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.