Reverse thinking, reverse brainstorming, reverse banking, reverse editing and reverse outlining are few example of doing business in reverse. The presentation discusses this trend, its future and conditions for gaining more momentum.

1. everse
Businesses
Trends and Applications
Ali Anani, PhD

2. It is amazing how
long it takes
concepts from
one field to
extrapolate
them into
business
applications

3. Concepts that have now equivalent
business applications.
From Reverse Osmosis and Reverse
Engineering to
Reverse Thinking, Reverse
Showrooming (Webrooming), Reverse
Marketing, Reverse Advertising,
Reverse Banking, Reverse Editing and
the list goes on…

4. Reverse Marketing
The normal thing is that firms seek
customers.
Its reverse is customers seek firms to
see if they may deliver their needs for
services /products

5. Reverse Marketing comes
from the growing trend that
customers are participants
in influencing a company’s
product, price, place, and
promotion.

6. Customers may
influence/decide the price
(one of the traditional
of marketing).
Let us take an
application example

7. While consulting for a new
newspaper, I tested the idea
that each customer will have to
pay initially only 50% of the
cost of ad

8. How about the
remaining 50%?

9. It was left up to the customer to
decide.
The customer decides what
portion of the remaining 50% of
the bill he decides to pay, as
determined by his/her level of
satisfaction.

10. This helped us
determine the
delight of
customers and
areas of desired
improvements

11. The result was
fantastic as
delighted
customers turned
very loyal

12. Thinking deeper,
the real success
stemmed from
using delight as…

13. …bridge between the
customer and the
newspaper.
The stronger the bridge
is, the more lasting
relationship we expect.

14. Price Reversing such
that the customer may
decide the price has
great more potentials
remaining to be
explored.

15. Advertising
passionately has
been very
successful strategy

16. A great example is
Campaign
for Real
Beauty

17. In a reverse strategic
thinking the company
didn’t promote its
products; rather it
promoted beauty
Beauty is the bridge
between products and
consumers.

18. Results speak
louder.
This campaign caused Dove’s sales
to soar above $1Billion and
then Dove decided to re-create their
brand around this strategy

19. Reverse Marketing
offers two great
advantages:
Using emotions as the selling element +
Differentiation strategy by going against the
prevailing, but crowded, trends

20. A second remarkable example with a great
twist is:
BusinessWeek.com
Don’t
Buy
This
Jacket

21. Imagine an outdoor clothing company
advertising
Don’t
Buy
This
Jacket

22. Companies want to sell; the
reverse don’t buy is certainly
going to raise curiosity.
This is an embedded form of
Reverse Psychology as well

23. The ad generated
customers’ respect to
Respect acted as the
bridge between the
company (and its products
as well) and its customers.

24. The result
The respect bridge
spurred sales even in
economic downturn
periods

25. We are living in a
rapidly changing world.
The beauty of using
emotions as a bridge
for marketing is that the
value of emotions
doesn’t fade

26. If you sell cosmetics,
then advertise beauty
and show that you
care for it

27. Invariably,
convenience shall
be sought after by
customers.

28. People have less
disposable times and if
you care for your
customers’ time and
convenience you shall
differentiate yourself
from competitors

29. Whenever you
have these
combined factors
then expect
changes in
trends

30. An evident trend is Reverse
Showrooming in which consumers
go online to research products, but
then go to a bricks-and-mortar store
to do their purchase.
http://www.businessinsider.com/reverse-showrooming-
physical-retailers-fight-back-2014-8#ixzz3EmlOk3ZP

31. Pinterest is
adding extra
weight to this
trend

32. http://www.businessinsider.com/pinterest-drives-offline-retail-2013-8

33. esreveR
Advertising is
also gaining
momentum

34. Don’t advertise your
product except in
flashes.
Advertise the
emotion your product
extends to customers

35. You may find many
examples in my
presentation
“Bubbling Ideas”
http://www.slideshare.net/hudali15/bubbling-ideas

36. Reverse
Banking is an
emerging
trend

37. Here is one example
Reverse Charge Account
- Bank of Queensland
www.boq.com.au › ... › Everyday banking
Bank of Queensland
Get paid for banking with a Reverse
Charges bank account from Bank of
Queensland & benefit from a fee free bank
account for balances over $2000.

38. And one more example
Reverse Charges Account®
The Reverse Charges Account® is the first
transaction account in Australia to pay you a
fee for giving us your business; and it gives
you the freedom to do banking your way -
with easy access to your cash.
http://www.boq.com.au/personal_everyday_reversecharges.htm

39. Reverse
Brainstorming
Instead of asking how
to solve a problem
start with how to
create the problem?

40. Reverse Brainstorming
helps uncover new
dimensions of
problems and may
spotlight on you ideas

41. That is true.
Make the “dark” problem
darker and then work on
solutions.
People tend to generate more
creative ideas with truly
negative issues.

42. An example is
Make the package repulsive by:
Using tiny fonts
Waxy material that sticks to the hand
The liquid ingredients to pour out
and dirty your car seats
Use bloody cartoons
And so on

43. The trick now is
to find solutions
to the most
prominent
problems

44. Are we
trending to live
our lives in
?esrever