Familiarity Isn’t Enough: How Novelty Ignites the Customer Journey in a World of Choice.
The tug-of-war between familiarity and novelty is a constant force in consumer behavior. On one hand, we crave the comfort of the known, the reliable brand or the trusted product. On the other, we’re drawn to the thrill of the new, the innovative experience, the “shiny new toy.” Understanding this dynamic is key for businesses seeking to connect with their target audience.
The Power of Familiarity:
- Brand awareness builds trust and confidence. We favor familiar brands because they feel safe and reliable. Think of your favorite restaurant, the one you always go to on special occasions. It’s not just the food; it’s the comfort, the memories, the feeling of “knowing.”
- The mere-exposure effect: Repeated exposure to something increases our liking for it, even if it’s not inherently appealing. This explains why sequels and remakes often find success, and why certain songs stick in our heads even if we don’t love them.
Why is Novelty attractive and how does it affects consumer behavior? :
- Novelty triggers our brain’s reward system, releasing dopamine and making us crave new experiences. This is why we’re drawn to innovative products, exciting campaigns, and unique offerings.
- Research suggests that novelty can enhance memory, making new experiences stick in our minds more effectively. This is why product launches and memorable campaigns can have a lasting impact.
What does this imply for business leaders?
For business leaders, understanding this “mere-exposure effect” unlocks strategic advantages:
- Brand awareness builds familiarity, creating trust and confidence, while novel marketing campaigns can introduce exciting twists.
- New product launches benefit from familiar elements, easing customers into the unfamiliar with anchors of recognition.
- Loyalty programs reward familiarity, solidifying bonds and encouraging repeat business.
What does this mean for Sales and Marketing?
- Balance is key. The best marketing strategies leverage both familiarity and novelty. Create a sense of comfort with established brands and products, while introducing exciting new elements to keep things fresh.
- Personalize the approach. Understand your target audience’s preferences. Some may be more novelty-seeking, while others crave familiarity. Tailor your messaging and offerings accordingly.
- Innovation within boundaries: Don’t just chase the latest trends; be bold enough to innovate within the context of your brand and industry. This will resonate with your existing customers while attracting new ones.
- Introduce limited-edition offerings, adding excitement to established products.
- Create immersive brand experiences, sparking curiosity and emotional engagement.
- Tap into cultural trends and emerging technologies, offering relevant and exciting innovations.
3 Hacks You can deploy to ignite Your Team Motivation:
- Challenge Comfort Zones: Rotate territories, introduce new approaches, set stretch goals. Create a system to establish growth potential and spark curiosity.
- Reward & Celebrate Innovation: Recognize unconventional tactics, gamify new approaches, offer exclusive perks for exceeding goals through fresh ideas. Make novelty pay off.
- Connect to Customer Value: Frame new solutions as solving customer challenges, share testimonials highlighting the impact of innovation. Show them how novelty helps their clients win.
Most importantly, it’s about balance and nurturing a culture of open communication and experimentation. As you embrace novelty, you can fuel a fired-up team, even a sales team that thrives in any market.
Remember, the goal is to create a lasting connection with your audience. By understanding the complex interplay between familiarity and novelty, you can craft marketing strategies that resonate, engage, and ultimately drive success.
About the Author
Omotola Dorcas is a marketing and business development expert with 9+ years of experience in web3, analytics, cloud computing, consulting, and capacity development.
She is the founder of Virtual Domain Agency, a marketing and business development agency supporting African tech businesses to launch, grow, and scale.
Omotola has a proven track record of business growth and expansion. Her passion lies in supporting the private sector and startups within the business ecosystem through strategy and implementation to achieve their business goals.
