August 11, 2010 § Leave a comment
As I’m working on this marketing blog I’m also doing bunch of things, one of them reading a lot.
One of the books that I’m reading at the moment is “Making Ideas Happen” by Scott Belsky in which I read about an experiment from the Washing Post that explains a lot about what marketing is all about.
Imaging yourself in the underground (metro) during rush hour in your way to work and in one of the main stations (where you change lines) you encounter a musician (a violinist) in one corner playing music.
Would you stop and listen?
Would you change your mind if you knew that the violinist is Joshua Bell and that he is using a $3.5 million Stradivarius violin?
The experiment in fact showed that most people passed by this famous violinist unnoticing him and in 43 minutes “the show” collected $32,17 and only one passerby recognize Mr. Bell (that the previous day had led a classical masterpiece worth at least several hundreds of dollars per ticket).
Would it had been different if a sign said that Mr. Joshua Bell was in fact the violinist or that he was using a $3.5 million violin? Perhaps a red round carpet on the floor could have made a little difference?
This is a clear example of what marketing is all about. some little pieces to let know the passerby about what is really happening would change the outcome of any given product, whether is a FMCG product, a piece of cloth, a service or a CV.
- This is What a Pulitzer-Winning Article Looks Like [Things We Actually Like] (gawker.com)
- Making Ideas Happen (amazon.com)