Tag:  house to house Marketing agency

house to house marketing agency LOCALITY | house to house marketing agency mumbai

house to house marketing agency LOCALITY

Fulcrum Marketing is a strategic house to house marketing agency LOCALITY. Our team of marketing consultants also specialise in marketing planning and house to house marketing for all types of business of any size.

Brand Strategy: Build a Powerful Brand

Your B2B brand determines which signals you’re sending out to the marketplace and how you are perceived by your audience. Whether launching a new service, targeting a niche audience with specific products, or knocking the rust off a dated market position, your brand strategy is fundamental to your company’s success. That’s where we come in. Uncovering the insights that help build an effective, hard-working B2B brand position takes experience — an ability to conduct interviews that deliver more than high-level answers to boilerplate questions; curious researchers willing to explore the idiosyncrasies of your markets; creative minds that bring clarity, even when a compelling position feels obfuscated by internal biases and aggressive competitors.

Research
Interview customers and SMEs
Primary, secondary research		Messaging
Tell your story convincingly
Maintain campaign consistency		Brand Expression
Create a visual representation of your brand

We start with research — talking with your product experts and potential customers to make sure we understand the nuances of your position.

Then, we craft persuasive messages that connect with your target audience, ensuring continuity across all communications.
Finally, we create a visual identity that expresses your brand to a T.

While it’s not quite as easy as one-two-three, we’ll keep it simple, staying focused on the insights that can serve as brand building blocks and avoiding unnecessary trips down rabbit holes that won’t bring any value.

MARKETING STRATEGY

Effective marketing organisations must be driven through sound business strategy. Fulcrum produce marketing strategy that is always well embodied by your business strategy.

The best marketing strategy does not start with creative, it starts with a marketing process.

The Fulcrum Marketing Strategy Development Process is a thorough problem solving and marketing strategy development program that focusses on solving your growth challenges and maximising the return from your company’s marketing operations.

 

SALES METHODOLOGIES

Personal selling is a promotional method in which one party uses skills and techniques for building personal relationships with another party that results in both parties obtaining value. Personal selling occurs whenever an individual salesperson sells a product, service or solution to a client.

AIDA Method

AIDA is an acronym that stands for Attention, Interest, Desire and Action. This is a method that looks at the steps a client will undertake from when they first becomes aware of the product or service, to when they are making a purchase decision.

Attention – Get the other person’s interest
Interest – Spark their curiosity
Desire – Create the need
Action – Get them to commit to something

Need satisfaction

The need satisfaction technique is a question and answer technique to make the client to recognise the need for your offering. This then leads to the client agreeing that they have a need to be fulfilled, which leads to you showing them how your offer can satisfy their needs. This method is based on a win-win approach for both the sales person and the client.

Depth Theory

Depth Theory is when a creation of trust occurs between the buyer and seller. The seller uses expertise in their product, service or industry to create trust between themselves and the buyer. The client will see the salesperson as an expert in that area and will trust them to solve the issues that they have.

 Step process

The 7 step process is a plan of action that starts at the planning and preparation to make the sale and leads to after sale follow ups. The 7 steps are:
1.   Planning and preparation
2.   Introduction or opening
3.   Questioning
4.   Presentation
5.   Overcoming objections/negotiating
6.   Closing
7.   After-sales follow-up

Implementing a house to house marketing Strategy

Implementing a Marketing Strategy Execution Plan, known to Fulcrum and our clients as a “Sprint Plan” is the most effective way to prevent this highway-less journey , house to house marketing agency . A Marketing Strategy is a set of strategic goal-focused plans for a certain period of time.

house to house marketing Strategy and Planning

Implement your marketing plan

Your marketing plan must do more than just say what you want to happen. It must describe each step required to make sure that it happens.

Schedule
The plan should include a schedule of key tasks. This sets out what will be done, and by when. Refer to the schedule as often as possible to avoid losing sight of your objectives under the daily workload.		Team And Resources
It should also assess what resources you need. For example, you might need to think about what brochures you need, and whether they need to be available for distribution. You might also need to look at how much time it takes to sell to customers and whether you have enough salespeople.
Cost
The cost of everything in the plan needs to be included in a budget. If your finances are limited, your plan will need to take that into account. Don’t spread your marketing activities too thinly – it is better to concentrate your resources to make the most of your budget. You may also want to link your marketing budget to your sales forecast.		Control
As well as setting out the schedule, the plan needs to say how it will be controlled. You need an individual who takes responsibility for pushing things along. A good schedule and budget should make it easy to monitor progress. When things fall behind schedule, or costs overrun, you need to be ready to do something about it and to adapt your plan accordingly.

Marketing Execution – Plan, Execute, Track, Measure

Everyone likes to talk about creating a marketing plan. It’s the fun part of marketing, the creative aspect of your planning process and house to house marketing agency . But strategy without execution won’t help your business succeed. In fact, marketing execution is how you achieve results.

Create your marketing strategy

Decide how to market your product or service to potential customers by developing a marketing strategy that positions your product to particular customers

Write a marketing execution plan

How to identify your objectives and write a plan that will help your marketing generate sales, including tactics and objectives

Marketing on a tight budget

How to get the most out of a small or limited marketing budget using cost-effective marketing methods such as Public Relations and online marketing

Marketing your business in Pune

How to market your business effectively in pune including researching your target audience and establishing new contacts

house to house marketing,house to house marketing agency LOCALITY

Get in touch with us, we would love to discuss your marketing needs.

We love a good coffee and a challenge, so would behappy to meet up with you face to face.

