram accounts to find out what is trendy, what colors to use, even how to display them together to make people want them.
They play on your emotions, getting you in there - and then it’s like shooting fish in a barrel. As soon as you walk by and you see that flash of Millennial pink, it’s all over my dear.
In the same way, you need to present your flowers to your potential customers by playing on their emotions. You don’t have to beat them over the head with your advertising - but you have to make it so that they have to have an encounter with them.
Like getting a customer to walk past an end cap of cute items on sale, you need to make your customer scroll past your post on Instagram and Facebook. And if your post is interesting, popular, eyecatching or funny enough, there’s a high chance of a sale afterwards. You just need to get your foot in for a moment to grab their attention.
Perhaps you have your flowers posted front and center of your website, or you fill up their feed with flowers, or you send them a snap every day of your flowers. Whatever your strategy, your job is to be like Target and always be putting product in front of your customers, demonstrating how it can make their life wonderful and better, and waiting until your customers start feeling that need, that unmistakable want for a spring seasonal bouquet with poppies and fancy daffodils that consumes them and drives them mad. It will happen, I promise.
Remember, emotions come first- logic comes afterwards. If you grab your customers by the heart, you cannot lose.