Marketing & Pricing Strategy Lessons from an Airport


Flying to Edinburgh
Flying to Edinburgh

I flew out of Luton Airport last week, and returned yesterday. Because of the faff & time it takes to go through security, I arrive early and hang out at the airport and usually have lunch/meal before/after I go through security. Less stress to arrive early and wait than panic when I realise I'm nearly missing my flight!

Anyway...

 

I browse the food that is available to me in the various Cafes and fast food outlets, I want something as healthy as possible that is wheat & sugar free (what I want is less relevant than the fact that I was looking for something specific)...

 

I end up in Marks & Spencer, and I choose a quinoa & edemame salad with garlic prawns (reduced to clear). I also bought a apple & asparagus juice. All of these are products that I would not normally buy, but I had little option as I hadn't had time to prepare food that morning before my flight.

I enjoyed my meal, and it was healthy which meant my body experienced the positive benefits of it too.

 

 


Captive Audience in the Airport
Captive Audience in the Airport

Now, here's the point to me sharing this story.

 

Guess how many times since I first purchased that salad (7 days ago), that I purchased it again, after never previously have been interested in it? (I've seen it on the shelves before and never chosen it).

 

Three, the 2nd time was when I flew back yesterday, I bought it on the way home, and ate it before I got on the train. Today I bought it again, and I specifically drove to Marks & Spencer's to buy that specific salad. Whilst I was there I bought 3 more of the cooked prawns (3 for £10) and in total spent £64 that I wouldn't have done, had I not eaten that salad on my way to Edinburgh last Sunday.

 

 

My Quinoa salad, and all the other goodies I bought to go with it :)
My Quinoa salad, and all the other goodies I bought to go with it :)

This is a key lesson in marketing!! It is worth securing retail outlets where there is a lack of choice for the consumer, because they will be encouraged to make buying decisions they wouldn't normally make. This gives you an opportunity to create a new repeat customer! There are all sorts of different marketing strategies that worked on me in this instance, but the key one is- because M&S was in the airport, not only did I spend an initial £10 in there, I also returned, spent another £10 on my return AND another £64 once I was home in my local larger store.  (And I don't regularly do any grocery shopping there, except for their bacon which is delicious & reasonably priced!) 

 

Take a moment and think how you can learn from this to improve your own marketing in your business.  When you are experiencing marketing in your every day life, think about how it's affecting you, and how it could affect your customers.  Use the marketing that big brands have spent a LOT of money developing for your own business, chances are if a big brand is using them, it's because they work! 


Please feel free to share, if you liked it others probably will too!

Claire Boyles
Claire Boyles

 

 

This blog post was written by Claire Boyles, Start Up Marketing and Business Consultant, Professional Speaker, and Social Media Strategist with Success Matters.  

You can work with Claire on how to improve your marketing (even on a shoe string budget), creating profitable businesses doing what you love, and for employees who want to transition from employee to entrepreneur. 

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