by Patricia Feager
Silver or Gold
While window shopping in Lucerne, Switzerland, I couldn't help but notice the silver and gold shoes in the window. My eyes shifted to barefoot mannequins who more closely expressed comfort my feet enjoy most of all. I'm 100% certain, the goal of the entrepreneur who designed them was to sell silver or gold shoes and still my mind drifted as to how effective persuasive marketing is to consumers.
Luxurious thoughts swirled in my head. What a statement I would make if I purchased gold or silver shoes to show properties in Texas. Could the purchase of one pair of shoes pay for themselves in a successful sale or would more afford me the luxury to go back to Switzerland for more shoes? After all, by then, perhaps there would be more choices, such as Ruby, Amethyst Crystal, Emerald, Pearls, or Diamonds!!! They would make an interesting branding statement!
And what about envy? Could I arrange for a girls trip & weekend in Lucerne??? The psychology of luxury sneakers for Sales Agents in Marketing and Branding had me thinking interesting thoughts! Better yet, I could keep the secret to myself and not tell the girls where I bought them; then I might be the most persuasive Agent in the Dallas area!
Why does branding invoke so much thought and conversation. Without data to support it, some entrepreneurs take risks that others don't. When it comes to gold or silver shoes, it is a personal preference or making a statement to put thoughts about you into other people's heads.
But what about consumers? As a consumer of a potential pair of silver or gold sneakers, would clients frown and look down on me and my shoes and shop for a different agent who was real and more comfortable to their liking? An Agent spends their lifetime career trying to figure out ways to market and create successful branding ideas.
The truth is... It all depends on what the consumer is looking for and they may not even care how an Agent dresses or what type of shoes they wear. If the consumer is out to buy a house, their focus is on their needs and wants, location, and affordability. I'm pretty sure they don't want to even know where I live or what type of house I live in, so what difference would it make what kind of sneakers or shoes I wear?
Snap judgments create problems. I decided to keep walking in my wore out soles and later that day I kicked off the shoes and enjoyed a comfortable afternoon. As for comfortable shoes, I'm still looking.
What's my advice to consumers?
- Be optimistic and open minded but not foolish
- Be bold and be excited about buying something new but not stupid
- Buy because you like it not what others think of you
- Buy with consumer confidence because you weighed the quality with cost
- Be wise and clarify what you need; don't imagine you're someone your not
- Be confident in the decisions you make and not what others think
Story & Photos by Patricia Feager