The Most powerful marketing techniques
Most people, when making a purchase, do not follow their own logic, but succumb to powerful marketing techniques. And a considerable share in this behavior of buyers is determined by the skillful, but invisible to the buyer actions of sellers, stores and suppliers of goods.
Impact on the buyer
The impact on the buyer begins from the moment he enters the store. This is facilitated by the correctly selected interiors of the store, musical, light, and sometimes aromatic accompaniment of the client. But such methods are more suitable for large retail chains or supermarkets, because due to the self-service system, in most cases a person makes a decision without the participation of a consultant.
In stores with consultants, customers and visitors are affected by a different kind. Even before the start of the dialogue with the client, sellers are well aware of how to behave with customers. What, when, and how to offer, talk, and show to customers and ordinary visitors in order to interest them. Modern marketing operates according to strict rules and laws. Therefore, you should not be surprised at anything.
The first technique that is used for psychological connection to the client and establishing the necessary contact with him is the technique of “Feel. It seemed. Got it.”
Each of us can remember how the seller says a phrase in which these three words are necessarily present. Such a phrase may sound something like this: “I understand (know) what you are feeling (feeling) right now. It used to seem to me (I also used to think) that I didn’t need this thing. And (but) then I realized (realized) that I really can’t do without her.”
In fact, phrases built on this principle are template techniques for establishing a connection between the client and the seller, as well as psychological attachment to the client. They direct the buyer’s thoughts and choices in the right direction for the seller. (You can also read our article on digital marketing trends.)
Price contrast or price fork
This technique has been used by sellers for a very long time. Despite its constant use, it remains extremely effective.
In order to arouse the buyer’s desire to purchase a specific thing, the sale of which is most important for the store at the moment, several more things similar to the product that interested the buyer are placed near it in the trading floor. But at the same time significantly (several times) different in price, both up and down. Too low a price often makes the buyer consider such a product to be of poor quality, and excessively high – does not give him the opportunity to purchase the product. And it remains for the buyer to purchase exactly the product that the store is actively promoting, creating the illusion of high benefits from the purchase. By the way, prices for products accompanying the right choice can often be absolutely far-fetched and unreasonable.
Background music and musical accompaniment of the buyer
Everyone noticed that music is sure to sound in the halls of large retail chains, supermarkets and good stores. And most often not intrusive, wordless and in a certain musical rhythm. The absence of words in the musical design of stores is important in order not to distract the attention of customers. Or popular songs should be in a foreign language so that the buyer is not distracted by their content.
The speed of the sound of musical compositions is selected by the store administration depending on the time of day, the number of people and even the day of the week. In the morning, calm, measured melodies sound. At lunchtime, when, for example, the number of customers in grocery stores increases significantly, the speed of music increases. This is done in order to increase the psychological pace and rhythms of buyers, forcing them to make their choices more actively. And in the evening, when most people return from work, there are a large number of customers in the stores, and very active, fast and even aggressive rhythms sound in the trading halls. They should force customers to make their choice of products faster, make a purchase and make room for the next customer.
In stores, correctly selected, slow musical melodies allow you to increase the number of sales by a third – up to 38%. Slow music sets the buyer up for a calm, measured and deliberate choice of purchases. And fast musical compositions, on the contrary, often force customers to leave the store after a cursory evaluation of goods. And at the same time, the visitor often does not buy anything.
Smells in stores
Perhaps someone has heard about intentionally sprayed flavors in certain departments of grocery and other stores. For example, the smell of fresh coffee, bread or chocolate increases the number of sales by 14-16%. And specially sprayed flavors in grocery stores (flavors of fresh bread and pastries, fresh fruit) significantly stimulate the appetite of customers, forcing them to buy additional goods and dishes that they did not initially plan to purchase. In addition to the influence of smells, emphasis is placed on strengthening the emotional perception of the buyer, which provokes him to make more purchases.
Price tag and its color
Psychologists have proven and repeatedly confirmed in practice that the bright yellow color of price tags with information and price printed in black significantly increases the desire of buyers to make a purchase.
