Blue ocean strategy focuses on how to link innovation to commercial value. While traditional strategy, or red ocean strategy, exploits existing demand, blue ocean strategy creates and captures new demand. In a red ocean, competing companies usually have to choose between differentiating themselves at the expense of pushing up costs, or stay low-cost and undifferentiated from rivals. Rather than beating the competition, a blue ocean strategy works by making the competition irrelevant. There is a four-action framework for applying blue ocean strategy: eliminate, reduce, create and raise. That is, evaluate which factors the industry takes for granted but which can be eliminated, which factors can be reduced to below industry standards, which new factors should be created, and which should be raised above industry standards. In a blue ocean, companies realize both differentiation and low cost. In other words, returns from investments in blue oceans are substantially higher. Yet 86% of business launches by companies fall in the red ocean category. According to a study the revenue impact of these red ocean launches was 62% and profit impact 39%. The remaining 14% of business launches that fell in the blue ocean category accounted for 38% of revenues and had a profit impact of 61%. Research into blue ocean strategies in the 120-year-period from 1880-2000 demonstrates blue oceans are not about technology innovation. For instance, although the hugely successful iPod uses sophisticated technology, people buy it because it is so stylish and simple.
A good example of applying blue ocean strategy was seen when Ninentendo employed it for its Wii games. Wii's launch helped Nintendo grow sales 90% and profits, 77%. Its better established rival, Sony, was losing $ 240 on each Playstation 3 model sold, while Nintendo was making $ 40 on each Wii sold, With the Wii, what Ninentdo did was ask itself how many customers used high-definition TV compatibility, a feature that was pushing up the cost of the console. The answer was hardly any. So it decided to do away with this feature, keep the price of the Wii low and also target non-core gamers with the product. Thus using a blue ocean strategy, it created a new market for itself instead of fighting for share in the market space dominated by Sony's Playstation and Microsoft Xbox. It focuses on opening up new and uncontested market space and thereby reconstructing buyer value elements that resides across the industry boundaries.
Contributed By: Ritesh Baranwal
Tuesday, November 25, 2008
Saturday, November 22, 2008
Interactive Marketing
All types of marketing share a common goal which highlights the features of a product or service. Interactive marketing is one such effort on the part of marketers.
Interactive Marketing refers to the evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation. John Deighton says interactive marketing is the ability to address the customer, remember what the customer says and address the customers in a way that illustrates and remember what the customer has told us. People are emotional, intuitive beings; they would not believe what you as a marketer wants to say, but they would definitely listen to what other people want to say about your product and services. This is what is targeted in the interactive marketing.
In interactive marketing, first the marketer should Engage the consumers. This can be done through online communities or websites, through TV contests and other medium. The next step is Retaining the trust and relationship with the customer. This can be only done by ethical practices and good customer service and relationship. Then Learning is the next step in line. The preference, choice or behaviour of the consumer should be recorded and database should be maintained for the same. This helps understanding the consumer behaviour and in designing the future marketing strategies. The last step is Relate i.e. relate to the consumers needs and requirements, customization and personalized service are used in order to relate to the consumers.
Though internet technology is one of the major communication mode used by marketers for interacting with the customers, interactive marketing can be done using other communication channels like telecommunication or mobile technology, Television, Radio, print media can also be used. Reality shows on leading TV channels in India thrive on interactive responses from viewers through SMS messages. These either enable participation on the shows or decide the winners on the reality programs telecast. Kaun Banega Crorepati 2, the second edition of the Indian equivalent of "Who Wants to be a Millionaire", elicited 1.6 million phone calls/SMSes for the first three episodes telecast on Rupert Murdoch owned Star TV in August 2005. In early 2006, viewers cast as many as 55 million votes through SMS/telephone/internet to decide the winner of a singing contest "Sa Re Ga Ma Pa Challenge 2005" on a TV channel.