Marketing Company in LOCALITY

Call Us :-08433772261
Email:- info@fulcrumresources.in

LOCALITY, mumbai

 

B2B Marketing: 

Fulcrum is a magnet for businesses with well-defined goals and a desire to harness the latest advantages that marketing and technology can offer.

Face To Face Marketing : 

face to face field marketing is also called personal selling or door to door marketing, customers are met directly in order to sell their products, using this method of field marketing.

Product Sampling :

Fulcrum are a highly recommended provider of product sampling staff. We specialise in the implementation of sampling campaigns using our in house sampling team and logistical know-how.

Dealer Marketing: 

Dealer marketing is of utmost importance for the success of any brand. For most brands, dealers, distributors and resellers are critical links to success.

Direct Marketing:  

we can help with everything from planning and design to production and delivery ensuring your direct marketing campaigns are delivered on time to the highest quality.

Guerrilla Marketing:

When it comes to guerrilla marketing the gloves are off. They are usually low budget campaigns but with the right imagination and ideas they offer up some unprecedented results

Retail Marketing:

Fulcrum is a dynamic-retail marketing agency born in tradition, fueled by innovation, and living at the intersection of commerce and imagination.

Direct Selling : 

Much like product demonstrations these campaigns have brand reps or ambassadors at the center of them. The difference is it’s more about the selling of the product

Retail Audits & Merchandising:

Auditing takes the reps out off the front line and away from the consumer. Auditing teams are used by marketers to monitor traditional marketing strategies that they put in place across retail.

Door To Door Marketing :

Nothing beats the reality that one gets when you can interact with potential clients face to face physically moving from door to door within a community or household to household,

Product Demonstrations:

As mentioned already, demo days are a popular tool of field marketing. These campaigns can stretch from as little as one week to 6 months however some are continuous and full time.

Street Marketing: 

We will still need to spend time interacting with people, face-to-face, Street Marketing. Personal interaction is what makes the world go around

house to house marketing 

house to house marketing agency

The team at Fulcrum has delivering successful Shopping Centre Marketing Campaigns across a wide range of shopping centres and retail complexes. From major  retail locations to local community focused shopping centres; we have secured real, measurable results across the board.

house to house marketing Plan and house to house marketing Strategy

house to house marketing agency mumbai

LOCALITY, mumbai

Mumbai, also known as Bombay, is the capital of Maharashtra. It is the most populous city in India and the fourth most populous city in the world. Along with the neighbouring urban areas including Navi Mumbai and Thane, it is one of the most populous urban regions in the world. Mumbai lies on the west coast of India and has a natural harbour.

Seven islands came together to constitute present day Mumbai. During the mid-18th century, Mumbai was reshaped by reclaiming the area between the seven islands from the sea. Bombay was characterized by economic and educational development in the 19th century. Upon India’s independence, the city was incorporated into Bombay State. In 1960, a new state of Maharashtra was created with Bombay as the capital. The city was renamed Mumbai in 1996.

Mumbai is the financial and entertainment capital of India. The city houses important financial institutions such as the Reserve Bank of India, the SEBI, the Bombay Stock Exchange, the National Stock Exchange of India and corporate headquarters of numerous Indian companies and multinational corporations. Mumbai has evolved into a global financial hub.

Mumbai is the financial and entertainment capital of India. The city houses important financial institutions such as the Reserve Bank of India, the SEBI, the Bombay Stock Exchange, the National Stock Exchange of India and corporate headquarters of numerous Indian companies and multinational corporations. Mumbai has evolved into a global financial hub.

It is home to some of India’s premier scientific and nuclear institutes such as BARC, NPCL, AERB, AECI and the Department of Atomic Energy. The city also houses India’s Bollywood movie industry. Mumbai’s business opportunities, as well as its potential to offer a higher standard of living, attract migrants from all over India, making the city a melting pot of many communities and cultures.

In 1950, municipal limits of Bombay were expanded by merging the Bombay Suburban District and Bombay Island City to form Greater Bombay Municipal Corporation (GBMC).

In 1979, a sister township of New Bombay(Navi Mumbai) was founded by the City and Industrial Development Corporation (CIDCO) across Thane and Raigad districts to help decongest and control Bombay’s population.

Textile industry in Mumbai largely disappeared in 1982. Since then, Mumbai’s defunct cotton mills have become the focus of major redevelopment.

Dharavi, Asia’s second largest slum, is located in central Mumbai and houses between 800,000 to one million people in 2.39 sq.km, making it one of the most densely populated areas on Earth.
Key Projects in Mumbai are Omkar Ananta, Xrbia Aashiyana, Oberoi Tata Steel, K Hemani Neona, L&T Emerald Isle, L&T Crescent Bay, Godrej Prime, SPARK DEVELOPERS JYOTI PALACE, BHUMI YUG GARDENS KAMAN, Dosti Codename Landmark, Dosti Vihar, Dosti Planet North, Dosti Imperia Phase I, Mohan Suburbia, Mohan Willows, Piramal Vaikunth, Mohan Palms.
Most searched properties in Mumbai are 1 bhk flats in mumbai, plots in mumbai, villas in mumbai, 2 bhk flats in mumbai, 3 bhk flats in mumbai, house in mumbai, property in thane, property in ulwe, property in panvel, Flats in mumbai.
Key builders in Mumbai are L&T Realty, Lodha Group, Mahindra Lifespaces, Godrej Properties, Paradise Group, House of Hiranandani, Kolte Patil Developers Ltd, Dosti Realty, Lok Group, Mohan Group.