Lighting, and more specifically, its color characteristics, brightness, contrast, intensity have a very powerful effect on the psychological and emotional perception of the situation in the store. And also in the mood of the buyer himself. Stores selling exclusive and branded goods adjust the light in their salerooms, making it muted. This calms the buyer. And sets him up for deliberate and judicious choices. Lighting fixtures in boutiques and other expensive stores are almost always aimed at rare, valuable and expensive goods.
During the promotions, bright signs are sure to appear in stores that attract the attention of customers. And in stores that sell grocery products, the degree of illumination often varies depending on the department. The baking department almost always has warm lighting with a yellowish tinge, which enhances the visual characteristics of buns, bread and other snacks. The meat department is almost always illuminated with cold and white light for the best demonstration of the products placed in it. In the departments with cosmetics, dim lighting is usually configured. This is done in order not to highlight and emphasize various flaws and defects on the faces of customers.
Recognizable images in advertising
Psychologists have proved that it is natural for a person to trust doctors and teachers most of all. This explains the regular appearance of collective images of people of these two professions more often than others in commercials.
Also, the greatest sympathy among most people is caused by small, cute kids and animals. For this reason, one should not be surprised at the ubiquitous presence of doctors, teachers, children and animals in commercials. They are often shown against the background of beautiful nature, because it causes people to associate it with health.
Quantity of product used
Marketers and manufacturers deliberately force people to use significantly more of their products than the consumer really needs. The goal of manufacturers and marketers here is extremely simple: the more goods, for example, toothpaste or chewing gum a person uses, the faster this product ends, and the buyer will purchase another package or unit of goods.
Due to this, the profits of sellers and companies that produce such goods increase by orders of magnitude. A pea-sized amount of toothpaste is enough for high-quality teeth cleaning. And in addition to advertising pictures, manufacturers of toothpastes intentionally expand the neck of the tube by only fractions of millimeters. This often goes unnoticed by consumers. But the dental in tubes with such a neck ends much faster. This makes people buy the next package faster. Depending on the manufacturer, as well as the demand for its products, this technique increases the consumption and sales of toothpastes by 40% or more.
Another equally illustrative example of such a suggestion is the advertising of shampoos. In it, we are convinced that hair needs to be washed literally every day. And even better in the morning and again in the evening. This can be compared to brushing your teeth, which dentists recommend at least twice a day (morning and evening).
But shampoo manufacturers keep silent that 99% of all hair detergents contain sodium laureth sulfate, which is the basis of all household and hygienic detergents. Sodium laureth sulfate is a cheap chemical. And it is appreciated by manufacturers of shampoos, soaps, washing powders for the fact that it gives foam to such products and significantly enhances the removal of stains, while destroying tissue fibers. Sodium laureth sulfate has an effective, but extremely aggressive effect on human skin and hair, causing mechanical and chemical damage. And in some people, sodium laureth sulfate can cause allergic reactions.
Such an ordinary method of movement in everyday life, as a nod of the head, acts extremely effectively on the consumer, convincing him of the correctness of the choice of goods or services offered to him. Marketers and advertisers are counting on the psychology of the buyer here. Getting the buyer to nod is pretty simple. To do this, it is enough to correctly place the demanded goods on the shelves in stores at different height levels.
This happens involuntarily, that is, unconsciously, without thinking, forces the buyer to make multiple nods of his head, subconsciously convincing him of the correctness of the decision being made. Unconscious head nods significantly increase the likelihood of making a purchase. And the location of similar items horizontally at the same level forces the buyer to move his head from left to right, which reminds our brain of denial. And the same marketers have calculated that in this case the number of purchases actually decreases.
Products at the checkout
In the supermarket area, located near the cash registers, there are always products that marketers themselves refer to as impulsive goods. It includes cheap commodity items that a person is ready to purchase without much thought. Cigarettes, shaving machines, batteries, vitamins, goods for children and other small things are often placed in the cash zone. Interestingly, children’s goods are placed at the checkout specifically so that a parent cannot refuse to purchase them for a child already at the exit of the store. Especially in the case when there is a long queue at the checkout.
In the salerooms themselves, goods for children are very often placed at the child’s eye level so that he will surely notice them. And he definitely began to ask or demand from the parents.(Also, if you are interested in marketing trends, you can read our article on this topic)
Such tricks are not coincidences, but thoughtful, proven and worked out to the smallest detail marketing techniques that significantly increase sales.