Reverse marketing
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Reverse marketing turns the traditional broadcast marketing model upside down by focusing on engaging with customers through conversation and building expectations. The new consumer expects transparency, collaboration, customization and real-time engagement across social media. For small fashion businesses to succeed, they must listen to customers, authentically engage in online conversations, and make technology work for building their brand from the customer's perspective.
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Reverse marketing
- 1. Reverse Marketing for Small Businesses in the South African Fashion Industry
- 2. Traditional marketing Broadcast model Loren Phillips 2012
- 3. Reverse marketing Turning the traditional model upside down Loren Phillips 2012
- 4. History of marketing in 90 seconds Loren Phillips 2012
- 6. New consumer “new social contract” Andrew Keller CEO Crispin Porter + Bogusky Loren Phillips 2012
- 8. What do they look like? Loren Phillips 2012
- 9. How do they behave? Loren Phillips 2012
- 10. What do they think? The EXPECTATION ECONOMY is an economy inhabited by well-informed consumers with a list of high-expectations that they apply to every good, service and experience on offer Loren Phillips 2012
- 11. Trends impacting on the new model • collaboration • crowdsourcing • content Loren Phillips 2012
- 12. • social • going local • radical transparency Loren Phillips 2012
- 13. New technologies • everything is a game • press play • what’s app? Loren Phillips 2012
- 14. New model needs a new strategy • Be part of the conversation • Listen • Engage • Be authentic • Be relevant Loren Phillips 2012
- 15. So you want to be a designer? Loren Phillips 2012
- 16. Recommendations Loren Phillips 2012
- 17. Think about your business • cross industry mindset • making technology work for you • let go • get to the bottom of your brand Loren Phillips 2012
- 18. Think about your customer • customer experience • customer share • customisation Loren Phillips 2012
- 19. Think about the conversation • real time • be there • be authentic Loren Phillips 2012
Hinweis der Redaktion
- unique selling point added value location brand --> customer (broadcast) objective: to attract more customers brand holds knowledge / expertise (customer knows less) purchases happen within a limited and controlled setting/environment
- Defn: consumer seeks information about brand/company rather than company sending message out to consumers > consumers are more critical - actively seeking out (search functionality) Shopping is CHANGING retailing beyond physical stores, locations re-invented in a virtual way IS THERE A FUTURE FOR PERSUASIVE COMMUNICATION? Robert Montgomery - “Brandalism” 33 billboards subverted, London 2012
- 1990s fragmentation of market development of new technologies (transcends traditional marketing) emphasis shifts to understanding the consumer ie. LSM etc (many companies today still stuck here) 2000s market research (time-consuming) hinders innovation and response to marketing market research / store design as expensive and difficult to justify (esp. in light of the recession) time to market becomes more important than doing it right (Nando’s)
- “ This new condition has changed the expectations for how consumers experience brands. The expectation of the relationship has become far more intimate. Brands, especially big brands, have the opportunity and expectation to become as intimate with a consumer as a small local business or even a friend.”
- FLAWSOME Trendwatching MArch 2012 New socialism driven by the WWW
- more females with spending power multiplicity of trends moving through socio-cultural space as opposed to fewer dominant ideas (FRAGMENTATION of traditional LSM model) more complex / more individual (heterogenous) increasingly based on shared likes and interests (Facebook culture) NICHIFICATION difference is more acceptable that ever before intelligent - actively seek out information (Google - the rise of the search engine)
- disposable income used with more discretion (planning, product comparison etc) austerity measures exposure to global marketplace (travel & www) consumer centric technology as enabler less responsive to traditional marketing efforts experience driven buyer initiative
- EXPECTATION ECONOMY - Trendwatching, January 2008 - less influenced my marketing communication, more critical / cynical growing evidence of rejection of mass products (more niche, more local, more sustainable) expectation of the new, more willing to try new things changing models of ownership ( Why Millennials don’t want to buy stuff - changing attitudes towards owning “stuff” The Atlantic article Why don’t young Americans buy cars? ) changing idea of value...value is simply what we think it is - moving towards experience
- VIRGIN ACTIVE - BOO (5m likes on Facebook) - collaboration (www as a platform for connecting and promoting the exchange of new ideas, funding and manufacture) - crowdsourcing (enlisting like-minded people in idea generation and content creation) content is KEY (world’s cutest dog - reverse branding is like reverse psychology...give a little)
- social “tipping point” (sharing, interactive, community, conversation) local, more sustainable and investing in the local economy, spurring entrepreneurialism radical transparency (Transparency Triumph 2009)
- New technology (Point Know Buy) everything is a game (education, healthcare, travel) press play (video as preferred content, YouTube, Vimeo...arguably the most easily digestable form of content) Whats App? (apps that make things easier and more convenient - what value do you have?)
- the hidden value of a small business startu small business - limited resources, - forced into “lean thinking”, - rely on word of mouth, - relationships are key to success - tapping into trends like “authenticity”, “conversation” and “going local” by virtue of their nature
- cross-industry mindset consider effect of technology on company structure; e-commerce and m-commerce and how these can enable purchasing relinquish control (your brand is not your logo) defining core intrinsic value and building message around that develop social “currency”
- “ In 1439, Johannes Gutenberg produced the first printing press and in doing so broke the church’s monopoly on the production of written media. This began a process of democratising access to media that, over the last 600 years, hasn’t faltered or changed direction... The more powerful people get, the more they demand, the more we need to give them, but (and it is an enormously important “but” ) the more they have to offer us. Customers are more powerful than they used to be and this works both ways, so whilst the can (and sometimes do) present us with a more difficult challenge, they can also make much more advantageous allies. The rise of the social customer prioritise customer experience “ customer share” - share of customer’s spending OR allowing customer to participate and own brand customisation...tailor made solutions think lifestyle
- real-time feedback be findable (customer seeks out information) authenticity “ new social contract” Andrew Keller CEO Crispin Porter + Bogusky