Demographics:

According to the 2011 census, the population of the city is 12,479,608. The city has seen a huge migration of population from all over India in search of employment opportunities. The population density is approximately 20,482 persons per sq.km. The living space is 4.5 sq.mt per person.
According to 2011 census, the sex ratio in the island city is 838 (per 1,000 male) and 857 in the suburbs. Greater Mumbai has a literacy rate of 94.7%. The literacy rate in Mumbai slums is 69% making these slums the most literate slums in India.

Employment Opportunities
Mumbai is India’s most populated city. It is the financial and commercial capital of the country as it generates 6.16% of the total GDP. The city contributes to 10% of factory employment, 25% of industrial output, 33% of income tax collections, 60% of customs duty collections, 20% of central excise tax collections, 40% of India’s foreign trade and 4000 crore in corporate taxes. Mumbai has witnessed an economic boom since the liberalization of 1991, the finance boom in the mid-nineties and the IT, export, services and outsourcing boom in 2000s.
Although Mumbai had prominently figured as the hub of economic activity of India in the 1990s, the Mumbai Metropolitan Region is presently witnessing a reduction in its contribution to India’s GDP.
Many of India’s conglomerates such as Larsen and Toubro, State Bank of India, Life Insurance Corporation of India, Tata Group, Godrej and Reliance, and five of the Fortune Global 500 companies are based in Mumbai.
The key sectors contributing to the city’s economy are gems and jewellery, leather, IT and ITES, textiles, and entertainment. Bandra Kurla Complex (BKC) and Nariman Point are Mumbai’s major financial centres. The Santacruz Electronic Export Processing Zone (SEEPZ) in Andheri and the International Infotech Park (Navi Mumbai) offer excellent facilities to IT companies.
Current situation indicates that the western zone has 33% of the total occupied space in the city implying a large proportion of employment opportunities here. The central zone contributes to 30% of employment.

Connectivity
Mumbai has several major national highways: National Highway 3, National Highway 4, National Highway 8, National Highway 17 and National Highway 222. The Mumbai-Pune Expressway was the first expressway built in India. There are several important highways such as Mumbai Nashik Expressway, Mumbai-Vadodara Expressway, Western Freeway and Eastern Freeway under construction. The Bandra-Worli Sea Link bridge and Mahim Causeway link the island city to the western suburbs. The three major arterial roads of the city are the Eastern Express Highway, the Sion Panvel Expressway and the Western Express Highway.
Mumbai is the headquarters of two of Indian Railways zones: the Central Railway (CR) and the Western Railway (WR). Mumbai is also well connected to most parts of India by the Indian Railways. Long-distance trains originate from Chhatrapati Shivaji Terminus, Dadar, Lokmanya Tilak Terminus, Mumbai Central, Bandra Terminus, Andheriand Borivali.
Public transport systems in Mumbai include the Mumbai Suburban Railway, Brihanmumbai Electric Supply and Transport (BEST) buses, taxis, auto rickshaws and ferries. Suburban railway and BEST bus services together accounted for about 88% of the passenger traffic in 2008.
The Mumbai Suburban Railway, popularly known as ‘local trains’ forms the backbone of Mumbai’s transport system. Mumbai’s suburban rail systems carry more than half of the Indian Railways daily carrying capacity. Trains are overcrowded during peak hours. The Mumbai rail network is spread at an expanse of 319 route kilometres and is growing. The Mumbai Monorail and Mumbai Metro are under construction and expected to be partially operational in 2014, relieving overcrowding on the existing network.
Public buses run by BEST cover almost all parts of the city as well as parts of Navi Mumbai, Mira-Bhayandar and Thane. Maharashtra State Road Transport Corporation (MSRTC) buses provide intercity transport from Mumbai to other major cities of Maharashtra and India. Navi Mumbai Municipal Transport (NMMT) also operates its Volvo buses from Navi Mumbai to Bandra, Dindoshi and Borivali.
The Chhatrapati Shivaji International Airport is the busiest airport in India in terms of passenger traffic. An upgrade plan was initiated in 2006, targeted at increasing the capacity of the airport to handle up to 40 million passengers annually. The proposed Navi Mumbai International Airport to be built in the Kopra-Panvel area has been sanctioned by the Indian Government and will help in relieving traffic burden on the existing airport.
Mumbai has two major ports, Mumbai Port Trust and Jawaharlal Nehru Port Trust, which lies in Navi Mumbai. Mumbai Port has one of the best natural harbours in the world. Jawaharlal Nehru Port is the busiest and most modern major port in India.

