Fred Abaroa

I had two big problems happen to me when I first got into Market Research. One was that I wrote leading questions and two was that I got bombed by mac enthusiast. Disney was not happy with either. This is what is know as a response set bias. As my research career moved beyond pure unbiased research, I found that some companies/organization actually wanted the bias. Here is an example, and not a real one either I am just making this one up:

How likely are you to use internet filtering software in your home?

VS.

Knowing that porn and stalkers exist in abundance on the internet, how likely are you to use internet filtering software in your home?

The answers to the last question will be different than the first. Here is something I use to get more catering. Look how I bias the consumer to get what I want:

At Costa Vida Fresh Mexican Grill we think of ourselves as more than just a restaurant, we are a marketing tool. Let me explain, I have always been taught that an effective presentation has three ‘H’s, The Head, The Heart and the Hand. The head is what get the client to think, the hand is what physical object they take away from the presentation. Those two are usually the easiest for any marketing professional to accomplish. The heart is one of the most important yet one of the most neglected part of a presentation. This is the emotional bond the client will have with the presentation. Food triggers one of the strongest emotional bonds. When I say Birthday you think...Cake. I am sure that you uses lunches to meet clients, and seminars with food to meet prospective clients. Costa Vida Fresh Mexican Grill can help you. From our freshly made tortillas to savory meats to made from scratch desserts Costa Vida’s food will leave a lasting impression on your clients. (Are you hungry yet?) We can provide a catering menu to fit your needs. Let’s meet sometime to talk about how we can help you build your business.

Works even better then I do this in person because I will use a gester that elicites a specific response. Take a look at a few marketing campaigns out there and I am sure you will recognize how to bias a consumer to your product.

Fred Abaroa aka “CostaVidaFred”
The Marketing Imagineer

Twitter: @CostaVidaFred
Blogs:
www.CostaVidaFred.com
Podcasts:
WordOnTheTweet.net
MakingMountainsOutOfMoleHills.com