Amazon.com is an excellent example of the use of interactive marketing, as customers record their preferences and are shown book selections that match not only their preferences but recent purchases. Kelloggs cornflakes SMS-based contest, to promote Iron Shakti ingredient in its cornflakes is another such example. Coca-cola’s interactive SMS promotion to promote Vanilla Coke is again an example of interactive marketing. As is evident from the various examples, across different product categories marketers are treading the interactive path to consumers' hearts and minds. To elicit proper responses to the contests, marketers dole out attractive prizes, such as mobile phones, T-shirts, CDs, vouchers redeemable at department stores, audio systems, TVs, etc.
The future of interactive marketing is very bright in India. The growth in internet penetration and broadband and scope for greater involvement of customers in such programs can only expand the scope for interactive marketing in India. The impressive growth rates clocked over the past year are likely to slow down, as the base increases. However, a promising future on the anvil for interactive marketers in India is not in doubt whatsoever, as estimates predict that by 2010, India is slated to have the third largest mobile and internet user base worldwide.
Contributed by: Ashwini Mavuri
Interactive Marketing refers to the evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation. John Deighton says interactive marketing is the ability to address the customer, remember what the customer says and address the customers in a way that illustrates and remember what the customer has told us. People are emotional, intuitive beings; they would not believe what you as a marketer wants to say, but they would definitely listen to what other people want to say about your product and services. This is what is targeted in the interactive marketing.
In interactive marketing, first the marketer should Engage the consumers. This can be done through online communities or websites, through TV contests and other medium. The next step is Retaining the trust and relationship with the customer. This can be only done by ethical practices and good customer service and relationship. Then Learning is the next step in line. The preference, choice or behaviour of the consumer should be recorded and database should be maintained for the same. This helps understanding the consumer behaviour and in designing the future marketing strategies. The last step is Relate i.e. relate to the consumers needs and requirements, customization and personalized service are used in order to relate to the consumers.
Though internet technology is one of the major communication mode used by marketers for interacting with the customers, interactive marketing can be done using other communication channels like telecommunication or mobile technology, Television, Radio, print media can also be used. Reality shows on leading TV channels in India thrive on interactive responses from viewers through SMS messages. These either enable participation on the shows or decide the winners on the reality programs telecast. Kaun Banega Crorepati 2, the second edition of the Indian equivalent of "Who Wants to be a Millionaire", elicited 1.6 million phone calls/SMSes for the first three episodes telecast on Rupert Murdoch owned Star TV in August 2005. In early 2006, viewers cast as many as 55 million votes through SMS/telephone/internet to decide the winner of a singing contest "Sa Re Ga Ma Pa Challenge 2005" on a TV channel.
Amazon.com is an excellent example of the use of interactive marketing, as customers record their preferences and are shown book selections that match not only their preferences but recent purchases. Kelloggs cornflakes SMS-based contest, to promote Iron Shakti ingredient in its cornflakes is another such example. Coca-cola’s interactive SMS promotion to promote Vanilla Coke is again an example of interactive marketing. As is evident from the various examples, across different product categories marketers are treading the interactive path to consumers' hearts and minds. To elicit proper responses to the contests, marketers dole out attractive prizes, such as mobile phones, T-shirts, CDs, vouchers redeemable at department stores, audio systems, TVs, etc.
The future of interactive marketing is very bright in India. The growth in internet penetration and broadband and scope for greater involvement of customers in such programs can only expand the scope for interactive marketing in India. The impressive growth rates clocked over the past year are likely to slow down, as the base increases. However, a promising future on the anvil for interactive marketers in India is not in doubt whatsoever, as estimates predict that by 2010, India is slated to have the third largest mobile and internet user base worldwide.
