“The best marketing is the one that doesn’t feel like marketing!”
Going to buy a t-shirt, and ending up buying 4 shirts, 1 bag, 1 wallet and 3 perfumes! A common phenomenon, ain’t it? That’s what marketers are actually paid for – to make us buy things we don’t need!
These are some of the marketing gimmicks you MUST resist at all costs:
- Just because it is a ‘once in a year sale’ don’t indulge in something if you don’t need it. In todays day and age, due to competition, both online and offline, sales keep coming. Don’t prepone your purchases just because it is 20% off. Don’t buy into the hype.
- While it is true that the best form of advertising is word of mouth from a happy buyer, a customer testimonial can sometimes be an advertising gimmick. This type of deceptive advertising is most often seen on those infomercials that seem too good to be true – and somehow, perfectly designed. Most of the time these ‘customers’ are actually paid actors. The next time an infomercial comes on check for these things to help identify who are the paid actors and the genuine buyers:
- Listen to the words of the customers. Do they sound staged, rehearsed, or like they are read from a cue card?
- Do the customers appear as if they are out of place? Do they seem timid or nervous?
- Look for the fine print on the screen. Sometimes it is splashed on the screen for a short period of time or is so small it can barely be read.
- Celebrity endorsements are more effective than regular forms of advertisements and advertisers know this. In our celebrity obsessed society, its easy to see how this would work. But does a celebrity endorsement really mean that the product works well or that it is superior? No, it doesn’t. It simply means that that company has a bigger marketing budget than the other guys do – and be rest assured that they are recovering these costs from you!
- Coupons, which sometimes afford the buyer with great deals, are actually an advertising gimmick. The idea of saving money will usually make a consumer feel good about themselves and could propel them into a purchase they would not have otherwise made. Are you really saving money though if you had to spend money that you had no intention of spending in the first place?
- Cluttered aisles tend to increase sales, and baskets jumbled with items attract shoppers looking for a deal. Some department stores may leave some racks messy because they give the impression of a hot item and encourage other shoppers to stop and take a peak. Don’t fall for it!
- You feel that the sales representatives in that store is too nice? Well, think again – once an item is in your hands, you feel some degree of ownership. You might also feel guilty about walking away after the associate has bothered to pull down a display item for you to look at. Both are reasons why store associates may hand an item over rather than simply point you in the right direction.
- Believe it or not – stores want you to be in the proper frame of mind to maximize your spending. Yes, store layouts have a meaning. Delicious bakery smells or bright flower displays are said to put shoppers in a buying mood, which is why various stores are likely to greet you with these when you walk in the door – so that you spend that extra bundle!
Don’t fall for traps – a moment of indulgence will leave you poorer for life!
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