Think that SM Marketing is electronic? Use the post!
Ta da! Look at this marketing campaign by Unilever in Thailand.
Want to convince people that your washing powder works? Wrap a sample in a white t-shirt and post it to a carefully selected “alpha” woman in each village.
Being a sensible woman, she’ll wash the now-dirty shirt in your washing powder, and tell everyone about it.
Because she is an influential person, her friends will copy her.
Five rules apply for this to work, of course:
- The product must work and work every time!
- The product must be launched in the shops the same day that the shirts arrive (two days later and you will miss the peak of the interest curve)
- Other marketing aspects must be correct (price, quantity, credit conditions, etc.)
- The postal service must work!
- You must have identified the influential women - you need to know the communities!
We often present marketing as cute or cunning or even underhand. This is solid and elegant.
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July 6, 2008 | Filed Under Jo Jordan
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