How Much Is Your Popcorn Worth?: Powerful Lessons

How Much Is Your Popcorn Worth?: Powerful Lessons In Marketing And The Psychology Of Selling Part 1

by: Ian Canaway

In the following กspecial report,ก I will reveal some very powerful marketing strategies and psychological motivators that can easily help you make more profits from your business, no matter what business you’re in.

Be sure to read it thoroughly, and take notes as needed so that you can take maximum advantage of the information being covered.

Hereกs how it all began…

One day, I noticed an interesting marketing concept. So, I sent my subscribers an interesting question. Hereกs what I sent to them…

กIf you had to sell popcorn, how much would you be able to charge for it?

Most of us would be willing to spend around one to two dollars on it. And Iกm talking about a nice sized bag.

But, hereกs something interesting…

Movie theatres charge 3 to 6 dollars for their popcorn! And you don’t even get nearly as much popcorn as youกd get elsewhere!

Whatกs the deal? Is their popcorn กspecial?ก

Not really. But they’re still able to charge 2 to 3 times more than others and still have people buying in droves.

How are they doing it?? If you can answer that, Iกll give you a special prize. 🙂 Just reply to this note with your answer. It doesn’t have to be the right answer, as long as you stop to think about it.ก

Within minutes of sending the email out, the responses started pouring in…

Some were extremely short and to the point, with statements like… กBecause they canก or กItกs the smellก or กBecause people get hungry.ก

Yes, some people do get hungry and have to buy กsomething.ก But thatกs not the bulk of the buyers by any means. And…if they get hungry and are forced to pay the high prices, they mostly likely will not want to be caught in that situation again, will they?

And, yes, some do buy it because they can’t resist the smell. But thereกs more to it than that.

Other answers said, กItกs the perfect locationก … กSupply and demandก … กCaptive audience.ก

Another answer stated…

กMonopoly! You can’t bring anything into the theatre and once you are in, there is no where else to purchase popcorn.ก

Thatกs not necessarily a wrong answer. But, it does make one wonder… If they corner their customers in this way and charge them high prices, wouldn’t most customers be either outraged not to buy, or at least not buy again, in the future?

The question that comes up is… why do they continue to buy it and pay these outrageous prices?

Another subscriber suggested…

กPeople don’t go to see the movies everyday. So, they are willing to pay the high prices once per weekend.ก

Sure, thatกs possible. Although, I think at some point, theyกd get tired of having to pay the high prices, wouldn’t you say?

They can’t be paying the high prices just because they กhave to.ก Itกs gotta be because they กwant to.ก

But, why would they want to, despite the outrageous prices? Could it be that price just isn’t an issue in this case? Hmm…

One subscriber started a discussion in his office, and sent these responses…

กSome said itกs because itกs the only place you can get กMovie theatreก popcorn, some said because the taste or when they smell it they have to have it.

Others said because they have to be eating something.

My thought is because they have the market trained. And, it didn’t start with this generation…

Parents brought their kids to the movies and either by example or verbally trained the kids to buy popcorn at the movies Itกs just what you do…ก

Ahh… now we’re getting somewhere.

About The Author

Ian Canaway

To read the rest of this special report, you can download it here: http://www.trafficstrategiesonsteroids.com/popcorn.pdf. Ian Canaway will help you launch your very own money making website today thatกs 100% ready to take orders and pull in massive profits for you right now. Guaranteed! Visit: http://www.asuccesfullhomebusiness4u.com.

[email protected]

This article was posted on August 30

by Ian Canaway

How Much Is Your Popcorn Worth?: Powerful Lessons

How Much Is Your Popcorn Worth?: Powerful Lessons In Marketing And The Psychology Of Selling Part 2

by: Ian Canaway

Could buying popcorn in a theatre be a กconditionedก response? Could it be that people are ‘trainedก to believe that movies and popcorn go กhand in handก and that one without the other is….กincomplete?ก And, therefore, price is just not an issue at all?

What a powerful place to be as a marketer, wouldn’t you agree?

Of course, there are some customers who fall in the above group yet still aren’t completely happy with the experience. They still end up buying the popcorn because the desire to have popcorn with their movie outweighs the pain of having to pay the higher price.

Here are more answers that I received…

กIt is marketed as all part of the movie going experience! And theyกve got a captive audience you can’t get it in there unless you buy it from them. So if you want to experience the movie it itกs fullest extent, you need to get the popcorn, and it needs to be their popcorn.ก

And another…

กFirst off may I say it is the conditioning that the movie theatres, producers etc have done. Movies and popcorn go hand in hand. The movie goer has been conditioned all throughout life, so that is what is on their minds when going to a movie. Once at the movies the smell of popcorn cooking, the power of the senses reinforces the thought of movies and popcorn. Once at the movies you are a captive audience.ก

Yep. As, you can see, thereกs more than one marketing principle at work here. Stacked on top of each other, these strategies produce the overall result thatกs very powerful and very effective.

Iกll go over each one below. And…Iกll also cover one big mistake movie theatres are making.

Letกs discuss the various marketing principles that are involved in กpopcorn marketingก:

1. Conditioning and Programmed Responses

Since childhood, people have been กconditionedก to associate popcorn with movies. Growing up, many of us enjoyed popcorn with our favourite movies, and we now see a bag of popcorn as an addition to the กoverallก movieenjoying experience. Some of us even see it as a ‘requirementก to watching a movie.

Hereกs how one of my smart subscribers explained it…

ขI think cinemas are relying on a very strong emotion nostalgia. Many of our happiest memories from childhood probably involve experiencing wonderful movies, maybe Bambi or Mary Poppins. It is likely that popcorn accompanied these lifechanging events. Whenever we go to see a movie, popcorn will be linked with some of our happiest memories. Iกm surprise they can’t get away with charging more!ข

Bingo! We have been conditioned and ‘trainedก to believe that movies and popcorn go hand in hand. Watching a movie without having popcorn somehow doesn’t seem กcomplete.ก

Eating popcorn by itself may or may not do anything for people. But, having popcorn while enjoying a movie is the กicing on the cake.ก It enhances the moviegoing experience.

Yet, others are conditioned to want to munch on กsomethingก while they’re watching a movie, be it popcorn, a hotdog, or any other snack. Because of this conditioning, they will buy something from the concession stand, despite the high prices.

But hereกs whatกs really interesting… movie theatres didn’t create this demand or กconditionedก response. They simply aligned with an กexistingก demand, an existing กconditioningก and fulfilled it.

What are the other demands and กconditioningก mechanisms that exist around you which you could tap into and profit from? Look around. Iกm sure youกll start to see many of them once you shift your focus towards that.

About The Author

Ian Canaway

To read the rest of this special report, you can download it here: http://www.trafficstrategiesonsteroids.com/popcorn.pdf. Ian Canaway will help you launch your very own money making website today thatกs 100% ready to take orders and pull in massive profits for you right now. Guaranteed! Visit: http://www.asuccesfullhomebusiness4u.com.

[email protected]

This article was posted on August 30

by Ian Canaway