Contributed by: Ashwini Mavuri
Saturday, November 15, 2008
Brand v/s Product
Some days back, in the marketing class, I found myself listening to as well as speaking the words "brand" and "product" far too often. However, what I realized was that we are not too clear when to use these words. This prompted me refer to a lot of material on this subject. Following is a summary of all the ideas I could gather:
A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name, logo, slogan, and design scheme that convey the essence of a company, product or service. A product is anything that can be offered to a market that might satisfy a want or need.To highlight the difference, I would like to put forth a recent example: The Shahrukh Khan commercial featuring Dish TV concentrated on portraying its features viz. pause live shows, get the language of your choice, movies that you like and so on. Here, there is no real creativity involved. The ad is plain vanilla informative marketing. However, the more recent commercial of "Tata Sky Plus" featuring Aamir Khan and Gul Panag concentrates more on talking to customer based on the experience from the perspective of a regular young couple which almost any middle class consumer can identify with. Thus, apart from providing information about the product to its target customers, the commercial is also successful in creating a long-lasting imprint in the viewers' minds - thus creating a better recall for its brand.
This example highlights one very important factor. The product in both the cases is DTH technology service. Although there are hardly any differences in terms of the products qualities and features, there is a marked difference in the way the target customers perceive the product. This is clearly due to the way the brands have been positioned. So, on a broad level, a product is something made at a factory. On the other hand, a brand is something which is bought by the customer. Typically, a product can be copied by a competitor whereas a brand is unique - it’s either there or not there. A product may be outdated very quickly whereas a successful brand may be timeless. A product may change from time-to-time depending on its life cycle stage; a brand typically remains consistent over a long period of time. A product is a more producer/seller centric approach; a brand is a customer centric approach. Thus, a marketer yearns to convert his products into brands which can then be leveraged to get higher returns for his products. A brand involves a loyalty factor, thus making it very enticing for marketers to convert their long running products into brands. As a side note, one also needs to keep in mind that a strong brand can be built only for a strong product which performs according to the expectations consistently.
A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name, logo, slogan, and design scheme that convey the essence of a company, product or service. A product is anything that can be offered to a market that might satisfy a want or need.To highlight the difference, I would like to put forth a recent example: The Shahrukh Khan commercial featuring Dish TV concentrated on portraying its features viz. pause live shows, get the language of your choice, movies that you like and so on. Here, there is no real creativity involved. The ad is plain vanilla informative marketing. However, the more recent commercial of "Tata Sky Plus" featuring Aamir Khan and Gul Panag concentrates more on talking to customer based on the experience from the perspective of a regular young couple which almost any middle class consumer can identify with. Thus, apart from providing information about the product to its target customers, the commercial is also successful in creating a long-lasting imprint in the viewers' minds - thus creating a better recall for its brand.
This example highlights one very important factor. The product in both the cases is DTH technology service. Although there are hardly any differences in terms of the products qualities and features, there is a marked difference in the way the target customers perceive the product. This is clearly due to the way the brands have been positioned. So, on a broad level, a product is something made at a factory. On the other hand, a brand is something which is bought by the customer. Typically, a product can be copied by a competitor whereas a brand is unique - it’s either there or not there. A product may be outdated very quickly whereas a successful brand may be timeless. A product may change from time-to-time depending on its life cycle stage; a brand typically remains consistent over a long period of time. A product is a more producer/seller centric approach; a brand is a customer centric approach. Thus, a marketer yearns to convert his products into brands which can then be leveraged to get higher returns for his products. A brand involves a loyalty factor, thus making it very enticing for marketers to convert their long running products into brands. As a side note, one also needs to keep in mind that a strong brand can be built only for a strong product which performs according to the expectations consistently.
Contributed by: Deep Agrawal
Tuesday, November 4, 2008
Geo Marketing
As a general term, Geomarketing is the integration of Geographical intelligence into all marketing aspects including sales and distribution. Geomarketing Research is the use of geographic parameters in research methodology starting from sampling, data collection, analysis, and presentation. Geomarketing Services are more related to routing, territorial planning, and site selection whereas the location is the key factor for such disciplins. The core base of Geomarketing is the digital map; it can either make or break the concept.
