New beginnings encourage people to pursue their goals
Description
According to the fresh-start effect, people are more likely to take action towards a goal after temporal marks that represent new beginnings.
This can be a new week, month, year, national holidays, anniversaries, and birthdays.
You can leverage this tendency to persuade users to buy your products and services.
Research:
Every new year, the words “Weight Loss” spike in searches on Google. Even in 2020 when most gyms were closed due to Covid-19, there was a spike up 24% before dropping to regular levels. In 2018, there was a 28% increase, showing that there's a pattern every year providing evidence that the Fresh Start Effect is Real.
Different research showed that people are more likely to exercise:
after a birthday - 7%
start of a week - 33%
start of a month - 11%
start of a semester - 47%
Application
New Beginnings Campaigns
Design marketing campaigns that align with common fresh start periods, such as New Year's, the beginning of spring, or back-to-school seasons. For example, a fitness app could launch a "New Year, New You" campaign offering a discount for annual subscriptions purchased in January. By tapping into the natural inclination for people to set new goals at these times, the campaign can motivate potential customers to take the first step towards a healthier lifestyle with the app, capitalizing on the collective mindset of renewal and change.
Milestone-Based Promotions
Encourage customers to start fresh with your product or service by celebrating personal milestones, such as birthdays, anniversaries, or significant achievements (e.g., graduation). An email marketing campaign that offers special discounts or exclusive content to customers on their birthdays not only personalizes the shopping experience but also taps into the fresh start effect by marking the occasion as an ideal time to pursue new interests or invest in themselves with a purchase.
