{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Choice Hacking: The Marketing Psychology Podcast","title":"Jo Malone: How a tiny perfume company used psychology to take over the world","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/2b4df28f\"></iframe>","width":"100%","height":180,"duration":743,"description":"Jo Malone, a popular British perfume brand (also the name of its founder), wanted to crack the lucrative U.S. market.\r\n\r\nThese days, Jo Malone is a part of the $52B beauty conglomerate Estée Lauder.\r\n\r\nBut when it first tried to expand into the U.S. it was… a cult brand to put it politely. And they had the marketing budget to match:\r\n\r\nZero.\r\n\r\nBut Jo Malone managed to turn that true $0 marketing budget into an asset that catapulted the brand into the world’s most exclusive department stores - like Bergdorf’s in New York and Harrod’s in London.\r\n\r\nAnd that growth didn’t happen by accident.\r\n\r\nIt was down to deeply understanding customers and  using behavioral science and psychology - consciously or not - to get people buying.\r\n\r\nJoin me (Jen Clinehens) today as I unpack the psychology behind Jo Malone's massive success.","thumbnail_url":"https://img.transistorcdn.com/AsCudvVTfYwbANKYlY5W4uNs5KqIKpejtuIIUA_WWys/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80MzM1/NjNlOGRlZTRiMjJj/ZTIxNGI2OGUxODVk/YzdmOS5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}