The Unplanned Marketing
Sometimes, an unplanned move turns out to be more effective than the planned ones. Hey! I am not talking about life, but guess what, we can learn from that only. We always tend to run from our problems without even realizing that those really exist. In today’s world, someone else makes us aware of our problems, you know the cycle of dependency right.
Let me
tell you one of my experiences. Two years back I bought an android phone – OnePlus. I liked all the features and yes of course, the dash charger. My
previous phone took a long time to get charged, sometimes more than an hour.
But my new OnePlus mobile phone takes only 15-20 minutes to get full charged. I
was in love with this fast charging thing. The first thing I used to do after
entering my room was to put my phone on charge, daily routine kind of thing. But,
one day I saw a thin black line at the end of my charging cord, it was visible
that the cord had started to get damaged, but hey! who cares, it still charged
my phone. So ignoring that, I got busy in my routine and continued using my
charger without bothering about the damage.
One fine
day I noticed that the damage was getting worse. I needed to do something to fix
it. Well, I always had an option to buy a new one, but again after sometime,
the new one will also have the same problem. So, I decided to search for a
solution online. In the world of social media connections, I put up a story on Instagram asking my followers their suggestions on this issue. Guess what, 80%
of the reactions I got had same problem, they were also in search of options to
fix their cords as well, and only 20% people recommended me a possible solution.
I got a very nice suggestion from one of my friend to solve this issue, also in her suggestion I got the immediate action plan as well. She suggested me the ‘Wire Protectors' that could save almost every cord effectively. She as well sent me the link from where I could buy it immediately without searching for it. Well, that was one of the products from her business page. She understood the problem and resolved it in a jiffy. She was not handling any marketing team but she identified the gist and things fell under the place.
As I mentioned earlier, many people wanted to know the solution, so instead of telling them separately, I again put a story on my Instagram handle showing her product and a redirecting link to her page. People started reacting to that story; they asked me about the page, about the products and of course about the page owner. I gave them all the answers that I knew.
But, here comes the twist. Some of my MBA marketing mates pinged me and said that they had never seen such an impressive marketing campaign that contains all the elements of a typical marketing domain. For a while, I could not understand why were they saying so. All I had done was, put up a story on my Instagram handle asking for a solution to a problem at hand.
Sometime later, when I again went through my Instagram stories, it hit me, as to why they had wronged it for a social media marketing campaign. I observed that my stories contained demand realization, prospect identification, lead generation, action button and lastly, sales. At that moment I realized that Wow! this was one of the UNPLANNED MARKETING indeed. I had done it subconsciously, without even realizing what it would turn out to be.
All-in-all, I understood that marketing is not just about promoting your business; you need to tap on the pain points and give answers as per requirement. It’s not about selling your products and services; it’s about solving their problems and questions.
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