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We rely on social learning and most individuals will copy people they know or trust. This is more likely to happen locally rather than globally, meaning we’re more likely to adopt something only after enough of people in our network have.
Often when we receive a recommendation from someone in our real-world community, we’re motivated to purchase, but life is busy and we easily forget.
Ad and brand recall rates are notoriously poor – when consumers are not familiar with your product or brand, they unconsciously ignore the ad. Once they’ve received a positive recommendation from someone they trust, they are much more likely to “unfilter” your marketing activation.
Consumers need to hear a consistent message seven times before they remember it. Hearing a message multiple times from trusted sources (friends and family) in their community means that consumers are more likely to unfilter your ads and act on your marketing nudges.
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