Variations in Medium Sensitivity — advertising , Business marketing , industry-specific marketing , lebanon , marketing , marketing concept , marketing in lebanon , marketing strategy , media , media planning , medium for advertising , Offline Marketing , Offline Marketing - , perfume marketing , restaurant marketing — Marketing in Lebanon
Monday, March 24, 2008

Variations in Medium Sensitivity

Marketing is not global. What applies in one industry does not necessarily work in another. I think I have identified the key for successful marketing when it comes to restaurants and pubs: word of mouth.

You can put a billion dollars advertising on billboards and magazines, if you are not offering an added-value that will eventually generate word of mouth; chances are that you have just literally thrown your money away... and I have news for you, they are not coming back!

Make sure your marketing department has some marketing sense. The only thing you need to do to succeed in this industry is to offer something exclusive to you; create your own identity prominently enough to be marked in the eyes of the consumer and you're in the game... make sure it doesn't become boring, and you're winning.

Are marketing mediums industry specific?

I was staring at some outdoor advertisings the other day... and I spotted some Perfume posters. Who the hell gave that marketeer this position?! The day it becomes a want to wear the same perfume everyone else is wearing, will be the day billboards become an effective tool for perfumes!!! Whoever put an accountant in the marketing department has made a terrible mistake. It might be cheaper to target a broader mass this way, but your damaging your image!

Customers actually search for perfumes in the glamorous magazines, they expect them to be there, so you better give them what they want. If you want to sell, that's where your investment should be. Forcing your product to the mass is neither a good strategy for your brand image nor a smart sales technique; as far as I can tell. I can't think of someone wanting his perfume to be on the streets... consumers want their perfumes to be in fashion editorials and stylish magazine pages... It doesn't take a genius to figure this out. It's common marketing sense!

Unless there has been some benefit gained from overriding the competition, these companies need to seriously consider their profits and redefine their marketing plan.

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