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Reverse Marketing



Kirjoittanut: Hassan Chakir - tiimistä SYNTRE.

Esseen tyyppi: Yksilöessee / 2 esseepistettä.
Esseen arvioitu lukuaika on 3 minuuttia.

Any marketing method that encourages consumers to seek out a company or a product on their own, rather than a corporation attempting to promote specific things to consumers, is known as reverse marketing. Companies accomplish this in a variety of ways, but the most typical is to deliver valuable information to consumers without requiring them to make a purchase.

The basic principle of reverse marketing is value creation. Patagonia’s “Don’t Buy This” ad was successful in portraying the firm as a reliable source of information regarding environmental and economic sustainability. Patagonia identified these attributes as crucial to its clients, therefore the firm developed materials to position itself as an authority on these subjects.

Instead of attempting to persuade buyers that a specific product, such as a Patagonia jacket, is more environmentally friendly than a similar product from a competitor, Patagonia provided them reason to believe the company itself is environmentally good. This tactic encouraged customers to go for Patagonia products on their own when looking for eco-friendly clothing.

In recent years, reverse marketing has proved quite successful if correctly planned and done. Patagonia Jacket’s “Don’t Buy This” ad is a well-known example of successful Reverse Marketing. Patagonia developed an online “Don’t Buy This” commercial on Black Friday after determining that environmental and economic sustainability were important to its target audience. This advertising encouraged customers to think twice about every purchase they made and to abandon mindless consumerism.

A perfect example is Apple, which is well-known for its creative products and devoted customer base. Apple does not use aggressive advertising campaigns to generate excitement and curiosity, instead relying on word-of-mouth, product reviews, and media attention. Apple also instills a sense of scarcity in its products by limiting their availability, which enhances demand and perceived value.

Another example is Tesla, a leading electric car firm with a devoted fan base and a visionary founder in Elon Musk. Tesla does not employ traditional advertising strategies to promote interest and enthusiasm, instead relying on word-of-mouth, social media, and press releases. Tesla also generates a sense of exclusivity for its products by selling limited editions and pre-orders, which raises demand and anticipation.

Customers that receive reverse marketing are more likely to spend more and become long-term devoted clients. Consider this: if someone approaches you to buy from you, there is a high level of trust and confidence in your brand, and in many cases, the customer is what’s known as a brand advocate (someone who is so invested in your brand that they rarely, if ever, consider alternatives). Many firms can employ aggressive tactics like telemarketing, email marketing, and established and extremely direct sales processes to achieve sales with traditional marketing, but they can be intimidating and off-putting to many potential customers.

However, with reverse marketing, the customer approaches a brand that they trust, like, or love. They are more familiar with the brand than they would be with a more direct email or telemarketing campaign. Feeling at ease with the brand increases the likelihood of loyalty, and the more trust, the more likely people are to spend. They are also more inclined to inform their friends, family, and business contacts about what you provide, resulting in more successful reverse marketing.

Reverse marketing can take a significant amount of time, effort, and money. Building a brand – and brand awareness – isn’t easy, and it doesn’t happen immediately. Even if you have raised awareness, this does not guarantee that a potential client would consider you. In sales and marketing, I frequently tell clients that it is not enough to communicate with a potential consumer and create trust; you must also be at the forefront of their mind when they are ready to buy.

Reverse marketing methods are frequently used by businesses of all sizes across a wide range of industries. They choose to use it to strengthen consumer relationships, reposition their brand, and learn about the market. Finally, firms that employ this method can enhance sales by building trust with potential customers. Reverse marketing can be beneficial for businesses that supply valuable information to clients at no cost, as it helps to position the company as an authority in the subject.

 

References:

Hingett D. 2022. What is reverse marketing. Thinktwice. Link: What is reverse marketing? – Think Twice Marketing

Bhasin H. 2023. Reverse Marketing Explained with Examples. Marketing91. Link: Reverse Marketing Explained with Examples | Marketing91

Marketing school. 2020. Reverse Marketing. Link: Reverse Marketing – Marketing Schools (marketing-schools.org)

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