Would you prefer a frozen meal or a TV dinner?
Well, actually, they’re the exact same thing.
But I bet you’d pick a TV dinner over a frozen meal anyday. Being able to imagine that you’d use a certain product during a specific time in a specific place does wonders in convincing you to buy that certain product. A frozen meal is a product, sold to you straight. But a TV dinner is an experience, a familiar one at that and it can evoke that sense of familiarity with you, the viewer.
If a brand made me imagine eating their product while I was watching my favourite primetime show, chilling back on my sofa after a long day at work, I’d be more keen to choose their product over a plain frozen meal. Giving the customer a sense of time and place of how to use and enjoy the product can elevate a product from others even if they’re the exact same thing.
The easier it is for your customer to imagine their life with your product the more likely they are to buy it.