What Is Reverse Marketing And When Is It Useful?
There are all sorts of ways, infinite ways in fact, that you could choose to advertise your products to your target market and potential customers… but you might not have thought about reverse marketing before.
Quite simply, this is an ad strategy that encourages your demographic to seek your company or product out all by themselves, without you having to sell anything specific to them. Sounds like the perfect formula, wouldn’t you say? The most common way of doing this for brands is to provide people with lots of valuable information but without asking them to buy anything in return.
It’s all about building up a sense of value – you need to position yourself as a trustworthy source of information on a certain topic and take it from there. So sit down, work out what your demographic values in particular and work to make yourself an authority on this subject. It’s all about convincing people that you share the same values, the same beliefs and the same opinions as them, rather than trying to convince them that your products are better than your competitor’s… and this kind of marketing campaign can have very real and long-lasting effects.
Looking for inspiration in this regard and aren’t sure where to begin with your own reverse marketing campaigns? Check out what Heineken is up to at the moment and you might get a few ideas.
According to Marketing Week, senior global director of international brands with the company Walter Drenth has come out and said that Heineken’s smaller brands and craft beers need a different advertising approach to scaled brand building.
“[Marketing for craft] is the reverse of what we normally do. Normally you start traditional with big campaigns creating awareness and then hopefully people try it but with craft you start very formal working with outlets and staying true to what the brand stands for — letting the beer speak for itself,” he explained.
He went on to stress the importance of talking to “the authenticity of the brand” and focus on story-telling in order to get products in front of more people in the future. So, for example, Heineken’s own sponsorship programme for its smaller brands will be more event-led, with smaller gigs and taste sessions taking place in bars rather than craft beers sponsoring big sporting events.
The key features of reverse marketing are knowing what your customers find important, giving your customers a reason to coming to you and offering them something of value before even trying to close a sale.
Remember that it’s not just raising awareness about your particular set of products but also about improving or potentially changing your brand and image. Doing this will have the knock-on effect of drawing attention to what you sell, but you’ll also be able to enjoy longer-lasting and more loyal relationships with your customers as a result.
Need a marketing agency in High Wycombe? Give us a call today.