Let's continue to discuss the various marketing principles that are involved in "popcorn marketing":

6. Exclusivity

During the few hours that you're in the theatre, they have the market cornered by being the only ones to sell popcorn. They virtually eliminate the competition by not allowing outside food or drinks into the theatre.

Being the only game it town offering a product in demand - without any real competition - is a great position to be in.

However, I wouldn't do it the way they do it. I wouldn't 'force' people into buying from me by cutting off all other sources. I would instead provide a superior product, or a much better value, and get them to want to buy from me instead of going to other vendors or bringing their own food.

Just think of your favorite restaurant. Why do you go there verses all the other restaurants offering the same or similar kind of food? You may even be willing to pay more at your favorite restaurant because they just make it better. It's not because they 'force' you or 'corner' you into going to them. It's because they give you what you want! Something that you can't get anywhere else.

When you force people into doing something, they will hold some level of resentment towards the action/experience and the seller. When you offer them a better choice and/or a better value, they will want to buy from you.

7. The Principle of Consensus and "Herd Mentality"

If everyone else around him is buying and enjoying popcorn, then Joe Consumer wants to have popcorn as well! Most people want to follow the pack. They want to 'fit in,' they don't want to be left behind; they want to "keep up."

If other people and their kids are enjoying fresh, hot buttered popcorn, then heck so will Joe Consumer and his family.

He also 'assumes' that if others around him are enjoying the popcorn, then it must be good, and that he will enjoy it too.

How can you use this strategy in your product or service? Provide "proof" that others are already enjoying and benefiting from your product. Offer testimonials from existing customers, show specific examples and success stories of how a certain customer benefited from using your product/service. If you're selling a marketing/ moneymaking product, give specifics of how much profit a customer made by using your strategies.

About the Author
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