Semiotics Tip – Grow It or Shrink It
Semiotics tip of the day: use #semiotics to identify the norms or conventional rules surrounding things, then break the rules.
It’s a great way to get consumers’ attention.
One simple way to find and break a rule is to dramatically alter the size of products. #Consumers have been well-trained by #brands to have a clear idea of what size things should be. We all know what to expect of a can of beans, a bottle of shampoo, a box of laundry detergent, a bar of chocolate.
Examples of rule-breaking:
• An enormous lollipop tree in a London toy shop attracted as much attention from adults as from kids.
• A maker of household products started to issue tiny replicas as gifts with purchase and was surprised by the enthusiasm with which consumers in South Africa began to collect them.
• A hotel delighted guests by placing hugely over-sized, throne-like chairs in its lobby. The chairs were so large that an adult who sat in them appeared to be tiny, a bit like Alice in Wonderland. These chairs were not only fun to sit in, they created a perfect photo opportunity for the consumer who likes to share their holiday on Instagram. In this way, the hotel effectively generated free advertising for itself.
My new book, Using Semiotics in #Marketing, is out 3 March.
The book is available for pre-order on Amazon and on the Kogan Page website, where you can also get a free sample chapter! https://www.koganpage.com/product/using-semiotics-in-marketing-9781789662078
There's still time to sign up for this Masterclass in Advanced Qualitative Methods. Hosted by the Market Research Society, convened by yours truly, with an all-star panel of trainers. https://www.mrs.org.uk/event/training-courses/advanced-thinking-in-qual-jul20 ...
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I'm very humbled and honoured to receive this award, which is made to only a few individuals to acknowledge the size and longevity of their contribution to the market research industry. There will be an awards event later this year and I will share photos.
Independent market researchers: Future-proof your career in research using semiotics. Webinar 25 June 2020
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in association with DR RACHEL LAWES Do you design logos? This exclusive podcast interview is for YOU. Listeners said: "incredible"; "a goldmine"; "I'm definitely buying the book". WARNING: podcast contains weed, video games, the adult entertainment industry and the...