There is a lot to be said about marketing these days, as the idea of branding has skyrocketed. And that’s not a bad thing. Brands are simply product offerings from companies whose reputation has been solidified in the mind of its target audience. Everybody knows Tide Laundry Detergent, Apple Computers and KFC because of its longevity and the consistency in which the product/company has been marketed. We are less familiar with Jollibee Restaurants, and Rodeo Bill Potato Chips. The difference is the consistency and size of their reach into peripheral markets.
There is an economic concept known as “supply and demand.” The term implies that demand is the second step in the equations. While I am a true advocate for selling people what they actually need and being authentic to your brand–as a communications and marketing professional, I would be remiss to tell you that is the only way selling and marketing works. In fact, creating demand is one of the cornerstones of American Business, media and marketing.
You can’t watch burger commercials all day on TV and not want to get up afterward and buy one. Nor can you watch certain demographics, affluent lifestyles and other media without developing a strong impetus to acquire, or to become (look like) that demographic, participate in a particular lifestyle or be influenced by what you see repeatedly. Billboards, sample stands at the grocery store, free coupons, promotions, etc. they are all marketing tactics to create demand. Psychology plays a huge factor in why people buy, eat, and consume the things that they do.
So as you look at your own product or service, you need to ask yourself how you can create demand. Demand Marketing influences buyers to want your product or service whether they need it or not. This is old psychology, but highly effective. Some call it propaganda, but it works. As a communications and media professional, I advise clients to create demand. I am often astounded by what nations, groups, entrepreneurs and companies lose when they fail to use demand marketing.
Do a little research this week–sit down with a pen and pad, and write down some of the things you see in a 1-hour period watching TV, online or social media. Record the products, motivations, emotions, and ethnicity involved and ask yourself, “How am I being influenced to demand what is being sold or advocated?” Next you’ll want to ask yourself how you can create demand marketing for your company. If you’re a company, entrepreneur, or international government official of an emerging market nation and would like to harness the power of demand marketing, I’d love to work with you.