All Localities in Mumbai

LOCALITY, Aarey Road, Agripada, Altamount Road, Amboli, Andheri East, Andheri West, Anushakti Nagar, Azad Nagar, Bandra East, Bandra West, Bangur Nagar, Behram Baug, Bhandup East, Bhandup West, Bhayandar East, Bhayandar West, Bhiwandi, Bhuleshwar, Boisar, Borivali East, Borivali West, Breach Candy, Byculla East, Byculla West, C.P. Tank, Chakala, Chandivali, Charkop, Charni Road, Chembur, Chinchpokli, Chira Bazar, Chuna Bhatti, Church Gate, Colaba, Cuffe Parade, Cumballa Hill, Currey Road, Dadar East, Dadar West, Dahanu Road, Dahisar East, Dahisar West, Deonar, Dharavi, Dombivli West, Dongri, Elphinstone Road, Fort, G T B Nagar, Gamdevi, Gandhi Nagar, Ghatkopar East, Ghatkopar West, Girgaon, Golibar, Goregaon East, Goregaon West, Govandi, Grant Road East, Grant Road West, Haji Ali, J B Nagar, Jacob Circle, Jogeshwari East, Juhu, Juhu Tara Road, Kalbadevi, Kalina, Kandivali East, Kandivali West, Kanjurmarg, Kashimira, Kemps Corner, Khan Abdul Gafar Road, Khar East, LOCALITY, Khar West, Kharodi, Khetwadi, Kurla East, LBS Marg, Lal Baug, Kurla West, Link Road, Linking Road, Lokhandwala, Lower Parel, Mahalaxmi, Senapati Bapat Marg, Malad East, Malad West, Mandapeshwar, Mankhurd, Marine Lines, Marol, Masjid Bunder, Matunga East, Matunga West, Mazgaon, Mira Bhayandar, Mira Road, Mulund East, Mulund West, Mumbai Central, Nahur East, Naigaon East, Naigaon West, Nalasopara East, Nalasopara West, Nariman Point, Navghar Road, Nehru Nagar, Nehru Road, Mandvi, Opera House, Orlem Malad, Oshiwara, Pali Hill, Parel, Peddar Road, Poonam Nagar, Powai, Prabhadevi, Pydhonie, Raigad, S V Road, Sakinaka, Santacruz East, Santacruz West, Sewri, Shastri Nagar, Shivaji Park, Sion East, Sion West, Tardeo, Thakurdwar, Tilak Nagar, Trombay, Tulsiwadi, Vakola, Veera Desai Road, Versova, Vidya Nagari, Vidyavihar, Vijay Nagar, Vikhroli East, Vikhroli West, Vile Parle East, Vile Parle West, Virar East, Virar West, Wadala East, LOCALITY, Wadala West, Walkeshwar, Warden Road, Western Express Highway, Worli, Yari Road, Jogeshwari West, Kalyan West, Karjat, Kasara, Upper Parel, Vasai West, Vasai East, Vikramgad, Mumbai – Nasik Highway, Ambivali, Sahar, Madh, Triveni Nagar, Prabhu Ali, Chinchpada, Bhadane, Neral, Nahur West, Samat Nagar, Sarvodaya Nagar, MHADA Colony, Chedda Nagar, Shivaji Nagar, Beverly Park, Naya Nagar, Govind Nagar, Yogi Jawraj Nagar, IC Colony, Kanti Park, Dindoshi, Evershine Nagar, Chikuwadi, Malvani, Royal Palms, Gokuldam, Narayan Patil Wadi, Upper Worli, Umerkhadi, Nagpada, Ramnagar, Alibag, Gulmohar Road, Murbad Road, Titwala, Khadakpada, Kanakia Road, Saralgoan, Ambernath, Khandas Road, Malabar Hill, Ulhasnagar, Saravali, Palghar, Jawhar, Khandale, Bandra Kurla Complex, Andheri-Kurla Road, Mahavir Nagar, V P ROAD, Kolad, Vitthalwadi, Vasai Road, Carter Road, Murbad, Shahapur, Badlapur East, Ghera Sudhagad, Mahad, Lonere, Roha, LOCALITY, Uttan, Vasai-Nallasopara Link Road, Harihareshwar, Kalyan East, Murbad Karjat Road, Shahad, Badlapur West, Kalher, Dahanu, Bhivpuri, Atgaon, Kalyan-Shil Road, Dombivli East, Gaibi Nagar, Agashi, Thakurli, Navapada, Sir JJ Road, Vangani, Murud, Pali, Gorai, Talasari, Nagothane, Khardi, Kamatghar, Mahim, Khodala, Manori, Antop Hill, Mulund Colony, LBS Marg-Mulund, Kanjurmarg East, Kannamwar Nagar, Panth Nagar, barve Nagar, chirag Nagar, vidyavihar West, vidyavihar East, postal Colony, Jai Ambe Nagar, Sindhi Society, Borla, Ghatla, chembur Colony, Sahakar Nagar, kidwai Nagar, sewri West, Ambernath East, Ambernath West, Manor, Vehloli, Vindhane, Boraj, Umroli, Nagaon, Dohole, Shelu, Sakawar, Gokuldham Colony, Magathane, Ghodbunder, Netaji Nagar, Best Nagar, Kajupada, Dhamote, Kharbao, Anand park, Kopargaon, Matunga, Govandi East, Hariyali, Tungareshwar, Tagore Nagar

 

house to house marketing, house to house marketing agency, house to house marketing agency , house to house marketing agency LOCALITY mumbai,LOCALITY,mumbai

Door to Door Marketing Strategy, Door to Door Marketing Plan

modern trade marketing Strategy | Loyalty marketing Solutions Chikuwadi

Our talented team know how to excite, inspire and engage. With backgrounds in events, entertainment and travel, we’re full of ideas for amazing prizes and unforgettable incentives!

At Fulcrum, we all come to work every day because we have a shared love of travel and delivering once-in-a-lifetime experiences.

Our team meetings are buzzing with fresh ideas, brand new experiences and glowing feedback from our travellers. We know what makes a great incentive, we have an encyclopaedic knowledge of the best experiences around the world, and we have an ever-expanding ‘little black book’ of the most exclusive suppliers in the business.

In addition to our creative ideas and experience, we know that our clients value our expertise and dedication to solving problems rather than creating them. Prizes and incentives are our world, but we understand that our clients have other priorities, so we make sure we’re delivering our ideas on-time, on-budget and on-brand. We thrive on tight deadlines, logistical challenges and creating perfectly tailored solutions, without the headaches!

