One of the things that’s really sunk in in my first few months as a Planner is that the answers you get aren’t important if you’re not already asking the right questions.
So here’s a question to keep in mind:
Do you have a product or service people will wait in line for? If not, why? What can we do, as Planners, to change behavior and give people a reason to give us some of their precious time?
I got the idea for this post this past weekend when I decided to try Kogi BBQ (BTW – it lived up to the hype). Kogi is notorious for long lines; I’ve heard of people waiting as long as two hours for their food!!
The following video gives us two main reasons people wait in line:
1) People over-estimate the value of something when it’s free
2) People want to be 1st to see or do something that’s is considered cool
Well, Kogi and lots of other products aren’t free, but the second reason is a little more relevant.
Going a step further, I think one of the main reasons people will wait in line when they don’t really have to is for the story (of course, herd mentality and fanboy-ism can also be at play). And a story is greater than any product or service because it can last way beyond the point of sale.
In a product life cycle, the purchase is a short, fleeting moment. The anticipation, the excitement and everything else leading up to that moment are what create lasting memories for people. So much so that I’m still talking about a lunch I had at Kogi two days ago and not the breakfast I had at home this morning.
I’ve seen this on the West Coast at In-N-Out Burger, as well as in midtown NYC at Shake Shack, but the real challenge isn’t what happens when people form a line for you — it’s what they do when the line is gone.
Granted, I don’t see people waiting all day in line for a toothbrush or laundry detergent, but I think there are a lot of opportunities for marketers to create remarkable products while advertisers enhance the retail experience.
Further reading/viewing:
Apple’s iPhone 4 Hits Stores Thursday
Crowds Queue Up Around U.S. For iPhone 4
How Long Would You Wait In Line for Food?
The Psychology of Waiting Lines
What I’m Reading: The Culting of Brands
Seeing lines outside of a venue can definitely make it seem more desirable. I remember one bar I would go to in Pacific Beach in San Diego, and they ALWAYS had a line, but when you finally got in, the place was empty! They just kept people waiting in line to make the place seem more exciting. I wonder how many other places do this…?