Marketing Tips to Make Any Industry More Attractive, Marketing & Advertising News, ET BrandEquity
The products and services we use come from various industries. While some may meet our regular daily needs, others meet our more extravagant needs. Both are equally important, but are they equally attractive to us as customers?
Making brands appealing is one of the most important parts of marketing them because unless they get noticed and chosen, they don’t sell. While apparel, fashion and beauty, food, and other similar industries may look attractive with little effort, industries like building materials, education, financial services, software, etc. . looks boring! These industries are hardly “glamorized” or “appealing” to customers, making it difficult to find the right strategy for marketers to promote and sell these products and services. Although it may be difficult, it is not impossible. Time and time again, various brands around us have demonstrated that smart marketing can succeed in making even these bland industries interesting.
Innovative Marketing and Ways of Doing Business has always been one of the strengths that brands and businesses have built. When done well, it grabs the attention and interest of its target audience, which makes businesses more attractive. Let’s explore some of the ways with examples to see how these tips, if tailored to your industry, can work in your favor.
Return the brand offer and pleasantly surprise your customers. A product company won’t necessarily stay that way, rather marries its product with services and gives customers a healthier offering. Sell performance and benefits, not just products. For example, offering subscriptions for rental or leasing products in the same way Xerox rented out its photocopier in the early days of its business to get the market to try its new product concept. Another example is recent offers from automotive brands offering leased cars with the option to buy back.
Make products more acceptable to graduate customer. Understanding your market and consumer ‘tastes’ makes it easier to improve the acceptability of a product or brand. Nestlé, after its initial failure in Japan, started selling coffee-mixed cookies which gradually, over time, caused the Japanese to develop a taste for coffee, making Japan a good market to relaunch their products in coffee basis. Positioning yourself better than your competitors is always a golden opportunity to attract customers’ attention. Therefore, creating more appealing product/brand/service differentiation for your target audience is key to success. Hutch’s ‘Chota Recharge’ was one of the differentiators, earning them good traction, business and love from their old and new customers.
Participate in a social cause become a useful business and not just a profit-making business. This helps your customers align and resonate better with your business. Tata is one of the best examples. Despite being in various B2B industries, Tata attracts the same level of trust and interest among both B2B and B2C customer segments.
“Out of sight, out of mind” are words to remember when building a business. Brands need to stay at the top of their consumers’ minds by staying in the limelight. For this, your brands can to create economic news as Adani Group did by announcing the start of construction work on the Carmichael Coal Project in Australia’s Galilee Basin, which further caused their share price to soar.
Dalmia Bharat Cement’s Hippo stores become the most talked about brand in construction products wholesale by creation of a new category, and is enjoying unprecedented attention from its three conflicting consumer segments, whistling its popular tune “don’t just jump Hippo”, to stores, ringing the cash register and disrupting the market like never before. . This has not only sparked consumer interest, but also sparked interest and similar initiatives from large conglomerates to reap the profits discovered by Hippo Stores.
Another way to grab your consumer’s attention is to to offer something new on the marketsuch as how Sahara launched its Grameen Sahara microfinance program aimed at bringing about significant change in the livelihoods of the poor and disadvantaged through its various livelihood programs and microfinance service.
But it is important to ensuring that the company provides customers with more defined pocketable benefits for greater and lasting brand loyalty.
Last but not least, size matters, especially when two big brands come together. The biggest brands and companies have merged to provide better benefits to consumers. Such mergers attract a lot of attention and keep customers on the lookout for new and improved offers they are about to discover. Google and Android, Marvel and Disney Pixar, Walmart Flipkart acquisition and other major mergers and acquisitions have attracted people’s interest.
There are some more important and vital tips regarding marketing communication that can really help and that brands around the world have practiced.
Find the juiciest side of the story, such as Fevicol. A simple B2B brand continued to deliver humorous content engaging B2C customers as well. Fevicol, which was originally developed for industrial use, later started producing its variants for other purposes, which led to the launch of variants like Fevistik, Fevikwik, etc. This product and brand extension is the result of smart messaging that made the brand appealing for the end. customers.
Innovate on the type of content, like Amul. The king of instant marketing, Amul, made a dairy brand quite attractive with his witty and on-time marketing. This not only made Amul the undeniable leader by far, but made consumers glued and waiting for the morning newsprint for the next utterly delicious piece of work.
Innovate on the medium and technology, such as Airbnb and Canva. In the age of social media marketing where brands struggle to generate realistic and resonant content on a daily basis, Airbnb and Canva are cleverly using “user-generated content” to display on their social media platforms. This not only leads to better engagement numbers and makes the consumer feel like they are part of the brand, but also takes the worry out of the brand about generating regular content.
Get a personality to elevate this industry, in the form of a brand mascot like Air India’s Maharaja or celebrity endorsements like JustDial. JustDial engaged Amitabh Bachchan as their brand ambassador, leveraging his fame and position and made an everlasting impact in the mind of the consumer for the brand.
Connect to the consumer problem with new insight, such as petroleum jelly. Previously used as a Vaseline for chapped lips, Vaseline has become a household brand with its various uses as marketed by the brand. From cracked feet to skin conditions, Vaseline is now used for everything, even makeup remover! Being marketed as a one-stop solution to new problems drew consumers to petroleum jelly.
Say the benefits of the benefit, such as Sleepwell mattresses. Sleepwell very cleverly communicated the benefits of their products in a way that would further benefit the consumer in their daily lives. Marketing mattresses as a solution that would give a good night’s sleep resulting in better and more productive days made consumers connect the dots and instantly associated the brand with a happy and peaceful life.
hit hard, like Facebook. One of the biggest and most renowned companies in the world, Facebook has rebranded and gone to market with a bang! The intention was to position itself not just as a technology company, but as a technology company with a vision. When consumers see an ambitious brand with a purpose, it motivates them.
Crack a durable line, like Fogg Perfumes. “Kya Chal Raha Hai? “Fogg Chal Rahawas a moment in itself. Fogg Perfumes chose the right tone, messages and words for their target audience and took a completely different approach to selling perfumes unlike the usual market trends of seducing the opposite sex with a few sprays.
Use humor through slices of life moments, like Seagram’s Imperial Blue TVC’s “Men Will Be Men” campaign. Subtle humor in realistic settings gave the brand a unique identity, which was also facilitated by its ‘Pyaar Ki Raah Mein Chalna Seekh’ ghazal which became very popular. And the list continues.
It can be difficult to market products and services that are not perceived as “interesting” or “attractive” unless you think out of the box and take advantage of all opportunities, from competitors to other “companies”. interesting”. Sometimes marketing an already great product with a twist does the job. Knowing which clicks for your brand will always be the most important element of marketing and if you achieve this, your marketing campaigns will bring the desired results.
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