In marketing, geo (also called marketing geography) is a discipline within marketing analysis which uses geolocation (geographic information) in the process of planning and implementation of marketing activities. It can be used in any aspect of the marketing mix - the Product, Price, Promotion, or Place (geo targeting). Market segments can also correlate with location, and this can be useful in targeted marketing. The methodology geomarketing is successfully applied in the financial sector through identifying ATMs traffic generators and creating hotspots maps based on geographical parameters integrated with customer behavior.
GPS tracking and GSM localization can be used to obtain the actual position of the travelling customer.
Geolocation software is used to display data that can be linked to a geographic region or area. It can be used to:
Determine where the customers are (on country, city, street or user level).
Determine who the customer is (on organisation or user level), or make a guess on it based on earlier encounters by tracking IP address, credit card information, VOIP address, etc.
Visualize any data in a geographic context by linking it to a digital map.
Locate a web client's computer on a digital map. Calculate summary information for specific areas. Select customers within specific areas. Select customers with a certain radius of a point.
Using micro-geographic segmentation select customers similar to a specific type in the rest of the country.
A typical example for different web content by choice in geo marketing and geo targeting is the FedEx website at FedEx.com where users have the choice to select their country location first and are then presented with different site or article content depending on their selection.
Automated different content
With automated different content in internet marketing and geomarketing the delivery of different content based on the geographical geolocation and other personal information is automated.
Other
Solve problems regarding location of a new retail outlet. Map consumer demand trends to best distribute products and advertising. Scope digital advertising towards individual consumers.
Research consumer shopping patterns and observe traffic within shopping centers and between retail outlets. Improve customer cooperation.
Contributed by: Bharat Jain
In marketing, geo (also called marketing geography) is a discipline within marketing analysis which uses geolocation (geographic information) in the process of planning and implementation of marketing activities. It can be used in any aspect of the marketing mix - the Product, Price, Promotion, or Place (geo targeting). Market segments can also correlate with location, and this can be useful in targeted marketing. The methodology geomarketing is successfully applied in the financial sector through identifying ATMs traffic generators and creating hotspots maps based on geographical parameters integrated with customer behavior.
GPS tracking and GSM localization can be used to obtain the actual position of the travelling customer.
Geolocation software is used to display data that can be linked to a geographic region or area. It can be used to:
Determine where the customers are (on country, city, street or user level).
Determine who the customer is (on organisation or user level), or make a guess on it based on earlier encounters by tracking IP address, credit card information, VOIP address, etc.
Visualize any data in a geographic context by linking it to a digital map.
Locate a web client's computer on a digital map. Calculate summary information for specific areas. Select customers within specific areas. Select customers with a certain radius of a point.
Using micro-geographic segmentation select customers similar to a specific type in the rest of the country.
A typical example for different web content by choice in geo marketing and geo targeting is the FedEx website at FedEx.com where users have the choice to select their country location first and are then presented with different site or article content depending on their selection.
Automated different content
With automated different content in internet marketing and geomarketing the delivery of different content based on the geographical geolocation and other personal information is automated.
Other
Solve problems regarding location of a new retail outlet. Map consumer demand trends to best distribute products and advertising. Scope digital advertising towards individual consumers.
Research consumer shopping patterns and observe traffic within shopping centers and between retail outlets. Improve customer cooperation.
Contributed by: Bharat Jain
Wednesday, October 15, 2008
Surrogate Marketing (Advertising)
Ever wondered why Bacardi and Royal Stag entered launched their music cd’s, what made Kingfisher enter the segment of mineral water?
The answer to this is surrogate advertising.
The makers of these brands were banned to advertise and they resorted to surrogate advertising. It is a sort of advertising where a cover product is promoted in order to promote
the actual product that is banned. Surrogate marketing refers to intentionally utilizing a company, person or object to help convey the message of another party. The term has both positive and negative connotations. On the positive side, surrogate marketing is somewhat akin to grassroots or viral marketing in which a marketing organization may actively recruit others to help spread the message or can also be likened to hiring a manufacturer’s representative to sell your product.
