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The Baader-Meinhof phenomenon

Also known as ‘frequency illusion’, the Baader-Meinhof phenomenon occurs when something that you recently noticed or heard about suddenly seems to appear everywhere.

For example, imagine the receptionist at a hotel you’re staying at recommends a gift voucher for a spa weekend. Previously, you weren’t aware that you could book an inclusive spa package for a whole weekend.

You like the idea.

Following the conversation, you hear about a spa weekend on the radio, see one advertised on a billboard and notice pictures of one on your Facebook news feed. You’re not crazy, you tell yourself, but this recommendation came out of nowhere and is suddenly all around you!

The repeated appearance of the spa weekend confirms the idea that you should probably go ahead and buy that gift today.

There is an explanation, of course. In this information-rich age, it is unsurprising to see the same thing many times. However, when you learn something new that catches your interest, selective attention kicks in. Even when you are not actively thinking about a spa weekend, your brain is looking out for it so that it can confirm what you initially heard.

So what does that mean for you as a business owner or marketing manager?

This is certainly food for thought when it comes to promoting your gift vouchers. Marketing your vouchers through multiple channels really pays off. A simple conversation, flyer, social media post and email could create the Baader-Meinhof effect and then lead to a sale.

Interested? Our blog and monthly marketing newsletters are full of hints and tips on how to market your gift vouchers effectively. Sign up today to be in the know.

strawberry shortcake

Sales for the Summer! 5 great ways to market your gift vouchers in July

No doubt about it, summer is a tricky time for gift voucher sales. Father’s Day has come and gone and the next major gift giving holiday is Christmas. Nobody wants to don a Santa hat in July, so it’s important to find other ways of promoting your vouchers.

To help you out, we have compiled a list of 5 season-specific ways to market gift vouchers this month.



Ring ring, ring ring … gone

Are you missing out on more business than you think, simply because front line staff don’t have time to answer the phone?

Around 30% of calls to main hotel reception numbers are not answered on Mondays to Thursdays, rising to almost 40% on Fridays.*

Hard to believe?

One Tree provides a gift voucher and ticketing service for hospitality companies and these statistics have been gathered by our sales team who call a lot of hotels and restaurants in the course of their work.READ MORE

How to promote gift vouchers with digital marketing

Are you selling as many gift vouchers as you would like throughout the year, or do they only spring to mind in the run up to Christmas?

Gift vouchers aren’t only bought at Christmas – they are popular with consumers all year round to celebrate birthdays, anniversaries and special occasions. Others are bought just to say ‘thank you’. Mother’s Day, Valentine’s Day, Easter and Father’s Day give another boost to sales.

In fact, One Tree statistics show that 50% of annual sales are made from January – October and 50% in November and December. READ MORE

Hazlewood Castle Leeds - Luxury hotel gift vouchers

Richard’s birthday – why it makes sense to sell hotel gift vouchers online

Richard is my brother-in-law.

He likes golf (playing), cricket (watching) and cats.

Richard’s birthday is in January and as a caring family member, of course I like to give him a thoughtful present to mark the occasion. But, like so many people, he already owns everything he could possibly want or need, so I’m always faced with the challenge of finding the right thing.READ MORE