Episode #14 – Disrupting schemas to get people talking and a case study on Bigelow Tea
I’m joined by wingman Jack Campisi (a.k.a ‘Social Jack’ or ‘Maverick’) on the video podcast.
Here is a rundown of the video podcast:
– What is a schema?
– We talk about the concept that has been explored by Steve Knox and the folks over at Tremor.
– Jack talks about a Purple Goldfish Experience with Bigelow Tea.
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What is a schema?
It turns out that our lizard brain remains typically in a static state. It relies on cognitive schemas to figure out how the world works. Your brain recognizes patterns and adapts your behavior accordingly. It basically doesn’t want to have to think. For example, every day you get into the car and you know instinctively to drive on the right side of the road. Fast forward and you’re on a trip to the UK or Australia. The first time you drive on the left side it throws you for a loop. Its disruptive to your normal driving schema and it forces the brain to think, thereby it elicits discussion (ie. word of mouth).
Here is a Slideshare presentation that talks about schemas and the science behind word of mouth by Steve Knox:
View more presentations from Jorge Barba.
I started thinking how this idea of disruption applies to the concept of marketing lagniappe. The second ingredient in the lagniappe R.U.L.E.S is the concept of being Unexpected. It’s that little something that’s an unexpected extra at the time of purchase. It’s the unexpected ’surprise and delight’ that triggers disruption of our schemas.
Let’s face it . . . most companies fail to deliver an exceptional customer experience. It’s only when a brand goes ‘above and beyond’ we get shocked. And what happens when we receive that unexpected ‘branded act of kindness‘? We tell our friends, we tweet it and we post on Facebook about it.
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