However, it is the negative side that seems to have drawn the most attention. A surrogate advertising campaign can be used to indirectly promote products or services deemed by some groups as being unhealthy, unethical, and immoral or, possibly, illegal through activities that are viewed as acceptable forms of promotion. For instance, in some parts of the world where regulation exists that may ban promoting alcohol and tobacco, firms promote these brands by tying the brand names to more acceptable products. For instance, the same brand name used for selling cigarettes may also be the same brand name on a juice product. In this way the customer is not only aware of the acceptably advertised brand but also understands the connection to the regulated product.Surrogate advertisements took off not long ago in the UK, where British housewives protested strongly against liquor advertisements "luring" away their husbands. The liquor industry found a way around the ban: Surrogate advertisements for cocktail mixers, fruit juices and soda water using the brand names of the popular liquors.
In India, ministry of health has banned the advertising of liquor and tobacco. But many liquor brands (like McDowell's whisky) initiated other products like sodas in the same name which are then advertised. Another instance of surrogate advertising is 'Four Square Bravery Awards' in the name of Four Square cigarettes.
Surrogate marketing is used in two contexts: the first is when a company "farms out" the entire marketing function and the group providing the service is called a "surrogate marketing department." I don't believe this is the context for which you are looking. The second is what is happening in India with respect to the ban on tobacco and alcohol advertising. Companies in banned industries are introducing brand extensions with products that are legal to advertise
with the same brand name as the banned product. One liquor company introduced apple juice with the same brand name as the liquor. The idea is the companies can advertise freely the extension - thus keeping their banned-from-the-media products in the minds of the customers. So the apple juice, for instance, is the surrogate for the liquor in the ads. The companies also don't care much about the sales of the surrogate products -for instance, it seems that the apple juice isn't even readily available to buy throughout the company. This loophole that the tobacco and liquor companies are exploiting is upsetting the legislature because every apple juice ad that reminds the consumers of the liquor is a slap in the lawmakers' faces. But, they also don't quite know what to do about it!
In general, surrogate marketing is when you promote one product or service in the hopes of selling another. Why you would want to do that varies. The best reason is that you aren't able to legally. But other reasons might be because the two products sell better together - for instance, you may make a product and it requires service - which you don't provide. You can market a service provider - the surrogate - who will only use your product.
The answer to this is surrogate advertising.
The makers of these brands were banned to advertise and they resorted to surrogate advertising. It is a sort of advertising where a cover product is promoted in order to promote
the actual product that is banned. Surrogate marketing refers to intentionally utilizing a company, person or object to help convey the message of another party. The term has both positive and negative connotations. On the positive side, surrogate marketing is somewhat akin to grassroots or viral marketing in which a marketing organization may actively recruit others to help spread the message or can also be likened to hiring a manufacturer’s representative to sell your product.
However, it is the negative side that seems to have drawn the most attention. A surrogate advertising campaign can be used to indirectly promote products or services deemed by some groups as being unhealthy, unethical, and immoral or, possibly, illegal through activities that are viewed as acceptable forms of promotion. For instance, in some parts of the world where regulation exists that may ban promoting alcohol and tobacco, firms promote these brands by tying the brand names to more acceptable products. For instance, the same brand name used for selling cigarettes may also be the same brand name on a juice product. In this way the customer is not only aware of the acceptably advertised brand but also understands the connection to the regulated product.Surrogate advertisements took off not long ago in the UK, where British housewives protested strongly against liquor advertisements "luring" away their husbands. The liquor industry found a way around the ban: Surrogate advertisements for cocktail mixers, fruit juices and soda water using the brand names of the popular liquors.
In India, ministry of health has banned the advertising of liquor and tobacco. But many liquor brands (like McDowell's whisky) initiated other products like sodas in the same name which are then advertised. Another instance of surrogate advertising is 'Four Square Bravery Awards' in the name of Four Square cigarettes.
