{"id":285,"date":"2019-01-28T16:00:58","date_gmt":"2019-01-28T12:30:58","guid":{"rendered":"http:\/\/imansoltani.ir\/main\/?p=285"},"modified":"2019-01-28T16:00:58","modified_gmt":"2019-01-28T12:30:58","slug":"marketing-tactics-old-vs-new","status":"publish","type":"post","link":"http:\/\/imansoltani.ir\/main\/2019\/01\/28\/marketing-tactics-old-vs-new\/","title":{"rendered":"Marketing Tactics – Old Vs. New"},"content":{"rendered":"\n

Marketing is about \ninfluencing people who might buy your product or service, using \nmessaging that conveys value & includes all basic, short-term, and \nlong-term activities. It is necessary to grasp many aspects of the \nexternal environment, including technological, economic, cultural, \npolitical and legal aspects.<\/p>\n\n\n\n

The heart of your business success lies in its marketing it is a must\n to have it properly to achieve your business goals,but during time as \nthe business environment and the consumer behavior is evolving & \nchanging really fast, so sure the marketing strategies must be evolved \nand adapt to the new rules that is why nowadays we are seeing many \ndebates and articles regarding Old school\/Traditional Vs. New school \nmarketing.<\/p>\n\n\n\n

Unfortunately many companies are suffering from the same issues which\n is how to choose the proper marketing strategy. we can see huge budgets\n that allocated to marketing campaign and many failed and wasted without\n proper outcome.<\/p>\n\n\n\n

department is one of the divisions that is only consuming money and \ngenerate or make it, so the sole job is to help the organization\/sales \nto make money & this is tricky part! as business we all have seen \nmany failed marketing strategist\/campaigns.<\/p>\n\n\n\n

Again unfortunately these days whenever you asked for the marketing \nstrategy and camping the common answer you get is first to allocate huge\n pile of cash and the result in many cases is to have ATL,BTL and in \nsome cases TTL and promotions, merchandiser & activities or lucky \ndraw! above have been implemented and executed for god knows how many \nyears with the same thing again and again and again.<\/p>\n\n\n\n

We need to understand that the market has been changed dramatically, \nthe consumers are different. this is the first step and of course \nwhenever comes to the change and try new things it takes guts to do \nthat. In many cases changing the formula and creating new approach is \nconsidered as a high risk strategy and some of us have faced this before\n that :<\/p>\n\n\n\n

Lets stick to what we have done before, at least we have seen the success and no need to try new things.<\/strong><\/p><\/blockquote>\n\n\n\n

\"\"\/<\/figure>\n\n\n\n

We need to understand that today market is now like yesterday, it is \nthe competitive market and it is kill or to be killed. Just remember how\n many giant died over the past 15 years. It is not the same and it won`t\n be easy!<\/p>\n\n\n\n

I recently had an amazing experience to launch a new brand in new \nmarket from scratch. It was Caterpillar Mobile which is a niche brand \nand it was a new comer so there was not any fancy budget available to \nspend at that time.So the first thing came on my mid was that it can not\n be treated as same as the others brands. So I came up with the new \nmarketing tactic which I called it<\/p>\n\n\n\n

Pink Cow Tactic<\/strong>. \n<\/p><\/blockquote>\n\n\n\n

\"\"\/<\/figure>\n\n\n\n

Lets assume that you are traveling to countryside ,out of the city \nand on the road you will see many cows, what would you do ? would you \nnotice it, would you get shocked? Like you no one will pay attention to \nthem as it is not an unusual thing to see them on countryside but \nimagine if there was a PINK COW on the road!!?!!<\/p>\n\n\n\n

What would happen then? Could anyone ignore it? of course not !! \nEveryone will stop to see it, To take pictures and get excited and later\n on they will talk about it, photos will be shared in social media, and \nthere will be words about it. Today there are lots of Ads,TVCs & \nbillboard for marketing campaign which consumed huge budget.<\/p>\n\n\n\n

So this is What I have done for CAT mobile :<\/p>\n\n\n\n

I changed all the artworks and materials & I took full \nresponsibility for that. The Brand slogan is Built to Built Tough made \nsmart , so we made it look tough. We used animals pictures like \nelephant, Polar bear,Whale & Orca in the artworks to echo the \nuniqueness of the brand features (Water resistant, working under \nfreezing weather and ultra-tough). Customized TVCs in local \nvideo-sharing website . We spend really small amount but the we put up \nreally different exciting customized TVC which was so exciting then \nafter a while everyone were talking about it everywhere. The result was \namazing. The moment you see the traders started to as k for your stock \nand sell and buy, this is the reliving the moment that you have done \nyour job and Brand is successfully launched as the demand is there and \nit is available in trade market.<\/p>\n\n\n\n

The issue is that as the market is evolving the consumer behavior is \nchanging as well. Consumers won`t look like the same as before, they \nhave evolved to ignore Ads and they don’t pay attention to billboards, \nTVCs or flyers anymore unless they are different than the others. So if \nyou want to be successful and increasing your chance to get noticed, you\n must be a pink cow! then you are right on spot and visible.<\/p>\n\n\n\n

This issues is begin acknowledged more today as might see many free \nbillboards or discounts\/special offers to have them. Earlier for booking\n billboards or get the good spot on TV for TVCs you had to wait and book\n in advance but today there is installment payment available as many \nknows that it is not an effective approach anymore and the amount you \npay to have them won`t do much good. so the ROI does not add up anymore.<\/p>\n\n\n\n

So the innovation comes to the play, there are some smarts agencies \nthat are using new designs in billboards . Using many innovative ways to\n make it different and unique so it would attack consumers attention \notherwise if we stick to the old ways it wont do any good.<\/p>\n\n\n\n

So my advice is to use Pick cow tactic, do not be afraid of the \nchange, think out of the box and try to be different and get \nnoticed.Think how you gonna address your target audience, how you gonna \nsend the message. consider every option. It will tremendously cost \nsaving.<\/p>\n\n\n\n

Be Smart & Choose your approach wisely!<\/strong><\/p><\/blockquote>\n\n\n\n

Hope you enjoyed.<\/p>\n\n\n\n

The author can be contacted on Iman_sltn@yahoo.com \/ Isoltani690<\/p>\n\n\n\n

Cheers<\/p>\n\n\n\n

Iman Soltani<\/p>\n","protected":false},"excerpt":{"rendered":"

Marketing is about influencing people who might buy your product or service, using messaging that conveys value & includes all basic, short-term, and long-term activities. It is necessary to grasp many aspects of the external environment, including technological, economic, cultural, political and legal aspects. The heart of your business success lies in its marketing it is […]<\/p>\n","protected":false},"author":1,"featured_media":286,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/posts\/285"}],"collection":[{"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/comments?post=285"}],"version-history":[{"count":1,"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/posts\/285\/revisions"}],"predecessor-version":[{"id":287,"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/posts\/285\/revisions\/287"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/media\/286"}],"wp:attachment":[{"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/media?parent=285"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/categories?post=285"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/imansoltani.ir\/main\/wp-json\/wp\/v2\/tags?post=285"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}