The Zone of Seduction

13 11 2011

Martin Lindstrom, the author of “Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy” had a great article in Time last week, entitled Zones of Seduction – How supermarkets turn shoppers into horders.

In the article Lindstrom visited what can best be described as laboratory for testing consumers reactions to various marketing strategies in a supermarket environment.  In the lab they created a “speed-bump” area designed to have the consumer spend 45 more seconds in one section leading to a 73% increase in spend. The speed-bump section had higher quality, slightly bumpy flooring that made you slow down, and some different signage. They also tested smaller carts, placing limits on the number of product and removing the dollar sign, all of which lead to a sevenfold increase in sales.

Makes you think…

A more relevant application for conferences might be the zone of referral… or the zone of group bookings… or the zone of conversion…

Does your website or communication piece help funnel people to conversion, group bookings or referrals. To often the messaging is left to the last minute and speaks to the masses rather than tailoring it to the zone of seduction. Creating landing pages for certain customers more prone to group bookings, or emails aimed specifically at certain niches within your customer profile are all very important tools that should be tested and can improve results. Better still creating additional content that creates a pathway from a complete stranger to a customer will improve your marketing results. Have you mapped out your zone of seduction?

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2 responses

16 11 2011
Natalie

Fascinating. I can’t help but ask – how does that translate online in an e-commerce/POS environment. You’re all over the nurturing bit but the conversion is what pays the bills. Is something like recommending products once ‘check out’ has been selected *right*? Rhetorical more than anything.

17 11 2011
nomadmarketer

Hey Natalie – I definately think it has applicability online, Amazon being the greatest example, I am not sure if they see 7 fold increase like in this real world example, but I am sure their follow up to abandoned carts and “you may also like”, or “people who bought this also bought” suggestions bring in significant additional revenue to help pay the bills for selling all those Kindle Fires at a loss!

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