Understand Your Buyer > How To Get Attention > The Context Effect
What is it?
The Context Effect is when your messaging changes to reflect, interact or engage with its physical surroundings.
Why does it work?
It works because we notice and appreciate the novelty. By actively referencing the location where the messaging will be read, it’s possible to portray empathy, forethought and capture the attention of your potential client for the want of being bizarre.
How can you use it?
Depending on your offering and where your messaging appears, how can you reference the reader’s surroundings in a positive and playful way? Could you pass comment on something the reader can see next to or near the messaging? Reference the time of day the product/service is used or the events that precede someone using your product or service?
The more relevant, upbeat playful the better.
Example
The famous brand Chanel have their perfume name “NO. 5” on the numberplate of their London delivery van. A very clever and expensive example!
See also
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