A common question that’s often asked by people in business is, “How can I attract more customers?” It becomes a predicament when you want people to notice the product or the service that you’re providing but it seems like you can’t reach out to people or you just can’t establish a strong connection with them. Getting customers is probably one of the most difficult, it not the most difficult aspect for a business, especially when it’s in its infancy stage or the phase where it’s just starting to enter the market.
But this leads us to another question, why are there products that can get people to notice them quickly and at a significant number? Why are there other products that tend to be overlooked even though they are really well-known by a lot of people? Why are some products treated as if they don’t even exist? The answer lies in two words – marketing strategy.
What is Marketing Strategy?
As defined by the Business Dictionary, marketing strategy is an organization or company’s strategy, approach or method which uses all their marketing goals and combines them into a conceptual plan that aims to bring them to success. A “good” marketing strategy is equipped with a strong foundation based on thorough market research and focusing on delivering the right product to the right customers in an effort to achieve the optimum amount of profit and keep sustaining the business. In a way, marketing strategy serves as the lifeblood of a business that provides a kick start and keeps the business alive. Without an effective marketing strategy, a business is left stagnant and kept trailing against its competition in the market.
Examples of Good Marketing Strategies
Getting the grasp of marketing strategy is better when you’re presented with examples. There are a lot of famous businesses that are kept in high regard in the market just because of their incredibly ingenious and innovative marketing strategies. These strategies just don’t rely on being well researched or well thought out. There are a lot of aspects being combined in their strategy that just makes them amazing.
Here are some of the most innovative marketing strategies made by several businesses:
When we hear of the words “social networking”, our minds suddenly pan to familiar names like Facebook, Twitter, YouTube, Instagram and Pinterest. That’s because whether you accept it or not, social networking sites have become a sort of a spearhead when it comes to advertising. That’s why it’s also a form of a marketing strategy once you get your product or service introduced by these sites. However, the Internet is a very cruel place. In that regard, you just can’t put your content there and expect positive feedback. Sometimes, there isn’t even any feedback at all. But what makes other businesses go boom on social networks? The answer lies in ingenuity and the viral factor.
A good example of this is what Lowes did with their innovative use of Vine. Vine is a video-sharing app owned by Twitter that enables users to record six-second videos and the video can be enabled to loop continuously, creating a file known as a gif. What Lowes did in their Vine campaign is show their services in just a span of six seconds with a hashtag of #lowesfixinsix on these Vine videos. These quickly gained popularity with their users and delivered the message on what their business is about.
Connecting with People
Who isn’t familiar with the name Coca-Cola? Clearly, everyone from little kids up to the elderly is familiar with Coke. But after so many years in business, what makes Coca-Cola so popular among people? That’s because of their unique marketing strategy that manages to connect with people. It’s a difficult thing to do in business but Coca-Cola makes it possible.
There are just countless ways that Coca-Cola has connected with their customers that it even escalates to an emotional level that pulls people. Their “Happiness Truck” is just one good example. Distributing free Coke throughout different cities and towns with a big red truck that just comes unexpectedly carrying the company’s name, who won’t remember that? How about the Coca-Cola vending machine that dispenses things like roses, pizza, a huge subway sandwich or toys with a press of a button? Recently, Coke has even created a vending machine that enabled people from India and Pakistan to communicate. Coca-Cola’s antics just never end and it never stops attracting customers.
Being creative is an important part in marketing strategy. In fact, you’ll hear about being creative in almost every class about marketing strategy – easier said than done. However, this one was pulled off by Orphea 4D, a bug spray, by only a simple billboard advertisement. What made it unique? Well, the billboard had glue in the shape of an aerosol spray which eventually trapped live insects. It got people curious and then shocked when they later realized that the insects were real. Never be afraid to try something new.
TV Shows and Movies
What do TV shows and movies have got to do with business? They make money on the big screen – it’s a form of business. How do they make money? They get their income when people watch these TV shows or movies. How do they attract so many customers? Is it the actors? Is it the plot of the TV show or movie? Is it the critically acclaimed reviews that a particular movie or TV show gets? Those are a lot of questions but it all boils down to one thing – marketing strategy.
One of the most creative ones belongs to the Game of Thrones. Sure, it’s a really great TV series. But their campaign for the 3rd season really set the bar. Why? That’s because they pulled it off by getting people’s attention without giving too much away. How? A shadow of a dragon first put on posters then on the New York Times and then on HBO’s building.
Irking the curiosity of people is an important part of a marketing strategy. But making a point of being memorable is even more important. This was pulled off by a beer company, Senador Volstead Beer, by masking their website as a shop selling teddy bears. And when visitors are about to leave, they’re presented with a series of witty pop-ups that eventually lead to the real site.
Got any ideas from the marketing strategies above? Don’t limit yourself there. Go ahead and make your own!