Tips for Attraction Marketing
Attraction marketing is sometimes called experiential marketing because as opposed to selling, it creates a buying experience. Customers are enticed by a pleasurable atmosphere and "hidden" sales process to make purchasing products fun and exciting rather than a chore. Many successful retail stores are great at attraction marketing, and employ some of the techniques noted below.
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Lighting
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Lighting is an often overlooked part of attraction marketing. Soft light is easier on the eyes, while tints or shades create different moods. Harsh florescent light can repel customers while bright incandescent lights may mimic a catwalk. Choose light that's appropriate for your products.
Branding
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Colors, uniforms, phrases and logos are all part of the branding that identifies a company. We all know that golden arches are associated with McDonald's. Your company's brand plays an important part of attraction marketing. What images are associated with your brand? Are they pleasing? Warm and friendly? Cold and corporate?
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Music
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Music and sound that relate to the brand help facilitate a pleasurable buying experience. Many health food stores play calming New Age music to help relax customers and reinforce that the new age movement is synonymous with healthy eating.
Fragrances
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Many stores pump perfumes or other appropriate scents to attract buyers. These smells often are subtle, but the human mind does pick up on them. Movie theaters always make sure the smell of fresh popcorn wafts through the air. Casinos pump fresh oxygen in to keep gamblers alert and fresh. Bakeries often smell of cookies or freshly baked bread. Even many clothing stores have their own smell.
Create a Fun Buying Experience
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People who may not want to buy today are treated as well as repeat customers through the use of attraction marketing. If done well, everyone will have a fun experience just browsing the store, trying different products and not being bothered by an intrusive, pushy sales staff; they'll feel relaxed and comfortable and are likely to return when they're ready to buy.
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References
- Photo Credit perfume image by blacklight from Fotolia.com
