New PDF release: Free Gift Inside!!: Forget the Customer. Develop Marketease

By Stephen Brown

Loose reward inside of! deals an alternate option to the trouble of promoting to an already sated and complex consumer.* according to the object "Torment Your clients (They'll like it" which Harvard Busines assessment selected as one among 2002's Six leap forward rules* a brand new idea that turns advertising on its head and gives a more desirable solution to buyer dating administration and permission advertising and marketing

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Additional info for Free Gift Inside!!: Forget the Customer. Develop Marketease

Example text

We need to break out of the box of customer orientation and, more to the point, we need to break out of the box of the break-out-of-the-box motivational metaphor. Now, marketease doesn’t ignore the customer completely. It ignores the notion of customer orientation. It is predicated on an eternal truth, perfected by sultry maidens of yore and rediscovered HOW TO HANDLE HOW-TO MARKETING BOOKS by Levi’s of late, that more is achieved by playing hard to get than by pandering to a suitor ’s every whim.

But it does so without the accompanying constraints of customer centricity. We need to break out of the box of customer orientation and, more to the point, we need to break out of the box of the break-out-of-the-box motivational metaphor. Now, marketease doesn’t ignore the customer completely. It ignores the notion of customer orientation. It is predicated on an eternal truth, perfected by sultry maidens of yore and rediscovered HOW TO HANDLE HOW-TO MARKETING BOOKS by Levi’s of late, that more is achieved by playing hard to get than by pandering to a suitor ’s every whim.

Stand up comics perform lengthy routines on supermarkets, shopping carts, and stereotyped TV ads for shampoo, shaving foam, or sanitary napkins. Glossy magazines routinely appraise their readers of the rationale behind retail store design and the rebranding exercise du jour. Sunday newspaper supplements are replete with reflections on, and deconstructions of, breaking advertising campaigns, as well as industry gossip, impending pitches, and account executive shenanigans. Hollywood movies regularly make use of advertising/marketing/retail store settings – What Women Want, Crazy People, Clerks, High Fidelity, Scenes From a Mall, You’ve Got Mail, Working Girl, Soul Man, Pretty Woman, Jerry Maguire, How to Get Ahead in Advertising – and, in so doing, reveal the inner workings of the marketing institutions concerned.

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