Marketing eYe

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Impressionist marketing

Interesting statistical tidbit:

50% CEOs of fortune 500 firms are atleast 6 feet tall, white men.
But only 11% of white men are 6 feet tall!

There's nothing magical that makes white men who are 6 feet tall - smarter than the rest of the population. Yet, why are their chances of becoming CEO greater - almost 500% greater than the rest of the population?

Because of the image. People expect CEOs to be TALL!

More interesting tidbits:

People wearing spectacles are thought of being well educated and smarter
Houses painted yellow sell at a comparitively higher rate
Wearing blue suits to a job interview will increase your chances of landing that job
A person wearing clothes similar to his manager will be promoted sooner

These tidbits have been proven statistically by many research firms and universities over and over again. A person wearing spectacles might not be smarter at all. But people will think he is smarter! Its just a stereotypical impression people have.

Such small, mundane things like painting the walls yellow, and wearing the right coloured dress can make a hige difference in getting people to form a good impression of you and your business.

How to use these tidbits to your advantage?

You might not be able to increase your height and be 6 feet tall. But you can make use of other aesthetics to form a good impression on prospective customers.

1. You could start be cleaning up your restrooms (bathrooms) - and making sure that they remain clean. People will buy more from you if you keep your shop, especially restrooms clean. (The number of people who visit Disney World increased when Disney started keeping their restrooms clean!)

2. You could wear clothese that reflect your industry. If you are a doctor, pose with your scrubs in your ads. If you are a banker, wear a suit. If you are a plumber, wear t-shirts with your business logo on them.

3. Paint your logo to your car.

4. Ask all your clients for testimonials. Frame these testimonials in golden frames. And install these frames on your store / office walls.

5. Offer cookies and soft drinks to people who sit in your waiting rooms.

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Posted on 1/13/2005 | Permalink | |

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