Scarcity is bad… right? Not necessarily. Definitely not, if you’re a marketer. Seasonal marketing uses temporary scarcity to create value.
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From the category archives:
Inspirational
When selecting a spokesperson to promote a new model of car, rodents of unusual size would not be my first thought. However, the “hip-hop hamsters” present the Kia Soul as not just another means of transportation, but as a bold new alternative, taking an “economy” car and turning it into something hip, desirable and smart.
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nnovative, Indispensible, Inspirational. These are the three I’s of an effective Value Proposition. If you want to make your brand work, you’ve got to cater to your target consumers’ needs. We’re not just talking about basic needs here. A product or service can also satisfy emotional and perhaps even spiritual needs. It all depends on how you position your offering.
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When Old Spice and its advertising agency, Wieden + Kennedy, saw its latest campaign was becoming a viral success, they immediately capitalized on it. Now, not only has the Old Spice Guy, perpetually wrapped in a bath towel and flashing a debonair smile, become a household name; product sales are growing and the company is enjoying a breath of new life in its industry.
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IDEO, the design firm, was asked to design a new concept in latrines that under-developed villagers could assemble from locally available materials. This need is significant for disease prevention and other issues.
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Marketing and salespeople should learn a thing or two from one of kindergarten school’s most valuable lessons: politeness and gratitude.
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Every sales and marketing expert has spoken about this, but it still bears repeating. Successful online marketing, selling and networking requires mastering the art of giving. It’s simple, really. Before you try to get something from someone, you need to give them a reason to give it to you in the first place.
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