Fresh Start Effect

The Fresh Start Effect is not a specific effect in marketing and behavioural economics. When a “temporal event” takes place, that signifies the start of a new time period, people perceive a fresh start and a “new me”. These events could be a new year, a new month, or even a new week. 

This effect is a cognitive bias, that occurs because when a new time period begins, people look back on themselves and compare it to their future self and who they want to be. The start of a new week, a new month, a new year, is like turning over a new leaf! People feel motivated to do and be better, all because we care about our future self. 

So, how does the Fresh Start Effect work in marketing? Fresh Start is a key effect for driving conversions because people are motivated to start something new or buy something to help them reach a goal. Marketing’s main role in this is to reach the consumer at the right time, to nudge them towards pursuing their goal, and using your business to do so. 

The key to Fresh Start marketing is timing. Identifying the correct events for your business and your target audience. Key ones for many businesses are new years, and customer birthdays or anniversaries of becoming a brand member. However, to stand out, choosing more niche events is beneficial. For example, company that provides B2B services may focus on the new tax year. Or brands with products for you people may focus on the school year calendar. 

Next is to think of how best to frame your product or service as a solution or attribute for the consumer and their new goals. How can you help this fresh start be the best one for the consumer?

Finally, you must remember to give something to consumers within your marketing, to motivate them to buy. This may be reward points, discount codes, or a free gift. You may go the extra step and combine personalisation into your Fresh Start marketing plan. But rewarding consumers will help them to see your business as the best option to help their future self be the best it can be.  

– From Marketing to Mind –