The Foot-in-the-Door Marketing Technique: How Brands Use it to Win Customers
The foot-in-the-door technique is a persuasion strategy that involves making a small request initially and following up with a larger one later. The idea is that people are more likely to comply with a larger request if they have already agreed to a smaller one. This technique is based on the principle of consistency, which suggests that people tend to behave in ways consistent with their past actions and decisions.
The foot-in-the-door technique has been used in various settings, such as in marketing, politics, and fundraising. For example, a marketer may first ask a customer to fill out a short survey and then follow up with a request to make a purchase. In politics, a campaigner may first ask a voter to put a campaign sign in their yard and then follow up with a request to volunteer or donate to the campaign.
The foot-in-the-door technique has been shown to be effective in changing attitudes and behaviours. In one study, participants who were asked to sign a petition supporting safe driving were more likely to display a safe driving bumper sticker later compared to participants who were not asked to sign the petition. However, the technique may backfire if the initial request is too big or the person feels manipulated. Overall, the foot-in-the-door technique is a powerful tool for persuasion and should be used with caution and in ethical ways.
Foot-in-the-door Technique in Marketing
The foot-in-the-door technique is commonly used in marketing and advertising to persuade customers to take a desired action. Here are a few examples of how it can be used:
Free Trails: A marketer might start by asking a customer to sign up for a free trial or newsletter and then follow up with a request to purchase a product or service. The small initial commitment creates a sense of trust and obligation, making it easier for the marketer to make a bigger ask.
Free Samples: Another way to use the foot-in-the-door technique is to offer customers a free product sample. Once the customer has tried and enjoyed the product, they may be more likely to purchase the full-size product. This is a small request that can lead to a larger scale.
Upselling: Another way to use the foot-in-the-door technique is to upsell customers. This involves offering a smaller product or service initially and then following up with a larger or more expensive product. For example, a fast food restaurant might offer a small burger and then ask if the customer wants to upgrade to a larger meal.
Donations: Nonprofit organizations may start by asking for a small donation, such as $10, before requesting larger donations. Once someone has made a small contribution, they may feel more committed to the organization and more likely to donate again.
Surveys: Companies may send out surveys to customers to gather feedback on their products or services. By starting with a simple, easy-to-answer question, they can get the customer to commit to participating in the survey. Then, they can follow up with more detailed questions that require more time and thought, but the customer is more likely to complete them since they’ve already started.
Loyalty programs: Many companies offer loyalty programs that reward customers for repeat purchases. By starting with a simple sign-up process and offering a small reward for joining, they can encourage customers to enrol in the program. Once they’re in, they’re more likely to continue making purchases to earn more rewards.
Social media: Marketers may use social media to build relationships with customers and followers. They can increase engagement and build trust with the audience by starting with a small request, such as asking for a like or comment on a post. Then, they can follow up with more substantial requests, such as encouraging them to sign up for a newsletter or attend an event.
Email marketing: Email marketing campaigns often start with a small request, such as asking the recipient to confirm their email address or sign up for a free trial. Once they’ve taken that initial step, the marketer can follow up with more targeted emails that encourage them to make a purchase or take other actions.
Event invitations: Companies may invite customers to attend a free or low-cost event, such as a webinar or workshop with lunch/dinner, to build relationships and demonstrate the value of their products or services. Once the customer has attended the event, they may be more likely to consider purchasing or signing up for a more in-depth program.
No Interest EMI: No interest EMI (Equated Monthly Installment) is a popular marketing technique used by retailers and lenders to encourage customers to make large purchases. It can be seen as a type of foot-in-the-door technique as it involves making a small initial request, which is more likely to be accepted by the customer and then gradually increasing the commitment.
In the case of no-interest EMI, the initial request is for the customer to purchase with a small down payment and then pay the remaining amount in monthly instalments with no interest charged. By offering an interest-free payment plan, the retailer or lender makes a small initial request that is easy for the customer to accept.
Once the customer has made the initial purchase, they may be more likely to make additional purchases in the future, especially if the retailer or lender continues to offer attractive financing options. By starting with a small commitment, the customer may feel more comfortable making larger purchases over time.
