![]() We all have permanent shopping bags by supermarkets, but we often only remember the bags when we get to the checkout counter. Most people drink cocoa in winter, after a long day. ![]() ![]() KitKat and cocoa would be a less effective hook because cocoa is a beverage that has a seasonal and timely purchase time. KitKat and coffee work because you buy them at the same counter. It will be ineffective if a hook is triggered at an inopportune time. Then you have to think about the timing that hook will be triggered. First, you need to find a link that works as an unconscious hook. A trigger may seem like the most straightforward part of the framework. ![]() At first glance, this may not seem linked, but when you consider the tagline for KitKat, “Have a break”, and link it in a campaign with coffee breaks, you see where the trigger can become a powerful hook. Triggers are unconscious hooks that bring our brand, product, or service to mind-for example, KitKat and coffee. ![]()
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