Surrogate marketing is used in two contexts: the first is when a company "farms out" the entire marketing function and the group providing the service is called a "surrogate marketing department." I don't believe this is the context for which you are looking. The second is what is happening in India with respect to the ban on tobacco and alcohol advertising. Companies in banned industries are introducing brand extensions with products that are legal to advertise
with the same brand name as the banned product. One liquor company introduced apple juice with the same brand name as the liquor. The idea is the companies can advertise freely the extension - thus keeping their banned-from-the-media products in the minds of the customers. So the apple juice, for instance, is the surrogate for the liquor in the ads. The companies also don't care much about the sales of the surrogate products -for instance, it seems that the apple juice isn't even readily available to buy throughout the company. This loophole that the tobacco and liquor companies are exploiting is upsetting the legislature because every apple juice ad that reminds the consumers of the liquor is a slap in the lawmakers' faces. But, they also don't quite know what to do about it!
In general, surrogate marketing is when you promote one product or service in the hopes of selling another. Why you would want to do that varies. The best reason is that you aren't able to legally. But other reasons might be because the two products sell better together - for instance, you may make a product and it requires service - which you don't provide. You can market a service provider - the surrogate - who will only use your product.
Contributed by: Arjun Chawla & Jason Monserrate
Saturday, October 4, 2008
Organized Retailing in India
The recent years have witnessed rapid transformation and vigorous profits in Indian retail stores across various categories. This can be contemplated as a result of the changing attitude of Indian consumers and their overwhelming acceptance to modern retail formats. Asian markets witness a shift in trend from traditional retailing to organized retailing driven by the liberalizations on Foreign Direct Investments. For example, in China there was a drastic structural development after FDI was permitted in retailing. India has entered a stage of positive economic development which requires liberalization of the retail market to gain a significant enhancement.
Domestic consumption market in India is estimated to grow approximately 7 to 8% with retail accounting for 60% of the overall segment. Of this 60%, organized retail is just 5% which is comparatively lesser than other countries with emerging economies. In developed countries organized retailing is the established way of selling consumer products. Despite the low percentage, Indian textile industry has grown noticeably in organized retailing of textile products. The negative phase in exports may have compelled the Indian textile retailers to explore the opportunities in the domestic market substantially causing the outstanding growth in the concerned segment. These indications give a positive notion that organized retailing has arrived in the Indian market and is here to stay. It is expected to grow 25-30 per cent annually and would triple in size from Rs35,000 crore in 2004-05 to Rs109,000 crore ($24 billion) by 2010.
India is on the radar screen in the retail world and global retailers and at their wings seeking entry into the Indian retail market. The market is growing at a steady rate of 11-12 percent and accounts for around 10 percent of the country’s GDP. The inherent attractiveness of this segment lures retail giants and investments are likely to sky rocket with an estimate of Rs 20-25 billion in the next 2-3 years, and over Rs 200 billion by end of 2010. Indian retail market is considered to be the second largest in the world in terms of growth potential.
Domestic consumption market in India is estimated to grow approximately 7 to 8% with retail accounting for 60% of the overall segment. Of this 60%, organized retail is just 5% which is comparatively lesser than other countries with emerging economies. In developed countries organized retailing is the established way of selling consumer products. Despite the low percentage, Indian textile industry has grown noticeably in organized retailing of textile products. The negative phase in exports may have compelled the Indian textile retailers to explore the opportunities in the domestic market substantially causing the outstanding growth in the concerned segment. These indications give a positive notion that organized retailing has arrived in the Indian market and is here to stay. It is expected to grow 25-30 per cent annually and would triple in size from Rs35,000 crore in 2004-05 to Rs109,000 crore ($24 billion) by 2010.
India is on the radar screen in the retail world and global retailers and at their wings seeking entry into the Indian retail market. The market is growing at a steady rate of 11-12 percent and accounts for around 10 percent of the country’s GDP. The inherent attractiveness of this segment lures retail giants and investments are likely to sky rocket with an estimate of Rs 20-25 billion in the next 2-3 years, and over Rs 200 billion by end of 2010. Indian retail market is considered to be the second largest in the world in terms of growth potential.
