Some Important points in Marketing

Some of the points of marketing we should pay attention to while deciding the channel.

1] Target Customer Group: If the product is FMCG then the customer is a normal buyer. But if we are placing the ad for Software of Business Solutions then the customer is not found on streets because he is a businessman. This gives us a good clue to the next big point.

2] Location: Where can we find the customers. We need to find the places where they can not ignore the ad. Giving just another billboard on Train station won’t work for B2B software because rich businessmen don’t travel by normal train. But what we can find is analysing their habits.

3] Life Style analysis of customer: We need to see how target customer behaves and where he goes where he spends his time and track those places. I want to reach to CEO of different VCs. I would analyse where this kind of people generally go. I can go to the Business Lounges on Airport, Business Class of the Flights, Financial Magazines front pages, Exhibitions, Luxury suits.

4] Compulsion: We need to be specific for expensive channels. Like Luxury suits, but they are expensive which forces us to find the ad place which is 100% efficient. We can place the ad in the Elevator which forces a person to watch the ad because he has nothing else to do (except he is on mobile). We can put ad just above the toilet sink, a person has to go there and see it. he can not move.

5] Cognitive control: Customer has always a cognitive control over buying decision. What do they think while looking at the product, what is the best time/place to approach them because they will be in good mood. all these things come into cognitive control.