Scene- My desk, on Phone
Me: Hello, I am Vikas Sachdeva, I am in Marketing Team, Can you please help me with the sub categories of awards for the entry - Advertising, Events, Print ads, TV ads,Communication collaterals, any research insights, concept innovation etc? I have sent all the entries for the awards.
Other side: Yes, I will mail you all the details.
Scene 2, A glass cabin mixed with few walls
Me: Sir, I will be getting the details of sub categories of awards
Other side: whom did you speak to?
Me: Some representative from awards, but i don't know the name.
Other side: Its always good to know who is the person we are speaking to, at least the name.
Though this conversation has become the pretext of the thought , I have been thinking for last 6-7 months about
Whom brands/marketers speak to promoting their products/services/brands/companies/offerings.
I read somewhere "Marketing for prospective customers needs to be different than Marketing for already acquired customers"
So whom are we speaking to?
Only communication perspective
Prospect
Brands speak very nicely to him/her, he/she is the most pampered person on this earth, he is approached/influenced on everything, Which car he should buy, which phone is best for his/her needs etc , Brands make him believe that they are the only best choice available to him if he wants to redeem himself.
If we are speaking to prospect, In our communication, We should be
- Giving him knowledge about the product/service than pushing it
- Giving him experience of our brand/product service first than telling him its advantages over others
- Lucrative incentives to try
As a prospect, i may not know what to buy, it is the trials with the different brands which will help me choose. Better is the experience , better are the chances of getting picked.
Through deal sites like Snap-deal/group on, what they do is, they discount the full time service/product to trial mode, customer pays say Rs 599 for a spa treatment where he/she experiences services and then choose full time packages.
If a toothpaste or a cream continuously speak about how it is better than others, beyond a point people start mistrusting the same.
Customer
It is the most misunderstood word, There is a distinct difference between customer and a user. I may be a customer of a hypermarket when i buy detergent but i am not the end user. The requirements of end user may be different than a customer. While I may choose X brand based on availability/location of the hypermarket/convenience while end user may think of price/quality of the product.
If we are speaking to a end user
- Focusing on targeting/communication based on quality of the product/durability/tangible aspects. He/she always looks for functional aspects first
- Comparisons with other brands/services, challenging his rational mind to think, giving him reasons to choose your product/service rather than you pushing it
- Offers/discounting
In the end , I should be proud of my decision in choosing the brand/product/service. If i as a end user have not got kick of purchase, if my rational mind is not happy, all in vain.
If we are speaking to a customer
- Focusing on targeting his triggers of choosing the products/service, We need to involve the customer into our journey, how this product/service is made, how it started, engaging him more through story telling.
- Giving him more reasons to be loyal, family outings in the plant where we manufacture the products, making him feel special, making him feel important and valued
- Involvement of his friends/family in your business
- Involvement of his in new product/service design
- Understand his/her emotional needs
Today thanks to tight budgets over variety of media options available, same communication is released for all types ( prospects/customer/end user), then we wait and wait for the results.
We need to craft tailor made programs for each type we are targeting and administer each program effectively.
At the end, i would like all of us to think " Communication/Marketing for Prospect/Customer/End user is distinctively different from each other, we need to think differently for each set"
By the way, Just 20 days left , we will have new government at the center.
Keep smiling!
Vikas Sachdeva
