Guys in their early shaving years are growing more facial hair, and hence, shaving less. That means fewer razor, blade and shave cream sales for Gillette. And since this demographic has more razor-buying years in front of them than any other male market segment, it makes strategic sense for Gillette to get these guys to change their habits, and start shaving more often. But how, especially when it's become so cool to be unshaven?
- Their careers
- The college options for their yet un-conceived children
- Attracting women
- 85% of women prefer to kiss a clean-shaven man.
- 2 out or 3 women said men will have better luck with them, if they are clean-shaven.
- 76% of women would give a longer, more passionate kiss to a smooth-shaven man.
Sure, the campaign may appear a little "tounge-in-cheek," but it beautifully exemplifies how emotions and logic can combine to pursuade a buyer. In fact, it can lead us to ask ourselves some important questions, to evaluate and improve our selling results:
Do you incorporate both the emotional appeal, and the logical support, in your sales and marketing messaging?
Do you know what the emotional factors are, that drive your customers to buy your products?
How can you appeal to those factors in your selling and marketing messages?
What logical components can you use, to justify the emotional decision?
Are there ways that you can combine the logic wtih the emotion, as Gillette has done, for a more compelling message?