Tag Archives: promotion

WOW Marketing

In today’s competitive world there are so many options for a consumer that he is spoilt for choice. Today differentiation between products is very fine and it’s the one with better articulated claims that actually wins the share.

Spends on marketing are increasing relatively in comparison to spends on R&D. This puts more pressure on the consumers in their decision-making process as they are now confused that which product has an edge. Most brands are extremely proactive to make sure one-upmanship w.r.t other brands by constantly updating their communication. Some companies have also taken marketing as their new R&D. Ideally both the functions are part of the same coin as R&D provides brilliant technical solutions and marketers introduce  brilliant creative ideas and customer insights into the new-product-development process.

In highly competitive industries, top brass  resist making R&D too dominant to dazzle customers with a steady stream of new products and the latest technologies. But this would mean significant investments in NPD and even more investments in the marketing of those products. Therefore role of marketing is extremely important to keep the organization abreast with the market and its future trends. But that being said a brilliant idea or proposal can come from anywhere and R&D also needs to constantly updating their knowledge via any sources to come up with new breakthrough innovations.

But I think what’s missing in this race of gaining market share is the end benefit for the consumer as brands push for market share and equity scores. Select organizations actually deliver products or services that actually resolve a real consumer problem.

But I think for any brand to be successful the first thing they need to do is define why do they exist and more importantly how can they resolve a real consumer problem. Take an example of Uber in 2008, Travis Kalanick and Garrett Camp had trouble hailing a cab. So they came up with a simple idea—tap a button, get a ride.



What they started as an app now has taken the globe by surprise that empires can be built atop a great insightful idea with literally no investment. Uber is now changing the way we travel today across major cities around the world. When you make transportation as reliable as running water, everyone benefits. Especially when it’s snowing outside.

And if the insight is genuine that really resolves a problem incase of Uber of getting a cab during difficult times then there is no better brand ambassador for the brand. Business will follow without you breaking your head about how can I scale my business now.

mission_statement

Hence the mission is extremely important and then later it’s important to wow the consumer at every touch point. It would start with the communication which needs to hit the right chords emotionally and functionally to drive consideration. Post which there has to be a fantastic distribution to make sure availability and a good incentive for the sales channel to promote the brand. Then there has to be a wow offer or hook point at the point of sale to make sure that once the consumer is in to shop he is directed straight to the product and feels that the product has excellent value for money. Take an example of IKEA, their mission statement could have been a promise for beautiful, affordable furniture, but instead, they decided their mission is to make everyday life better for their customers. It’s a partnership: IKEA finds deals all over the world and buys in bulk, then we choose the furniture and pick it up at a self-service warehouse.

packaging 1

Next is the packaging which helps breaks clutter on the shelf and just does not look attractive but also functionally differentiates itself. Then comes the product itself that has to wow them the most via its efficacy or performance to make sure repeat purchases. In certain cases like electronics or automobiles after sales also plays an equally important role to push the decision-making.

packaging 2

And today there is more to this, consumer engagement that happens not just during the purchase cycle but post that as well in the form of updates and upgrades on the current product and secondly sharing relevant insightful content which today, is considered to be the biggest thing in Marketing. And one needs to wow the consumer here as well by being able to share the right content at the right time and today in the right medium as well.

content marketing

I know this is an ideal scenario and most marketers face resource crunch but we should in our capacity try to wow the consumer wherever we can to make it a memorable experience. The more pleasant experience, the better will be the brand pyramid. It takes time a lot of effort and patience to make this happen, and for this the learning or understanding of the consumer should never stop. Complacency is the brands worst enemy and will completely destroy all the goodwill created over time.

Converting shoppers into consumers Part 1

Before we get into how we can get to convert a shopper into a consumer or buyer lets understand the basic difference between a shopper and a consumer. Every consumer is a shopper just before he/she became a consumer. The true difference is that a consumer has picked up a particular brand/product since he/she is confident about the product/service performance over other competing product/service. The shopper represents why he/she enters a category where a consumer represents why he/she has bought a particular brand based on self-perception and attitude. But importantly the same person in everyday life is a consumer and a shopper and shifts back-and-forth between the two sides every day.

Let me start with my experience:

walk in the park

I was taking a leisurely walk in the park and it’s a perfect spring weather where leaves are flying and trees are swaying to the tune of the wind. And suddenly I got a whiff of pure coffee and when I looked around I found a small coffee-house just besides the park. I walked towards the coffee-house and the smell got stronger and better. The coffee-house has a small porch that has beautiful handcrafted wooden table and chairs for its customers and on the table it has a placard “Order a hot coffee and have a muffin of your choice free”. The moment I sat down a woman walks out with small coffee testers (one shot) of various coffee types and politely asks that “Sir would you want to try our different blends of coffee? And all of sudden I realized that from a leisurely walk I am now drinking hot coffee with muffins.



I think considering the situation the coffee shop owner is doing an amazing job at marketing his shop by understanding the consumers demand even before it creeps into his/her mind. Here he has actually turned a shopper into a consumer or a buyer. Now this seems all incidental and easy but I think is a planned strategy that perhaps even a non-well educated coffee shop owner executes well and gets his share of profits.

Imagine the things that could go wrong in the same situation as the owner as perfected his 4Ps to convert shoppers to consumers.

4ps

Visualize the coffee shop in a dilapidated condition with walls also not painted well and not outside sitting or porch. No one there to welcome the shopper or the woman who came in was an old woman who wasn’t dressed well. Or that the shop offered free muffins or the coffee tasting wasn’t there, now would you go and actually spend time there from your busy schedule……doubtful.

The shop owner perfected his art of making his shop desirable to perfection. He ensured that every touch point that the shopper interacts with is enticing him closer to make the deal. Let’s start right from the place, it was in such a place that it’s at the far end of the walking trail and the coffee smell came over to the walking trail. Secondly he has the shop made in a rustic way overlooking the park and importantly have a porch that it’s connected to nature with its wooden artistic chairs. Finally have a good-looking woman welcoming and the sampling with promotion that sealed the deal. Hence it’s not always about the big billboard or a TVC but if the basics are done, the right product sells.

Yes I know some may feel that there is no competition and hence no marketing needed but this is also a strategy I would call as Blue Ocean Strategy where the owner realized the potential of the area and setup shop there with competition he will have to start different activities to make sure his sales happens but still if the basics are wrong then marketing won’t help. Imagine having a coffee shop near the entrance of the park, would it really compete….am afraid not.

So from a shopper I became a consumer and now in fact am the brand ambassador for the coffee shop since I recommend all my friends and family that one should visit this park and at the end of the walking trail remember to visit that particular coffee shop.

Details of how to craft a plan to convert a shopper into a consumer in PART II of the blog.