A Little-Known Secret of Marketing to the Affluent & Luxury Marketing

“We don’t see things as they are. We see them as we are.”

Anais Nin 

Not long ago, the Cornell Food and Brand Lab conducted an interesting experiment about people eating out.

They gathered together a group of test subjects and dived the group into two. The first group was ushered to a room to eat and were handed a plain menu card describing the meal: fish, scalloped potatoes, green beans and chocolate cake. The food was served on paper plates with plastic forks, knives and spoons under standard fluorescent lighting, and the tables they sat at were basic with hard, plastic chairs.

After the group had finished eating, they were asked to rate their meal out of 10 (10 being excellent, 1 being terrible).  

The group gave the meal an average of 3.4 points.

The second group was given the exact same meal, but this time in a fine dining experience.

The tables had crisp white linens, a floral centerpiece and was lit by candles. The chairs were plush and comfortable. Dinner was served on excellent quality white china and expensive glassware and flatware. The diners were then presented with their menus, this time in leather bound menu holders, and their menus read very differently,  “ panko-encrusted Mediterranean sea bass with french-style haricots verts, rosemary and parmesan creamy scalloped potatoes and triple chocolate flourless lava cake.

After the meal, the group were also asked to rate their meal on the same 10-point scale.

This time the group rated the exact same food an 8 out of 10. 

Perception Is Reality

This experiment shows just how much power your marketing has in shaping your consumer’s expectation of your brand, and their perception of your value. For example, are you wanting to raise prices and not cause a customer revolt?

The secret is in managing their perception of your value by repositioning your brand (by rebranding), and enhancing their brand experience.

By enhancing the customer’s perception of your brand and making it resonate with a customer in a special way, their perception becomes their reality – and your company’s competitive advantage.