A different way of promoting repurposed products and thus a comparably green choice Kamleitner Th ürridl amp Martin 2019 2 billion tons of waste go to landfills each year creates pollution burdens municipal budgets and fuels climate change ID: 908613
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Slide1
A Cinderella Story:
How the “Past as Trash” Boosts Demand
A different way of promoting repurposed products and thus a comparably green choice
Kamleitner, Th
ürridl & Martin, 2019
Slide22 billion tons of waste
go to landfills each year creates pollution, burdens municipal budgets and fuels climate change In response, the market has seen an increase in repurposed products – products recycled and
upcycled from old products and waste materialsGlobal waste and the potential of repurposed products
Kamleitner, Th
ürridl & Martin, 2019
Slide3How can marketers
boost the demand for repurposed products?
https://heroes-and-villians.fandom.com/wiki/Forky
Forky
, a tool made from a re-purposed plastic spork,
is the hero in
T
oy Story 4.
Kamleitner, Th
ürridl & Martin, 2019
Slide4Lessons from
Forky
?
Re-purposed products have
2 identities
:
Old
product / trash
Current useful--but different--product
Together
these life episodes constitute a
biographical product story
that is more appealing than selling repurposed products as green
Kamleitner, Th
ürridl & Martin, 2019
Graphs
from
https://butfirstjoy.com/forky-toy-story-4-guide/
Slide5https://www.elvisandkresse.com/
People are attuned to storied thinking. Product transformations like
Cinderella and Forky involve biographical stories.Customers are prone to spontaneously infer such stories. Highlighting
the
past identity
(i.e. highlighting the old materials going into repurposed products) triggers the product’s story of transformationCustomers infer and self-tell the product’s story while incorporating their own personal experiencesThese stories are unique and carry special meaning, making the product feel special to consumers
Kamleitner, Th
ürridl & Martin, 2019
Why this works?
Slide6… they thought
about it in terms of its story
An example of a transformation story
open answers in Study 3 in the paper
Kamleitner, Th
ürridl & Martin, 2019
I just hope it wasn't involved in a deadly accident.
When people learned that this backpack was upcycled from old airbags
(= past identity was salient)….
It is recycled from a deployed air bag. Something that saved someone’s life. That’s pretty cool.
I think how cool it would be to tell others what the back pack was made from
Slide7How to manipulate past identity salience
( Example - Study 1 in the paper)
Kamleitner, Th
ürridl & Martin, 2019
Past Identity Salience
Control
Ad campaigns for page likes and clicks on a voucher promotion
Slide8click through - up to 12% increase
likes – up to 266% increasePurchases – up to 3 times more
Products sold – up to 4 times moreRevenue – up to 350% increase
The impact of highlighting past identity
salience on customer behavior
Kamleitner, Th
ürridl & Martin, 2019
Facebook
ads
Pop-up Store
Slide9Encouraging the purchase of repurposed products means that
product waste will be reduced, resulting in less landfill and incineration, more energy savings, and decreases in industrial emissionsThe key to boosting the demand of repurposed products is to engage in a new way of storytelling in marketing: making customers self-tell the products story through past identity salience.
Marketers can do this by highlighting the old materials going into repurposed products. Key Take-Aways
Kamleitner, Th
ürridl & Martin, 2019