Marketing Tricks That Use The Halo Effect To Sell More

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If there is one area in which money and ingenuity are invested in industrial quantities, it is marketing. One of the most valuable resources in marketing is, precisely, the deep knowledge of the Halo Effect.

Its concrete application can be summarized in a series of strategies, tricks and techniques that companies use to generalize positive impressions towards their brand? and also to minimize the impact of negative impressions, if necessary.

The first impression counts... and a lot

It is vitally important for the company to adequately plan the different public and communication aspects. The consumer's first impression determines to a large extent whether or not they will trust that product or service in the future.

The communications team must therefore be careful and not leave anything to chance. Negative first impressions must be avoided at all costs, as they can be a burden for the company for many years, and the importance of building a complicit and symbiotic relationship with customers must be known from the very beginning. This translates, for example, into a packaging design that has been thoroughly examined and assessed from various points of view.

Nowadays, social media is the window for many companies to make an impact and make first impressions on their potential customers. In fact, companies have the tools to deliver their campaigns to the users they want through advertising segmentation.

Linking the brand to the image of a famous person

A clear example of the halo effect in the world of advertising? The practice of linking the image of a celebrity with a brand or product. There are plenty of examples: Risto Mejide with Amena, Iker Casillas with Dentix, Pau Gasol with Banco Popular, Rafa Nadal with Banc Sabadell. But if there is one recognised case that can help us draw valuable and global conclusions, it is George Clooney with Nespresso coffee.

The popular actor's endorsement of the company that makes the coffee capsules is clear: they link the brand to a character known worldwide for his physical attractiveness and sophisticated air. This is even more evident in the latest Nespresso commercial, in which Jack Black appears as a contrasting note.

An incredible and unrivaled product

When a brand manages to create a product that stands out in the market, success is practically guaranteed. And I'm not just talking about success for that specific product, but long-term success for the brand in general.

The most obvious example of this is Apple's iPod. It was a quality all mobile company name list product that delighted users. From this product onwards, Apple computers also saw a significant increase in sales. From that moment on, the company consolidated itself as a giant in its sector, bringing to market the iPhone and the iPad, two products envied by the competition and which further fuelled a halo effect in its favour.

Concluding

In short, the Halo Effect is a cognitive bias that leads us to generalize a series of attributes based on an isolated experience. The first impression, therefore, decisively influences our evaluation of a product or brand.

These psychological principles are a valuable resource for marketers and advertisers, who try to take advantage of them to generate a good reputation for brands through certain techniques, such as associating a product with an attractive and prestigious celebrity.