‘Reverse marketing strategy’ is something you hear about a lot but that necessarily does not mean that you know what it means. It is a strategy that is being used all over the world by innovative marketing managers. If you want to know what it is all about and how you can use it, you have to continue reading.
What is reverse marketing?
This is a marketing strategy that does not use the traditional concept of marketing at all. Instead of telling people to buy a product or service, a company that uses the reverse marketing strategy will not do any such thing. It uses ‘attraction’ to market its products. While other companies using traditional marketing strategies tell people about why their products are great and why they should be used, a company which uses reverse marketing will not do any such thing. Basically, reverse marketing gives answers or solutions to problems or issues, but does not tell people anytime that their products are the solution. A lot of such marketing advertisement campaigns have been very successful.
Why it works?
Now it may seem strange to a lot of people why such a marketing strategy should ever work? Why should people buy a product when the company is not telling them clearly that they are good enough to buy? Well, that seems to be the crux of the matter.
The truth is that not a lot of people like to be told what they should be doing. Most of the marketing campaigns that are shown in popular media are centered in the premise that people need to be told what they should be doing, what products they are to buy, how they need to look, etc. Also, a lot of them use the ‘threat strategy’. This is a strategy that most beauty companies use. Their advertisements basically tell women how ugly they look and how they should be using a particular cream to enhance their outward appearance and make their lives more beautiful. You can probably think of at least 20 such advertisements at the moment. That is why reverse marketing works. It does not tell people to use a certain product. For example, advertisements by Dove, the beauty soap company tells women that they are beautiful by themselves. When more and more women go out and buy Dove, that’s reverse marketing at work! Sometimes you may not even know that a particular marketing campaign is using reverse strategies, so intelligent it can be!
Using reverse marketing strategies
The main thing to remember while using this special marketing strategy is that you should never consider people as stupid. Rather, play on their good qualities and they will come to you. That is what it is all about!