This past summer, the company I worked at utilized local artists to endorse a new product. The target population was young adults and the plan was to start selling the product locally, and as it becomes more popular expand the locations of sales. To introduce the product to the target population, we worked with local singers and rappers who were beginning to become more popular. In order to market the product, they would post on their social media about using and enjoying the product, as well as giving out customized samples to fans at their concerts.
The use of local artists was found to be more effective than advertising the product on social media directly.
One of the most common ways that the fifth "P" of marketing is used in today's environment is by using brand ambassadors on social media. While almost all companies have social media accounts of their own, many count on brand ambassadors to promote their products. A brand ambassador is someone who is hired by the company to promote their products on their own social media accounts. While the company could run ads on Facebook or Instagram, using a brand ambassador with hundreds of thousands of followers on social media creates a more personal experience for the customer and may help them with targeting a particular demographic.
A very popular marketing technique is free trial. By free trial people can get an overview of the product and to access multiple features they need to buy the premium. This is a genius trick for marketing.
Some clear uses of participation is done on social media and mobile games as user is forced to view the advertisement. In mobile games player is forced to watch certain seconds long video in order to go to next level, by do this companies promoting their product on mobile games can be sure that their advertisement is reaching to people. This kind of advertise will attract gaming companies or companies that deal with gaming products who primary focus will be on people who play games. If the game is played by not just gamer but by people who are not gamer will give other companies chance to advertise as their advertisement does not have to be related to games.
Social media like YouTube make viewers watch advertisement before they can watch video this gives exposes companies product to people. For example, google pixel 4 phone has been released last week so now when ever you watch YouTube video they will play google pixel 4 advertisement as google will be heavily market their phone. Companies also pay or sponsor YouTube content creator to advertise their product in their content.
With the plethora of social media platforms and short attention spans, it has become an art to grab attention before the viewer scrolls down their timeline. Many social media "influencers" have mastered grabbing attention via comedic videos. Many companies use comedy to sell their materials, and they reach out to certain people and pay them to promote their products in their videos. Just a name drop and a few hashtags can generate new traffic for a company. This works similarly with celebrities. Many celebrities get endorsement deals where they are paid to wear certain clothing or eat or drink certain foods and drinks at their games, in their videos, or whenever they make a large public appearance.
Other ways are to use interactive advertisements. These ads cannot be skipped unless the time runs out or unless they answer a question or perform some directive. This occurs frequently when playing mobile games.
As others have noted, it seems that social media marketing strategies have become the predominant tactic for marketing to consumers, even those in the medical device and biotechnology industries. The algorithms that follow my internet activity and inserts ads from my previous visits, even when I'm on ESPN or some sports site looking at scores, comes to mind.
The another common social media tactic is to camouflage sales through education, which might include one of those cartoonish presentations, a YouTube video or infomercial that will draw you in with a poignant science question, but finish with a sales pitch. They are downright addictive, in spite of you knowing what's coming.
Conversely, directly marketing to your scientific audience via grant opportunities and sponsored-fellowship opportunities are effective tactics for engaging a promising young physician or early career researcher, which can lead to career-long relationships with pharmaceuticals, biotech giants and medical device manufacturers.
Event-based marketing continues to be a marketing tactic that utilizes the fifth P of marketing, especially when it involves allowing the scientists to be the presenters of focus for the products. Again, like the grants, being a conference speaker helps to fortify your CV or biosketch. At such conferences, clinicians and scientists are much more likely to be engaged by the experiences of their peers. Product manufacturers include VIP sessions in the form of special luncheons or receptions that might include a well-known celebrity, influential politician or Nobel Prize winner to complement their exhibits, some interactive, displayed throughout the event.
By the way, a well-fed research department, laboratory team or physician office is STILL a popular and effective way of reaching. Whether it be a grand rounds sponsorship or a monthly/quarterly lunch for an entire office or team, we are much more likely to be agreeable and to make purchases on a full stomach of foods that we love. (I think they stole this one from spouses!)
I haven't really used Participation in marketing or experienced it either or any of the other 4 Ps as stated. But with the lecture on it and also making some research I found out one way or the other i have become part of a company's participation marketing. With the advertising and marketing world having a great significant change and the public looking for ways to ignore all forms of marketing, it is suffice to say that Participation should be another means to get to them until it isn't effective anymore.
Now with social media being the main source of Participation marketing and to reach the customer who 90% are all about social media and the status they make on there. Companies have created a platform where you tell your concerns about the product you purchase or the company itself and if it is a new company they want to engage you to try their product and give feedback on how it was and where to improve and be better. For one I have been part of a company's participation marketing, where I have to try these product samples once every month and give feedback on quality, branding and problems or complains I have about the company.
In summary Participation marketing is all about Listening to the customer either through emails or social platforms then engaging in conversation on how to better improve or know more about the target audience and then market. The goal of your participation at then end should be convincing your customers that you are interested in their welfare. Adding the 5th P to a brand’s marketing mix could play a key role in your brand’s success. Build the right community around your brand, be honest with your customers and give them the tools to create and share right alongside you.
