A friend of mine recently co-founded the Alewives Podcast to celebrate “beer, history, beer history, and the women who make them” and that’s got me thinking a lot about beer marketing and advertising.
The Coors Light “The Official Beer of Being Done Wearing a Bra” advertisement above stands out, as many have commented, because it’s a far cry from the usual “beaches and bikinis” portrayal of women we often see in mass-produced beer advertising.
But while everyone is focused on the end, where she takes her bra off as a relaxing (and non-sexual) gesture, I noticed two things earlier in the advertisement that are also strong signals to women:
:06 mark: As she takes off her shoes, we see a bandaid. If you’re not familiar with the “heel bandaid” they are worn because the backs of some shoes rub on your actual heel and it causes pain and blisters. It’s very common with high heels and thus something many women can relate to. Side note: If you can relate to this, heel grips are a beautiful thing.
:03 mark: I could be wrong about this one since we don’t see a dog later in the ad, but the painting of the dog on the wall looks like it came from a “Paint Your Pet party” to me. These parties are where people bring their own food and drinks and take a class where they learn to paint. They tend to be especially popular with women.
And there are a couple of subtleties when she opens the fridge (:10 mark) that are worth noting:
There is a bottle of white wine that she reaches past to get to the Coors Light beer, subtly offering a contrast to the traditional expectations that women reach for wine to relax.
The fridge has fruit juice, salads, some sort of takeout, and an apple in it. While I’d argue fruit juice isn’t healthy, the foods we associate with health around the Coors Light cans in the fridge gives the beer an association effect of healthiness.
While I recognize there have been some criticisms of the ad, I think it’s a well thought out, well-executed advertisement by Coors Light and Leo Burnett.
Obviously I had way too much fun analyzing their sales pitch. Let’s break down what they did.
What we thought was going to be a simple task of having a contractor come over to our house and provide us with a quote for remodeling our bathroom turned into a two-hour high-pressure sales pitch from two salespeople, including a slide deck, videos, and a lot of sales tactics.
After they left, my husband started laughing and said, “I want to see your notebook.” “Why?,” I asked. “Because I saw your face crack into a smile and furious writing, and I know you.” Dang, I guess I’m not as sneaky as I thought.
So, without further adieu, here’s my notebook:
Obviously I had way too much fun analyzing their sales pitch. Let’s break down what they did.
Not listed on my notes, but one of the salespeople had a printed-out sales prompt form. It was multiple sheets, where he filled in our responses to questions like “What’s important to you in a company you work with?” At one point, he set it down next to me, and I was a little too obvious in looking at it, so he picked it up and moved it. Bummer.
Near the beginning and right before they gave us the quote for our bathroom at the end, they showed us the “national average” price for a bathroom remodel.
This is a technique called price anchoring, where consumers tend to over-rely on the first price they hear or see. In most cases, this is used to make someone think they are getting an amazing deal. A good example of this is furniture stores, where they show the “list price” and then a much lower price they are asking, which makes the price they are asking seem like a great deal.
In this case though, price anchoring was a fail because their quote for us came in up to 2-3% higher than the national average. I can’t think of any reason they’d do this intentionally, so I’m pretty sure this was a mistake.
The sales presentation began with the question, “What’s important to you in a company you work with?”. This is called priming, getting the customer to say who they are and/or what they value, then showing them why they should buy from you related to who they said they are or what their values are.
My personal annoyance with priming is when a sales person doesn’t change their presentation to the priming points and instead just brings them back up at the end, which is what these two salespeople did (more on this later). To add insult to injury, they did their priming in the most obvious way, “Now let’s look back at what you said you valued” instead of being more subtle about it.
One of the salespeople also showed us a list of their awards they’ve received. This technique is most closely related to the association principle, where someone is attempting to associate their brand or themselves with something of higher value.
The majority of their awards were fluff, primarily a lot of “fastest growing company” awards which don’t really tell the consumer anything, but sound impressive. It’s easy to get “fastest growing” awards when you are just starting out. For example, if you go from one to four employees in a year, that’s a 300% increase.
The list also backfired with us because one of the awards was for being the top seller of a particular product for many years in a row. So we knew later on in the sales pitch they were going to push that product.
Small displays of trust
One technique commonly used by high-pressure sales people is for the salesperson to create a situation where you have to demonstrate a small amount of trust toward them. Why? Because this primes you to trust them in bigger ways later on.
I’ve read about the “Can I let myself back in?” tactic so many times and was actually quite excited to see it live because it’s always struck me as very over-the-top. Here’s how it works:
“Forgets” something in their car.
Tells the customer that they need to go get it from their car.
Asks the customer if they can let themselves back in. Bonus points if it requires the client having to give the salesperson the key to their home to let themselves back in.
Step 3 is where the customer shows trust, by agreeing to let the person let themselves back in.
To be fair, in this case, the guy came back with a large case of samples. If he’d brought this in from the start, that probably would have turned a lot of people off, so I could argue waiting was a good thing. But having seen his sales prompt sheet and the rest of their presentation, I’m convinced this was intentional.
Affirmation (good vs. bad guy)
At one point, I started to entertain myself by bringing up legitimate counterpoints to their sales pitch. And so did my husband. To counter us, the second salesperson said “Now Scott, I can see their point, if that’s not important to them and if that’s their goal…”
Oh that’s good.
The second salesperson was building trust by affirming us and making it seem like he’s on our side. He then argued for us to the first salesperson, but in a backhanded way. Non-academics and young people commonly refer to this as negging.
After price anchoring and showing us our quotes, they moved to three different payment plan options. During this part, they said something to the effect of “now most people go with this one,” which is a social norms argument. Essentially, social norms in this context means you’ll go along with what others are doing because you assume that the majority of people doing something means it’s the right approach.
While it may be true that most people do put home improvement projects on credit, the option “most people” choose is also the one that added 7% interest fees to the total for the project, so it was in their financial best interest to push this one.
Small yes to bigger yes
Similar to building trust and priming, a common high-pressure sales tactic is to get you to say yes to small things and thus walk you into saying yes to bigger things. One of the ways the salespeople did this was after presenting the payment options.
They asked us what we thought after presenting the price and payment options in a variety of ways. We gave very noncommittal answers each time, mostly “We’ll have to think about it.” So they moved to a small yes, by asking “…but if you had to move forward, which of these three payment options would you pick?” The goal was to get us to say which one of those we would pick (small yes) and then move to the final close.
But we didn’t. We just kept saying “We’ll have to think about it.” At this point, I think we genuinely threw them off their programming; they seemed to not know what to do. They ended up giving up and leaving. I “helped” them make this decision by standing up from the table as if to say “Ok, enough.”
They broke the golden rule…
If you’re trying to convince someone of something, start by knowing your target market. As you’ve probably guessed by now, a high-pressure sales tactic was the wrong approach to take with us. And it had the opposite of the intended effect; it made us not trust them.
This is the issue with such pre-prescribed sales pitches; it doesn’t allow the person presenting the material flexibility to tailor it to the target market. Had they taken time to get to know us better at the beginning and had they been able to modify their approach with us based on the cues we were giving, they may have been able to make the sale or at least be considered.
Salesperson to my husband: Don’t you want to be excited every time you walk into your bathroom?