Transparent Marketing


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  • Transparent Marketing

    1. 1. Transparent Marketing Marketing to Women Conference Asia Business Forum Aftab Khan - August 2007 - Kuala Lumpur
    2. 2. OUTLINE <ul><li>What is the hype about TM? </li></ul><ul><li>How to? </li></ul><ul><li>Examples </li></ul>
    3. 3. The challenge for marketers today: <ul><li>New environment where consumers have more control : </li></ul><ul><ul><ul><li>Digital technology: what to watch, when, how </li></ul></ul></ul><ul><ul><ul><li>Blogs, SMS: spreading word of mouth </li></ul></ul></ul><ul><ul><ul><li>More choice in products, activities, channels, programs. </li></ul></ul></ul><ul><li>Solution: Stand out by being authentic, genuine. </li></ul>
    4. 4. What is the hype about TM? <ul><li>1) Literal definition: Honest marketing </li></ul><ul><li>2) Experiential definition: marketing that’s </li></ul><ul><ul><li>Invisible </li></ul></ul><ul><ul><li>‘ not in the face’ </li></ul></ul><ul><ul><li>easy to connect to the product or service automatically </li></ul></ul>
    5. 5. 1) Telling it as it is <ul><li>Being honest in letter and spirit. </li></ul><ul><li>Avoid over packaging. </li></ul><ul><li>Avoid over claiming. </li></ul><ul><li>Being true to your product or service. </li></ul>
    6. 6. Guidance from Islam <ul><li>“ The virtuous are those who honor their trusts and promises and those who stand firm in their testimonies.” (Qur’an – Al-Ma’arij: 32-33) </li></ul><ul><li>“ And keep your commitments, verily concerning commitments you will be questioned. Fill the measure when you measure, and weigh with a right balance. This is good and right in the end.” (Qur’an – Al-Isra: 34-35) </li></ul>
    7. 7. ‘ When you admit a negative, the prospect will give you a positive.’ The Law Of Candor <ul><li>– The 22 Immutable Laws of Marketing – Al Ries and Jack Trout </li></ul>
    8. 8. Listerine: “The taste you hate twice a day.”
    9. 24. In summary… <ul><li>“ What is it that makes Listerine a global leader in oral care? </li></ul><ul><li>It’s a combination of strong product success, one hundred and twenty years of heritage, consumer trust and powerful brand communications which reflect the core germ-killing values.” </li></ul><ul><li> </li></ul>
    10. 25. “ Joy: the most expensive perfume in the world.”
    11. 26. “ With a name like Smucker’s, it has to be good.”
    12. 27. “ Avis is only no. 2 in rent-a-cars.”
    13. 28. “ The 1970 VW will stay ugly longer.”
    14. 29. 2) TM = Customising the brand experience <ul><li>Andrea Learned (author of ‘Don’t think pink: what really makes women buy ’): </li></ul><ul><li>Avoide stereotypes </li></ul><ul><li>Narrow focus and target specific customers i.e. early adopters </li></ul><ul><li>Intimately get to know ‘that’ customer group </li></ul><ul><li>Actively seek, use and acknowledge feedback. </li></ul><ul><li>Be authentic in your marketing so customers will connect with your product or service emotionally. </li></ul><ul><li>Not making a big scene in your approach to women, but marketing to them transparently. </li></ul>
    15. 30. Starbucks
    16. 31. Saturn
    17. 32. Les Schwab
    18. 33. No Pudge Brownies
    19. 34.
    20. 35. But isn’t packaging expected? <ul><li>The ‘Book of Wisdom’ and the ‘Key’ </li></ul><ul><li>– ‘ Thinkers of the East’ – Idries Shah </li></ul>
    21. 36. ‘ What is the use of a book,’ thought Alice, ‘without pictures or conversations?’ Alice’s Adventures in Wonderland – Lewis Carroll.
    22. 37. ‘ Modern women and their complicated variations’ Andrea Learned: “Pink thinking reaches a woman who no longer exists.” Is this really true?
    23. 39. Remember: only a man can be fooled with false promises… ‘ The Emperor’s New Clothes’ – ACU Theatre