In the past decade, marketing gurus have
emphasised customer care, customer focus, and customer centricity.
But according to Stephen Brown, the customer craze has gone too far.
In this article, he makes the case for "retromarketing"- a return to
the days when marketing succeeded by tormenting customers rather
than pandering to them. Brown argues that many recent consumer
marketing coups have decidedly not been customer-driven. They've
relied instead on five basic retromarketing principles:
Exclusivity. Retromarketing holds back
supplies and delays gratification.
Secrecy. Whereas modern marketing is
up-front and transparent, retromarketing revels in mystery,
intrigue, and covert operation.
Amplification. In a world of incessant
commercial chatter, amplification is vital, and it can be induced in
many ways, from mystery to affront to surprise.
Entertainment. Marketing must divert,
engage, and amuse. The lack of entertainment is modern marketing's
Tricksterism. Customers love to be
teased. The tricks don't have to be elaborate to be effective; they
can come cheap. But the rewards can be great if the brand is
embraced, even briefly, by the crowd.
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