We’re back with our Total BS Series (Behavioural Science), where team Smith breaks down key insights from behavioural science to help you to make your marketing more effective.
Marketing isn’t just about business to business or business to consumer, it’s about people to people. At Smith, we’ve made behavioural science part of our methodology to help our clients understand what makes their customers tick to drive commercial success.
In this post, we’ll be talking about the concept of framing. To start, we need to introduce what we mean by ‘framing’. Framing is the idea that the same piece of information can be made more attractive simply by changing how it is presented. Framing can make or break sales and we believe that it’s not always what you say, but how you say it. For example, you wouldn’t buy an underpowered car but you would buy a fuel efficient one, right?
Here are some other good examples where brands have used framing to improve their customers’ perception and driven more sales:
Fevertree
(Image credit: Fevertree)
This advert represents exactly how brands can use framing to showcase the value of their product. This advert puts the focus on the tonic rather than the gin and highlights the value of Fevertree to customers.
VanMoof Bikes
(Image credit: VanMoof)
When VanMoof started shipping bikes to the USA, they were arriving to customers damaged so to reframe customer perceptions, they put an image of a flatscreen TV on every box to influence delivery drivers to take better care of their boxes. The result was overnight shipping damages dropped by 70-80% and online sales went up by 80%.
Rebranding is at the heart of framing and changing the frame of reference and how people see your brand can have transformative effects. Changing perception causes a ripple effect so when you successfully rebrand, you can change customer behaviours and in turn improve your overall performance.
At Smith, we know how to strategically frame your message and connect with your target market to deliver results. Here are some examples where we have changed brand names to create work that works:
If customers don’t know what you do, you are perceived as a small business when you aren’t or you are giving off the wrong impression, let us reframe you and we’ll help you create demand and perceived value to hit your business targets.
Get in touch if you want us to help you frame your business to reach the right people.