WHAT IS INVERSE MARKETING
One of the most unknown concepts in the world of marketing is that which refers to reverse marketing strategies.
According to the great reference in this world Philip Kotler , “ reverse marketing ” (in its most traditional concept), arises from the observation that customers are actively influencing a company’s product, price and promotion.Customers are increasingly involved in the design of products that businesses want (for example, complete customization of Dell computers).Today more customers tell providers what price they would pay for a plane ride, a hotel room, or a car, as an example from Priceline.com.Customers increasingly insist that advertisers ask permission to send them advertisements, promotions, and offers.In addition, they want to choose the distribution channel of their choice.Sont, reverse marketing responds to the buyer who takes the most initiative in defining terms of trade.
This definition is quite obsolete today, dominated by new technologies, the predominance of social networks as means of communication / promotion and with the hard work that Social and Community Managers have to carry out this work.
The great studies that have been carried out on the direction in reverse marketing, group in 3 large blocks, the different perspectives that exist.
Reverse marketing for customer targeted marketing
This vision is the one that is closest to the traditional one, it gives exceptional importance to the opinions that clients transmit to us about our product / service or about our own company. A return to the traditional concept of satisfaction survey should be made to establish a true productive company-consumer communication.
A good use of commercial mailing may be the key; Imagine a pharmaceutical company that carries out a campaign to promote a new product to rejuvenate the skin, you can implement a strategy of mass emails, you are invited to know the product, but in the process you can convince to cover a questionnaire analyzing your skin problems; and, depending on the result, refer the person to a new reference that shows a more appropriate solution for their problem. This establishes a great and respected brand image, since consumers have special appreciation for those companies, which know how to respond to their needs quickly and efficiently, which generates significant customer loyalty.
Reverse Marketing based on Reverse Psychology
This is a very interesting vision, since it uses reverse psychology strategies to try to capture the attention of the possible client.
In its traditional conception, we can understand this philosophy with the example of a commercial visit, it has traditionally used capturing the attention of the decision maker, resorting to their ego, with expressions of indifference of “this offer is only for customers preferred, or big shots “, Obtaining immediate responses of: “How are those people you are looking for?” Creating expectation is the key, you can announce great news, and then have to be absent, creating an increase in expectation of what is going to be communicated, which increases the level of subsequent receptivity in communication, which can be used at commercial level in an increase of the sales force, aspect to take into account.
At present, advertising claims are used that seek to attract the competitive, astute, and experienced customer of traditional advertising. They can be attracted with a reverse claim, promoting a product, for example, in the following way: “only for women between 20 and 30 years old and if you are a man this is not your place, you should not enter” , immediately afterwards it will be achieved that a large number of curious men, access the ad. This system I find especially useful for use in advertising banners , on websites, achieving a demographic profile of clicks theoretically inverse to the intended, which can be very profitable.
The following video shows an advertisement that uses these types of strategies:
Reverse attraction marketing
This is perhaps the most innovative vision of reverse marketing, it seeks to anticipate the market, trying to produce what consumers tell us they want to buy. This is based on a complex strategy, supported by the collection and filtering of comments and ideas that our clients (or any other consumer who wishes to do so) may send us, who are the ones who best know their tastes and desires.
Duff beer
A curious but significant example of this new vision is the case of the DUFF beer brand ( known worldwide for the American cartoon series The Simpso n s) , which clever Mexican businessmen decided to bring to market, dodging copyright. of the FOX company, owner of the rights. This drink can be seen, at present, in most of the large commercial areas of our country.
The introduction of new technologies and social networks as the main means of promoting by impact, make this type of marketing a key to attraction and subsequent loyalty of a potentially massive clientele.For all these reasons, a space should be reserved in the marketing mix of any large company that includes specific campaigns that use this type of strategy.
Do you know what reverse marketing is?
International.- Surely on more than one occasion you have heard of reverse marketing, one of the types of marketing that most often reaches the minds of consumers. Well, so that you can know the term in more depth, next, we are going to offer you an approximation to the origin of this term as well as how it is understood today, so that you can use it so that consumers become your potential customers .
One of the fathers of marketing Philip Kotler believed that reverse marketing stems from the observation that customers are actively influencing a company’s product, price, and promotion. And is that customers increasingly participate in the design and other aspects of the products that companies want.
Although, yes, this would be a more traditional vision of reverse marketing, since, now, we are being dominated by new technologies, and now, more than ever, in reverse psychology is used in marketing to try to capture customer care.
But what is meant by reverse psychology? Well, basically, it could be said that, in marketing, it would be the fact of trying to capture the attention of the decision maker, resorting to his ego and creating expectations. An example of this could be a store that, to attract customers, hangs an advertising message with the following text: “Don’t buy here.” Surely that message is not counterproductive and manages to attract the attention of consumers, who will quickly enter the “bug” of entering that store to see the products and buy them.
And another more modern variant of reverse marketing that could be considered is the attraction reverse marketing that, basically, is based on the search for market anticipation, thus trying to produce what consumers say they want to buy. As an example of this type of marketing, we could cite that of products seen in series or movies that then make the leap to stores.
What is and how does reverse marketing work?
Also known as ‘attraction marketing’, this technique seeks to attract consumers in a different way than conventional.
Have you ever heard of reverse psychology? In its simplest version, it is like when they talk to you about a place and tell you: “don’t go”, but in reality what they are doing is generating curiosity in you so that in the end you do end up going. Reverse marketing, also called attraction marketing, works in a similar way: instead of appealing directly to the consumer and proposing a purchase option, look for him to make the decision, without feeling “pressured” or “harassed” by someone who wants to sell you at any price.
Reverse marketing. The companies employing reverse marketing seem a bit “disinterested” by getting customers , but of course this is not true. Their messages do not present concrete offers, but rather offer help, advice and relevant information that allow them to position themselves among their potential clients as authorities or experts. “[Reverse marketing] focuses on building trust and letting the consumer get closer to the brand,” explains the entrepreneurial website cleverism.com. “Companies that use this technique try to avoid coercion and instead encourage consumers to feel empowered and confident to choose their products,” adds the same source.
‘Do not buy’. A simple example of reverse marketing is given by the clothing brand for ‘outdoors’ Patagonia, which in 2011 published a notice that showed one of its jackets with a direct and simple text: “Do not buy this jacket”. Next, he explained the reasons with an invocation of sustainability and not consuming excessively. The brand asked its potential customers to consider reusing and repairing the clothes they already have, as they don’t buy what they don’t need. With this message, Patagonia aspired to position itself as a brand concerned with the preservation of the environment, something quite in keeping with its ‘outdoors’ spirit. But of course, at the same time, it sought to win the sympathy of those consumers who do need to buy a jacket or those who do not need it, but they will buy it anyway.
Applications. Reverse marketing has several uses. When properly employed, it strengthens the brand image, builds long-lasting relationships with customers, and therefore facilitates future sales. Sometimes being ignorant can work better to sell than other more direct marketing techniques. Take it into account.
