In the entertainment complex of Walt Disney World, 1% increase in repeat visitors means millions of dollars in profits. The way in which Disney presents customers with its values is an important component of its success. The strategy involves Disney fun "minor" guests who influence the buying decision, but are not considered key customers.
Bruce Jones, a program director at Disney Institute, points on the fact that if a mother comes into the Disney’s store and employees rudely treat her child, she will not come back; if the parents are testing a new car, and the kids are bored and sad, parents can go away, and not buy it. Jones argues that the experience of secondary users is critical to the business and is different from other companies, offering the same or similar products. Moreover, it is applicable to both large and small businesses.
Most of the buying decisions of a product are directly made in the stores, especially when talking about children. A significant role is played by the emotional state at the time of purchase. The mood of the buyer affects the time of his/her stay in the store, and the attention paid to the products. Consequently, acting on a "point of contact" consumer, it is possible to create a good mood and, thereby, stimulate making a purchase, increasing its volume or a clear positioning of retail trade enterprises.
It is well known that the people, especially children, perceive the world around them using the five senses: smell, hearing, sight, touch (tactile), and taste. Of these, the most visible to the influence are the first four. In other words, the use of point of sale of different smells, music, lighting, and color of window dressing can give a great positive effect. Therefore, lots of companies started using this method of influence in their stores. This method is frequently used in children’s stores in order to persuade their parents to buy the new products and to encourage their coming back into the store.
The smell has the strongest impact on the emotional state of children. The familiar scent can most powerfully stir the memories associated with it. Most consumers do not realize that they often make their purchasing decisions, not guided by the mind or nose. Studies have shown that 70-80% of people are judged by the smell of qualities such as freshness, elegance and capacity. The unique flavor of "Fantasy" is a calling card of Disney stores around the world. It was especially designed for the perception of the childhood feelings and memories in adults and to make it associated with the childhood and happiness in children perception. Most parents argue that this flavor could not be able to better convey the feeling of happiness and celebration of childhood. It is the marketing way to accustom children to the fact that being in Disney store makes them happy. This leads to the children’s desire to come back to the store, and there are other methods for making parents buy the new toy or any other product for children.
Sound plays an important role in the process of perception. In particular, music can have an effect on children’s behavior. Music also contributes to the atmosphere of the store, because it influences the mind of the buyer in a certain way, helping him/her to focus and, in addition, as noted, the music affects the speed of the buyers on the trade hall. Disney stores for young buyers broadcast tunes from famous cartoons, which are directly associated with the submitted goods. This is the result of the music effects. First of all, children are highly sensitive and impressionable, so during the cartoon watching they are engaged in the created atmosphere not only with the characters, however with the surrounding sounds and music. It is well known that Disney’s cartoons are full of the songs sung by the characters. All these songs create constant relations character, situation and feelings. As a result, children highly associate the music and sounds of the cartoon with the characters. Hearing sounds of well-known songs in the Disney store rises children’s feelings: raises their mood and makes them happy. Every child wants to have the toy character from the cartoon and, as a result, the desire is being increased. Therefore, the music used in the Disney stores persuades children to have a new toy and ask parents to buy it: it is an effective method to raise the sales.
Children at 3-4 years are able to distinguish between advertisements from conventional transmissions. At the same time, children up to 8 years almost to a man considered advertising truthful and perceive it as a guide to action. Psychologists explain this by the fact that advertising is designed for children and teenagers, just tightly "imprints" brand names in the memory of the child. According to a recent study, a three-year average American child knows 100 different brands. Advertisements intended for children and teenagers, are usually bright, funny, and often use cartoon characters and catchy slogans, songs and poems. Advertising can influence children's food preferences, starting from the age of 3. Studies have shown that a child can play the contents of the seen advertising after the first viewing. After a few visits he has formed a persistent preference for the product. Therefore, all the marketing methods that are being used by the corporation that sell products for children, like Disney, deeply impact the perception of children and their willingness to buy a new toy.
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