In the current Marketing setup, it comes as no surprise that every product is found to have many competitors which aim at solving the same issue. The most basic example of which is the android phone owned by almost every individual in each household. And hence, however unique and innovative one’s Idea may sound, its success in the market cannot be guaranteed only by quality.Then what else do I need, to make my product stand out as a bestseller in today’s competitive market?

There is no denying the fact that the outreach of a commodity has become a significant factor for it to sell. Considering the ample options available out there to the buyers, it isn’t feasible for them to try out each of those and then choose what best fits their needs. And here comes in the role of a marketing strategy that garners the attention of the users and convinces them of making their lives better.

But, isn’t it as simple as those shrieks of a vegetable seller walking through the streets?

The synchronous ‘No’ following this question isn’t merely because of the fact that I took a very traditional example to sell a commodity. It’s majorly because we people aren’t ready to leave the comforts of our laptops and even look outside the window.

And with the guilt of becoming secluded from the world outside still surrounding our head, it’s time we straightaway jump to strategies that in the current corporate environment can in fact play a valuable role in the success of a product:

• Aiming for that social media website tab that is always open

I wonder how many of you would laugh if I say that today, even a dog has an active Facebook account? With the arrival of cheap mobile phones and lucrative offers like Jio plans, even the rural households are no longer alienated from the developments around the globe.

Therefore, an efficient online marketing team capable of persuading users can influence the growth of a company to a whole lot extent. Facebook pages with creative posts, and tweets that trend on the internet can help cash in on users based on popularity among the masses. And obviously, it has become one of the cheapest platforms to make buyers aware of any new developments.

• It’s time you’re not just an audience in sought after events like summits and conferences. But how?

The administration of colleges comes up with festivals and events to bring a sense of relief in the otherwise rigorous schedule of college students. So, what’s there in such fests in terms of profits for anyone other than the treasure chest of the college? Companies readily join the bandwagon as sponsors by shelling out money which the hosting college or institution uses to arrange the fest. And hence, the companies are given the leverage to set up posters and monitor screens to advertise their idea and mobilize the youth.
On the other hand, events, conferences & summits bring a platform to attract eyeballs via marketing stalls and they’ve also become advantageous in terms of generating contacts with many other companies and hence creating the possibility of a potential collaboration. 

• Targeting people who share a common taste, culture or belief.

However unfortunate it may sound, but the most prominent factor that plays a key role in domains like politics or for that matter even education, is the idea of targeting communities of a specific background. It could be as basic as the existing quota in colleges for aspirants of various castes.

Like these constructs, corporates can sell their idea by focusing on such delicacies. Attaching the name of a local celebrity, say Mahendra Singh Dhoni, who was born and brought up in Jharkhand, while advertising in the same state is an example.Another example can be derived from the street smart promotion of ‘Deadpool 2’.

Unlike usual superhero films which spend a majority of their budget on gigantic posters and hoardings during promotions, the producers of DP2 took to unique ideas like short and clever teasers, especially the one involving David Beckham. The teaser found an instant connection with the footballer’s fans and achieved its goal without the usually high expenditures involved in publicizing the larger than life hero.

In short, it’s about using the traditional British idea of ‘divide and rule’ in a way which benefits both the commodity seller and the targeted group.

• ‘Undercover Marketing’; sounds too adventurous right. But what is it actually?

“The excellence of a publicity team is not determined by how completely it can convey the features of the final product to its potential users.”

Don’t I sound silly when I quote such a non-coherent statement after preaching at great length about the importance of proper advertising through forums like social media and conferences. Well, read on before you conclude:

Who isn’t curious about watching a film’s trailer the day it releases? Even though it’s a 2-3-minute video that doesn’t completely reveal the plot, it still ends up leaving the viewer wanting to know how the movie will ultimately unfold, and hence drives them to the theaters. Similar is the case of a product or an idea!

Entirely giving out the features leaves nothing for a buyer as a surprise element for him/her to explore while making use of it. Along with that, shelling out details of features but not to  full extent makes the potential user eager to purchase the commodity and know more about it.

• Trial/Sample version of some antivirus software; Ever thought beyond those annoying reminders of ‘Upgrade to full version’.

Taking the example of a cellular sim; Within minutes television channels have advertisements which introduce us to plans offered by various telecom companies, with the ever-boring setup of a hot blonde watching an IPL match in a difficult terrain like mountains. And hence, over the years, TV viewers have lost interest in paying attention to these, and it is common for them to switch the channel when an ad comes up.At this point, when publicity is losing its charm among the audiences which have a lesser span of attention, comes the role of giving out samples and hence gaining their confidence.
Giving out commodities with some of the most basic features to give buyers a hands-on experience of their product has become the way out for companies to keep those buyers wanting for more.

At the end of the day, it is all about making the user comfortable with what you’re presenting them. Change is inevitable, but for people too reluctant to change, ‘Sample Marketing’ is undoubtedly the way ahead.
BECAUSE AFTER ALL, MARKETING IS MORE THAN JUST ABOUT THOSE SHRIEKS OF THAT VEGETABLE SELLER!!!!!!!