In the Quiet, Marketing Tells Its Loudest Tale
In the ever-evolving world of business, a company’s choices in marketing can serve as a window into its ethos and strategy. But have you ever considered what the absence of marketing can also reveal?
Let’s start with the no-brainer.
The Strength in Organic Promotion: A company’s marketing strategy reveals much about its character. When a company thrives without resorting to paid advertising, it’s not necessarily a sign of a lack of effort. Instead, it suggests a strong presence of organic promotion. This could be through customers singing its praises, suppliers championing its cause, or even the backing of a state-sponsored monopoly.
A personal favourite of mine are those old restaurants that opt for subtlety, choosing to have no signage or social media. This discreet approach often hints at an air of exclusivity, as if reserving its charm for those truly ‘in the know.’ Yet, more than that, it speaks to the restaurant’s unwavering confidence in its own culinary excellence and the power of word-of-mouth recommendations.
Choosing Quality Over Quantity:
Conversely, a deliberate decision to steer clear of certain marketing avenues, especially those that promise a vast audience, often tells a story of its own. Brands that make this strategic choice are frequently sending a clear message about their target audience. They might not be interested in the mainstream; instead, they’re honing in on a particular niche or demographic. Such decisions emphasize the depth of connection with their audience over sheer numbers.
Take, for example, LVMH. LVMH doesn’t heavily invest in blanket advertising campaigns that target the masses. Instead, they focus on exclusive events, high-end magazine placements, and collaborations with luxury influencers. Their boutiques are often located in upscale neighborhoods or shopping districts, further reinforcing their exclusivity. This strategy is intentional. By keeping their brand exclusive, they maintain an aura of luxury and desirability. After all, a horde of followers doesn’t necessarily equate to a stronger bottom-line or brand value; it’s the right kind of followers, those who appreciate and can afford luxury, that truly matter to them.
The Flip Side: What Avoidance Might Indicate:
However, this absence of marketing isn’t always a positive indicator. When a brand skirts around strategies like offering samples or previews of their product, it might hint at a lack of confidence in its own value proposition. The silence or deliberate barrier in their marketing strategy can sometimes speak louder than any campaign.
A classic example of this can be observed in the book industry. Walk into some bookstores, and you might find certain books wrapped in plastic. This wrapping denies potential buyers the chance to leaf through the pages, read a few lines, or get a feel for the content. Why would a publisher or author decide to do this? One reason might be to protect exclusive illustrations or supplementary materials, but another, more cynical interpretation is that the book’s content might not stand up to scrutiny. If the book is of subpar quality, wrapping it in plastic ensures that consumers can’t immediately discern its lack of value.
This tactic mirrors those used by brands that don’t offer product samples or trials. While it might lead to a few impulse purchases, in the long run, it can be detrimental. Customers, feeling duped, might return the book or, worse, associate the author or publisher with deceptive practices. Just as the absence of marketing can be telling, so too can the presence of barriers that prevent consumers from fully evaluating a product before purchase.
A Positive thing about Negative Reviews:
Customer reviews have become the new word-of-mouth. A company’s decision to maintain its presence on platforms like Google reviews, known for their transparency, can be a testament to its confidence and openness. Even when they have negative reviews. Yet, when a company opts to disable this feature, it’s akin to an alarm bell ringing, signaling potential red flags.
In sum, the art of marketing lies not just in what is presented, but also in what is deliberately left unsaid. Both these facets, when observed keenly, offer a profound understanding of a brand’s core values and vision.
