Now that you have your triggers in place, it’s time to revisit framing. Do you know what your customers are thinking about? Do you know what influences their decisions? Framing is about giving comparisons that make it easy for customers to assess your value and making it easier to purchase from you. Watch the video to learn about a type of framing known as anchoring.
We tend to rely too heavily on one trait or piece of information when making decisions. We refer to this as anchoring. One form of anchoring you see daily, is pricing. Many brands price items higher around the item they want the buyer to purchase, all to give the buyer the illusion of a good deal.
Example – The Economist’s Subscription Models (2011)
1. Web – US $59.00 One year subscription including online access to all articles since 1997 2. Print – US $125.00 One year subscription to the print edition
3. Print and Web – $125.00 one-year subscription to print edition and online access to all articles since 1997.
Notice how the second offering makes little to no sense? Why would anybody pay the same price for just the print when you can pay the same price for both print and web? This is how anchoring is used to give potential clients the feeling of a ‘bargain’ when they’re shopping for products. Framing is all about the value, not the price.
Step-Change are the smartest marketing agency I know. CEO Ashton Bishop is a great thinker and great presenter and has an abundance / sharing mindset. Highly recommended
02:55 18 Nov 20
I have just completed a six months go to market strategy with step change. Ashton and the team nailed it. Getting to know our business, our customers and staff to build out a road map for success and holding us to account on action items and timelines..! Seeing double diet growth, what more can a business owner want..!
01:18 17 Nov 20
Ash, Ade, Panu & The Step Change Team Are Awesome! From strategy to desgin, they nail the brief every time and always go above and beyond bringing a fresh and innovative approach. They are a pleasure to work with and i would highly recommend them.
05:31 16 Nov 20
Great experience working with the team at StepChange. Very creative and innovative approach - all implemented in a professional manner. And nice people to work with.....
20:33 11 Nov 20
We recently had Ashton present to us at our CEO Monthly Forum in the Hunter Valley (TEC 48). In my 10 years of chairing this forum, Ashton was certainly in the top 3 speakers in all four facets that we measure. Maybe even the best. His presentation was relevant to all members including one with Finance Degrees and responsibilities who said 'Ï normally hate Marketing Presenters as they just rave on, but Ashton gave me so much stuff I can use. He was the best."Other comments included "What doesn't this bloke know about marketing?" And "I now have a better understanding of how marketing should be done and followed through." And it goes on.On a personal basis, Ashton did his homework before he arrived to present and his presentation fitted into everyone of our members needs. Ashton and Step Change would be an asset to any firm or group. I have no hesitation is giving him a 5 out of 5. Well done Ashton and thanks so much