Most business owners appeal directly to their customers, but sometimes an indirect approach may work better. Since I make my home in Colorado, where recreational marijuana is now legal and high capacity magazines are not illegal, I can see how politicians use these indirect means to drive their people to the polls.
For example, in Colorado, each city gets to determine if they want to approve establishments that sell marijuana. Ballot measures that involve marijuana generally bring out younger lower income people to the polls since this is an issue they feel strongly about. Once in the voting booth, they are much more likely to vote for liberal candidates. Without the ballot initiative targeting marijuana, they might not even have voted.
The same can be said for issues involving guns, which bring more conservatives to the polls. McDonald’s installed PlayPlaces in many restaurants to attract parents with kids. The PlayPlaces have nothing to do with fast food sales, but they get the customer in the door. Once there they are very likely to buy their meal at McDonald’s.
How can you use indirect marketing efforts to attract a customer that, once there, will buy your products or services?
