In marketing lingo, the WOW factor is the consumer’s first impression of a new product. It is involves originality, surprise, and coolness. It makes you want to tell your family and friends. And by sharing the WOW, a little coolness rubs off on you. Buzz marketing, viral marketing and word-of-mouth WOM marketing all flow from the power of WOW. But is that enough to make something sell? Sell well?
WOW marketing is certainly desirable to get people to stop, look and listen. But while it may bring the eyeballs, like the craning necks at a good pile up, will people take a second look and buy into the WOW? How satisfying is a look, anyway?
Remember the ad “Where’s the beef?” People want to take a bite.
We see the WOW factor all the time on the internet. People will flock to the latest Techcrunched website, maybe even use it for awhile– but it often fails to become a needed experience– and the crowd will easily move on to the next WOW thing that comes along. The WOW does not stick to the ribs. It’s cotton candy at a carnival. Something is missing.
WHERE’S THE YUM?
What’s missing from the steel sandwich is the YUM factor. The YUM factor satisfies some real need and makes us return for more– again and again— it’s an experience we want to repeat — like eating our favorite food.
Here are some examples of the difference between WOW and YUM:
- WOW attracts interest, YUM builds loyalty
- WOW makes for fads, YUM makes for fans
- WOW is a logo, YUM is a brand
- WOW is the miniature desk dart board you got for Christmas, YUM is the desk
- WOW is a museum, YUM is a bakery
The Internet certainly serves up a good WOW feast— but there’s not much good eatin’, Maynard. Is the web weening us on WOW? Are we becoming a virtual WOW consuming society– willing to sink our teeth into the sizzle instead of the steak, satisfied with the appearance rather than the substance, pleased enough with the perception of truth? WOW, that would be a shame. Pass me a zestimate and a can of WD-40.
Related Posts:
How to Give Value and Create Demand
[tags] marketing, wow factor, advertising, yum factor,
It seems that with the right advertising approach the advertiser can sell everything. The main is to know human psychology.
At least once.
Loved the steel sandwich, glad it is not on me to eat. That first bite would be beyond me.
LOL
I heard the term “shiny, blinky things” at the ad:tech conference — things that catch the eye but don’t have any utility or value.
“Pass me a zestimate and a can of WD-40.”
Quote of the day!
Especially since I am so sick of consumers thinking that a zestimate is worth anything. Yes, it has “wow” because it is so fast and easy, but it is worthless…
Is value in the eye of the beholder or in their stomach?
“Is value in the eye of the beholder or in their stomach?”
Too funny! I’m going to have to add your blog to my BlogLines account and keep an eye on you.
Good analogy. Love the shiny blinking things comment…boy can I relate!
Much appreciated Scottsdale.
You can eat a steel sandwich…marinate it with WD40.
Obeoman
steven.stearns@obeo.com
It still won’t be Yummy.