A marketing gimmick is a type of customer-attractive marketing strategy. It involves a combination of positioning, differentiation, and creative marketing. A gimmick is a device that allows you to stand out in a crowd and quickly gain attention.
Customers today, on the other hand, scrutinize brands more than ever before, seeing right through gimmicks and tricks. As a result, any marketing gimmicks you use should be two-fold -
The gimmicks are used to pique the customer's interest in you and the products and services you offer.
You must follow through and deliver on what you have promised, which is the key to gaining a loyal customer.
A happy customer is more likely to come back for a second, third, or fourth time, resulting in repeat purchases and brand loyalty. Campaigns that you remember years later are referred to as marketing gimmicks. They need to be a part of your long-term plan.
It's one thing to be creative, but quite another when things quite take the worst turn. If the product does not provide the value it has promised then that creative gimmick turns into the worst marketing plan.
What is the difference between Marketing gimmicks and marketing strategy?
On the front end of the market, where customers evaluate products based on their needs, emotions, and other psychological triggers. Marketers employ these triggers to imbue customers with a particular perception to elicit the desired call to action for their product. This type of marketing is known as gimmick marketing because the value they promised during advertising and marketing does not match the value they promised at the time of purchase. It simply drags customers to the product, makes a sale, and then vanishes, leaving the customer unsatisfied and without adding any value to their lives.
The basic marketing strategy for businesses promoting and advertising certain products, on the other hand, is based on providing value to targeted customers to keep them for a longer time. The product will be distributed using a variety of strategies and routes to reach consumers. Simply put, it is not based on deceptive gimmicks. The only difference is that what is promised is delivered at the end to the customers to keep them for a longer period or the rest of their lives.
To avoid the negative consequences of gimmick marketing, marketers should avoid it. It will increase sales in the short term, but it will harm your product and business in the long run.
A valuable product, as well as effective marketing and advertising strategy, are more effective in providing value to customers and retaining them over time. When you use a good marketing strategy, your product becomes an emotion, and emotions change the way customers think about your product.
Following are the marketing gimmicks that could damage your product
Mentioned below are the few marketing gimmicks that have the potential to fail spectacularly and harm your brand.
1. A misguided concept
Contests encourage user interaction and sharing, and they may even provide you with user-generated content, but therein lies the risk. When you start a contest, you immediately hand over control of your campaign to users, many of whom are constantly looking for ways to profit from your good intentions. Make your content instructions as to specific as possible. Make sure the strategy has a content filter in place, and the nature of your contest adheres to your brand's standards.
2. Hashtag appropriation
Any collection of social media "fails" will almost certainly include at least one company that used a hashtag it had no business using. Hashtags are often thought of as a way to gain more visibility, but this function should not be taken too seriously. It's not enough to just stuff hashtags into a post; you also have to use them correctly. Too many brands see a popular hashtag and assume they know what it means, resulting in a hashtag-heavy post that offends the target audience they were hoping to reach in the first place. Make sure you've done your homework and aren't overusing hashtags.
3. Clickbait articles
Clickbait articles make use of sensational headlines to entice readers to visit your main site. It's a great way to get new traffic, but keep in mind that the goal here isn't to get more users in general, but to get more engaged users. Your users will be disappointed in what they find if your content doesn't live up to the hype you built in your headlines, which means you'll be hurting your brand more than helping it.
4. Guerilla marketing
In theory, guerrilla marketing is another interesting and powerful tactic, but there is a fine line to walk. You'll be surprising the public and showing them something they weren't expecting, which could have disastrous consequences. If you're going to try something like this, make sure you consider the consequences. Otherwise, you risk losing people's trust and possibly even facing legal action.
5. Landing pages with a lot of pressure
Segmented landing pages are a great way to target your audience with precision and ultimately drive more revenue, but trying to maximize your potential conversions can easily cross a line. Some gimmicks that have been known to "trick" people into clicking such as flashing lights and obnoxious text like "BUY NOW!!!" trigger certain spam filters in Google, so that's reason enough to avoid them; however, softer gimmicks can be equally pressurizing. Don't try to force your products down people's throats; even if it means sacrificing a few conversions, you'll build a better company reputation if you earn conversions more honestly.