About us

Perfect solutions every time
As a leading marketing Agency, we’re immensely proud to work with brands and agencies across a huge range of sectors and industries, giving us an unrivalled breadth of experience.

we have created and fulfilled prizes for promotions and activations across the world.

Our aim: help our clients achieve their goals through our experience and expertise, taking the stress and hassle out of prize fulfilment.

We work for both direct brands and agencies, often in collaboration or with other specialist agencies and partners. Many of our clients have existing assets – from festival tickets to sports hospitality – which we help them to build into the best possible prize packages. Others want to create unique, eye-catching marketing and btl content around their prize winners. We can deal with winners from any country and in any language; we can provide a full btl management service; we can even source camera crews for content capture.

Whatever your brief, we’ve got it covered.

SALES INCENTIVES

Driving sales and performance through tailored, flexible incentive programmes

With pressure always on to drive sales and performance, sales incentives are an essential part of rewarding achievement within many companies. From internal staff reward programmes to dealer and channel incentives, there’s no better way to create a happy, engaged and motivated workforce.

Our main goal is to understand your people and what makes them tick. From hundreds in a call centre team to a small on ground sales team, a clear overview of your audience is the most important part of the process. By taking a best approach, offering maximum choice and flexibility, we create incentives which are targeted, effective and tailored to your team.

Whether it’s sales rewards, dealer incentives or channel incentives, drop us a line; we’d love to help you drive sales with our fresh and creative approach to prizes and incentives. From once-in-a-lifetime holidays to mini-breaks, high-street vouchers and designer goods, you can rest assured that with Fulcrum you’re in safe hands.

24 hour turnaround for urgent briefs
Topline ideas within 2 hours if needed
Competitive fixed quotes with no hidden costs
Expert Winner Management and Fulfilment

modern trade marketing Strategy | Loyalty marketing Solutions Chikuwadi

Ethics, Laws, and Customer Empowerment

14.4 Ethics, Laws, and Customer Empowerment

Learning Objectives

  1. Apply general ethical principles and concepts to online marketing.
  2. Explain the laws that regulate online and other types of marketing.

You are about to graduate and move to another city to start a new job. Your employer is paying for your moving expenses, so you go online to see what people have to say about the different moving companies. One company has particularly good reviews so you hire it. Yet what actually happens is vastly different—and a complete disaster. Little surprise, then, when you later discover that the company actually paid people to post those positive reviews!

Unfortunately, such an experience has happened so often that the Federal Trade Commission (FTC) is now considering rewriting rules regarding endorsements and whether companies need to announce their sponsorships of messages.

Once upon a time, before the days of the Internet, any form of selling under another guise or a phony front was called sugging (a word created from the first letters of selling under the guise, or SUG). The term was primarily applied to a practice in which a salesperson would pretend to be doing marketing research by interviewing a consumer, and then turn the consumer’s answers into reasons to buy. More recently, some companies have hired young, good-looking, outgoing men and women to hang out in bars and surreptitiously promote a particular brand of alcohol or cigarettes. Sugging seems to be a good term to apply to fake reviews, as well.

Truly, in no other marketplace should the term caveat emptor apply as strongly as it does on the Internet. Caveat emptor means, “let the buyer beware,” or “it’s your own fault if you buy it and it doesn’t work!” Product reviews can be posted by anyone—even by a company or its competitors. So how do you know which ones to trust? Oftentimes you don’t. Yet many of us do trust them. One study found that over 60 percent of buyers look for online reviews for their most important purchases, including over 45 percent of senior citizens (Neff, 2007).

Figure 14.11

A salesperson at a pawnshop

Most of us know that you can’t believe everything a salesperson says about a product in a setting like this. But what about online? Whom can you believe? It’s caveat emptor, or let the buyer beware, there, too!

Jostijn Ligtvoet – Tamron 15-30mm f/2.8 – CC BY-NC-ND 2.0.

While sugging isn’t illegal, it isn’t fair. Not only is the content potentially misrepresented, but the source certainly is. As you already know, a marketer cannot make promises about an offering’s capabilities unless those capabilities are true. Sugging is similar—it involves misrepresenting or lying about the source of the information in an effort to gain an unfair advantage.

The consequences of being caught while sugging can be high. Even if the information posted was actually an accurate depiction of the offering’s capabilities and benefits, consumers will be less likely to believe it—or any of the other the company’s marketing communications, for that matter. The loss of trust makes building any kind of lasting relationship with a buyer extremely difficult to do.

Legal Requirements

So far, there are no regulations regarding sugging, although that may change if the FTC decides a crackdown is needed. There are, however, regulations affecting how one uses e-mail to sell.

Specifically, the CAN-SPAM Act prohibits the use of e-mail, faxes, and other technology to randomly push a message to a potential consumer. Spam is a term for unwanted commercial e-mail similar to junk mail. Using e-mail and other forms of technology to sell is legal if the seller and the buyer have a preexisting relationship or if the buyer has given his or her permission.

Permission marketing is a term that was created to suggest that marketers should always ask for permission to sell or to offer buyers marketing messages. The idea was that when permission is granted, the buyer is willing to listen. Now, however, anything “free” online requires that you sign up and give “permission,” not just to get the freebie but also all kinds of future spam and annoying messages. You might also inadvertently give a seller permission or allow it sell your name and contact information. When you sign up for contests or agree to the seller’s privacy statement when you order something online, you may have given them permission to resell your contact information to one of their “partners.”

