reverse businesses
DESCRIPTION
Reverse thinking, reverse brainstorming, reverse banking, reverse editing and reverse outlining are few example of doing business in reverse. The presentation discusses this trend, its future and conditions for gaining more momentum.TRANSCRIPT
everse BusinessesTrends and Applications
Ali Anani, PhD
It is amazing how long it takes concepts from one field to extrapolate them into business applications
Concepts that have now equivalent business applications.
From Reverse Osmosis and Reverse Engineering to
Reverse Thinking, Reverse Showrooming (Webrooming), Reverse Marketing, Reverse Advertising, Reverse Banking, Reverse Editing and the list goes on…
Reverse MarketingThe normal thing is that firms seek customers.
Its reverse is customers seek firms to see if they may deliver their needs forservices /products
Reverse Marketing comes from the growing trend that customers are participants in influencing a company’s product, price, place, and promotion.
Customers may influence/decide the price (one of the traditional
of marketing).
Let us take an application example
While consulting for a new newspaper, I tested the idea that each customer will have topay initially only 50% of the cost of ad
How about the remaining 50%?
It was left up to the customer to decide.
The customer decides would portion of the remaining the remaining 50%, depending on the level of his/her satisfaction
This helped us determine the delight of customers and areas of desired improvements
The result was fantastic as delighted customers turned very loyal
Thinking deeper, the real success stemmed from using delight as…
…bridge between the customer and the newspaper.
The stronger the bridge is, the more lasting relationship we expect.
Price Reversing such that the customer may decide the price has great more potentials remaining to be explored.
Advertising passionately has been very successful strategy
A great example is
Campaignfor RealBeauty
In a reverse strategic thinking the company didn’t promote its products; rather it promoted beauty
Beauty is the bridge between products and consumers.
Results speak louder.This campaign caused Dove’s sales
to soar above $1Billion and then Dove decided to re-create their brand around this strategy
Reverse Marketing offers two great advantages:Using emotions as the selling element + Differentiation strategy by going against the prevailing, but crowded, trends
A second remarkable example with a great twist is:
BusinessWeek.com
Don’t BuyThisJacket
Imagine an outdoor clothing company advertising
Don’t BuyThisJacket
Companies want to sell; the reverse don’t buy is certainly going to raise curiosity.
This is an embedded form of Reverse Psychology as well
The ad generated customers’ respect to
Respect acted as the bridge between the company (and its products as well) and its customers.
The resultThe respect bridge spurred sales even in economic downturn periods
We are living in a rapidly changing world.The beauty of using emotions as a bridge for marketing is that the value of emotions doesn’t fade
If you sell cosmetics, then advertise beauty and show that you care for it
Invariably, convenience shall be sought after by customers.
People have less disposable times and if you care for your customers’ time and convenience you shall differentiate yourself from competitors
Whenever you have these combined factors then expect changes in trends
An evident trend is Reverse Showrooming in which consumers go online to research products, but then go to a bricks-and-mortar store to do their purchase.
http://www.businessinsider.com/reverse-showrooming-physical-retailers-fight-back-2014-8#ixzz3EmlOk3ZP
Pinterest is adding extra weight to this trend
http://www.businessinsider.com/pinterest-drives-offline-retail-2013-8
esreveR Advertising is also gaining momentum
Don’t advertise your product except in flashed.
Advertise the emotion your product extends to customers
You may find many examples in my presentation
“Bubbling Ideas”http://www.slideshare.net/hudali15/bubbling-ideas
Reverse Banking is an emerging trend
Here is one exampleReverse Charge Account - Bank of Queensland
www.boq.com.au › ... › Everyday bankingBank of QueenslandGet paid for banking with a Reverse Charges bank account from Bank of Queensland & benefit from a fee free bank account for balances over $2000.
And one more exampleReverse Charges Account®
The Reverse Charges Account® is the first transaction account in Australia to pay you a fee for giving us your business; and it gives you the freedom to do banking your way - with easy access to your cash. http://www.boq.com.au/personal_everyday_reversecharges.htm
Reverse BrainstormingInstead of asking how to solve a problem start with how to create the problem?
Reverse Brainstorming helps uncover new dimensions of problems and may spotlight on you ideas
That is true.Make the “dark” problem darker and then work on solutions.
People tend to generate more creative ideas with truly negative issues.
An example is
Make the package repulsive by:Using tiny fontsWaxy material that sticks to the handThe liquid ingredients to pour out and dirty your car seatsUse bloody cartoons
And so on
The trick now is to find solutions to the most prominent problems
Are we trending to live our lives in
?esrever
Here is one exampleReverse Charge Account - Bank of Queensland
www.boq.com.au › ... › Everyday bankingBank of QueenslandGet paid for banking with a Reverse Charges bank account from Bank of Queensland & benefit from a fee free bank account for balances over $2000.