| Could buying popcorn in a theatre be a
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| | Since childhood, people have been
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| 'conditioned' response? Could it be that
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| | 'conditioned' to associate popcorn with
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| people are 'trained' to believe that
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| | movies. Growing up, many of us enjoyed
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| movies and popcorn go 'hand in hand' -
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| | popcorn with our favourite movies, and we
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| and that one without the other
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| | now see a bag of popcorn as an addition
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| is...."incomplete?" And, therefore, price
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| | to the "overall" movie-enjoying
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| is just not an issue at all?
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| | experience. Some of us even see it as a
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| What a powerful place to be as a
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| | 'requirement' to watching a movie.
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| marketer, wouldn't you agree?
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| | Here's how one of my smart subscribers
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| Of course, there are some customers who
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| | explained it?
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| fall in the above group yet still aren't
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| | ?I think cinemas are relying on a very
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| completely happy with the experience.
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| | strong emotion -- nostalgia. Many of our
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| They still end up buying the popcorn
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| | happiest memories from childhood probably
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| because the desire to have popcorn with
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| | involve experiencing wonderful movies,
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| their movie outweighs the pain of having
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| | maybe Bambi or Mary Poppins. It is likely
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| to pay the higher price.
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| | that popcorn accompanied these
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| Here are more answers that I received...
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| | life-changing events. Whenever we go to
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| "It is marketed as all part of the movie
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| | see a movie, popcorn will be linked with
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| going experience! And they've got a
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| | some of our happiest memories. I'm
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| captive audience - you can't get it in
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| | surprise they can't get away with
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| there unless you buy it from them. So if
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| | charging more!?
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| you want to experience the movie it it's
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| | Bingo! We have been conditioned and
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| fullest extent, you need to get the
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| | 'trained' to believe that movies and
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| popcorn, and it needs to be their
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| | popcorn go hand in hand. Watching a movie
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| popcorn."
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| | without having popcorn somehow doesn't
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| And another...
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| | seem 'complete.'
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| "First off may I say it is the
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| | Eating popcorn by itself may or may not
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| conditioning that the movie theatres,
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| | do anything for people. But, having
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| producers etc have done. Movies and
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| | popcorn while enjoying a movie is the
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| popcorn go hand in hand. The movie goer
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| | "icing on the cake." It enhances the
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| has been conditioned all throughout life,
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| | movie-going experience.
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| so that is what is on their minds when
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| | Yet, others are conditioned to want to
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| going to a movie. Once at the movies the
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| | munch on 'something' while they're
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| smell of popcorn cooking, the power of
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| | watching a movie, be it popcorn, a
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| the senses reinforces the thought of
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| | hotdog, or any other snack. Because of
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| movies and popcorn. Once at the movies
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| | this conditioning, they will buy
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| you are a captive audience."
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| | something from the concession stand,
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| Yep. As, you can see, there's more than
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| | despite the high prices.
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| one marketing principle at work here.
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| | But here's what's really interesting...
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| Stacked on top of each other, these
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| | movie theatres didn't create this demand
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| strategies produce the overall result
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| | or 'conditioned' response. They simply
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| that's very powerful and very effective.
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| | aligned with an 'existing' demand, an
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| I'll go over each one below. And...I'll
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| | existing 'conditioning' and fulfilled it.
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| also cover one big mistake movie theatres
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| | What are the other demands and
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| are making.
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| | 'conditioning' mechanisms that exist
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| Let's discuss the various marketing
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| | around you which you could tap into and
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| principles that are involved in "popcorn
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| | profit from? Look around. I'm sure you'll
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| marketing":
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| | start to see many of them once you shift
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| 1. Conditioning and Programmed Responses
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| | your focus towards that.
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