Because of trust issues and the overuse of permission marketing, many consumers create dump accounts, or e-mail addresses they use whenever they need to register for something online. The dump account is used only for this purpose, so that all spam goes to that account and not the person’s personal account. Many consumers find it easier to use dump accounts rather than read every privacy policy and try to remember which vendors won’t sell the e-mail addresses to their “partners” for marketing purposes. Therefore, when you are a marketing manager, don’t expect all the e-mail addresses you collect from a free offer to be valid.

Figure 14.12

A teacher showing a student something on an iPad

NewLeads is a company that provides data to booth staff at trade shows. Here, a Thermo Scientific representative holds an iPad that has customer data, so as he learns about visitors to the booth, he can enter their information. Thermo Scientific then uses the information to follow up with the visitors after the show.

flickingerbrad – iPad demonstration – CC BY 2.0.

In the B2B world, when attendees sign up for a trade show, they often give the show’s exhibitors permission to send them e-mails and other information. Most sellers won’t send marketing communication to fax machines because they are often shared by a number of people, and there is no guarantee that the intended person will receive the fax. Using e-mail, however, is acceptable because the buyer gave permission.

Privacy Laws

U.S. privacy laws apply to both Internet marketing and other forms of commerce. The laws limit the amount and type of information a company can collect about a consumer and also specify how that information can be used or shared. In the EU, the types of data a company can collect are fewer, and the sharing of information is far more restricted. For example, a company cannot share information about customers in one division with another division. (Sending out unsolicited e-mails to potential buyers is also restricted in Europe.)

The Gramm-Leach-Bliley Act of 1999 requires financial institutions to provide written notice of their privacy policies. Privacy policies are statements regarding how a company will use and protect a consumer’s private data. The law was broadened in 2003 to apply to a wider array of companies and consumer information.

The FTC requires a company to follow its policy or face severe penalties, even if the company is not required by the Gramm-Leach-Bliley Act to have a privacy policy. So, if you own a bookstore and you have a privacy policy, even though the law doesn’t require you to have one, you have to follow the FTC’s rules. And if you decide to change your privacy policy (for example, you decide to sell your customer list to Amazon), you have to notify your customers of the new policy.

For an example of a privacy policy, take a look at Amazon’s. You can find it at http://www.amazon.com/gp/help/customer/display.html?ie=UTF8&nodeId=468496 or just go to http://www.amazon.com and click on the “Privacy Notice” link at the bottom of their page.

What kind of data do companies want on you? They want to know where you live so they can apply data about your neighborhood to know you better and create marketing messages more likely to persuade you to buy something. They want to know how much you make to see if you can afford a higher-priced product. They want to know about the other things you buy, because that will likely affect what you buy in the future. If you own a boat, for example, you’re more likely to buy fishing gear in the future. If you buy fishing gear, you’re more likely to buy clothes from Columbia. And so on. The more they know, the more they can create offers tailored to fit your lifestyle and to entice you to buy.

Figure 14.13

A Ford Focus parked on the street by the University

Your university may know a lot about you, including your health history, your financial situation, and even the car you drive—not just the make and model, but the specific car. The Gramm-Leach-Bliley Act requires your school to protect that data so your privacy is protected.

FotoSleuth – Ford Focus RS – CC BY 2.0.

Some organizations also have data, such as your social security number, that criminals could use to steal your identity. For example, think about how much information your university has on you. They not only have your social security number, but they may also have your financial information (through financial aid), your health information (through the campus health center), and your vehicle information (through parking fees). Protecting that information so you aren’t harmed is a huge responsibility for the university.

Privacy policies and privacy laws apply to both business customers and individual consumers. As we explained in Chapter 8 “Using Marketing Channels to Create Value for Customers”, many business buyers require vendors to sign nondisclosure agreements (NDAs) that specify what information is proprietary, or owned by the customer, and how, if at all, the seller can use that information. NDAs are not an online tool specifically but are often used in the normal course of business.

What about the offering itself? When you buy something online, you don’t get to see it first, so how do you know it is what the seller says it is, and what can you do if it isn’t? The Uniform Commercial Code (UCC) (first mentioned in Chapter 13 “Professional Selling”) is a group of laws that govern commercial practices in the United States. The UCC defines many aspects of sales, such as when a sale actually takes place and what warranties buyers can expect.

Warranties and Promises

A warranty is a promise by the seller that an offering will perform as the seller said it would. The UCC makes a distinction between two types of warranties. The first is an expressed warranty, which is an oral or written statement by the seller regarding how the product should perform and the remedies available to the consumer in the event the offering fails.

An implied warranty is an obligation for the seller to provide an offering of at least average quality, beyond any written statements. For example, when you buy a new car, there is an implied warranty that it will run as promised after you drive it off the lot. You also have the right to expect average quality for any characteristic of a product that you buy online, except for those characteristics specifically described in the online material. If you were able to inspect the product before you bought it, such as looking at it in a store, the implied warranty only applies to those aspects you couldn’t inspect or observe in the store.

Where the law gets tricky is when it comes to other forms of writing. Marketing messages, whether written in a brochure or advertisement or stated by a salesperson, are considered implied warranties. Any written statement about what the offering does has to be true, or it violates the UCC’s definition of an implied warranty (and is therefore punishable by law).

Keep in mind that a salesperson can create an implied warranty in an e-mail or during an online chat session if he or she makes a promise. Even if the salesperson says something that contradicts a company’s written material elsewhere, the consumer has the right to believe what the salesperson says. As such, the salesperson promise is legally binding.