Reference: http://www.eastlinemarketing.com
I have also seen in the pharmaceutical side similar approaches with physicians giving presentations on the use of the product and results. I personnally think the "word" of physicians gives the product drug or medical device a stronger message and more confidence on the use of the product to potential customers.
But I would also suggest that the government is concerned with how companies use physicians to market their product. Over the last ten to fifteen years, they are very interested in how compensation is done. Medical device companies need to be aware that there are concerns with how to engage with healthcare providers. I remember at Pfizer, we were trained on gifts, paid engagements, trips to conferences, etc. Need to be careful.
People spend most of their time on social media every single day that it's become a habit. The use of television has vastly decreased due to the rise of social media. When using my phone to search for products online, I notice that my search follows me everywhere. I see it on Facebook ads, instagram ads, etc. So, social media gets everything that we need to know across in seconds, worldwide. It is the most effective form of marketing nowadays, especially that the young generation is willing and they want to try everything they see on social media. Companies use widely known celebrities to get their products marketed online. I am sometimes interested in the products I see that are promoted by celebrities I follow, and a majority of the time, I see things that I haven't heard of before. Even older people are learning how to use social media, so it is reaching a wide range of people. Social media isn't just a form of entertainment, but it is a way that companies use to market their products not just in one specific area or on a specific channel, but all over the world. Celebrities opinions matter especially to the young generation who are willing to believe the things they see. I always wonder what will be after social media and if it will be as effective for marketing or not.
I don't know if I would define it as, "Clever" but I've seen people advertise their products by using another product's viral failure. A good example is competitive advertising between fast-food companies, where they will often bash one companies product or failure and then introduce their business or product in the attempt to get users to want to check out what they are offering.
In a similar vein, companies will sometimes make highly interactive platforms or games around their products. I don't remember the exact brand, but a few years ago some mango-juice company made it so that if you either looked up or scanned their product you would end up on a website that would give really weird quotes. Sort of like a fortune cookie? It's hard to explain but as someone who found the link without having purchased the product, it certainly put the product on my radar. (Not enough that I remember it but still)
A really good example of this I think was when coke made it so that you could buy bottles with your name on it. People who weren't necessarily going to buy coke started doing such so they could have a bottle with their name on it.
Something that I have noticed recently while watching sports are sponsorships and subtle ad placements. I enjoy watching basketball and that alone has a plethora of examples of subtle marketing. For example, on most of the team jerseys, you will find logos such as Nike or even Bumble. The sports arenas that the teams play in are typically associated with some company and those companies have their logos on the court. This includes TD bank, Barclay’s, Oracle, AT&T and more. Even going more specific, the players usually have press conferences and there is commonly a small Gatorade bottle on the table besides the player. These brands have all received sponsorships from either the team or the NBA and have subtly placed their logos all over. It may not seem like much, but it is being noticed by the countless fans that watch basketball. This is something I noticed, and I think it fits in this topic. People may not participate in the typical forced advertising anymore, but they will sit and watch a basketball game which may quickly flash a logo at the fans every so often.
Some of the advertisements I have seen have been on Youtube. Still, they are "unskippable" and strategically placed in the middle of the video to prevent anyone from clicking away and keeps the viewer engaged because their desired content is not over yet. I have found this method to work for a while, and it is an opportunity to expose the product to a new audience who may need the device or knows of someone who does.
There are some companies that use Social Media Influencers. People that have a big following are sent products to review on their pages to increase viewership. There are companies that invite different people to try products free of charge and leave a written review online. For medical device companies I have seen them do in office demonstrations and explain how it can be useful for the physician. If after the demo the physician is still not convinced I have seen pharmaceutical reps invite the physicians to local hospitals where a doctor may already be using the device to see the device in action with a patient, of course with consent of the patient.
Remember “The Four Ps of Marketing”: product, price, promotion, and placement.
Product:
What are you selling & why?
Price:
How much does the product cost? When does the price change?
Promotion:
How will you promote the product? Viral marketing? Internet Advertising?
Placement:
Who sells it? Where is it sold?In recent times, we now have what we call the “fifth P”, Participation. This has changed the typical way marketing has been done. Since new technologies are coming out, it is much harder to get information out to the chain of customers.
Instead of pushing our messages out into people's faces, the people now have the option to block us or walk away or fast forward. Engagement is now the key because unless someone wants to be interacting with you, they won't.
What are some clever uses of Participation you have witnessed or conducted?
The 5th P for marketing, participation, is arguable one of the most important. It also for someone to establish an authentic and true relationship and connection with the consumer. In the medical device industry, it is becoming a more common practice to have tours of the facilities for possible consumers. Also, going to different hospitals and holding webinars or in-person seminars demonstrating the product. I currently work in administration for a hospital, and every so often, I set up events where medical device companies have the opportunity to connect with the physicians in my office and show them the latest innovations.
The use of social media to create an interactive platform is increasingly becoming common practice to utilize social media for marketing and increase possible consumers' participation. Especially more prevalent with quarantine and COVID restrictions. I have not personally seen examples for medical device companies. Still, there are plenty of healthcare companies that I personally follow on social media who often use IG stories and IG TV to hold questionnaires and webinars demonstrating products and their uses. Also, personally, I am a brand ambassador for some clothing companies, and I often utilize the same tactics to get my community to engage with the brands.
