What happens if you send a family on a secret
mission with the aim to influence the surroundings with messages
about specific companies and products? The Danish brand expert
Martin Lindstrom conducted the experiment confirming that
recommendations actually work.
Martin Lindstrøm experiment was about a family, The Morning
Sons, who moved into a neighborhood in the city of Laguna in
California. The family soon became popular among the new neighbours
who were not aware that the family was cast to be a model family;
"the All-American Family."
The family's only goal was to influence people with commercial
messages in a safe and homely environment where they least expected
it. The family was monitored with hidden microphones and cameras so
they could follow their attempts to influence others with messages
of different brands.
At the end of the project the "fake" family revealed the truth
to their friends and acquaintances who indicated that they were
largely been influenced by The Morning Sons. The family's
recommendations had been a significant factor in their choice of
companies and products during the experiment.
The experiment was thus another proof of how powerful
recommendations are. In the real world it happens all the time, we
recommend companies and products to each other. Remember that the
next time you are in contact with your customers. If you give them
a good experience, there is a high probability that they will pass
on the message.
Loyalty Group A/S | Smedeland 30 | 2600 Glostrup | Telefon +45 70 25 26 27 | firstname.lastname@example.org