“Oh, how it feels to fall in love”. Bumble and Tinder might show you the best swipes based on the algorithms that are set which are aligned to your interests and hobbies. But that one girl who your eyes met while getting a cup of coffee during a busy day would never leave your mind. Yes, that’s what I am talking about, those butterflies, those goosebumps and whatnot that capture your heart even without knowing her name. That’s just magic, nothing less than pure magic! In the world of marketing, such spark and magic dwell and the twist lies in the fact that, maybe this magic is what has ruled the marketing landscape. Wild marketing creates much more magibetter than data based Let’s explore how this strategy has done wonders.
The Art Of Thinking Outside The Box
Imagine sitting in a boardroom asked to present an idea for a soft drink brand that must surpass Coca-Cola’s in the industry. Well, a normal person would bring out statistics, logical reasoning, math, math, and more math to simply conclude on a drink that offers more volume at less price or has a better taste. But here’s where the twist lies. Red Bull, yes, the one that gives you wings has cracked the market through everything but logic. Various analysts and professionals (or let’s call them the nerdy geeks) termed the drink as flavorless and pricey, but now look at the company owning more than 40% of the energy drink company. So, what was the magic here? Founder Dietrich Mateschitz marketed it as a premium, rebellious product with the slogan “Red Bull gives you wings.” He worked with the minds rather than taste, creating a dynamic that resonates with energy, extreme sports and risk-taking.
Let’s take the case of Fevicol’s ads. An advertisement of people in an overloaded bus being glued together. Zero logic, zero practical meaning but it still nailed the industry by having a market share of 70%. Pure humor and wildness did the wonders.
People Over Pie Charts
Algebra too seems fun after the “Finding the x (ex)” joke came to existence. Human quirks can be a game-changer in a world wildly obsessed with data. Let’s observe the example of airline seating. Tracing back to 1987, American Airlines removed a single olive from each first-class salad. And what was the result? A $40,000 annual saving.
Now. Picture an Indian train journey. Indian Railways, which previously had plain paper tickets switched to colorful ones. Why? Humans value appearance and aesthetics. It was just a tinge of design thinking that made a significant impact.
On a whole, sometimes creating a sophisticated strategy involving high-end technology or any other major models aren’t necessary, but a small olive or a color change in a ticket can make an impact as analyzing human behavior is greater than analyzing spreadsheets.
Tiny Tweaks, Huge Payoffs
As they say never underestimate the power of a small mosquito in a dark room, a tiny tweak can move mountains. In call centers, studies show that a simple change in script by adding phrases like “I’m happy to help” instead of “How can I assist you?” can boost customer satisfaction.
A McKinsey study showed that 70% of buying experiences are based on customer satisfaction and and the way they are treated. Slight change in tone can bring in drastic differences. If a small single slice of onion can make the most matured man on Earth cry, such is the impact a small element in marketing can have on customer loyalty and satisfaction.
Abracadabra Beats Data Based Methods
Data and spreadsheets can analyze what your customers aspire or look forward to but what if we show them something completely new that would blow their minds. Yes, that’s the strategy followed by Steve Jobs. “People don’t know what they want until you show it to them,” he quoted. Instead of asking people if they wanted a touchscreen phone, they wouldn’t have. Apple created the iPhone and disrupted the market.
Jio’s entry into telecom followed a similar storyline. Mukesh Ambani didn’t follow the logic rules in marketing instead he offered free data and cheap plans. The result? Nothing but phenomenal. Over 400 million subscribers and a complete market shake-up.
When In Rome, Be An Indian
“If the world is walking, try rollerblading”. This principle has propelled the success of many businesses. Hyundai’s reputation in the U.S. back in the 1990’s was miserable. Its 10-year warranty program was the element which made it flip its game. Critics (or as the term earlier coined nerdy geeks) thought it was financial suicide. Instead, sales flew up by 173% and the brand built a strong reputation in every household.
In India, a similar scenario was seen with Bajaj while shifting from scooters to motorcycles. This was purely a play of industry wisdom. Everyone teased the idea of “Hamara Bajaj” leaving the idea of its most loved scooter. But this bold move which brought Pulsar to life, helped Bajaj crack the industry and dominate the motorcycle segment.
The idea is about challenging norms and go the wrong way to reach the right destination. Businesses must pull ideas from this angle to deliver extraordinary results.
The Art Of “Once Upon A Time” Marketing Stories
129875132, now if I ask you to read out the number to me in words, well I am pretty sure you would skip to the next sentence because numbers are just boring. But a funny story from your childhood or the story of how your friend behaved after being drunk will never leave your mind. That’s how impactful stories are.
In today’s world, think about Amul. The evergreen “Amul girl” campaign made butter more of a brand imbued with soul rather than just an ordinary commodity. It has become more of a cultural touchstone rather than just mere butter. That is the beauty of storytelling where you can engage with hearts and sell innovatively.
To sum it up, embrace the irrational. Never let spreadsheets or other gathered data define how to market your product. Sometimes take a pause and think unusually. Stop playing the game safe and ask whether there can be a wilder and crazier way to present this. From Red Bull’s disruptive success to Jio’s bold moves, irrationality, humans’ quirky thoughts and creativity have made a transformative impact like no other! So, be daring and take those weird thoughts seriously to nail the marketing success. Remember, the best magic happens when reason takes a wrong turn and doesn’t seek to find the right direction.