Additionally, retailers and lenders may use tactics such as limiting the period for the no-interest EMI offer or offering the option to upgrade to a more expensive product with a higher down payment. These techniques can further increase the likelihood that the customer will make additional purchases in the future.
Pre-approved Loans: Pre-approved loans can also be seen as a type of foot-in-the-door technique in marketing. When lenders offer pre-approved loans to customers, they are making a small initial request that is easy for the customer to accept. By offering a pre-approved loan, the lender essentially says that they have already approved the customer for a loan, and all the customer needs to do is accept the offer.
Once the customer accepts the pre-approved loan offer, they have already made a small commitment to the lender. This can make the customer more likely to consider taking out additional loans in the future, especially if the lender continues to offer attractive loan options.
The lender can also use the pre-approved loan offer to increase the customer’s commitment over time gradually. For example, the lender may start by offering a small loan with a low-interest rate and then gradually increase the loan amount or interest rate over time. By starting with a small commitment and gradually increasing the offer, the lender can use the foot-in-the-door technique to encourage the customer to take out larger loans in the future.
Customer feedback requests: Brands may ask customers for feedback on their products or services through a short survey or request for reviews. They can create a sense of commitment and investment in the brand by starting with a small request. Customers who have provided feedback may be more likely to purchase from the brand again, as they feel a sense of ownership of the product.
Referral programs: Brands may offer incentives to customers who refer their friends or family members to the brand, such as a discount or reward points. By starting with a small request to refer someone they know, the customer may feel invested in the brand and be more likely to continue making purchases themselves.
Gamification: Brands may use games or quizzes to engage with customers and encourage them to take small actions, such as sharing the game or earning points for completing challenges. Once the customer is invested in the game, the brand can follow up with more substantial requests, such as offering a discount on a purchase.
Content marketing: Brands may offer free content, such as blog posts, videos, or eBooks, as a way to educate and engage potential customers. Once the customer has engaged with the content and shown interest in the brand, the company can follow up with offers and promotions.
Here are a few points to consider when using the foot-in-the-door technique:
Timing: The timing of the initial and subsequent requests is important when using the foot-in-the-door technique. If the time between the two requests is too long, the initial request may not impact the customer’s decision-making much. On the other hand, if the time between the two requests is too short, the customer may feel pressured and less likely to comply with the second request.
Context: The effectiveness of the foot-in-the-door technique can be influenced by the context in which it is used. For example, people may be more likely to comply with a request if they perceive the requester as an authority figure or believe the request is related to a social cause they support.
Cultural Differences: The effectiveness of the foot-in-the-door technique may vary across cultures. Some research suggests that people in collectivistic cultures, where group harmony is valued, may be more likely to comply with requests from others compared to people in individualistic cultures, where personal autonomy is emphasized.
Use it sparingly: The foot-in-the-door technique can be an effective marketing tool, but it should not be overused. Bombarding customers with too many small requests can backfire, causing them to feel overwhelmed or annoyed by the brand.
Be transparent: It’s important to be transparent with customers about what you’re asking for and why. If you’re offering a free trial or a discount in exchange for a customer’s contact information, be clear about what they’re signing up for and how they can opt out.
Provide value: Make sure that each small request you make provides value to the customer. Whether it’s a free download, a helpful article, or a personalized recommendation, the customer should feel that they’re getting something of value in exchange for their time and attention.
Follow through: Once a customer has taken a small action, such as signing up for a newsletter or attending a webinar, it’s important to follow through with the promised value. Providing high-quality content or products will help build trust with the customer and increase the likelihood of future purchases.
Respect customer boundaries: It’s important to respect the customer’s boundaries and not push them to make a purchase or take action they’re uncomfortable with. If a customer opts out of further communication or declines an offer, respect their decision and don’t pressure them further.
Overall, the foot-in-the-door technique can be an effective tool for marketing and persuasion. By starting with a small request and building trust with customers, companies can encourage them to take larger actions in the future. However, it’s important to use this technique ethically and avoid manipulating customers into taking actions they wouldn’t otherwise want to take.