How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 3

To read the beginning of this special report, you can read part two here: http://ezinearticles.com/?id=58712

Let's continue to discuss the various marketing principles that are involved in "popcorn marketing":

2. Utilizing (and Creating) the Right 'Frame of Mind'

Having popcorn on it's own may not mean much to people, but having it while enjoying a movie is something entirely different. It's this 'frame of mind' that cinemas are taking advantage of by providing the popcorn when you really want it!

They're selling it when and where you're most ready to buy it. If they tried to sell you popcorn an hour before or after the movie screening, they would have a hard time convincing you to buy their over-priced popcorn. Similarly, if they tried to sell you the same over-priced popcorn on the side of the road, you'd probably laugh at them.

This is a very important concept to understand. Timing is everything! It's easiest to sell to a customer when he is ready to buy! Not when you're ready to sell. (And yes, there are ways to get the customer 'ready,' which I'll discuss shortly.)

The other 'frame of mind' they're using is something that they themselves have created over the years. That is? people now expect to pay higher prices the moment they step into a movie theatre. It's almost as if they've suddenly stepped into another world where paying higher prices is 'normal' and even 'acceptable.'

3. Upselling and Backend Marketing

Moreover, the theatres continue to build on another 'frame' that the customer is in. He has just paid $6 to $12 for his movie ticket. He is in the "buying" frame of mind. And, while he is in this buying mood, the theatre decides to continue that 'flow' and "upsell" him. In other words, they offer him additional products that would enhance his 'movie-going' experience.

Since people already believe that popcorn will add to their entertainment, it becomes an easy sell.

Consider another existing frame that people are "on a night out" and want to enjoy the evening and be entertained, the 'cost' of the additional popcorn and soda become insignificant since the popcorn and soda adds to the overall entertainment value.

It's similar to when people go to Las Vegas, or when they're on vacation. Many of them don't worry so much about paying higher prices for stuff while they're on vacation or on a 'getaway.' It's almost as if they've stepped into another world where price is not that big of an issue anymore. Pleasure, satisfaction, comfort, and entertainment are their primary concerns.

But, the theatres don't stop with just popcorn. They continue to build on that flow and momentum by tempting the customer with sodas and other goodies. Most people who buy popcorn would want something to wash it down with, especially since popcorn is a salty snack.

I have often seen people walk into the theatre with a bucket of popcorn, sit down, start eating, and then get up again to go buy a soda.

How can you use this in your business?

During 'check out,' offer the customer an upgrade to your additional product, or provide additional "related" products that he may be interested in buying. You can do this through your 'order page.' And, you can also do it after the initial order, through your 'thank you / download' page by placing links to additional products that he may find useful.

Since the customer is 'in the buying mood' right now, with credit card in hand, it's the best time to offer him other useful products. Again, you're selling to him when he's ready to buy.

Also, how many products can you offer as backends (in the future) that would be easy sells to your existing customers?

Take some time out to really think about this one. In most cases, there are a ton of related products that we can offer to our customers - things we normally wouldn't think to sell to them.

Here's another great example of backend selling?

We used to have a theatre in our area where you could see fairly new movies (about a few weeks old) for just $1.50 to $2.00. They had made special arrangements with the copyright holders.

Naturally, this theatre didn't make its money by selling movie tickets. The bulk of its income came from the over-priced popcorn, sodas and other snacks. :-)

It's no wonder that one of the most effective online marketing strategies is to offer customers an inexpensive front-end product (or even something for free) and then continue the flow by offering them bigger, higher-ticket items in the future.

It's the 'baby steps' strategy? get them to take a 'small' risk less action first, be it subscribing to a free report, or buying an inexpensive front-end product. Then, build on that by getting them to take a slightly bigger action.

Each time they take a step towards you and are rewarded for it, they are more likely to take the next bigger step in the future. You can build on the momentum over time, and condition them to keep taking action.

