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Suction marketing - myth or successful marketing strategy?
Katharina Rösner
Marketing is essential today if you want to launch or market a product. By promoting products, you can attract new customers. This includes a number of strategies available in which the Suction marketing strung in. In this article, you'll find out exactly what that is and what you need to do about it.
Suction marketing Is a specific form of marketing where your product Quasi the commercialization Takes over and advertises for you. This makes your product or brand look like a customer magnet and creates a pull that attracts customers. Brands often make use of this concept. For example, brands like Gucci sell a sense of life or luxury and not just expensive clothing. Customers attach particular importance to this sentiment and associate high quality items without the brand having to advertise them.
At least that's the theory. For such a marketing strategy, brands or products must first reach the market successfully. If they are still unknown, potential customers can't make any associations with anything at all. Suction marketing therefore works nNot as the sole marketing strategy, but only in combination with other strategies.
This is shown by brands that rely on the pull effect. They generate a lot Content and invest a lot in marketing campaigns. That means Pull and push strategies are the basis for pull marketing, which is therefore embedded in other strategies.
Zur pull strategy It also includes generating Content. For example, you link on Instagram or others social media platforms to your website. Or you write a blog where your customers and potential customers can find out about your products, topics and further content. This creates organic traffic to your website, which is central to to remain visible and not get lost in the mass of advertising on the Internet.
You can also combine this with displaysthat you turn on. These, on the other hand, belong to paid marketing and therefore to Push strategies. Advertising is becoming increasingly unpopular, but it works well in conjunction with generating content.
Related to organic traffic is also viral marketing. The aim is to create content that is relevant, emotionalizing and entertaining is that consumers are convinced of this and share the content with friends or followers of their own accord, creating attention for the brand.
So the pull doesn't just happen, but only when you also outlay is involved in content generation. In the Coaching and consulting industry Do you disagree with that. Her message to her own customers, who also want to become consultants or coaches, is often: All you have to do is do XY and people will flock. It is actually obvious that this cannot be true. Because the coaching and consulting market is highly competitive and, in principle, also saturated.
That is precisely why they need to advertise themselves and their services even more. The coaches suggest that they rely on suction marketing. Rather, however, you have to do this as tampering classify so that their customers rely on suction marketing instead. Critics see sucking marketing as the sole, successful strategy as toxic marketing.
However, you can definitely build your brand with the strategic positioning build up. In doing so, you lay the foundation for further marketing strategies and also for suction marketing.
Strategic positioning Denotes the Localization of your product or brand on the market And therefore a clear demarcation. You have to think about which unique selling point you can provide. This is also known as USP referred to — the Unique Selling Point or unique selling proposition. You also need a Market or competition analysis carry out as well as a Target group analysis. It also helps you to create a Customer avatars or a buyer persona. Because the market is becoming more saturated as a result of digitization and globalization, positioning is essential.
At the brand positioning Is it about positioning yourself in the market in such a way that there is no competition with other brands and that you give potential customers a added value And a innovation can offer.
that Objective of positioning Is basically, a Suction to produce. To do this, you include all information from the analysis of the market, the competition and your target group. Also consider the emotionsthat yours product With your Evokes customers. They are just as important when it comes to brand positioning.
The product features should all go to Gefühlswelt fit, as the pull only works if it is coherent and emotions are not mixed. Think about which emotions you want to address and make it clear to yourself What your brand stands for. Then you can simply present them to the outside world and tailor them to your target customers. Because your customers should have a very specific feeling and shopping experience Connect with your brand and come back to you again and again.
Based on positioning, customers should benefit Recognize for yourself. You can also clearly communicate your positioning to the outside world. Remember that your product doesn't have to attract everyone, but yours Target group. This should then also be retained as a customer. The idea behind the concept is also that customers come to you of their own accord. However, this requires patience and consistency.
Strategic positioning starts with the search for unique selling point, the Unique Selling Point, and a free Gap in the market. The Unique Selling Point is part of the market and competition analysis as well as part of brand positioning. So you have to understand which products are already on the market and what characteristics yours has that the others don't have, so that it also uniquely Is and his legitimization has on the market.
You must consider which strengths, weaknesses, opportunities and threats the product has and what you can expect on the market. That describes the SWOT analysis, which for Strengths, Weaknesses, Opportunities, and Threats stands. Die Competitive analysis shows you how saturated the market is and which niche you can still fill.
Other suitable methods include the Blue ocean strategy And the Sweet spot method. The highly competitive market will”Red Ocean“and forms the opposite of the “Blue Ocean”, in which you should base your product. Die Sweet spot method describes the interface between supply and demand and the competitive gap. The “sweet spot” is where demand and supply intersect without competition.
For positioning, it makes sense to use a positioning cross to create. To do this, you need two parameters on the x and y axes. For example, price and sustainability. The left and lower sides of the cross represent a low price and low sustainability. In the four quadrants, you enter the main competitors. The cross visualized You the Gap in the market, which you can close with your product.
You should stick to your positioning and communicate it clearly. But you should adjust them when customer needs change or when the market changes significantly. You should also the Current positioning, so like yours Customers notice you, check and compare with Target positioning, in other words how you would like customers to perceive you.
For strategic positioning, you also need your Target group Know. Who is she, what are her needs and problems in everyday life, how old are the customers and how much money would they spend on your product? What is their lifestyle? Based on this information, you can create a”Buyer Persona“create that represents a prototype of your target group. If you know them, you can tailor marketing and the product to them and thus increase customer satisfaction. You should also Buying behavior know and the factors that are important for Buying decision are. What is the customer's advantage of your product? When does he or she use it? What does he need it for? And how does it make him feel?
If you know your place on the market and your customers, should the Positioning the basis for the communications And that marketing be. At every point of contact with your customers, you should give them the same, clear positioning. The positioning should be so clear and descriptive that the image of the brand emerges automatically in consumers' minds.
The purpose of brand positioning or strategic positioning is to create a clear image of your brand or product and promote it in such a way that it is just as appealing to your customers. To a Create suction and attract more and more new customers, you can use emotions and a whole Create an emotional world around your product. Your customers associate a very specific feeling with their shopping experience and always come back to you. That's how it works Suction marketing ideally. However, this requires patience. The outlay doesn't automatically save you for your marketing and visibility on the market. Because as we have seen, suction marketing is in other marketing strategies embedded.
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