Indian Cinemas are the true mirror of Indian Society, and now the daily shops are now also the part of this quote. You follow any daily shop, recall any Indian movie or watch any new release; when it comes to purchase anything, festivals are the common deadlines. In short, festivals in India are as significant as ‘push sales’.
I can remember one incident when I was 8 years old, and that was the day of Dhanteras (Hindus consider it auspicious to purchase gold or silver articles or at least one or two new utensils), and the whole family was busy on deciding what to purchase as house was full of utensils but according to believe and faith, shopping of some precious metal was mandatory. Thus whatever money was spent in this regard, I believe that it was the part of ‘Push Sales Strategy’.
In consumer electronics, Depawali season alone accounts for around 30% of the annual sales in India as per various estimates. Marketers love this opportunity to ‘rise to an occasion’ and they are blessed with occasions in the liberal terms during the last four months of the year. In good as well as bad years, marketers have looked towards this season to put their best foot forward. As per few years of sales records of automobile industry, people now love to spend money towards this ‘Big Boy Toy’ industry especially between Depavali and Christmas.
This video ad is the best representation of ‘Brand Loyalty’ and the ‘Self-confidence’. This is the first commercial I have seen which do not restrict itself under any age-bar. The commercial is lengthy but it represents the steadiness and the tagline ‘The time you seen it, is the you own it’.
Marketing theory distinguishes between two kids of promotional strategy-“push” and “pull”.
A ‘push’ promotional strategy make use of a company’s sales force and trade promotion activity to create consumer demand for the product.
The producer promote or introduce the product to wholesalers, wholesalers promote it to retailers and retailer promote it to consumers. In this kind of strategy, consumer promotions and advertising are just use as an awareness program.
Less Revenue Expenditure: No ATL (Above The Line) activity takes place. Producer takes the advantage of the built up relation and co-ordination of the sales force.
Retailer Influence and Personal Relation help the product(s) to be sold out. After experiencing the product, consumers may build up their own views and can decide weather they want it to reuse it or not, but the retailers influence and recommendation force the consumers to try the product for the first time.
Mostly depended on the sales force.
Non-consumer interaction, may harm the brand loyalty. Product support may be provided through brochure,telephone or internet,but direct consumer education is absent. It is very necessary that product should be introduces under the supervision of product expertise.
A ‘pull’ selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for the product.
If the strategy is successful, consumer will ask their retailers for the product, the retailer will ask wholesalers and wholesalers to producers. Here the whole mechanism get reverse in respect to the ‘push’ strategy.
Direct consumer interaction.
Non-depending strategy (on sales force completely.)
Expensive path in comparison to ‘push’ strategy.
Enthusiasm and Vivacity is less at sales force due to less margin.
Advertisement creates curiosity and vivacity in consumers to try the product, but if the time period between the curiosity and the product testing starts increasing, gradually it start making the confusion in the consumers mind.
Reference: ‘The Handbook of Field Marketing’ by Alison Williams & Roddy Mullin
Field Marketing is the provision of highly skilled and trained people to conduct brand-building strategic (long-term) or tactical (short-term) exercises on behalf of clients. Staff are employed by the field marketing company, which in turn is outsourced by the client to complete specific goals and targets. Field Marketing delivers results and ensures brand development in terms of accountability, visibility, availability and sales.
Benefits of Field Marketing:
By outsourcing FM, it also removes the worry of the sales for the client. As a consequence of the benefits- no worries, savings on the cost and improved business.
Time has also affected products: products that are ready to use, plug in and play, take away, drive away or ready to eat are all now big earners- and for all of these, FM can be the trigger to the selection and purchase through sampling, demonstrating, highly targeted sales, experimental marketing, road shows and events.
If particular product or service is going to improve lifestyle against personal criteria, it may cost more then also customer is prepared to pay; there is no need of discount-indeed that would remove the customers preferred exclusive, expensive cachet. FM has part to play here in delivering the glitz, encouraging people to sample, to experience and particularly succumb to a strategic or tactical or one off sales campaign.
Flyer or Pamphlet is one of the best cost effective medium of spreading awareness. ‘Spreading Awareness’ is the initial stage of any branding campaign or program, and if the initial stage goes wrong it can create disaster. Some of the business organizations think that ‘Flyer Distribution’ is a complete waste and they have to do this because it is a part of ‘Branding Theory’! Due to poor observation and carelessness people are ignoring this huge potential package. Very High Expectation:
Business Organizations spend lakhs on Billboards and Mobile display, with less response expectation in comparison to cost effective medium like ‘Flyer Distribution’. In fact, Flyers have some limitations too but they will generate good response if some points are kept in mind. Points to Remember:
If any work is performed in sequence and with passion it leads to success. Some of the points that should be kept in mind before any ‘Flyer Distribution’ campaign are as follows: *Passion:Nothing great in this world has ever been accomplished without passion! No work is big or small, work is work. Flyer Distribution is your part of communication, thus it should reach the potential audience in a proper and hygienic way. *Quality of the Flyer: Quality of the Flyer represents the status and mindset of the organization towards their customers. Do not use the low quality paper or ink. Using ‘Recycled Paper’ may reflect your concern towards the society or world as a whole. *Add ‘Greetings’: Customers may forgot what you said, but they will never forgot how you made them feel. Just adding ‘two words of formal greetings’ along with the handing over the flyer can create wonders.
