Every business, from new startups to local stores and established companies, place emphasis on its marketing strategies.
But what exactly does “marketing” mean?
We know the obvious answer: to get the word out about your brand. However, is that where marketing ends? No.
Marketing is the process of getting potential clients or customers interested in your products and services. The keyword in this definition is "process" . Marketing involves researching, promoting, selling, and distributing your products or services.
There are a few marketing ways that can be used to pitch in sales and convince the customers to buy your products.
Create a sense of urgency to buy its products
Have you ever walked into a Zara store and felt that you must buy it on the spot or else it won’t be available the next time you visit the store. It’s because brands like Zara, create a sense of urgency to buy their products as they create limited edition clothes.
They do not restock the garments due to which their footfall increases. Everyone feels the fear of missing out on their garments which leads them to buy the products as early as possible.
Skilled marketers create sales pitches that emulate a similar sense of urgency in potential customers. They achieve this by combining various clever sales tactics that use approaches such as scarcity, the fear of missing out, emotional appeals, incentives, and deadlines.
Stores, like Zara and H&M, are mostly seen at the entrance of any mall or a particular market. Many outfits are placed on dummies, hangers and displayed in a way that attracts customers and convinces them to buy those products.
Also, you must have seen billboards and hoardings of coca-cola on highways and many other places. The placement of such advertisements to attract customers are known as smart positioning.
Smart Positioning is creating an image or identity for the Store. It is the 'place' a store occupies in a given market as perceived by the target market. A store's position is how potential buyers see the store.
Reputation among its wealthy clientele and perceived value
Some brands like Rolls Royce, Lamborghini, Supreme, etc, create a sense of exclusivity in their products. These brands are so expensive and well known that they don’t even need to advertise their products.
Reputation can make or break the business/brand.
If a couple of your clients bumped into each other in the supermarket, do you know what they would say about you? Would they say how trustworthy, reliable and honest you are, that you always follow through with your word and go above and beyond what is expected? Or would they be talking about the times you let them down, or that your service was underwhelming?
Sometimes the way others perceive you is not the same as you perceive yourself.
Word of mouth
The apparel brand, Forever21, encourages buyers to share their style by uploading their favorite outfit photos on Instagram. Organic sharing like this is an effective way to boost your word-of-mouth outreach. This is also known as word of mouth.
Word-of-mouth marketing (WOM marketing) is when a consumer's interest in a company's product or service is reflected in their daily dialogues. Essentially, it is free advertising triggered by customer experiences—and usually, something that goes beyond what they expected.
Word-of-mouth marketing can be encouraged through different publicity activities set up by companies, or by having opportunities to encourage consumer-to-consumer and consumer-to-marketer communications.
What do a beverage company, a cloud storage solution, and a mattress manufacturer have in common? Word of mouth marketing.
It’s no secret that Coca-Cola is one of the world’s most popular drinks. Over the years, it has run multiple campaigns which have led to positive word-of-mouth promotion for the brand and increased the consumption of Coke worldwide.
Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It is a type of publicity. Guerrilla marketing uses multiple techniques and practices in order to establish direct contact with the customers.
One of the goals of this interaction is to cause an emotional reaction in the clients, and the ultimate goal of marketing is to get people to remember products or brands in a different way than they are accustomed to.
Big or small, guerrilla marketing is a creative and engaging solution for all! Although small businesses can really benefit from guerrilla marketing, large brands and corporations are using guerrilla marketing to stay relevant in customers' consideration sets.
McDonald's is a great example of a market leader in the fast-food industry who implemented guerrilla marketing numerous times across the globe. McDonald's took advantage of common elements on the streets to showcase their coffee, french fries, and chicken nuggets with dipping sauces and carry bags.
KitKat launched a similar park bench-related ad campaign where they had an unwrapped KitKat painted on park benches. This was a really creative and easy use of guerilla marketing. The brand awareness for KitKat and they’re made to share candy bars was offset by the low cost of repainting some park benches. I’m sure you would grab a bar if you were sitting on that park bench.
What Does It Mean to Practice Authenticity in Marketing? Being authentic means that you are real and genuine. When you shake it all down, authenticity means you're being true to who you are as a brand. You're presenting yourself and your brand from a place of sincerity and genuineness.
Do you remember when Dove began its Campaign for Real Beauty in 2004, it transformed itself from merely a soap company to a company with a vision. Their new mission statement was that “beauty should be a source of confidence and not anxiety.”
By consistently aligning its marketing efforts with its mission statement. Dove has been able to change its public perception to a brand that authentically champions women’s empowerment and wants to change the conversation around beauty.
The longevity and resources Dove has put into changing the advertising industry’s narrow view of beauty have also made Dove appear more credible with its marketing messages.
The Dove Real Beauty Sketches campaign exemplifies how Dove has successfully aligned its mission of helping women develop a positive relationship with their appearance and its own marketing efforts. It was the most viewed viral ad campaign of 2013 with nearly 135 million views.
Surrogate advertising refers to a form of advertisement that duplicates the brand image of one product to promote another product of the same brand. The word surrogate means a ‘substitute’. Usually, brands use surrogate advertising to promote a banned product under the veil of a substitute good.
Surrogate goods could either resemble a similar commodity or an entirely different product. Meaning, companies advertise their products and services by disguising them for some other product under the same brand name.
Today, the liquor industry intentionally blurs the line between products by advertising ‘old wine’ in a ‘new bottle.’ In other words, companies sell alcohol-based drinks under the veil of soda, fruit juice, & cocktail mixers.
A prevalent example of this is Imperial Blue’s series of advertisements on music CDs to promote their whisky brand in India where it is banned to advertise an alcohol product. Big brands like bagpiper soda, cassettes & CDs, royal challenge, kingfisher fall under this category.
Sound marketing enables companies to create traffic to their business by targeting a sense in addition to vision or sight. Sound is quite powerful and an integral part to get clients to remember your business.
Sound marketing is highly effective since every person uses some sort of sense to determine behavior, be it; smell, hearing, touch, taste, or sight. This allows businesses the opportunity to differentiate their marketing strategies by focusing on visual promotional activities.
Sound marketing is important especially for companies where the customers cannot see the products or services provided. Brand marketing in this instance becomes useless and sound becomes king. For example, when a customer rings a business, they cannot see what is offered, however, effective sound marketing will help the company engage with the customer and create the brand image.
For instance, Netflix plays its iconic jazz sound “ta-dum”, at the beginning while opening the application/website, which everyone remembers. Airtel, Intel, Vodafone, and many such brands have their unique sound which can be easily identified by everyone.
The bottom line
If you're creative, smart and willing to take a few risks, you can turn every interaction your brand has into an integral part of your marketing strategy. This might just leave your competitors in the dust.