Triggers

When you envision the New Year, what's the first image that pops into your head? Rockets, perhaps? And when you think of a rainy day, can you smell the rain or do a cosy blanket and Netflix come to mind? Do you catch a specific scent when someone brings up their mother's meatballs?

Triggers are cues that stimulate people to think and converse about a particular topic. In crafting a viral customer experience, it's essential to incorporate triggers that provoke customers to ponder and discuss their experiences with others. Triggers can be associated with various aspects of our daily lives, and businesses can utilise these to create connections with their products or services. For instance, the time of day can be a powerful trigger. Morning routines, lunch breaks, or evening relaxation moments all provide opportunities for businesses to present their offerings in a way that resonates with customers' experiences at different times of the day. These are events or stimuli that prompt a person to take action, such as sharing a product or experience.

Triggers can be internal, like emotions or memories, or external, like cues in the environment. By pinpointing the triggers most likely to inspire sharing, businesses can craft experiences that gently nudge customers to spread the word. Triggers are a brilliant way to motivate people to act, share their experiences, and feel more connected to a brand.

Example: Starbucks Pumpkin Spice Latte

The seasonal Starbucks Pumpkin Spice Latte (PSL) serves as an excellent illustration of triggers in action. Every year, as autumn approaches, the anticipation for the return of the PSL grows. The drink's limited availability and its association with fall create powerful triggers that prompt customers to think about and discuss the beverage. As the leaves begin to change colours and the weather turns cooler, people are reminded of the PSL, driving conversations and social media buzz. Additionally, the seasonal nature of the drink creates a sense of urgency, encouraging customers to visit Starbucks to enjoy the Pumpkin Spice Latte before it's gone. This recurring, annual trigger has contributed to the PSL's cult-like status and its continued popularity. So, how can businesses use and create triggers that fuel customer engagement?

One way to implement triggers is to associate the experience with common occurrences or situations in customers' everyday lives. When customers are frequently reminded of a product or experience, they're more likely to remember and talk about it. For example, a brand that creates a clever ad campaign tying their product to a daily routine, like brushing teeth or having breakfast, can set up a trigger that fosters customer engagement. Triggers are all around us, just waiting to be discovered and utilised, even in something as seemingly ordinary as the sky above us.

Example: Hartwall's Original Long Drink

As illustrated in the following example, businesses can find inspiration in the most unexpected places and harness the power of triggers to create memorable experiences for their customers. In Finland, the weather is often characterised by cloudy and grey skies, which can have an impact on people's moods and daily experiences. Recognising this, Hartwall, a Finnish beverage company, decided to use visual cues as triggers to create a positive association with their grey Original Long Drink product.

They launched a campaign called "The greyest day of the year" to emphasise the colour of their product, connecting it to the typical Finnish weather. By celebrating this day (on the 12th of November) with their customers, advertising it on TV and print, and running promotions with their partners, such as restaurants and stores, Hartwall has successfully created a visual trigger between their product and cloudy skies, resulting in customers sharing their experience by posting photos of their Long Drink with references to grey weather. Now, whenever it's cloudy in Finland, which is quite often, people are reminded of Hartwall's Original Long Drink and its association with the grey weather.

Another aspect of triggers involves leveraging existing popular events or trending topics. By connecting a brand or experience to something that is already on people's minds, businesses can naturally encourage customers to share their experiences with others. For instance, a company launching a special edition product during a major sporting event or holiday season can generate a trigger that drives customer engagement by tapping into the existing buzz around the occasion.

Example: Oreo's "You can still dunk in the dark"

In 2013, Oreo, the popular cookie brand, demonstrated the power of triggers by capitalising on a real-time event during the Super Bowl. When the stadium experienced a blackout, Oreo seized the opportunity to create a timely and relevant ad that connected their product to the unforeseen incident. They quickly tweeted an image with the caption, “You can still dunk in the dark,” which showcased an Oreo cookie against a dimly lit background. 

This clever ad campaign acted as a trigger, linking the Oreo brand to the memorable event, which was already on people's minds. As a result, the tweet went viral, generating thousands of retweets and likes within minutes. By associating their product with a popular event, Oreo successfully created a trigger that fostered customer engagement and contributed to the virality of their brand.

Imaginary example: "Spectrum" – a fitness program

A hip, boutique fitness studio that's taken your city by storm. It's a place where people don't just come to sweat it out but to be part of a thriving, tight-knit community of fitness fanatics. But the real secret behind this studio's success? They've mastered the art of incorporating triggers into their customer experience. This fitness studio has a knack for tapping into the power of triggers by creating an experience that's so unforgettable it's constantly on their clients' minds. 

The company strategically incorporates triggers in their group exercise calendar, such as Muscle Mondays, focused on muscle-building, and Tempo Tuesdays for HIIT workouts. These triggers reinforce the importance of attending specific classes and establishing a routine for customers. They devised a special program called the “Spectrum.” This program was designed to reward customers for their dedication, hard work, and progress. Just like in martial arts, participants would receive different colours for their bracelets as they passed certain tests and reached new milestones.

The gym became a vibrant kaleidoscope of colours as members proudly showcased their bracelets adorned with the hues of accomplishment. Each colour represented a significant achievement, symbolising the dedication, determination, and growth of the individual. As customers embarked on their fitness journey, they not only transformed their bodies but also their minds and spirits. The colours on their bracelets became badges of honour, a testament to their unwavering commitment to personal growth. The Spectrum program fostered a sense of community and camaraderie within the gym. Members celebrated each other's successes, offering support, encouragement, and inspiration. It created a positive and empowering environment where everyone felt motivated to push their limits and achieve their goals.

By embedding triggers into their customer journey, this boutique fitness studio has transformed a routine workout into an experience that's not only engaging and enjoyable but also top-of-mind for their clients. These triggers act as conversation starters, encouraging clients to share their experiences with others and generating buzz for the studio. The fitness studio has managed to create a contagious environment that keeps clients coming back for more and spreading the word about their exceptional experience.