Transparent Marketing

Marketing to Women Conference

Asia Business Forum

Aftab Khan - August 2007 - Kuala Lumpur

OUTLINE• What is the hype about TM?• How to?• Examples

The challenge for marketers today:

• New environment where consumers have more control :

• Digital technology: what to watch, when, how

• Blogs, SMS: spreading word of mouth• More choice in products, activities, channels,

programs.

• Solution: Stand out by being authentic, genuine.

What is the hype about TM?1) Literal definition: Honest marketing2) Experiential definition: marketing that’s

• Invisible• ‘not in the face’• easy to connect to the product or service

automatically

1) Telling it as it is• Being honest in letter and spirit.• Avoid over packaging.• Avoid over claiming.• Being true to your product or service.

Guidance from Islam• “The virtuous are those who honor their

trusts and promises and those who stand firm in their testimonies.” (Qur’an – Al-Ma’arij: 32-33)

• “And keep your commitments, verily concerning commitments you will be questioned. Fill the measure when you measure, and weigh with a right balance. This is good and right in the end.” (Qur’an – Al-Isra: 34-35)

‘When you admit a negative, the prospect will give you a positive.’ The Law Of Candor

– The 22 Immutable Laws of Marketing – Al Ries and Jack Trout

Listerine: “The taste you hate twice a day.”

In summary…“What is it that makes Listerine a global

leader in oral care? It’s a combination of strong product success,

one hundred and twenty years of heritage, consumer trust and powerful brand communications which reflect the core germ-killing values.”

http://www.superbrands-brands.com/volII/brand_listerine.htm

“Joy: the most expensive perfume in the world.”

“With a name like Smucker’s, it has to be good.”

“Avis is only no. 2 in rent-a-cars.”

“The 1970 VW will stay ugly longer.”

2) TM = Customising the brand experience

Andrea Learned (author of ‘Don’t think pink: what really makes women buy’):

• Avoide stereotypes• Narrow focus and target specific customers i.e.

early adopters• Intimately get to know ‘that’ customer group• Actively seek, use and acknowledge feedback.• Be authentic in your marketing so customers will

connect with your product or service emotionally.Not making a big scene in your approach to

women, but marketing to them transparently.

Starbucks

Saturn

Les Schwab

No Pudge Brownies

Reflect.com

But isn’t packaging expected?

The ‘Book of Wisdom’ and the ‘Key’

– ‘Thinkers of the East’– Idries Shah

‘What is the use of a book,’ thought Alice, ‘without pictures or conversations?’ Alice’s Adventures in Wonderland – Lewis Carroll.

‘Modern women and their complicated variations’

Andrea Learned: “Pink thinking reaches a woman who no longer exists.”

Is this really true?

Remember: only a man can be fooled with false promises…

‘The Emperor’s New Clothes’ – ACU Theatre