Back in April, AdFreak featured a post on a Harris Poll that found 56% of adults were opposed to abolishing the penny. AdFreak noted that this type of loyalty would make some brand manager s envious.
This is really interesting. You can buy nothing for a penny (in fact, to buy something it costs $10). They tend to fill up ashtrays and piggy banks, and in my house are always picked through to find “the silver stuff.” If you see a penny on the street, you might think twice about exerting the effort to pick it up. So why the outpouring of penny love? Perhaps a bunch of Abraham Lincoln fans?
Regardless of why, I think it is interesting that this information remained unknown until people where faced with a life without the penny. Think of your company, product or service. Has it become as ubiquitous as the penny? Do people take it for granted? Probably. We have short memories.
Maybe your marketing message should remind people what life would be like without your product. Don’t do it in a threatening manner, but more informational or humorous. You might be surprised by the amount of loyalty that bubbles up.
photo courtesy of Flickr user Dystopos