Positive properties of your product alone are not what make the sales. Sure your product may be stronger, more efficient and even cheaper than that of your competitors, but this doesn’t guarantee that your sales will come out superior. A lot of people believe that in the shop, they are paying for the product, but what they are actually paying for is the experience of shopping. This is why, they tend to buy the product with the best marketing campaign behind it, one best placed on the shop display or one with the best package.
Planting a Mental Image
Those new to the world of marketing believe that the customer is the one who chooses the product. This, however, cannot be further from the truth. Imagine a person who gets up in the morning, turns on their TV while drinking their morning coffee and the first thing they see is a commercial of a product. Then, they go to work and on their way they see a billboard with that same product. Naturally, they see it once more when they are coming back home. Later that night, they go to the store and in the shop window they see this product again. So, if they buy that exact product, is it a coincidence or not? The aforementioned was just one crude example, but ‘programing’ customers this way is indeed possible with enough time, knowledge and resources.
Using Holidays to Your Advantage
Everyone knows that holidays are the golden age of retail. During this time, you see all those crazy discounts, giveaways and limited time offers which make people flock to stores. In fact, this goes on for so long that some people feel conditioned to shop during these seasons even if there is nothing they need at the moment. Some of the most successful retailers and marketing experts have found a way to play on this nostalgia card in order to boost their sales. According to people behind a renowned printing house from Sydney, adding a Christmas tree and few snowflakes on the product package can make its sales skyrocket several weeks before Christmas.
Even In-Store Position Counts
In the end, it is important to keep in mind that even the position of your product in the store sometimes makes all the difference. For example, if your product is placed next to a disproportionately expensive item, it will comparatively seem much more affordable. The mind of a potential customer sometimes registers only numbers, which means that they just see if one item is cheaper than the other. They may not even care that the two objects in question aren’t related in any way or belong to a completely different quality-range within the same niche. Likewise, making the mistake of placing your product next to a cheaper product or one with the ongoing limited-time action, can sometimes make your sales plummet.
Conclusion
What we see depends on the connection of our eyes and our mind through an optic nerve. Still, in the world of marketing, this is a long path and on this track a lot of things can happen. What this means is that every product has its sales potential, but whether or not you manage to unleash it depends on your skill and nothing else. Even though they may – at times – seem in charge, customers are nothing but a first-row audience in an illusion show.
The author of this article is Dan Radak. Dan is a marketing professional with ten years of experience. He is a coauthor on several websites and regular contributor to BizzMark Blog. Currently, he is working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies.
