Sneaky Marketing Tricks

Sneaky Marketing Tricks

Emerging Marketing Tricks
Can't get that jingle out of your head? Then all that R&D money is paying off! Companies are increasingly using "neuromarketing" to sell their products, which gets past the fact that people sometimes give the answer they "think" is right rather than saying how they truly feel. Scientists attach electrodes to subjects' brains to test their physiological responses to stimuli. It's a little like giving a focus group truth serum. Spearheading the groundbreaking research is Swedish globetrotter Martin Lindstrom, whose new book 'Buyology' describes his findings. He shared his knowledge of emerging marketing tricks with WalletPop.

Sneaky Marketing Tricks

Do It for Me
One of the sneakiest marketing tricks is having customers do their advertising, product development and other outreach for them. Lindstrom says this will go far beyond the gimmicks that companies use now of fans creating their own jingles or commercials or even creating fan blogs to get out the word. He gives the example of a cosmetic chain in Japan that has an online store where users are vigorous about posting reviews. The real-life store stocks only a few items at a time on shelves, and these are rotated based on what's popular on the site.

The antidote? Give the most weight to your own opinions, rather than anonymous users out there, who may or may not be on the payroll of the companies.

Sneaky Marketing Tricks

Bring in the Band
Using sound to sell products used to be about playing soothing background music in stores, but not so anymore. Retailers are learning that people respond strongly to sound stimuli, so they will be playing specific kinds of music to push products. Lindstrom conducted a test in a wine store. When the store played Italian music, people bought more Italian wine. When they played French music, people bought more French wine. "When you asked people why afterward, they had no memory of music playing, they just said, "oh, I felt like an Italian wine," he says.

The antidote? If you don't want to be tricked, pay close attention to your surroundings.

Sneaky Marketing Tricks

Life Is a Small Box of Chocolates
Americans may love their Big Box stores and buying in bulk, but Lindstrom says a sea change is coming where the marketing trick will be to offer fewer choices instead of more. People's brains respond better to fewer choices. He did a test where he was giving women a box of chocolate with 20 options. They would pick one. When the box offered just six items, they picked three. "We buy more the fewer options we have," he says. "Somebody has to choose. We look and aspire, and so you will see stores offering fewer products and changing them out more often."

The antidote? Order what you want online or make a list before going into a physical store so you buy what you want.

Sneaky Marketing Tricks

Gee, You Smell Terrific
Smell stimuli is just as potent on shoppers, so in the future, retailers are going to go way beyond just potpourri. "The sense of smell is incredibly powerful, the sense really seduces us a lot," says Lindstrom, who has done many tests of smells being pumped into stores. In one hardware store, the smell of fresh cut grass made customers think the staff was more intelligent. In an appliance store, he pumped in the smell of an apple pie and the sales of ovens and fridges went up 23%.

The antidote? Beware if you walk into a store and are hit with an odor.

Sneaky Marketing Tricks

The Big Basket Theory
Lindstrom says the first lesson companies have learned, particularly supermarkets, is that shoppers will get cautious about spending when their carts are full. How to get people to buy more? Just give them bigger shopping baskets. He says that Whole Foods has found people spending 30% more with a larger shopping cart. You'll also find that a lot of smaller stores, like drugstores, now offer wheeled carts rather than hand-carry baskets, in order to trick people into buying more.

The antidote? Only buy what you can carry.

Sneaky Marketing Tricks

Hungry Promotions
It's no coincidence that people buy more before lunch and dinner when they are hungry -- and this is not just about food. "We buy more computers, more videos, more of everything, just before we are going to eat," he says. Now that companies understand more about this hunger trigger, which makes people 200% more sensitive to sound and smell stimuli Lindstrom says they will start timing promotions to the hours before meals in retail stores, on TV and radio and even on the Web. This type of campaign works much better than even celebrity endorsements, a high-price gimmick that advertisers have been relying on for ages.

The antidote? Don't shop or watch TV right before a meal.

Sneaky Marketing Tricks

Ding, Dong, Time to Buy!
Neuromarketing owes a deep debt to Pavlov, who showed how people can be conditioned to respond in a certain way to a stimulus. The gold standard these days is to have some distinctive "bell sound" that makes customers jump up and hand over their money. We will be subjected to repeated sounds as they try to create one of these iconic sounds. Lindstrom did a study in his home country of Sweden on the sound that the most popular ice cream truck makes. When people heard the sound on TV, they grabbed their money and ran out in the street to buy from the truck.

The antidote? Don't keep cash available for impulse purchases.

Sneaky Marketing Tricks

Luxury Mini-Me's
Luxury retailers are suffering deeply in this bad economy, as even high-earners are cutting back. Stores like Saks and Bloomingdale's are offering deep discounts for the first time, up to 70% off in some departments. One way that these brands will recover, says Lindstrom, is to create products with a lower price point. Affordable luxury is still luxury, though, so the way to cut the cost of items is to make them smaller. Can't afford a Coach bag? Maybe buy a change purse. "They will also be creating bags with more practical purposes so that now people can justify the purchase," he says.

The antidote? If you can't afford it, then don't buy it.

Sneaky Marketing Tricks

A Non-Generic Response
As more consumers turn to store brands in this tough economy, marketers are having a tough time creating brand loyalty and positive brand associations. People are just more interested in price. Some companies will resort to cutting prices, but Lindstrom cautions clients against this. "You are discounting your brand image," he warns. "Companies will start to use other tricks," he says, "Like combining with other brands, like buy a Coke product and you get a free snack product." That way, you get a reward for buying the brand name.

The antidote? To make sure you're getting a good deal, compare the prices of all the items you are buying, and make sure you actually want the bonus item.

Sneaky Marketing Tricks