Why 7-Eleven's Marketing Campaigns Are So Tempting, And What Your Company Can Learn

Why 7-Eleven's Marketing Campaigns Are So Tempting, And What Your Company Can Learn

If you’d like to change consumer behavior, consider how you can create these near-miss situations. Not too long ago, Mr Bean launched their scratch-and-win campaign. Buy a pancake + drink, for instance, and get a scratchcard. I bought such a set specifically because I wanted to take part in the campaign and win something. I got one of those ‘Thank You For Participating’ messages and was disappointed. Some time after that, I visited another Mr Bean outlet and bought the same thing; and was again disappointed. I don’t think I’ll be going back again. Even if I had ‘won’ a 50-cent discount off my next purchase, or gotten a buy-1-get-1-free coupon, I’d have gone back again and again because winning makes me feel good, and it seems like it’s easy to win / feel good.

Full article: https://workingwithgrace.wordpress.com/2017/05/19/why-7-e...

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