Protecting Your Company

As marketer, you have an obligation to protect your company from consumers who might not have honest intentions. For example, have you noticed how you sometimes have to reproduce a strange-looking set of letters or words before you are allowed to make a purchase when buying something online? That simple step prevents automatic ordering by bots. A bot, which is short for robot, is a kind of program that performs automatic functions online. One of those functions could be to purchase products, such as tickets to a highly desirable sporting event, that the buyer can then resell at a higher price. Or a bot could be used to obtain many units of a freebie that someone can then resell. Bots can be used for many illicit purposes; a good marketer anticipates their uses and creates barriers to prevent being taken advantage of.

A legal tool to help protect your company is the Digital Millennium Copyright Act. This act is designed to prevent copyrighted material from being pirated online. While prominent cases involve downloading music, your marketing information is also included. When you find a good way to market your offerings online, a competitor can’t just steal your communications and insert their name. You are protected by this act.

What is very difficult to protect against is phishing, or soliciting personal information in order to steal an identity and use it to generate cash fraudulently. However, you may find it reassuring to your customers to remind them of your privacy policies and your customer contact practices. For example, a bank may remind its customers that it will never ask for a social security number by e-mail. Making sure your customer contact policies protect your customers can also help protect them against phishing from someone pretending to be you or your company.

Key Takeaway

Sugging is selling under any phony type of front. It includes posting fake reviews about products online. Sugging damages a seller’s trust among buyers and should never be done. U.S. laws govern how products can be marketed, both those that are sold electronically and through more traditional channels. Companies must have permission before they can send you spam, and they have to tell you how they will gather and use your personal information. Warranties—expressed and implied—are binding no matter how companies deliver them. Good marketers anticipate less-than-honest activities by individuals and take steps to prevent them. Bots are online robots that some people use to take advantage of marketers.

Review Questions

  1. What damage is done by sugging? If the customer buys your product, was the sugging OK? How does sugging differ online versus in person?
  2. What does the CAN-SPAM Act do?
  3. When do you mind a company having a lot of information on you and when is it OK? Are there advantages to you as a consumer when a company knows a lot about you? Are there disadvantages? What safeguards are there for consumers?
  4. How can a bot hurt a marketer?

References

Neff, J., “Spate of Recalls Boost Potency of User Reviews,” Advertising Age 78, no. 43 (2007): 3–4.

RWA Marketing
 modern trade marketing Strategy, Loyalty marketing Solutions, Business To Business marketing Companies ,
Residential Society Marketing Work, retail Store marketing Strategy, house to house marketing agency,
direct Response marketing agency , guerrilla marketing agency, tech parks Marketing agency ,
dabbawala Marketing agency , corporate office Marketing agency ,
Flyer Distribution agency , one 2 one marketing agency

Residential Society Marketing Work | retail Store marketing Strategy Chikuwadi

We inspire the people who power your business.

No matter who you are and what you sell, the success of your business relies on your ability to engage with two critically important groups – the people who buy from you and the people who work for you. At Fulcrum, we create truly personalised incentive programmes that have the power to energize your business. Each Fulcrum initiative is designed around the specific interests and aspirations of your customers and your people. We engage and inspire the people that matter – the people who power your business.

Our Values
Client- centricity and the provision of quality service are key values. Providing a developmental and supportive marketing environment for our staff and recognising the importance of our suppliers are integral to our business ethic. Openness, honesty, transparency and a commitment to our community underpin everything we do.

Our Team
The heart and soul of what has made us so successful is our staff. It is their passion, commitment to quality and positive, can-do attitude that delivers outstanding performance to our clients and reinforces our reputation for service excellence.
From selection & recruitment through to training & development, we continually invest in our staff to ensure we have the right people, with the right skills to make sure that the job gets done right, first time.

Quality
Fulcrum has always aimed to be quality leaders in our industry. An impressive array of accreditations, for Quality, Environment, Security and Staff development are simply the kite-marks that demonstrate our core values in this respect.

Fulcrum Agencies
Over the years we have worked with agencies of all sizes and styles. We understand the hectic world of marketing and advertising and we have developed services specifically designed to adapt to short lead-times, changing needs, last minute requests and the occasional ‘sprint finish’.

Retail
With a long-history of providing services to retailers, whether major chains or small specialist outlets, it was a very easy step for us to adapt that to the on-line world. These days we can handle high-volume fulfilment for direct-to consumer on-line web-orders as we can easily provide retail replenishment and store refurbishment.

Four Ways to Measure Your Experiential Marketing Campaign

But marketers have historically shied away from integrating experiential campaigns with their marketing strategy. Why? Because until recently, demonstrating impact was difficult to impossible.

Within the past few years, technological innovation has helped marketers bridge the gap from qualitative effects to quantitative results. Today, online surveys, social media, and apps enable marketers to show more than customers’ having fun; they let marketers show results.

Measuring Your Experiential Campaign

Experiential marketing is not only about grabbing new social media followers and surpassing sales benchmarks, it’s about capturing data to help you become acquainted with your audience.

If you’ve written off experiential marketing as too difficult, too time-consuming, or immeasurable, think again. Here are four benchmarks by which to measure your experiential marketing efforts:

1. Direct Brand-to-Consumer Engagements
It’s usually easy to count the number of people who see, touch, taste, or smell your brand’s product in a physical location.

