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Marketing reinvented – electrifying Is The New Performance!

This is how marketing people, usually think: "Find out what they want, give it to them nicely wrapped and with a big shiny smile, and let the studies show that they are happy. "Good old Fulfillment Marketing, right? Well, not anymore.

Consistent data from across the globe indicates that even the most satisfied customers tend to keep an open mind to other offers. We live in "post-era loyalty" and guess what? Customers simply do not want to be loyal anymore. Leave all other options – is no longer an option. So yes, it isimportant to keep them satisfied (otherwise they will be gone in a split second) but do not expect that they are loyal.

So what do you do? Get an alternative thinking cap. Electrifying Marketing is the new marketing philosophy I want to offer you. Its roots come from the realization that marketing today is no longer about meeting unsatisfied needs. More often than no, it's about re-meeting already satisfied needs – with better and more exciting options. The main idea is that you are not here to "please" anyone, but rather to tap on your target consumers' needs in new and surprising way that is geared to ultimately become their future wants, while achieving a competitive advantage as a result.

The next question you probably ask: how? Following you will find a list of the ten key principles of electrifying Marketing, which represents different ways to implement this new marketing approach.

1st Do not Mess with Quality

First foremost, you need a high quality product and service. Nothing in the world will change this necessity. No marketing or branding "hocus pocus" will cover a poor product.

2nd The name of the game – Escapism

Create a tiered benefit that takes your customers over boundaries and limits of their normal life into a larger-than-life existence, a world of fantasy, magic, and delirium. It's not a coincidence that the two of the most successful literary works of the past few years were the Harry Potter books and The Da Vinci Code.

3rd Provide a shudder

Liver a strong sensual or emotional experience for your consumers will press strongly for one or more of their senses, or will arouse a strong emotional reaction such as fear, thrill, excitement, ecstasy, surprise or other powerful emotions.

A great example is "Tie Me Up, Tie Me Down" S & M and bondage party, threw a tsunami of press for Casio's then-new G-Shock watch, promising it a must-have status in the influential fashion community of Manhattan. The New York Post awarded the Casio chutzpah Marketer of the Year Award for its boldness, and apparently this horror has managed to deliver 75 million media impressions for the brand, all released during the first six months of its existence.

4th Brake, Shake and crush

View a rule-breaking, convention-breaking, routine-shaking, marketing-competitive behavior. There are several ways to do this. You may be any of the following:
o Expectation rockers – surprising
o Provocative
o sinful, subversive
o Food, crazy
o unreasonable, crazy

For example, spent AxeFantasy advertising campaign in the UAE tailored jeans mini skirts to dress mousepads completely in such a way that to use the mouse, user had to put his hand up skirt from underneath, simulating their wildest and sexiest dreams. So they put this "creation" in Internet cafes. Not only has the action run an unprecedented number of unique visitors to AxeFantasy's website that generates hundreds of thousands of page views during the first months of this campaign, but it seems that most mouse pads were stolen from the cafes.

5th Keep a Secret

Using a mysterious or mystical element such as a secret formula, mystery people, something that nobody knows how it's done … or revealing a secret.

Coca-Cola's secret recipe is the classic.

More recently, "The Secret" is a good example. This book / movie / phenomenon was so successful because it claims to have uncovered a forgotten ancient secret to achieve unlimited wealth and success, now outed to the entire public.

6th Play hard to get

Put conscious and challenging restrictions on availability or accessibility of your product:
o A limited number: the "now-or-never-factor (Zara)
o A limited time, for example a special summer edition, or event-bound (OL products).
o "Do not-call-us-we'll-call-you" approach. Some brands never give their contact information. If you want to talk to them, you must first surrender your own! (The Centurion unlimited credit card by Amex)

7th Engage them in some activities

Trigger fire oriented engagement. Get your consumers actively involved in some type of activity, so that before they are ready about it, they will be involved in some game or type of interactive collaboration, dangling like one of your "consumer fish hooks".

Take for example Rethink Breast Cancer, the Canadian charity organization that came up with a new "hidden Wall" campaign to increase breast cancer awareness month. Women can enter the hidden Booth website, perform a self exam and take a faceless image of their breasts to write instead, along with any comments or dedications to accompany their contributions to covert Wall.

8th Play and have fun

Joking incorporate elements of fun and entertainment. When you do, do not take yourself too seriously, do not get too big, and remember that hey, it's just marketing after all.

I love Burger King candid camera campaign that caught the authentic surprised and shocked reactions from people when they are informed in order that the Whooper was no longer being served. Finally, the king himself comes to the rescue with the desired Whooper and all share a laugh.

9th Be nice sneaky

Play with your consumers – to mislead them in some positive way (funny and harmless) manipulate them, play a joke on them doing something that seems to be a thing at first, but turns out to be something else.
For example, a plate in LA and New York got a lot of attention and buzz recently. Billboard reads: "Hi Steven, I have your attention now?" I know everything about her, you dirty, sneaky, immoral, unfaithful, poorly equipped slime ball. Everything is caught on tape. Your (soon-to-be-ex). PS I paid for this billboard from our joint bank account. "

This billboard is actually a part of a mystery ad campaign for a new cable television show, and it is great to play with our naivety – and completely capture our attention.

10th Give them something to talk about

Use a "viral" element: a Cool, a Twist or a Wow! Giving your consumers conversation bottle openers, scripts and Lingo – starring your brand.

For example I would like to refer you to the new gun-shaped fried-egg molds from Urban Trend. Although in this particular case there may be a hidden joke cholesterol, it seems that gun-shaped objects, the new "now" and a great conversation booster.

Your third question I guess would be: When? My answer is: definitely now. Performance marketing is no longer a charged enough steps to bring you the results you need to gain market leadership. From now on, does not satisfy your customers – electrify them – the results will follow!

About the Author

Dr. Dan Herman, a globally renowned strategy consultant, an author and a lecturer, is the author of “Outsmart the MBA Clones: The Alternative Guide to Competitive Strategy, Marketing, and Branding”
( http://www.outsmart-mba-clones.com ).

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