CaseThink (lol !!!) that you are a marketing executive for a women’s only magazine. Like every other magazine your company has advertised everywhere but no results.
The ProblemTry to find out new ways to reach your target segment in this internet age when ladies are more content on watching saas-bahu conspiracies and internet savvy.
The AnswerPlace a rack full of your magazines in the waiting rooms at gynecologist (female specialists) and pediatrician (child specialist).
Why this post?I went to a relative's clinic. She happens to be a gynecologist. She was busy with a lady and I was asked to wait and guess what do I see? A branded company rack full of a women's only magazine with all the issues lined up neatly. I went WOW then and there.
On asking more questions, I was told that they have placed that rack there for free (including 12 issues of the magazine). What more, to drive the sales, they placed a registration form and a drop box for completed forms. I was further told that the company reprentative would come once every two days to put the magazines in order and collect the forms. Everything that a marketing professor would teach. You reach the cusomter. You create a want. You provide a method to fulfill the want.
I also saw one of the numerous
Prof. Sanjay Bakshi's
mental models at work. The drop box for the filled up forms was transparent and a fairly large cube (2 feet per size) and it had some 15 forms in there. I asked the helper if ladies actually filled in those forms. I was told that yes ladies fill up the forms but all the forms in the box were not genuine. I was told that the company people filled some 20 forms at random and dropped in the box.
Social Proofing at work. Other ladies would see these great magazines. They would further see that some women have went ahead and applied for subscription. Here is a product that they like and here is a list of people who also like the product. They are not incorrect in loving the magazine and they would also fill in the forms. Pretty Neat. Another mental model in application.
Links in this post
http://www.sanjbak.comhttp://www.uncommon-knowledge.co.uk/social/social-proof.html