Contributed by: Abhishek Devpura
Saturday, September 27, 2008
360 Degree Guerrilla Marketing
360 degree guerrilla marketing means Marketers may run classified or small display ads offering their brochure and directing people to their Website. Many maintain awareness on the radio, with cable TV, in business magazines or regional editions of national magazines. They use signs wherever feasible and stay in touch regularly with both prospects and customers with postcard and standard mailings. Guerrillas employs 360 degree marketing by blending low tech and high tech with high touch and high care.. This type of marketing is never intrusive and very inexpensive -- even when you employ the wide range of weapons available to you, more now than ever because of the staggering growth of the Internet. Most business owners select a wimpy arsenal of marketing weapons, figuring that if they spend enough, they're covering the bases. Today, there are more bases than ever and if you're not attending to most of them, opportunities are speeding past you at lightning speed. The reason to employ 360 degree guerrilla marketing is because most prospects are in the market for what you sell only a small fraction of the time. If you're not talking to them at that time, they'll talk to somebody else. With less than 360 degree guerrilla marketing, your chances of connecting with them at that fleeting moment are cut down dramatically. The fragmenting of media is still another reason to go all-out with marketing and still another opportunity to go easy on your budget because fragments cost much less than whole parts -- TV to selected neighborhoods runs a teeny fraction of the cost of TV to the nation. You can be sure they have an active referral system, tapping the enormous referral power of past customers to learn the names of potential customers. They produce and mail brochures -- printed, audio or video, or all three. They take networking seriously and appreciate that rare chance to ask questions, listen to answers and learn of problems they can solve.
Guerrillas are joiners of clubs to learn industry information, meet movers and shakers, and contribute their time and energy to the organization. They offer free consultations and demonstrations whenever possible and set up alliances with other companies in co-marketing ventures -- especially online. They are linkers of the highest order. There's a good chance they publish a newsletter, possibly even a catalog. Many pen a column for a publication read by their prospects and run a stand-out Yellow Pages ad if businesses such as theirs gain customers that way. They offer their speaking services for free to local groups and have warm, trusting relationships with people at the media in which they hope to gain publicity. When they get it, they make reprints to post and mail. However ,even when they're doing all this, they're still engaging in only 180 degree guerrilla marketing. Reality today means the other 180 degrees comes from their wise presence and impressive activity online. 360 degree guerrillas are frequently mentioned in online news reports, host online conferences, and run contests at their site. As new opportunities arise online, and arise they do on a daily basis, guerrillas seize and test them, making sure their aim encompasses all 360 degrees of marketing. Combining all this weaponry on a continuing basis, over a long period of time rather than in spurts, is a tough job. But succeeding with a small business isn't supposed to be fast or easy. Thus, by using 360 degree guerrilla marketing, succeeding does become far more of a certainty.
Guerrillas are joiners of clubs to learn industry information, meet movers and shakers, and contribute their time and energy to the organization. They offer free consultations and demonstrations whenever possible and set up alliances with other companies in co-marketing ventures -- especially online. They are linkers of the highest order. There's a good chance they publish a newsletter, possibly even a catalog. Many pen a column for a publication read by their prospects and run a stand-out Yellow Pages ad if businesses such as theirs gain customers that way. They offer their speaking services for free to local groups and have warm, trusting relationships with people at the media in which they hope to gain publicity. When they get it, they make reprints to post and mail. However ,even when they're doing all this, they're still engaging in only 180 degree guerrilla marketing. Reality today means the other 180 degrees comes from their wise presence and impressive activity online. 360 degree guerrillas are frequently mentioned in online news reports, host online conferences, and run contests at their site. As new opportunities arise online, and arise they do on a daily basis, guerrillas seize and test them, making sure their aim encompasses all 360 degrees of marketing. Combining all this weaponry on a continuing basis, over a long period of time rather than in spurts, is a tough job. But succeeding with a small business isn't supposed to be fast or easy. Thus, by using 360 degree guerrilla marketing, succeeding does become far more of a certainty.
Contributed by: Abhishek Devpura & Bharat Jain
Subscribe to:
Posts (Atom)