Marketing with Reciprocity MNGT138 Wk8


Reciprocity is a word I didn’t know I knew. The definition of reciprocity according to Google: is the practice of exchanging things with others for mutual benefit, especially privileges granted by one country or organization to another. So it seems to be a concept that we are all familiar with to some degree. I’ll scratch your back if you scratch mine sort of outlook. Which interestingly enough is one of the basic social psychological laws. The reciprocity principle as stated in an article by Nielsen Norman Group “It says that in many social situations we pay back what we received from others.” 

Think of all the ways that this principle is used in marketing efforts. The first thing that comes to mind for me, is when companies hand out free samples or offer a membership for a trial period. The idea is that you can  enjoy something for nothing but you are more likely as a consumer, to remember that experience and that particular product and feel loyal or even obligated to purchase those products later. This is an effective way to gain new customers and maintain customer loyalty~Incentive.

Now What?

If you have an online business how could you apply the reciprocity principle to your business? Ask yourself what the customers want from you? What can you provide to them to guarantee they will be back? You would want to choose something that aligns with your business and brand. An example might be, if you sell food products, maybe post recipes and other food related information or kitchen tips. The goal is to offer something that is valuable to the customer in order for them to return to you, building trust and loyalty.

Whatcha Gonna Do Elliot Orange?

Elliot Orange specializes in Halloween and holiday inspired whimsical ornaments and home decor. Elliot Orange could post festive decorating ideas for upcoming holidays and events. She could host a free online class on glass cutting, or share her own favorite paper mache recipe for others to try.



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