Thomas from Ariyh - 🎓 Extraordinary warranties
🎓 Extraordinary warrantiesExceptionally strong warranties (e.g. 10 year warranty for a sweater) are a powerful way to signal high quality for unfamiliar brands and boost purchase intentions.New to Ariyh? Join 7,823 evidence-based marketers for 3min insights 💡 from scientific research 🎓 to get better marketing results 📈 Quick links: Hand-picked job board - Advertise on Ariyh - 1:1 Consulting Today’s insight is brought to you by… Campaign Monitor Growing your email list is a goal for virtually every marketer, but a poor signup form experience can be a huge barrier to subscriber growth. See what goes into building a signup form that converts. 📝 IntroToyota offers a 10 year warranty for its cars. This well above average warranty acts as a reinforcing signal for the high quality and reliability that Toyota is known for. But does the signal also work for unknown brands? Are 100 year warranties credible and effective, or are they suspicious and insincere? P.S.: Hope you all managed to have a break and recharge. It’s good to be back. 2022 is the year I will be doubling down on making Ariyh bigger and even more useful for you. Thank you for being on this journey with me. Let’s make marketing evidence-based! Previous insight: Give your products space (100+ more insights here) Use exceptionally strong warranties to signal high product qualityImpacted metrics: Customer acquisition 📈 RecommendationOffer an exceptionally strong warranty for your product to increase quality perceptions (e.g. 5 years for a phone case, 25 years for a mattress). This is particularly useful if people are unfamiliar with your brand. To maximize the effect, accompany it with a third-party endorsement (e.g. “Best Treadmill” by Consumer Reports, “Best Buy” by Which?) 🎓 Findings
New here? Subscribe for the latest marketing research 💡 from top business schools 🎓 in 3min practical insights 📈 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeLab and online experiments. United States 📖 ResearchDutta, S., Banerjee, S., Johnson, A., & Biswas, A. (December 2021). Overcoming the challenge of low familiarity: Can a weakly familiar brand signal quality with exceptionally strong warranty?. Journal of Business Research. 🏫 AffiliationsMike Ilitch School of Business, Wayne State University; College of Business and Economics, California State University; and Franklin P. Perdue School of Business, Salisbury University. United States Remember: This is a new scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. 🔥 Featured hand-picked jobsA selection of the best marketing opportunities out there.
Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? What else you can get out of Ariyh:
New to Ariyh? -> Subscribe below or read other 3min marketing insights here |
Older messages
🎓 Give your products space
Tuesday, December 21, 2021
The space-to-product ratio effect: use more empty space between products on display to increase their perceived value and beauty. In one of the experiments sales increased 98%.
🎓 Micro-influencers drive more sales (+ a surprise 🔥)
Tuesday, December 14, 2021
If your product is hedonic (eg fashion, high-end electronics), promoted posts from small influencers (10k to 100k followers) drive more sales than those of large ones (>1m followers).
🎓 High referral rewards = worse customers
Tuesday, December 7, 2021
Large referral rewards (eg Get $50 if you invite a friend) boost the referral rate (+750% in one experiment) but lower the average profitability of newly referred customers (-48%).
🎓 Frame your product as the ‘gift’ in a bundle
Tuesday, November 30, 2021
Frame a product as the 'free gift' in a bundle instead of the main product (eg “Buy softener and get Ariel detergent [primary product] free”). Sales were up to 78% higher in a series of
🎓 Far is prestigious, near is mainstream
Tuesday, November 23, 2021
If your brand is prestigious, place products far from the customer or model in an ad. If your brand is mainstream, position them close.
You Might Also Like
Convincing loyal customers of a competitor
Friday, April 26, 2024
Today's hack When people think about giving advice, their desire to be helpful outweighs their supportive bias Supportive bias makes loyal customers of your competitors defend their current product
👀 The MF Who Ruined Search
Friday, April 26, 2024
I'm finally selling out… 😏 (COURSE LAUNCH)
Diamonds are not forever
Friday, April 26, 2024
Also in today's edition: Tight pockets, still; AI fatigue is here ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
🔍 Short Form Vid Structure & Landing Page Tactics
Friday, April 26, 2024
One tip. One tactic. One transformation.
So, about my last email
Thursday, April 25, 2024
My responses to your concerns
Witness the AI power for yourself: Join our training LIVE!
Thursday, April 25, 2024
Let's show you how to use this unique tech to launch yourself light-years of other people struggling generating revenue View in browser ClickBank The broadcast training is going LIVE - Join us here
Jons Growth Journal Issue #3 - why I'm avoiding short form content, side hustle updates, YouTube Channnel
Thursday, April 25, 2024
short form content is the worst.
Alternative to Google Traffic?
Thursday, April 25, 2024
In case you missed it, I was one of the presenters at the "Alt-G" virtual conference put on yesterday by none other than Jared Bauman (host of the Niche Pursuits Podcast). Here's what
Digiday's annual guide to ad-supported streaming services, from the top platforms to marketing spend
Thursday, April 25, 2024
Vetting platforms including Hulu, Netflix, Peacock and others
♦️ Why your brand needs an enemy to grow faster (and how to choose one)
Thursday, April 25, 2024
And how BMW became "The Ultimate Driving Machine"...