The basic acts of marketing would be identifying the needs and wants of the customers, developing the product accordingly, promoting using advertisements, selling it to them and managing the post selling activities through customer care. To sum it all up, it is basically a company approaching the customer. But what if something can be done the opposite way?
Reverse marketing is a strategy which involves the customers approaching the company or a product.Here, the customer becomes the marketer. The most common way to do this is to give the details to customers and allow them to approach the company. It is a campaign used to improve the image of the product or the company. It is very necessary to find out what the customers find important in your product. There should also be a reason for the customers to approach the company. Moreover the offering should be of some value before the sale is made.
It is a technique used to combat an issue called coercive marketing- a type of marketing which involves marketers creating a need in the minds of the consumers by saying that they should buy the product. For example, Dove ran a successful reverse marketing campaign. The advertisements had women with different looks to celebrate their beauty. There was a touch of genuineness in that campaign.
Although it might seem illogical, reverse marketing does not involve imposing restrictions on the consumers regarding using products. It just creates an idea in their minds saying that they are the same, regardless of using the product. It strives to build a relationship with your customer and by doing so, you can ensure that your potential customers in the long run. Although companies advertise in such a way saying us not to buy the products, people end up buying them anyway. It benefits your company by getting leads without much approach. This builds brand value.
However it is necessary to know your target customers as without knowing them, efforts will be of no use. It is necessary to give customer a reason for them to approach you. The entire plan about this is to make the customers approach you rather than the either way around. Through adopting this strategy, companies end up creating an impression that the company has a pivotal share in the market as customers approach the company and not the either way around