Prospects will definately buy from you…
MARKETING BEYOND TELLING STORIES…
If you are one of those who thinks marketing starts at market research and ends at promotions, Don’t read this.
You won’t get this.
Marketing has a beautiful element to it which has been ignored by the so-called experts. Customer Experience Craftsmanship. Bookish? Nope, It helps you transform the way you sell!
Alright, let’s go slow.
Let’s go Yuktee way.
Dietrich was working for a toy manufacturing company.
He traveled across the globe to sell the toys.
Once on a trip to Thailand when the jet lag had totally drained him out, he wanted something that could refresh him.
He asked the bartender to serve him something that could save the day for him.
The bartender pointed to a board which read Krating Daeng
This was a local beverage that gave you energy!
Dietrich tried it.
And he found it amazingly effective.
The salesman within him couldn’t miss the business opportunity here.
He connected with Mr. Yoovidhya who had formulated the Krating Daeng.
He later convinced him to sell it under a new brand name across the globe.
The mere translation of words Krating Daeng: Red Bull!
Everything done, who would buy this drink and Why?
Everyone doesn’t have a jet-lag.
Dietrich had a different idea to sell this new beverage which provided with the energy boost.
He would sell it to each and everyone who needed this boost of energy!
He would go to the venues of parties and sell it to the drained out teenagers who wanted to keep pumping till early morning.
He went to the sports facilities and sold it to the athletes.
He positioned it as something that gave you wings-just to make sure that the consumer knows exactly what to expect out of the product.
He didn’t stop here, he decided to change the way businesses communicate their products’ attributes.
While the Cokes and Pepsis of the world were busy telling their stories through expensive commercials and celebrity endorsement, Dietrich decided to make the users experience what Red Bull did.
While other companies were busy deliberating the cost of a spot on the race car to paste their logo, Dietrich bought the whole team of Formula 1.
He associated Redbull with every adventurous, adrenaline-pumping activity.
Today an energy drink is synonymous with Red Bull. And a prospective buyer can’t look beyond it.
That’s how you sell in a world where the consumer can actively participate in the process of marketing communication.
You don’t tell your story, You make them experience it.
Make the experience so vivid that your brand sticks with them forever.
Is there a way they can refute such an engaging and enthralling offer?
