I’ve learned a new marketing concept  that I’d like to share with you all. It’s called “giving the gorilla the banana.”

Immediate the image of Magilla Gorilla popped into my head but this is marketing concept really has nothing to do with gorillas or bananas. According to author Justin Talerico, “the gorilla is the audience you want to convert and the banana is the reason they clicked your ad in the first place.”

Makes sense, right? As with gorillas and customers, we always want to make them happy. Plain and simple.

According to Talerica, “pare down the copy, the images, the extraneous navigation—anything that could potentially divert your audience from why they clicked and what we want them to do.  The action should be immediately clear when your user lands”

This concept can easily related to the measures discussed in Lesson 8, particularly the measures of efficacy and effectiveness. According to the lesson. “since interaction is an important aspect of online marketing communication, it’s important to tap into how easy or difficult the consumer experience is. Measures of efficacy and effectiveness of interaction tap into whether or not marketing communications have achieved their goals” (PI Reed School of Journalism, 2009).

The lesson goes on to list the commonly used measures of efficacy and effectiveness as:

  • Ease of use
  • Perceived usefulness
  • Web site navigability
  • Online shopping convenience
  • Speed of interactivity
  • Responsiveness
  • Download delay
  • Service quality

Talerico, J. (2009). Give the Gorilla the Banana. Retrieved from http://www.marketingprofs.com/articles/2009/3175/give-the-gorilla-the-banana

Perley Isaac Reed School of Journalism, West Virginia University (2009). Measuring the Effectiveness of Emerging Media Promotion Strategies. Retrieved December 16, 2009 from https://ecampus.wvu.edu/webct/urw/lc5116001.tp0/cobaltMainFrame.dowebct

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