*Continuous Process: Spreading message or communication is a continuous process. It might be possible that you may not get response for the first time, but continuous attacking the customers mind with your message will compel the consumer to try your product or service, and if your product or service is competitive enough then it will be the part of consumer’s life. Never become so much of an expert that you stop gaining expertise. View life as a continuous learning experience.
*Say ‘no’ to Apartment mail boxes: Give ‘Personal touch’ to your message. Never treat your flyer or brochures as a personal letter. Handing a flyer personally will create impact and help to get response. Apartment mail boxes are rarely checked, so avoid letter boxes as much as possible.
*Let ‘Experienced’ handle your campaign: I am a good cook, and my friend suggest me to open a restaurant. But I can’t do so! Cooking is my hobby and I am very much passionate about it, but when cooking will change from hobby to business, the personal touch may be missing. Being a good cook, is not a symbol of a good Chief.
Let your campaign be handled by an experienced and passionate group. So, best of luck for your new campaign you want to start!!
Door to Door distribution or direct distribution of printed messages is gaining popularity again and in fact, is one of the fastest growing areas of advertising and promotion. ‘Printed messages’ can be in the form of flyers, brochures, door hanging or sample product with a printed message. Even the MNC’s have accepted the fact that if one has to survive in this competitive market then ‘Go local’. By reaching out to smaller targeted audiences, or the specific category of audiences, advertisers have improved their creative approaches to utilize more fully the strength of direct responses. It is targeted communication: Unlike most media, the advertiser determines exactly who will be reached by the sales message.
Fact from United Kingdom:
According to the Direct Marketing Association (DMA), 80% of top advertisers in the UK use Leaflet Distribution door to door. Leaflet distribution is probably the simplest and cheapest form of direct marketing after ‘word of mouth’, which gives good return on their investment.
Facts from India:
Direct distribution is an unorganized market in India. The main reason is that, marketing and advertising gurus are not giving importance to this ‘proven system’. Apart from that, Direct Distribution needs a lot of ‘quality human effort’, which is lacking now. According to Green Flag survey in Bangalore, India we found that not even 1% of the total expenditure made to marketing and advertising fall in the lap of ‘Direct Distribution’. Even if people do the ‘Direct Distribution’ they use to hire local uneducated people for the distribution, which at last results in decreasing the brand value and no response comes from the amount spent.
Things for Consideration:
The three most important things for consideration are:
1. Quality of the Flyer: One will need to ensure that the flyer is of high quality material and the words printed are clearly readable. Make use of standard fonts with less content. Remember that there is a difference between a flyer, brochures and catalog. Flyer with good offers for specified audience can do a miracle for your business!
2. Quality Delivery: Category or target clients should be known to ensure quality delivery. The executives should be passionate about what they are doing. Remember ‘Passion’ is the other name of ‘Marketing’. Executives should know about the product or services for which they are working. Last but not the least, delivery executives should dress up in a neat and tidy way and can deliver your message in a proper way. The image what they will present about your organization is the most important thing.
3. Don’t Mingle: Make sure that your marketing company does not have clients that share the same business interest as you. A good distributor will normally handle a single type of business at a particular time.
Short sighted and inward looking approach to marketing that focuses on the needs of the firm instead of defining the firm and its products in terms of customers needs and wants. Such self centered firms fail to see and adjust to the rapid changes in their markets and despite their previous eminence, falter, fall and disappear. This concept was discussed in an article by Harward Business School, emeritus professor of marketing Theodore C. Levitt, who suggested that firm get trapped in this blind because they omit to ask the vital question, “What business are we in?”
Theodore C. Levitt argues that “the history of every dead and dying growth industry shows a self-deceiving cycle of bountiful expansion and undetected decay.”
Mary C. Gentile argues that new Marketing Myopia stems from three related phenomena:
1. Single minds focus on the customer to the exclusion of other stake holders.
2. An overly narrow definition of customers and his/her needs.
3. A failure to recognize the changed societal context of business that necessitates addressing multiple stakeholders.
Mary C. Gentile offer five propositions for practice that would help marketers correct the myopia:
1. Map the company’s stakeholder.
2. Determine stake holder silence.
3. Research stakeholder issues and expectations and measure impact.
4. Engage with stakeholders.
5. Embed stakeholder’s orientation.
Last week, Google released Google Instant. You have to adapt to this change if you don’t want to lose many website visitors. In this article, we’ll explain what Google Instant is and you’ll learn what you can do to benefit from the change.
What is Google Instant?
Google Instant is Google’s new way to display search results while the user is typing the query. Google tries to complete the query during the input.
For example, when you enter “bike h” then Google will display the results for the keyword “bike helmets” because Google thinks that this is the most likely query.
Google Instant will not display the search results for the keywords “bike h”, which are totally different. If you want to get the results for “bike h”, you have to click the search button.
What does this mean for your website?
It’s very likely that the search behavior of searchers will change. Until now, people had to think to refine their queries. With Google Instant, surfers get suggestions while they are typing and many of them will select one of the suggestions.
That means that some search terms will get many more searches than before while the number of searches for other terms will decrease.