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Marzo 2020 – massimo petrossi blog

Come cadiamo nei tranelli del marketing?

Lavoro nel campo della comunicazione e del marketing ormai da parecchi anni, sia come consulenza alle aziende, sia come agente sul campo. In questo tempo ho visto che uno dei miti più duri a crollare (e uno dei paradigmi del training degli agenti di vendita) è che devi sbaragliare la concorrenza, che tu debba essere più convincente e porti via clienti agli altri.
Questo può essere vero se il tuo prodotto è un servizio one-shot, che una volta prestato avrà soddisfatto per sempre il cliente; ma quando vendi beni di consumo è valido questo discorso?
Forse no.

Un interessante esempio viene dalla considerazione fatta di recente su Quora da Glenn R. Anderson nel suo breve articolo What marketing tricks do people fall for every day (la mia traduzione in italiano è in fondo):


Imagine there is a Coke vending machine on your campus or near your place of business. Let’s say they sell a hundred cans of Coke a day.

Then Pepsi comes along and puts up a machine right next to the Coke machine.

How many cans of soda (or pop for those of you from Western New York or the Great Lakes region) do you think each machine will now sell?

Fifty each? A sixty-forty split?

More likely than not, 200 each.

Why?

Because when there is only one soda machine, the question for the consumer is, “do I want a soda or not?” However, when there are two vending machines, that first question is by-passed and becomes, “do I want a Coke or a Pepsi?”

It is counter-intuitive, but having competitors side-by-side can increase sales of both.

ADDENDUM:

Several people have asked for more details about this phenomenon.

Ask and it shall be given.

This explanation by Ross Wilson in the comments section seems reasonable.

I’ve worked in marketing. And I can’t tell you where it comes from, probably in the common sense category, but it’s definitely marketing 101. We rarely offer one kind of anything for the same reason. It’s not necessarily to sell more, but just to sell. Do I want an X or nothing? Nothing is half your options. Or, do I want an X or a Y? Now nothing is more likely not even an option.

It also works with incentives. Do you want to win a drone or a games console? To do either they have to buy. It’s getting people to choose a preference in the hope they’ll confuse preference with want or need.


Traduzione in italiano:

Immaginiamo che ci sia un distributore automatico di coca cola nel tuo campus universitario, o vicino al tuo posto di lavoro. Poniamo che venda cento lattine di Coca-Cola al giorno.

Poi arriva Pepsi, e installa una sua macchina proprio accanto a quella della Coca-Cola.

A questo punto, quante lattine di soda pensate che venderà ogni macchina?

Cinquanta lattine ciascuna? Si divideranno il mercato 60% – 40%?

Molto più probabilmente, venderanno 200 lattine ciascuna.

Perché?

Perché quando esiste una sola macchina per bibite, la domanda che il consumatore si pone è: “Voglio una bibita o no?” Ma quando ci sono due distributori automatici, quella prima domanda viene superata e diventa: “Voglio una Coca-Cola o una Pepsi?

È controintuitivo, ma avere concorrenti fianco a fianco può aumentare le vendite di entrambi.

AGGIUNTA

Diverse persone hanno chiesto maggiori dettagli su questo fenomeno.

Chiedi e ti sarà dato.

Questa spiegazione di Ross Wilson nella sezione commenti sembra ragionevole.

Ho lavorato nel marketing. E non saprei dirti da dove è venuta, probabilmente dal “buonsenso”, ma è sicuramente una delle 101 regole del Marketing. Per lo stesso motivo, raramente si offre in vendita un solo tipo di qualche cosa. Non è necessariamente per vendere di più, è semplicemente per vendere qualcosa.

Davanti alla domanda “Voglio un X o niente?”, “niente” è la metà delle opzioni che hai. Ma davanti a “voglio un X o un Y?”, “niente” non è più nemmeno una delle opzioni.

Funziona anche con gli incentivi:

“Vuoi vincere un drone o una console di gioco?”

Sia in un caso sia nell’altro, devono comprare.

Si tratta di spingere le persone a scegliere una preferenza, nella speranza che confondano la preferenza con il desiderio o la necessità.

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