The Big Mac Lesson
I was reading a marketing blog recently and came across this statement – it’s easier to get someone to eat a Big Mac than it is to convince them it is a smart food choice. The point being it is easier to change behavior than attitude. We all exhibit behavior that runs contrary to what we might believe or admit is the “best choice” in a perfect world. But the occasional Big Mac, or pull at the slot machine, or even the upgrade to the red convertible are all part of what makes life, well … life. It’s why marketers spend millions of dollars on advertising, because as consumers we are all susceptible to making choices because it just sounded like a good idea at the time. So if it is easier to change behavior than attitude, shouldn’t that be our focus in a time of strained marketing budgets where every dollar counts?
All this got me thinking about how to apply this to senior living marketing. What’s the attitude and what’s the behavior? We certainly know the attitude – “I’ll never live in one of those places,” “That’s for old people.” “I’m not ready.” But what’s the behavior? For senior living marketers, I’d suggest it isn’t necessarily a move to the community as it is the action of exploring it in the first place. Our ads, invitations and web sites aren’t going to change their minds, but they can get them to ask for more information, come to a seminar, call for pricing or attend an event. We can attack the behavior of putting it off by giving them reasons to do something now. This is why event hosting, and, yes, free lunches, are such strong tools in senior living marketing.
How can you amp that up in these tough times? Can you find an interesting speaker, can you hold your event at a trendy restaurant, can you provide access to valuable information or can you help them help a charity? Ask yourself, what will it take for someone to say, “Okay, I’ll try that,” even if they are still thinking, “But I’ll never move there.”
And think about the lesson of the Big Mac. Just because I say they’re not good for you doesn’t mean I haven’t eaten my fair share and enjoyed every one!
Suggesting senior consumers investigate, explore, discover something gives them a much easier behavior to pursue – and emotionally much safer too – than suggesting they consider making a decision to to actually buy. It’s not just low pressure persuasion. It also comes with a much higher probability of success.
I’m glad you included this post in your “10 Posts You Might Have Missed” list — I did miss it, so I appreciate the second chance!
I think your strategy of focusing on behavior instead of attitude is a good one. People are proud, and perhaps Depression-era / Greatest-Generation-era people are even prouder than most. To get them to change an attitude is essentially getting them to admit they were wrong about something, and that’s a difficult place for any marketer to start! By asking them to change a behavior — visit your community, participate in an activity, collect information — we can put them in a position where THEY can change their own attitude. When the decision is theirs, pride remains intact.
Great post!