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 Marketers
harness pester power
Little
kids don't get much pocket money, so what's the point marketing
to them? They don't buy the products.
Here's
the trick. If you market to little kids, then they will learn to
recognise the product and nag their mums to buy the food. It's called
Pester Power.
Only
a few food companies admit that they use Pester
Power, even though a lot of them do it. This advert was published
by a meat product company, which says it makes meat products in
wacky shapes so that little kids will pester their mums to buy them.
The advert says, "Over the years, we have continuously innovated
[invented new products], successfully harnessing pester power."
 Buy
one, get one free!
What
a bargain! Four two-litre bottles of cola for just £4. You
might not have planned to buy eight litres of cola, but the price
was just too tempting.
By
offering bargains like these, supermarkets encourage us to return
and spend our money in their stores.
They
also hope that next time we visit we'll buy another eight litres
of cola, even if the price has gone up.
Display is everything
This is
an advert that appeared in a magazine for people who work in the
grocery trade. A chocolate company is advising shopkeepers how to
display snacks, to encourage shoppers buy extra products.
Here are
some of the techniques this company suggests:
- Sell new products
at a low price to encourage shoppers to try them.
- Lay out the products
in a colourful and tempting snack display.
- Put the marketing
at the Point of Purchase (POP) to attract people's attention.
- Place display stands
and posters around the store.
- Display a 'wobbler'
near the products - a shelf tag that moves to attract a shopper's
attention.
- Put a display of snacks
near the checkout to trigger an impulse buy.
Whose
impulse are you acting on?
 This
man's job is to think of new ways to sell chocolate. He arranges
for shops to display products near where people have to queue.
He
says the reason he does this is to "put temptation within the
shopper's reach".
Next
time you're in a shop, look around when you're near the checkout.
Salesmen know you are likely to be tired, hungry and annoyed about
having to queue - in just the right mood to reach out and grab an
extra snack.
..and
check out those sweets!
 When
little children go to the supermarket, they usually get bored. By
the time they get to the checkout queue, they're totally fed up!
Supermarkets
know that they can trigger more sales if they display chocolate,
crisps, sweets and drinks at the checkout.
If a child
nags for a snack at the checkout, their mum or dad is likely to
give in and say yes.
Click
here to download activity sheets on the subject of food marketing.
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