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