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Marketing Strategy The Horse of Troy

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To attract attention, marketers often use techniques similar to the Trojan horse. They give people a free ebook, a discount card or a trial. Once the gift is used, the real purpose can be realized.

The decade-long Trojan War shows no signs of end despite the deaths of many Greek heroes. At this point, Odysseus had an idea of ​​helping the Greeks to win.

Because the people of Troy considered horses to be sacred animals, the Greeks built a giant wooden horse, but empty. To make the gift even harder to refuse, they used wood from a sacred tree to create it. Odsysseus and the army of soldiers hid inside the horse. Other Greek soldiers pretended to withdraw, destroy the tents and prepare to board.

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After discussing whether the Greeks are trustworthy, the Trojans pull a giant horse into the city. Ending the 10 years of war was the great joy of the people in the city, they spent the whole night celebrating.

At midnight, everyone was soft drunk. Odysseus began to move, signaling the Greeks to turn around, leading the soldiers out of the horse, killing the defenseless guard and opening the gate. The Greeks now entered the city, slaughtered its inhabitants, and kept some slaves. Some of the soldiers went further, creating cities that are believed to be of Rome’s origin.

The ancient Greeks viewed this as a true story that happened more than 3,000 years ago. The Trojan horse is not only a story, it is also a metaphor, a call to use intellect, an example of creative thinking.

The Trojan horse in marketing and sales

We live in an era where people are surrounded by moment by moment marketing messages. Like the people of Troy hiding in the city, we learn to stay away from these messages. Such as using ad blocking applications, deleting spam messages, filtering spam emails, …

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To attract attention, marketers often use techniques similar to the Trojan horse. They give people a free ebook, a discount card or a trial. Once the gift is used, the real purpose can be realized.

Some examples of Troy Horse tactical marketing are:

– Giving away the first chapter of the book for free to those who subscribe to email newsletter. Once you have read the first chapter of the book and received an email connecting with the author, it is easier for people to spend money to buy books when they only see ads.

Create blogs with high-quality content for a specific target audience. Once people are interested in the blogger’s voice and expertise, many will not want to use the effort of others for free, they will decide to support. Assistance may include purchase of a course, books, consulting services, or donations.

– Write a detailed book on specialist knowledge. Many book authors admit that the book helps them increase their revenue from speaking and consulting more than actual book sales.

When you allow people to enter your mailboxes, you are allowing them to enter your stronghold.

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– Create the highest income from profit channels that are not the main goal of the company. For example, high fashion brands often make more money from perfumes than clothes. Movie theaters depend on sales of drinking water and popcorn, and many restaurants profit mainly from selling alcoholic beverages.

– Create highly viral content that carries your company’s brand name, which is shared and interacted with by everyone thanks to its fun and humor.

In the book Permission Marketing (roughly translated: Marketing authority)Seth Godin discusses this idea under a different name. When you allow people to enter your mailboxes, you are allowing them to enter your stronghold. They may have good or bad reasons, it’s hard to predict. Godin also explains how Amazon uses franchise marketing to build empires:

“By using powers, Amazon is able to reset the entire book industry, cancel and combine every step of the chain until there are only two objects: the author and Amazon. Amazon seems to be building one. authority assets, not brand assets.

Amazon started out by offering low-cost books. As everyone fell in love with the first Trojan Horse, Amazon offered them other products, gradually attracting more and more online spending from customers. Services like Prime, Echo and Kindle are housed in the Trojan horse – the first low-cost purchase a person makes.

Just as the Greeks invest in horse-building, Amazon has invested millions in technology and infrastructure. This is the essence of Troy Horse marketing: Offer a gift (For Amazon, it’s a free trial, discount or low price on popular items) then keep increasing sales. sell.

Or, as in a topic about Amazon Prime, John Warrillow wrote:

“Like many subscription models, Amazon Prime is a Trojan horse that is expanding the list of products customers are willing to buy from Amazon and providing headquarters with a mountain of customer data to sift through.”

Mai Lam
* Source: Economic life rhythm

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