Bandwagon Marketing Strategy
There are various different types of advertising techniques used by companies for a long time. Bandwagon advertising is one technique marketers use to convince people to buy a product or service.
The concept behind this technique is that people are given the idea that if they are not using a particular brand, they are missing out on something great in life. If people think that a product is used by many, they ought to buy it.
Bandwagon advertising convinces people that they are losing the fun because they are not buying a product. It is based on persuading people through the number of consumers rather than facts. In these situations, consumers forget the facts about the product but they always remember that millions of people are using that product. They generally feel left out and this is what advertisers want to cash on. This feeling persuades people to visit the store or online site to purchase their product immediately.
Talking about the bandwagon effect, one must chalk out a strategy to get the maximum result out of it. Let’s have a look:
*Encourage shares: Bandwagons result from the spread of information. Each time the company posts on social media or sends out a newsletter, brands can encourage customers to share the message. Marketers must be sure to include share buttons in every internal and external communication. They can also encourage employees to share company posts and talk about their own experiences with the brand.
*Feature testimonials: This works like magic. Reviews and testimonials can promote positive images of the product or brand. Nowadays most brands encourage customers to share their experiences through website reviews or ask them to write a testimonial about how the product impacted them. This tactic is a well-established way of how brands can capitalize on the influence of customers and create trust between the brand and other consumers.
*Display the numbers: Let the customers know how many followers the company has on social media platforms, the number of readers who visit the blog or members who enjoy the company’s services. Brands can assure them that the company listens to and interacts with its customers by following up on comments and engaging readers in conversation to cultivate a sense of community. These practices can help encourage customer loyalty, which can counteract the unpredictability of the bandwagon effect.
*Leverage influencers: Brands should not underestimate the power of celebrity influence. Hence, a partnership with an influencer to promote brands and products is a win-win game. These actions may help cultivate a sense of belonging and satisfy the urge to mimic someone the consumer respects.
*Know the trends: It’s always a good idea to stay ahead of the current trends and understand how they work. Marketers can work to capitalize on a trend or movement by shifting the brand’s focus or message to reflect it
*Reflect on the company’s goals: Connecting the marketing strategy to the company’s overall goals can help companies use the bandwagon effect well. The company’s target audience might have unique motivations that influence how they react to the bandwagon effect.
Overall, one might decide which bandwagon motivations to apply, such as belonging or efficiency and direct the campaigns to reflect those attributes. That way, the strategy can have a positive effect on the company’s products and revenue.
Many brands and digital marketing agencies have used the bandwagon effect in their campaigns to succeed using similar strategies. Let’s have a look at a few of them:
Maybelline: This is a famous cosmetic brand which has a different range of lipsticks, eye makeup, foundations etc. One of its most favourite products is its Mascara. Maybelline claims that its Mascara is America’s favourite mascara. It is said that their product has become so popular in the world not only because of its quality but because of the feeling of patriotism attached to it.
Oral B: It is a toothpaste brand and it has gained the same patriotic appeal as Maybelline. Oral B is widely used and immensely popular in Australia. Its tagline ‘Australia- you have made the switch’ clearly states that Oral B has captured the whole Australian market.
McDonald’s: This huge burger brand has captured many countries across the globe. India, America, Australia, and many other Asian countries have McDonald’s. They host so many time-limited offers that people get on their toes immediately and run to the nearest franchise to get their favourite stuff at low prices. Their Happy Meal, which offers free toys to kids, is one of the most popular products.
