Background :
There is a myth especially among marketing managers that size and scale is only possible with mass advertising and starting small gives one a slow and directionless start in a jungle of consumer products. I herewith present a case where such myths have been busted and offer a handful of cases and some strategy to make things happen for smaller players.
Do not be afraid to eschew what’s expected in the marketing world, and take the road less fearlessly flown to create a truly one-of-a-kind customer experience.
Strategic Options :
With the onset of the digital age, the world has become flat and hierarchies across organizations is increasingly ceasing to exist. Various tools and techniques can be attempted by start ups and small players.
In the digital world writing incisive guest content can be a powerful way of displaying your thought leadership in the name of a brand. Such effort requires a fair degree of homework and lateral thinking to make your content stand out.
Simultaneously info graphics is a great way of making content go viral and can create good image for a brand.
Assuming you are a brand or a retail outlet you can get into partnerships with local channel partners to raise funds to sponsor local festivals, events, sports or recognizing students who have displayed excellent performance.
You could also have influential friends whose network you can leverage for side promotion of your products without any conflict of interest.
There is also a way to print your brand name on freebies and toys and give it away to the target audience who could also be children during
Fairs and Carnivals.
Coming back to websites, brands focusing on photogrphs can focus on Instagram and Pinterest , while Twitter is a good B2B driver. The essential idea is to figure out where your target audience is based and work towards triggering their interest on a continuous basis.
Key considerations and Case Studies :
1. Always create transparency and engage with your customers
A live example among many others are the Krispy Kreme doughnuts where there are hugely visible windows to make the operations transparent to all. The doughnut makers are specially trained in doughnut making , customer service and marketing.
2. Keep supply chain drivers under control and provide best value to consumers
Efficient procuring and that also directly from the key source of production provides an incredible edge to the brand owner. A case in point is the Sriracha sauce which the owner refuses to advertise but refuses to cut costs by procuring from cheaper sources. The product already sells 20 million bottles without any form of advertising.
Newby teas has earned a premium by taking good care of its tea instead of splurging billions in advertising. In its factory in Kolkata, India it has a unique preservation facility with state of the art air purifications systems, temperature control and humidity control systems because different teas from different climates require different temperature controls. The biggest enemy of tea is heat ,humidity, and contamination.All these concerns are addressed in its facility. Today, 49% of the tea company is owned by the N Sethia foundation, a UK-registered charity founded in 1995. It supports international projects in the areas of education, medical research, disaster relief and hunger prevention, as well as autism support groups in the UK.
3. While providing value for money products do not hesitate to offer Super Premium Products
Costco recently offered Louis XIII Cognac for $2995.00 per bottle. They sell prime beef, $100 bottles of wine and luxury electronics. Too often, operators assume that purchasing decisions are primarily price driven. While some clients are certainly price sensitive, operators should not hesitate to offer premium micro-roasted coffee, high end ice dispensers, custom logo cups and eclectic tea selections. Your clients need to take care of their employees. Give them the opportunity to do so – before your competition steps in and fills the void
4. Leverage third parties for Validation
Brands that leverage influential third parties like the media, celebrities, and athletes have found the "validation" more effective than advertising. A few industries that do this extremely well include apparel, fashion, and retail. These brands all deserve honorable mention for their success with strategic marketing partnerships, PR, and product placement as a core component for growth: Abercrombie & Fitch,Cotton On, Goyard, Maison Martin Margiela, Manolo Blahnik, The Body Shop, and Uniqlo.
Makaibari tea in India had its boutique designer tea gifted by the Prime Minister of India to the Queen in Buckingham Palace. The Prime Minister’s tweet offered a few million views and earned much awareness and respect for the Makaibari brand. Zara mastered the art of influencer marketing. The Duchess of Cambridge gave the brand a huge international boost when she wore a dress of theirs the day after her wedding to Prince William.
5. Use technology and create a sense of urgency
Zara built an empire based on their reputation as a company whose technology and automation allows them to analyze trends and consumer feedback to get fashion from the runway to the racks in a matter of days.
First, they target men, women, and children in highly populated cities.
Second, they produce cheap, fashionable clothing, with a high attention to detail.
Thirdly, they only produce a limited number of each piece to create a sense of urgency among their consumers.
Conclusion : Realizing your dream is only a matter of choice and thinking on your feet. Brands get created through intrinsic product development , smart sourcing , problem solving , customer engagement and appropriate influencer marketing.
In case you have been involved in a similar brand building experience, please do share your learnings through the journey so that the relevant ecosystem can benefit from it.
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