When To Use Bandwagon Advertising?

“Every time a message seems to grab us, and we think, ‘I just might try it,’ we are at the nexus of choice and persuasion that is advertising.” – Andrew Hacker

 

There are around 20 different types of advertising techniques used by companies. Bandwagon advertising is one of those twenty techniques and marketers use it to convince people to buy a product or service. 

 

The logic behind this technique is simple. People are given an idea that if they are not using a particular brand then they are missing out on something great in life. If people think that a product is used by many then they ought to buy it. 

 

Bandwagon advertising convinces people that they are losing the fun because they are not buying a product. It is based on persuading people through the number of consumers rather than facts. 

 

As quoted by Seth Godin – “Facts are irrelevant. What matters is what the consumer believes.” Consumers will forget the facts about the product but they will always remember that millions of people are using that product. They will feel left out and this is what advertisers want people to feel. This feeling will persuade people to visit the store or online site to purchase their product immediately. 

 

Also Read | Guerrilla Advertising

 

 

When should companies use Bandwagon Advertising?

 

Companies must look out for the market they are thinking of targeting. If such a target market wants to be popular or become a part of a famous group then bandwagon advertising is recommended. If your audience wants to be cool then this technique will do wonders for a brand. 

 

Also, if you think that your audience is incapable of making purchase decisions and they form their decisions based on what others think then bandwagon advertising is the best option for you. 

 

As stated above, if people feel that they are missing out on something they will join the trend and become a part of it. People feel no issues in being a part of the crowd if it is in trend. Given below are some of the situations in which this technique will be effective:

 

• Emerging trends influence people to follow it. Like nowadays the whole society is adopting organic food habits.

 

• When the audience cannot figure out which product is the best.

 

• When a new or unfamiliar product is introduced in the market.

 

• When the audience is looking for something that is connected with many people at large.

 

In the above situations bandwagon advertising will be suitable. This technique can be used to persuade people of different ages, different tastes, different preferences etc. 

 

The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.” – Leo Burnett

 

When marketers create advertisements they use visuals and communication methods that will engage the audience and make them believe what they are seeing. Images, phrases, everything should be realistic and all of it should convey that a large number of people are already buying the product and are satisfied with the performance. 

 

The main purpose of bandwagon advertising is to show people that they need to buy the product or service as so many people have already bought it.

 

Also Read | Display Advertising 

 

Examples of Bandwagon Advertising

 

We know what bandwagon advertising is by now. Let us look at different examples of this propaganda advertising.

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Examples of Bandwagon Advertising

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• Maybelline

 

It is a cosmetic brand which has a different range of lipsticks, eye makeup, foundations etc. One of its most favorite products is Mascara. It is bold and very chic. Maybelline claims that their Mascara is America’s favorite mascara. 

 

It is said that their product has become so popular in the world not only because of its quality but because of the feeling of patriotism attached to it.

 

• Oral B

 

It is a toothpaste brand and it has gained the same patriotic appeal as Maybelline. Oral B is widely used and immensely popular in Australia. Its tagline Australia- you have made the switch clearly states that Oral B has captured the whole Australian market.

 

• Barack Obama

 

His ideals and principles and especially his line- “A new beginning”  has communicated so much. It is believed that without him America will be doomed. Barack Obama is America’s ticket to a great win. 

 

• Donald Trump

 

His line- “Make America Great Again” has won the hearts of every American. He is considered one of the most powerful and influential leaders of all time. He has been successful in making America the greatest economy in the world. His line gives the idea that if he wins then America will be back on track.

 

• McDonald’s

 

This huge burger brand has captured many countries across the globe. India, America, Australia, and many other Asian countries have McDonald’s. 

 

They host so many time-limited offers that people get on their toes immediately and run to the nearest franchise to get their favorite stuff at low prices. Their happy meals, which offer free toys to kids, is one of the most popular products.

 

• Tony Robbins

 

He is an icon of self-help and his marketing skills are so top notch that in all his conventions tickets are sold out even before the show commences. These tickets are worth thousands of dollars and people are always rushing to get tickets before their prices are raised.

 

Also Read | Covert Advertising

 

These are some of the examples of Bandwagon advertising. It is clear that this technique can be used by brands as well as people to promote their products and ideas. People want to grab all the opportunities and ads help them to decide and act quickly.