To read the rest of this special report, you can download it here: http://www.trafficstrategiesonsteroids .com/popcorn.pdf

(Feel free to use this article online and in your email newsletters as long as you leave it intact and do not alter it in anyway. The by-line and resource box must remain in the article all links must be active hyperlinks.)

Ian Canaway Reveals A Breakthrough Internet Home Business System Which Uncovers The Secrets To Getting Rich On The Web Using 3 Simple Strategies! Click Here To Find Out How You Can Make Money Online.

---

The 7 Commandments of Marketing

Marketing is the key to success with any business, online... Read More

The 3 Unknown Steps of Marketing Success

To be your own marketing expert you first need to... Read More

Top 9 Strategies To Attract More Clients Now

1. Advertise in trade journals, ezines, and web sites that... Read More

Listen To What The Marketing Experts Say

But more importantly, watch what they do. If you do... Read More

Pre-Cleaning and Updating Addresses in Your Database

When you send a direct mail piece using the Addressed... Read More

Lack Of Business Isnt Always The Problem

When you're just starting out in business, it's a safe... Read More

Ten Ways to Market Your Business by Doing What You Love To Do

Most business owners get so involved in the work of... Read More

Advertising Your Private Practice: Beware of the Problems-Part 1

One of the biggest mistakes coaches, counselors and other healing... Read More

A Common - Yet Easily Avoidable - Marketing Mistake

December is a month in which many organizations make plans... Read More

CD ROM Business Cards - Offline Marketing For Online Promotion

It's a great concept, - and it has a 'cool... Read More

Marketing ? Like a Game of Chess

Have you started thinking about your Valentines Day Promotion yet?It... Read More

A Creative RIOT

Relevant, original and impactful: that's what my friend Creative Director... Read More

Take My Commitment (to Your Biz) Quiz!

Starting and managing a successful small business takes time, energy,... Read More

Qualify Prospects Using Direct Mail Marketing

When a prospect responds to your lead generation sales letter,... Read More

Marketing The Real You

I often wonder how the practice began of pretending to... Read More

Why You Buy, Part Two

More of the findings of the recent studies in behavioral... Read More

Thinking About More Business

What does an old Russian joke have... Read More

Customers: The Key To Successful Marketing

How well do you know your customers?What is the primary... Read More

How A Tiny 10 Year Old Girl Can Throw A 20 Stone Man - 3 Key Lessons In The Gentle Art Of Business

Half my immediate family trained in Judo and excelled in... Read More

Network Your Way to Success- 12 Tips to Jumpstart Your Business

Lots of people network but few reap the rewards of... Read More

Effective Lead Generation

How to Gain your Prospective Clients' Attention and Generate the... Read More

The Fundraising Letter PS: 25 Powerful Things To Say There (Includes Examples & Samples)

Donors read postscripts. This is a sad but important reality... Read More

Take The Test: Does Your Marketing Copy Sell?

Your marketing materials must grab your prospect's attention long enough... Read More

Postcard Direct Mail Marketing Works (Its Cheap, Quick, Affordable and More)

Used the right way and with the right audience, postcards... Read More

Creating Your Future with a Marketing Plan

Almost everyone who dreams of starting their own business is... Read More

Hispanic Market Reality and Purchasing Power

How many Hispanic people live in the US currently. Well... Read More

Sponsorship: A Key to Powerful Marketing

Sponsorship is the fastest growing form of marketing in the... Read More

15-Minute Marketing: Lots of Results in Little Time

Do you think you don't have enough time to market?... Read More

How to Turn Your Promotional Products Expense Into a Profit Center

If you use promotional products you probably already know the... Read More

Free Sample Sales Letter: Example of How to Write a Persuasive Business Marketing Letter

Here is an example of a business-to-business sales letter mailed... Read More

How to Turn a Marketing Calendar into Marketing Success!

Do you have a list of marketing ideas that you'd... Read More

E-commerce : The Bottom of Pyramid Approach

For centuries and most of the decades in the 20th... Read More

Top 10 Dos and Donts for an Effective Business Referral Network!

Every business - particularly small, entrepreneurial or professional businesses -... Read More