Non-traditional selling strategies leverage unique and unorthodox methods to promote goods and services to target customers. The main goal of using non-traditional techniques is to offer capture the interest of the customers through creativity and unpredictability. This goal is achieved through unique ad placements or exhibiting ads in distinct ways to capture the attention of the customers. As non-traditional strategies are in stark contrast to the traditional approach, customers consider them to be authentic, organic, and relevant.
The marketing or sales strategies used herein are highly targeted and address the customers directly; thereby, they enjoy immunity from the usual cynicism that traditional strategies invite. When managed cleverly, non-traditional strategies deliver huge returns on investment and are cheaper than their traditional counterparts. This is the reason that an increasing number of companies are opting for non-traditional selling strategies.
Here are some examples of the best non-traditional selling methods adopted by prominent brands: –
Vlogs and Live Discussions
Video marketing has become a popular selling strategy in the last few years. This development can largely be attributed to the increased penetration of smartphones and the internet. Marketers are using video marketing to create a buzz around their brands by pushing interesting video content that can get a lot of views. As per latest reports, more than 87% of marketers leverage video marketing as a selling strategy wherein they engage customers efficiently. Adobe is one such brand that regularly conducts streaming sessions and live events on its platform. This strategy has helped Adobe create a creative community around the brand that regularly tunes in to watch tutorial videos or interviews of leading professionals from various industries. By ensuring meaningful engagement with the brand, Adobe can promote its products in an effortless manner.
Informative Product Descriptions
Many companies are now selling their products through different eCommerce platforms. While they pay great attention to website design, photographs, and positive reviews, product descriptions are often ignored. By adding important details related to the usage of a product, brands are making the users aware of the benefits and encouraging them to make the purchase. Hence, in addition to website design, photographs, and positive reviews, brands must emphasize product recommendations as well.
For instance, Tresemme is a leading brand in the field of hair care products and is available across all leading eCommerce platforms. Apart from high-resolution pics and positive reviews, the brand also focuses on offering useful details related to the benefits of the product. These details are offered in bullet form, thereby making it easy for the customers to read. Listing out the best features is a great (passive) selling strategy where customers make the decision based on how well the product meets their expectations.
Read More: SalesTechStar Interview with Karen Budell, CMO at Totango
Loyalty Program
Bolstering customer retention rates is pivotal for the growth of a business. After all, 80% of business profits are generated by 20% of loyal customers. Moreover, a 5% increase in retention can boost profits by up to 95%. The driving force behind this fact is that customers already have experience with the brand and are more receptive to the marketing messages. In comparison, new customers must be taken through all the stages of the customer journey before a purchase. Therefore, brands make use of loyalty programs to reward their regular customers and encourage them to make repeat purchases.
One of the most successful examples here is the Red Robin Royalty Program, where the customers are encouraged to make at least five visits during the initial five weeks of their membership. They must make a purchase during every visit from the list of approved items. When they do so for the first five weeks, they get a $20 reward that can be redeemed on their sixth visit.
Develop a Referral Program
Referral programs have been around for some time and are still quite popular. The reason is that they work as 49% of customers recognize their family and friends as the leading source of information! Most brands with a presence on eCommerce platforms or their own apps ask their customers to encourage their friends or family to also start using the product or service. Referral marketing has emerged as a highly effective word-of-mouth strategy to gain publicity for a brand. New consumers are more likely to try your brand if they are incentivized in a way.
One of the most effective referral programs is run by ibotta. Herein, the brand offers a cashback of $50 for existing customers who can invite five more friends to also use the products from the brand. Herein, the customers act as the brand ambassadors for the brand, and the recipients of the message are likely to give a positive response. In fact, influencer marketing is an advanced form of referral marketing. Here social media influencers recommend products and services to their followers, who are likely to be receptive to their messages.
With the growing penetration of the internet across the world, non-traditional selling methods are quickly becoming more popular than traditional methods. As an increasing number of brands transition to non-traditional strategies, the next few years will see several interesting developments in the sector.
Read More: How SMBs Can Maximize Tech Tools for Holiday Success