Reverse marketing is where the customer becomes the marketer.
Social media is an example of reverse marketing.
Customers are marketing to other customers and to organizations.
If your company has done something worthwhile, social media members will share it.
Your customers become your brand ambassadors.
Search is an example of reverse marketing. A typical search is an advertisement.
A search for “cheap smart phone” asks organizations to respond to your specific request for a good value phone.
The more clever the organization, the more specific their response will be.
Reviews are a great example of reverse marketing.
The best reviews are authentic.
They are by real people writing about things they really care about.
It builds confidence before the buying process starts.
More than 80 % of on-line buyers look at reviews before buying.
Mouthshut.com is a great place to know about what people say about your product.
How can you implement Reverse Marketing campaign?
Though there are many different ways to use reverse marketing strategies, every method follows the same principles:
1) Know what is important to your customer.
2) Give the customer a reason to come to you.
3) Offer the customer something of value, before attempting to close a sale.
Who can use Reverse Marketing?
A business that sells goods or services can use reverse marketing to improve the company’s brand or image, rather than just raising awareness about products.
You don’t sell the products; you sell the philosophy behind your existence.
For example, the Tata Tea campaign consisted of ads that featured many of the company’s products, but the message of the ads was about the principles of the company itself.
By redirecting attention away from goods and toward the message, any retailer using reverse marketing techniques can create customer loyalty to the company, regardless of what its products are.
Service providers use reverse marketing to avoid what is known as “coercive” marketing.
Coercive marketing tells customers that they should want a service, like getting an insurance policy, for a particular reason.
The Insurance Company might use coercive advertising materials to suggest that people who don’t take insurance may suffer in future.
They market fear of not taking insurance.
Using a reverse marketing strategy, an insurance company like Aviva India uses ads to tell customers that, they are already leading a good life-and the company would like them to learn new and interesting things to make their life more beautiful.
This message is intended to create a positive, confidence-boosting association with the Insurance Company for the customer, which increases the likelihood that the customer will choose to opt for the insurance on his or her own.
Reverse marketing is also very useful for companies that can offer valuable information to customers free of charge as a way to establish the company as an authority.
People trust businesses that make them feel informed about their purchasing decisions.
I wanted to buy insurance for my car, and Policy Bazaar helped me get comparative quotes and gave me useful advice for free.
I did not buy the insurance from them, but I developed a positive feel about the company for the future.
A bookstore, for instance, could offer anyone who visits the store, a free newsletter that includes book reviews and recommendations.
How to Make a Reverse Marketing Plan
The first step of any reverse marketing plan should be an honest assessment of the company’s current image, the customers it wants to attract, and what those customers value.
This is vital to creating marketing materials that will connect with customers in a meaningful way.
Reverse Marketing is about understanding what your potential customers would find most meaningful in life. There is a pharma company, Swati Spentose in Mumbai, who have started a foundation for “Rare and neglected diseases” to assist people who suffer from neglected diseases like Kidney Inflammation, Bone Disorder, Urological Disorders and Alzheimer.
This company wants to genuinely help patients, and this is the perfect example, where a small but growing company can initiate reverse marketing process in true sense.
Reverse marketing is about giving control to the customer.
It is about being highly responsive to customer requirement.
It is about being loyal to the customer.
It is about listening to your customer.
It is about being useful to the customer through continuous engagement.
In reverse marketing the marketer needs to behave as if they are the customers of the customers.
Building value is the central theme of reverse marketing.
These are the first baby steps to make your company “Awesome”