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Magical Marketing Perspective
This above picture is a classic by Franz Müller - Lyer. Have a closer look at the red lines in the picture. They are exactly the same size!
Don't believe me? You can print the picture and measure the red lines with a scale!
How is that possible?
This is mind boggling, isn't it? Your eyes are playing a trick on you. They see the red lines in context. And the top and bottom lines suggest a whole new context. When the context changes, so does your perspective!
If you fully grasp this phenomenon, you'll have an edge over your competition. Understand that your product isn't sold in a vaccum. Your product might be a winner in one surrounding or context, and a big loser in another.
The trick is to control the context as much as you can. If you have resellers who sell your product through their distribution system, let them know how you expect your product to be sold. Give them your marketing material. Explain to them how the lighting should be over your product.
2 very important small changes that lead to big profits:
Lighting: Change the lighting and you'll increase your profits. If you have a lot of women shoppers, use non-glaring white lights. Direct lighting makes skin look 5-10 years older. Indirect use of soft non-glaring white light makes women look younger.
Restaurants who have changed their lighting have seen profits increase by as much as 20%! Just like that! Indirect lighting changes the context and makes the food more delicious - magically!
Music: Soft classical music makes customers stay longer and spend more in your store.
Classical music changes the context and makes people believe that your store is an upscale one. And thus they spend more time and don't hesitate to buy even if your prices are higher than the competitor's.
(Read another post on marketing and music)
(Don't expect to increase profits by making changes to your lighting and music alone. You have to change the total ambience. If your place is dirty and stinky, or your neighbourhood is ghetto, classical music won't improve the context at all!)
Reading recommendation: Impressionist Marketing
Points to Ponder:
What other small changes can you make to change peoples perspective about your products?
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Posted on 3/13/2005 | Permalink | |
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