Most marketing experts will tell you that your message truly matters, and that you should work to craft the right one over time. But sometimes even the smallest tweaks to the simplest message can make all the difference in the world. Today we show an example that is very simple yet very telling in how a change in tone and message can dramatically increase results.
A recent post by Kelly Spors on Independent Street from the Wall Street Journal showcases a recent study done by the Stanford Business School in which they found that referencing time was more effective than monetary value in a marketing message or campaign. Their example? Setting up kids with a lemonade stand, then featuring different messages to see what would be the best. As it turns out, the message on the lemonade sign, ““Spend a little time and enjoy C&D’s lemonade” was the most effective and drove the most revenue. Customers also reported linking the lemonade more. It also brought in twice as many passers by than messages tied to money.
As the economy changes, so too will people’s marketing messages. This innovative approach suggests that sometimes value doesn’t always win out over other topics, and is a great example of how slight changes can make all the difference.
What messages have you found to be effective? Do you often go outside the traditional marketing boundaries?