Harness The Marketing Psychology Behind Colour Venue Proposals

In these heady days of mass marketing, it can be a tough job to make yourself stand out from the competition, especially when putting in a pitch to a prospective client.

To have a proposal that has more clout it can be useful to take a few tips from the school of psychology and weave them in to the pitch. The psychology behind marketing strategies can sometimes seem obvious, but it is often the attention to small detail that can make the difference between a client won and a client lost.

One of the more challenging sectors to try and ply ones trade is in the venue agency business. This is primarily because, as an agency you are not able to offer a particularly unique package that is not available to anyone else.

The skills involved with running this type of business is in locating the right venues for a client. Having access to information and being able to collate this into an attractive proposition is where the skills really come in. The idea is to make the client feel like your agency is better than any other at locating the perfect venue.

This is where the psychology behind marketing comes in, to give the pitch a little colour, venue proposals need to be branded with your company logo, and prepared in a way that sets the selection apart from the rest. In the 1960s, a marketing strategy was designed that is said to influence a client's decision to purchase services. It is commonly known as the Four Ps, which are Product, Pricing, Promotion and Placement.

The process involved in implementing the Four Ps utilises the psychological conditioning as highlighted by Ivan Pavlov. This is often better known as Pavlovian response, Pavlovian conditioning or Pavlovian association. The basic premise is that through association, and positive reinforcement it is possible to condition a subject to choose an outcome or in this case, product, under what they think is free will.

A good example is the creation of colour venue proposals being used in a pitch. First of all, the product, the venue is presented in full colour high quality graphics. To anchor the interest of the client, use at least one iconic image of the venue, and then pair this with a stylised or artistic image. This gives familiarity the client requires, and a unique perspective that leads the client to believe in a bespoke service.

The Pavlovian aspect of the second P, pricing, lies in a price comparison with rivals and highlighting why the service on offer is superior to other companies. Use the proposal to include images provided by rivals along with their price structure, make their images less aesthetically pleasing.

The promotion of the venues should incorporate your company logo with affirmative sales ploys, such as discounts, bespoke packages and images from past successful events. This will make the association between your brand and these venues stronger. To seal the deal, place your product in line with the client. Merge your branding with theirs on a strong image along with images that reinforce success and value for money.

Utilising colour theory will aid this, and the choice of colours should be aimed at your clients business. Mirror the colours they use in their own promotional material and you will immediately make the proposal look like it belongs to them. Through the correct application and use of a full colour proposal it is possible to utilise many tricks of the trade when it comes to marketing and selling a product or service.

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