Something that came up in conversation for me the other day was about watches. It was interesting seeing the reactions of the people around me when I told them that when a watch is in a shop they will always have their hands at 10 to 2. This is designed to entice, a smiling happy watch is more likely to find its way to a happy home.
Then I got thinking, what other marketing knowledge nuggets do I have that not many other people might not know about?
Smiling watch faces.
Most watch brands set their clock faces to 10:10, or somewhere close to that, in their marketing material. This isn’t a rule set in stone and there’s no real reason behind it, however, there are some theories and a bit of research that show watches set this time are likely to increase a customer’s likelihood to buy a watch because it makes them happier, others say that a watch with its hands in this position makes it easier to see all of the features and the brands’ name. You can argue all you want about it, but I think having a happy watch is a lovely technique to think about.
Timex has a great example of this on their website, with all of their men’s watches set to the time (see below). Other brands have a specific brand time they usually like to set, but most brands will require 10:10 for a display.
Bread and milk at the back of any store you go to.
I’m always annoyed at this one and I am a marketing person. When you go to a shop, a layout is predetermined. There are stock layouts that most major brands will have for a first-build shop, this will change over its lifetime as the owners figure out more about customers in particular areas. However, one thing is likely to stay the same: bread, milk, and usually eggs, will be at the back.
This really grinds my gears but I understand the reasoning behind it. These are essential items, you are most likely going to be buying one of these three items at least once a week – I drink coffee so go through milk like it’s going out of fashion. If you know customers are going to come in for it all the time, then surely you’ll put them where it’s convenient? Actually, no. If you are in buying these things at least once a week, then shops will want you to browse other things on your way to and from them.
So they are placed right at the back so you walk through the other aisles and hopefully see something else you like, pop that in your basket, and it is an extra something for the shop owner. You can do this with anything you know people will want to buy because we shop with our eyes.
Logo placement in the bottom right.
This is an interesting one and not something many people realise is a thing. It also stops a lot of arguments about where to place your brands logo or other important information when creating marketing material. Which is a debate I’ve gotten into more often than I’d have liked to.
We, as a majority, read and write everything from left to right and top to bottom unless you are from Arabic countries who work in reverse (this same idea still works you just do it the opposite way). Books, websites, number plates, TV schedules, it does not matter, everything will be positioned this way. So when you are making an advert or promotional material it’s good practice to put your logo in the bottom right.
In fact, I’ll stray away from logos for just a second – the most important information you want read should be at the bottom right, this includes logos, websites, and call to action, it does not matter. Bottom right.
Brand colours in advertising
Wrapping this up with one final technique that I enjoy. Putting your brand colour within your advertising. All the major brands will do exactly the same thing, it reinforces who you are and gets people used to your colour. My girlfriend and I enjoy a game of guessing the brand by its advert before a logo comes up purely through colour and font.
A great example is HSBC. They are well known for dropping their brand colour through adverts – like the one I’ve embedded below. Check out Richard’s red tie, and the red handbag in the first few seconds. There are also red umbrellas, deckchairs, signage, and dresses. I would guarantee these are either the HSBC red or as close as you can get.
There are many more too!
These are just a few marketing techniques used by major brands and things you could probably bring into your own marketing and advertising planning for 2023 and beyond. Hopefully by reading through this you now know some more ways that will help you build your brand and convert visitors into customers.