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Tactical Marketing Strategies

posted 15 Oct 2015, 04:23 by Jason Purton

What good is having a blog if it doesn't provide readers any value! Well here you go, actual strategies (well an overview of them anyway) of tactics used in marketing to get a consumer to move from Awareness to Desire, then through to Intent and finally Action.

Tactical Marketing Strategies by Jason Purton

I mentioned in an earlier post on Tactical Marketing (Elements of Marketing - Back to Basics Part #3) that I would Highlight some of the strategies used. Going back to that information you will know (learn) that the purpose of tactical marketing is to initiate a response in your target consumer. Therefore to do that you need to have some sort of interest inspiring incentive and communicate it effectively. Below are some of the strategies used to entice, inspire and sometimes even coerce you...

(NOTE: these strategies are not exclusive, meaning you can use combinations of them together)

Discounts

Well this one is pretty obvious, and usually the first thing that businesses do. It is it the good ol' "Get this amazing gadget for XX off". The reason that this Tactical Marketing Strategy is probably the most often used strategy is; 1) it is easy to implement, and 2) that it is easy for the customer to see the value (Roll out the psychologist here). Because it is easy for the consumer, it very often works as well. 

Limitations

You now only have 30 seconds to read the rest of this post before you you have to pay to read the rest... Well maybe not, but this is an example of how this strategy places either time or volume limitations on a product. Placing a limitation around something, creates a number of psychological effects in consumers minds, including; perceived demand, urgency, and the desire to not want to miss out. All, or one of these can cause a shift in someone's purchasing state of mind. This tactical marketing strategy can be used to increase sales volume, or to maintain price. If the limitation is actual or created is an area for moral discussion (I.e. Creating false limitations to increase either price or demand. An example being the petroleum industry). 

The Follow-up

Have you ever had one of those really annoying sales people that would not leave you alone? I have them all the time. The problem with knowing what they are doing is that you have to respect the ones that are good at it. This strategy is basically aimed at bringing the item to the front of a persons attention as many times as possible until they make the purchase. In marketing the objective is pretty much the same. say that you send out an email that has a special offer that lasts until the end of the month. Great, your customer reads it, is excited, wants is and thinks OK I will buy it when I get paid next week (you know what I am going to say). Between when they read the email and the time that they would intend on purchasing they have received 300 other email offers, they had a flat tyre, they have taken on an extra project at work and by the time it comes around to the end of the sale they have completely forgotten about your great product. But what if two weeks after you sent the first email, you sent a reminder to all those that opened the email that the sale was finishing. Yes, back to front of mind.

Lead-in Pricing

Like it or not what you see in some advertising is not really what you want or need. The electronics & white goods retailers have nailed this one. you see or hear some marketing activity that says you can get a brand new TV for only $100. You then create some reason that you need a new TV. When you get there, the sales person shows you the TV.,

Free sample or consultation

As the saying goes "There's nothing free in this world". This is likely the strategy that the saying comes from. Like the Lead-in Pricing, but in this case the free item is usually of lesser value. The thing that the consumer is usually asked to give away is information about themselves (age, gender, salary bracket, etc) and most importantly, their contact details. For any business, whether B2B or B2C, growing your database of accurate and relevant contact details is one of the best ways to grow new business (assuming you contact them appropriately). 

Value Add

Complete this sentence "Would you like .... with that?" Yes you know it and it has been used as the perfect example of value adding in nearly every marketing text book and seminar. Whether you call it a value add, bonus offer, add-on, or extra, it is all the same. What you are doing is offering the customer something in addition to what they originally wanted or asked for. 

Need/Want/Desire Driver

This one requires that you know your product and customers very well. This is appealing to your consumers needs, wants and desires with a specific solution. One of the best examples of this that I have seen is the Y2K bug. Anyone with a computer in 1999 was told that if they had an old computer, when the clock changed to 2000 it would blow up (well maybe not but close enough). There was going to be a melt down of global financial and military systems, and the world could even end. What did this do? it created and want (remember, need is primal) to ensure that you didn't loose all your valuable information. Therefore millions of new computers were purchased. the main problem with this was that anyone who knew a how to change their clock on their computer could test it by changing the date to 13/12/99 and waiting a day. Well we are still here and it is safe to say that it was just another desire driver from the computer industry.

Combining Tactical Strategies - Example

Now some will say that this is a little over the top, but what you may not know is that this is happening every day, and not only with large companies.

Lets start with a simple example where a your favourite online clothing store sends you email with a special discount [Discount] for the first 100 customers [Limitation]. Easy.

Ok Let's add a few more... you like an item and click through to the website and you see a beautiful stylish model dressed in the shirt [Desire Driver] and you think I must have it. You find the shirt and on the same page under "Related Items" is the pants that the model was wearing [Value add]. You then go through to checkout and again pops up the pants (they do look like good pants, WARNING, here is where the advantage of modern tech comes in). You have a look at the pants but decide that the shirt will do. You buy the shirt. happy with your purchase you eagerly await your shirt in the mail. 

But lets not stop there... A couple of days after you receive your shirt you get an email from the same store [Follow up] and they are featuring a sale [Discount] on the very same pants that you were had looked at previously (What a coincidence!!!). Well now they are on sale, so you might as well get them too. This completes the purchase and value add combination... but what about those shoes, and so it goes on. 

Tactical Marketing Summary

As you can see in theory there are only a few tools that a marketer needs to know about in order to create the campaigns. The difficult bit comes next; Creating the message, putting them together, distributing them, monitoring them and then finally reporting on the result. 

(Final Note: Yes I have Tactically used the image to increase desire to find out more information and read this post)