Lexicographic Heuristic Marketing

Eurolines is a cheap way to travel across Europe, offering over 600 destinations, across 36 European countries, from Norway to Russia to Portugal. Eurolines offers travellers connections to many culturally-diverse cities and towns at a low budget. Eurolines UK is very active with social media.  Upon reviewing its twitter, it appears the main consumer behaviour concept Eurolines UK uses is lexicographic heuristic marketing, which is when a consumer chooses the best brand based on the most important attribute. With Eurolines, this attribute is price. When comparing Eurolines to other travel lines that can transport you throughout Europe, Eurolines has something many of the companies do not, and that is very cheap travel. Eurolines promotes the company’s low travel rates all over social media. Nowadays, travellers do not have much money to spend and do not wish to go with a more expensive brand. From personal experience, the most engaging companies, when I was travelling Europe, were the ones that offered the cheapest option because, when travelling, you usually are on a budget.

The twitter account uses lexicographic heuristic marketing when tweeting about the company and promoting Eurolines because, in every tweet and every picture, price is the first characteristic you notice in the advertisement. Eurolines UK tweets photos of a beautiful destination, and then across the photo it will say, for example, “18 Euros one way.” This is eye-catching and instantly consumers will focus on that one attribute. Also, when marketing deals, the company will just promote how affordable it is. When promoting a Eurolines pass for a 15 day unlimited travel pass, the main advertisement was all writing and in huge font stands out the phrase, “15 days for 185 euros!” Lexicographic heuristic marketing has been successful with Eurolines because, throughout Europe, Eurolines is known as the cheapest way to travel.  Eurolines picks one important attribute that people are looking for when comparing companies and aims to specifically focus on and promote this attribute.

Guerrilla Marketing

Guerrilla marketing is a marketing strategy that is used to draw attention to a product or service, and is a marketing tactic that is an unconventional system of promotion.  Guerrilla does not need a big advertising budget.  It is a way of creating an unexpected campaign to consumers, targeting unexpected places. It is a way of marketing to consumers uniquely, without consumers even realizing you are marketing to them. Most Guerrilla marketing is done in public places, with giving away products, flash mobs, or stunts. Guerrilla can also be done through social media by a viral campaign.

 A recent viral video that uses the consumer behaviour concept Guerrilla marketing is YouTube.  This video campaign, called “Watch it Work for Your Business,” went viral all over social media. This video created a worldwide “buzz” and was shared from consumer to consumer through social media networks, such as Twitter, Facebook, YouTube, etc.  In no time, the video reached millions and millions of people. 

Before analyzing this example of consumer behaviour into further detail, check the Video out at the link provided: Watch it Work for Your Business

The reason YouTube’s campaign was so successful was because it really reached out to viewers on a personal level with a story that engaged the audience.  The campaign made the audience want to watch the video for their needs and benefits.  It is a motivating video that everyone will want to watch until the end. The video was about starting a business through YouTube, and depicted someone else’s story of accomplishment. LSTN is the entrepreneurs used in the video.  They tell their story of success and how YouTube made their company what it is today. This video is so clever because it uses this consumer behaviour concept to advertise to the market through an inspirational story about the success of consumers. The video really does not have much to do with YouTube throughout.  You do not find out it is advertising YouTube until the very end. You think it is advertising entrepreneurs teaching others how to achieve their goals, or is advertising the LSTN Headphone Company. I believe that this video was such a seamless way to reach the audience by being stealth and keeping the advertisement undercover.  The video was not constantly throwing YouTube into the advertisement.  I do not think you realize you are being marketed to during this video. It is not until you have completed watching the video that you realize it really does endorse YouTube.

LuLuLemon's Culture and Lifestyle

A very important and successful consumer behaviour concept is creating a consumer lifestyle around a product by marketing how a person spends their time and money and having the product give them a social identity. Consumers choose products based on their lifestyles.  One brand that uses social media to really promote a culture and a way of living is LuLulemon Athletica. LuluLemon’s Facebook, Twitter, and YouTube market the brand to help an individual really feel a specific way of living, primarily targeting an athletic audience. All of the social media sites promote its products for specific reasons, such as yoga and running. The athletic wear is known to be very durable and light, perfect for any type of weather conditions, but, at the same time, also being very fashionable.

The social media sites are very motivating by promoting the active wear for specific reasons. LuLulemon has a program set up on their website that allows customers to set personal goals for five years to ten years.  It really wants to get consumers involved and focused on achieving their goals and creating their ideal life. LuLulemon will follow you every step of the way when completing your goals, including daily blog posts to help one to stay motivated. Once you have completed these goals and live the “LuLulemon lifestyle,” you become an “ambassador” for LuLulemon, being someone who lives the culture of LuLulemon. 

These ambassadors are posted daily on YouTube videos and remind consumers to stay motivated, promoting different ways of living.  An example would be a walkthrough of a yoga routine. Ambassadors also provide product feedback and opinions of what they would like to see in the future.   LuLulemon listens to these thoughts. This Consumer Behaviour concept really gets consumers involved in a community feeling, helping them to truly experience a sense of belonging to a certain lifestyle.  This is positive for LuLulemon because they get to target a specific segment and focus on people who wish to experience an active lifestyle through yoga, health, and feeling good.  LuLulemon creates a culture which encourages consumers’ dreams and provides them with the support to achieve these goals.