11.11.2013
AUTHOR Gatis Rozenfelds

How common is the use of . . . ?


How common is the use of ‘One-to-one’ marketing strategy in your practice?
  • An individual approach to every client, each client is particular. If a company has thousands of clients, it seems impossible to work according to these principles, although in the e-age now it is possible. It can be now applied by the automation – collection of all data, data processing and analysis is being done by the CRM system, we only need to take the decision for the strategy – writes Pepper, D. and Rogger M.

*In nowadays all marketing is one-to-one. Even when creating an advertisement campaign one has to take into account that people do not listen to a CROWD, at best, to the family, though the perception is individual in any case. We do not communicate with the SOCIETY, yet we communicate with each of them individually. As they used to say about Pugacheva – her greatest talent is the power to make everyone fell like she would be singing just form him or her individually... 
Advertisement is not different. Very important is the credibility – if an e-mail with an introduction ‘Dear friend,’ but there are 1000 more e-mail addresses or there are ‘undisclosed recipients’ – the person feels cheated, deceived, and it will not improve sales definitely…

People usually say ‘this advertisement called my attention’ – fell into the heart. Now, this is one-to-one in action. 

Of course, social media has default content for every campaign and those are the most direct opportunities for individual communication. 

CRM is more than just marketing, yet it does not mean that there will be individual letters sent to everyone. As it is not just about the owners of BMW who are caressed because every client brings in about five grand, then, in the interpretation of ‘one-to-one’ theoreticians Pepper and Rogger, the same mass marketing it is. All theory is grey and only the tree of the life is always green


How common is the use of ‘Guerilla’ marketing method in your practice?
  • The point is – to gain maximum profit, contributing the investment of the most necessary resources minimally with a tendency to diminish expenditures, reaching the goals set. The concept of ‘Guerilla’ marketing – commenced by the Napoleon’s war – an extraordinary approach to military activities which brought magnificent success with diminished financial expenditures. 

*The division of guerillas is not a large part in the marketing mix, because it requires great idea and understanding client. Good guerilla’s ideas are not so frequent actually, and, besides, the realization of them is not so cheap either. An event is good thing, but if it happens every day it becomes a routine. I think there is a great guerilla’s idea approximately once a year on a country scale. Anyway, it is the human behavior to choose the easiest way…


How common is the use of ‘Word of Mouth’ marketing method in your practice and how do you encourage the use of it?
  • It is an advertisement which spreads out orally as suggestions of friends and authorities. There is one definition of ‘Word of Mouth’ marketing usually. It is an exchange of 25 social relations, unselfish intentions and oral exchange of trust. Spreading the ‘Word of Mouth’ advertisement charges nothing for the company, because current clients are those who spread out the message. As advertisement contains particular message of usage or features, based on personal consumer experience, the message spread out is relevant and reflects the real advantages and disadvantages of the product. 

*The purpose of any advertisement is to encourage the word-of-mouth communication. The encouragement is mostly related with viralization in the social media. Actually, it is excellent to create manifest so powerful that the advertisement gets out the TV into the social life and changes the reality, yet it requires a coincidence of many circumstances… In Latvian oral folklore special phrases embeds – but does it help to sell? Occasionally the product is overshadowed by a joke which is so big that shades the most important. We are practitioners though. We are trying to be as interesting as needed to spread the information contained in the advertisement by itself already after watching the advertisement.


How common is the use of ‘Viral’ or ‘virus’ and ‘Buzz’ marketing method in your practice?
  • This method is based on spreading virus-type messages employing e-mail technologies. Virus marketing is spreading out in internet potentially interesting messages and information where the recipient passes it on, creating the geometrical progression in the spreading. Types and mechanisms of realization for the body of these marketing methods are images, videos, and advertisement video clips, films, jokes, games, e-cards and ARG.

*I suggest reading Tipping Point by Malcolm Gladwell. This is exactly what this book is about.  To wit, this theme is slightly overestimated – influence and viruses, of course, they exist but there are certain manners to function. To operate these functions is not simple at all. And the geometrical progression exist only in the theory, besides – even if an image spreads out – the question remaining is whether it creates the desirable effect of the advertisement and is this image and advertisement at all. To spread out some image is not a great skill (e.g., the Lemberg’s cashbox); spread out an image corresponding to the strategy of campaign and the position of product – and the leading advertisement agencies will strive for you.
Of course, there is no campaign that would not intend to integrate both buzz and oral marketing, but first of all, product has to be worth it for people to talk about. 


How common is the use of ‘Provocative’ marketing method in your practice?
  • Untraditional type of advertising which, by provocative means, encourages consumers to take concrete action for reaching traditional goals. Provocative marketing stimulates consumer to think in a determined direction and to react as company wishes. 

*Seldom, because clients are conservative though and they risk rarely or never.  


How common is the use of ‘Brandertainment’ marketing method in your practice?
  • In the framework of this method events and activities are offered to the audience to adjust oneself to the essence of the brand. In this case the marketing effect is obtained by unparticular associations from the entertainment event or the usage of adjusted product.  

*It is more likely to be Brandertainment. We are doing this quite often, as it is said – tell them and they will forget it, show them and they will memorize it, involve them and they will understand it. It is PR field, actually. 


How common is the use of ‘Meme’ marketing method in your practice?
  • There are messages to be spread out orally, when the message splits away from the advertisement and starts living its own independent life in place and time. This message can be brand, character, phrase or movement and action. Meme is this character, brand, melody or movement which is being reproduced among consumers yet is not so strongly attached to the advertisement as such. 

*Richard Dockin’s ideas of meme which Gladell overtook and, finally, Godin passed it out in public for free – in great extent it is beyond every advertisement because advertisement shows the performance we want the public to start copying and imitating. Every advertisement contains meme. 
Tags & Categories:  interview
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