Covert
Marketing is a new method of marketing, which uses various tactics to secretly
market your product or service to your prospective customer.
There are two types of Covert Marketing: In the first approach, the customer
does not know who is actually selling them the product. In the newest approach,
they do not realize they are being ‘sold’ anything.
The advantage of Covert Marketing is that you expose your product to otherwise
‘hard to reach’ prospects who then become customers.
A classic example of Covert Marketing is the Saturn car from General Motors.
It was sold as if it was from a hip new car company, not from GM, which
many consumers viewed as too traditional for them.
Other types of Covert Marketing: You walk into a bar and see a group of
attractive twenty-five year olds having a great time: laughing, talking
and drinking Vodka coolers. They invite you to join them and tell you how
good their coolers are. You decide to have the same drink. They take a picture
of you with them, drink in hand. You have just been successfully marketed
to, covertly.
The campaign
can be a blitz (many people on one day) or ongoing for months or years.
A trade show requires a blitz, while building a new beer brand might benefit
more from the trendy local pub approach, for example.
Other
examples of Covert Marketing include:
Leaving a pallet of a new candy product in a poor but trendy neighborhood
so the kids grab them and talk about it.
Wesley
Media provides the ideas for Covert Marketing of your specific product and
we handle the implementation, whatever that entails. Contact us today to
help you succeed with Covert Marketing in your next Marketing Plan.
When
do you need Covert Marketing?
- You have a mature
brand that needs revitalization.
- You have a new
brand that you want to separate from the existing brand either because
of price or demographics.
How
can Wesley Media help you?
-
Assess whether your product/service is a candidate for Covert Marketing.
-
Create the Covert Marketing campaign strategy.
-
Create
the tactics required for Covert Marketing to succeed.
-
Implement
the Covert Marketing strategy and tactics as required, with your staff
and other third parties.
Cost
and Payback:
Each project
is different depending on the requirements of the strategy. It is an extremely
effective tool for reaching 'hard to reach' consumers who ignore traditional
advertising.
Is your product or service a candidate
for Covert Marketing?
Click below to get a free assessment:
