What’s your trigger? I’m not talking about what someone may say that sets you off. Instead, I’m referring to the trigger that sparks an impulse to potentially make a purchase. Interestingly, both concepts are somewhat connected. A trigger is an external event or circumstance that elicits a reaction. It can stem from a sight, sound, smell or even being in a specific location.
These triggers often play a significant role in our decision-making process as consumers. For marketers, understanding them is crucial to crafting effective strategies that align with customer journeys.
Think about this: You don’t one day randomly decide to purchase a new car. Something sets that process in motion. Was it the funny noise your current car started making? Or was it the irresistible “new car smell” you experienced in a rental? Triggers like these often serve as the initial spark that propels us toward action.
While advertising plays a role in this process, it’s rarely the sole reason for a purchase. Instead, advertisements often act as amplifiers, gently nudging individuals along their journey. They might inspire you just enough to click a link, visit a store or start researching options. However, the true trigger typically lies deeper, intertwined with psychological and emotional factors. Therefore, understanding the triggers can serve as a solid strategic path or input to creating your advertising plans.
The reason for this is because triggers tap into core human behaviors and emotions, creating connections that drive action. A study published in the Journal of Consumer Research found that the scent of fresh-baked cookies in a store increased impulse purchases by creating an emotional association with comfort and home — something Disney learned a long time ago as they pumped out the smell of fresh baked cookies near their bakery shop on Main Street.
Other times, the underlying psychological component that combines with a trigger to cause action is how some marketers tap into our fears and desires. It could be our desires to be more beautiful, wealthier, healthier or simply having some FOMO (fear of missing out), which is why it can feel irresistible to pass up that limited-time offer or access to exclusive products.
When delving into the customer journey, it’s just as important to learn what someone is thinking and doing as well as feeling when they think about what triggered the need for a product or service. This holistic view enables brands to more clearly follow that journey into what people eventually do to make a purchase, whether it’s researching online, speaking to friends, or go window shopping.
Once you’ve identified your customers’ triggers, the next steps are:
- Map the customer journey: Understand where and how triggers emerge within the broader context of customers’ decision-making process.
- Leverage emotional insights: Use storytelling and messaging that aligns with the emotions tied to your customers’ triggers. For instance, if safety is a concern, emphasize features that promote security and peace of mind.
- Design engaging touchpoints: Create sensory and interactive experiences that reinforce the trigger. If a scent triggers nostalgia, incorporate it into your physical or digital spaces.
By understanding the interplay between external triggers and internal motivators, you can create marketing strategies that reach your customers and resonate deeply with them. In doing so, you position your brand as a solution that meets their needs in both practical and emotional ways. ●
Dean Ilijasic is co-founder of Long & Short of It