The number of physical impressions will vary greatly from campaign to campaign. For instance, Time Warner counted 25,000 customers at its Super Bowl 2014 tour that gave participants a look at the “inside” of a cable box. Those 25,000 direct impressions yielded 455 publication placements and nearly 1.5 billion online impressions.

Brand-to-consumer engagement is best measured through onsite activations. When working with a consumer packaged goods client who was investing heavily in NASCAR and driver sponsorships, we discovered that nearly 90% of the audience already identified with the brand. That insight allowed the client to scale back its sponsorship investments and focus on recruiting new customers.

2. Social Media Impressions Generated After (and During) the Campaign
People love to talk via social media about their experiences at an event, and 92% of consumers say they trust word-of-mouth when making purchase decisions. And so, if you’re lucky, your brand might even grab additional social reach through attendants’ blog posts or news clippings. Thanks to platforms like Radian6 and Sprout Social, these can be quantified and measured on the basis of brand sentiment and social reach.

Delta Air Lines created a viral event with an interactive exhibit called Stillness in Motion. The brand invited customers to experience what it’s like to be entirely still. Designed to enhance productivity at work, the installation pulsed with light and used calming sounds to lower participants’ heart rates. After the event was over, an incredible 95% of participants tweeted about the event to their followers.

Although raw tweets and Facebook posts are important to measure, don’t neglect insights from user comments. We recently worked with a whiskey brand to present a series of curated tasting events. Based on social media engagement, customer impact and response to the brand exceeded our expectations. However, the most interesting insight came from social media comments that the gentler flavor profile of the product was surprisingly hard to palate for an audience of stiff-drinking whiskey consumers.

3. Number of New Users
For a brand to succeed, it must be able to bring in new users. Loyalty is wonderful, but where experiential marketing shines is in its ability to surprise and delight people who hadn’t previously considered your brand.

In one particular marketing effort, we designed a college and NFL tailgate program. Through exit surveys, we discovered the event reached 60% of new users for the brand. Dozens of others were former brand supporters who had stopped buying. Gather data immediately after events so you can tie impact directly to the event.

4. Sales Figures
Awareness on social media is great, and every brand wants new users. But the true hallmark of a successful experiential marketing campaign is an event that drives sales.

Red Bull’s Stratos mission is experiential marketing gold. One YouTube video of Felix Baumgartner’s Red Bull jump has topped 39 million views, and countless other videos of the jump exist. Research firm IRI found the Red Bull’s US sales increased 7%, to $1.6 billion, in the six months after the campaign.

If you’re confident that your event will be a hit, then consider selling tickets for the event beforehand. Doing so provides easily quantifiable sales figures, and it guards against no-shows.

 

 

 

RWA Marketing , modern trade marketing Strategy , Loyalty marketing Solutions , Business To Business marketing Companies,

Residential Society Marketing Work , retail Store marketing Strategy , house to house marketing agency , direct Response marketing agency , guerrilla marketing agency , tech parks Marketing agency , corporate office Marketing agency , Flyer Distribution agency , one 2 one marketing agency

 

house to house marketing agency | modern trade marketing Strategy in pune

Fulcrum Marketing Services in Pune are the catalyst to bringing your advertising vision to life. While many ideas start in a boardroom, you need experienced marketers on the ground who are able to conceptualize, plan and execute a well thought-out marketing campaign in the field.

we supply the experience, connections, relationships, and knowledge needed to maximize the potential return on investment for each of our clients as well as help identify and pursue select market opportunities as they come available, house to house marketing agency | modern trade marketing Strategy in pune. Our local insight allows us to create exceptional investment potential for our partners and clients and enhanced living experience for our residents.

CREATING COMMUNITIES WHERE PEOPLE ARE EAGER TO LIVE AND RELUCTANT TO LEAVE

We define and position apartment homes for success. We are passionate about the residential experience and the qualitative and quantitative points that drive us to make strategic decisions that inform what a home should be — specific to its marketplace.

Results are realized through both the speed of lease-ups and financial performance of the on-going stabilized investment.

MARKET RESEARCH
We crunch the numbers, ask the questions, assess current trends and forecast future trends with detailed, up-to-date research to understand our markets; Ensuring our clients have the right data points to make the best decisions going forward.

MARKET POSITIONING
What’s the experience living here? What’s the story and name of this place? Our experience and insight allows us to identify and position each project’s distinctive offerings as its market niche. We provide an understanding that goes deeper than looking at trends. We create sought-after, thoughtfully executed apartment communities that are compatible with their surrounding neighborhoods.

MARKETING STRATEGY
Overall success relies on a thoughtful marketing strategy. In a constantly changing environment, we develop and implement each marketing initiative specific to your audience and budget. Reaching consumers in a way that educates and informs; ultimately creating product desirability and excellent rates of return.

 

 

Learning from Retail – Inspiring Show Management

Times square, it’s the ultimate, well…town square…in a very large town. People watching, experiencing the spectacle – everyone likes hanging out there. In fact, bleachers have been set up to allow spectators to absorb the experience and….brands.

Oh yeah, brands are driving a lot of the visual excitement with LED videos wallpapering almost every square foot of the 360 degree building frontage. Of course brands are paying heftily to run their media in front of their consumer brand targets. Hmmm…

How could we apply this to the trade show floor? What if we allocated some central booth space, placed a large LED tower and ran sponsored ads. Now in that space, place a large seating that faces the exhibits. Booths in front of this areas suddenly have higher value. The LED tower creates that star of wonder in the hall pulling people in – and broadcasting brand messages. Everyone likes a town square.

 

house to house marketing agency | modern trade marketing Strategy in pune

 

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