Introduction
The management of the company can control the brand through different marketing strategies. The marketers have been using data to attract customers for many years. In this modern business era, Tim Leberecht, a prominent marketing expert, come up with a new marketing approach, called romantic marketing. It is probably the new way to control the brand (Hegner, Fenko, & Teravest, 2017).
Tim Leberecht’s Marketing Approach
Romantic marketing is the new approach, represented by Tim Leberecht. According to this approach, the marketers should not focus only on data to present the product, as they have to contain the emotional and sentimental attachments with brands, customers, and brand-related stories. Real authenticity and deep human connection are main pillars of this particular marketing approach (Sarkar, 2011)
This approach also triggers mu product campaign. The elaboration is as under
The Product
The product, which has been selected for the marketing campaign, is Apple iPhone 8. It is a new Smartphone, recently launched by Apple Inc
Details of Marketing Campaign
Campaign Objectives
The objectives of the campaign are;
- Enhance the visibility of competitive positioning
- Contain the emotional and romantic attachment with customers
- Depict the love of the product
- Attract customers through lovely brand stories
Marketing Mix
The marketing mix strategy is also integrated with this new marketing approach.
Product
To enhance the human connection, I Phone 8 should contain features, which are expected or admired. The marketers have to maintain the quality of this phone, which is sustainable enough to create value for customers.
Price
I can come up with the price according to the customer’s expectations. For Instance, instead of focusing on the market data and competitor’s actions, I can set the price with low margins to increase sales. The purpose is to demonstrate financial care of customers (Christi, 2015)
Place
Romantically, the placement strategy is quite pertinent. For Instance, targeting customers in those areas, which are famous regarding love, harmony, dating, and breakups, is effective. Of course, people, who are addicted to these things, can be attracted (Beichen & Murshed, 2015).
Promotion
When it comes to the relationship, advertising and promotion are the best sources for the company. In this campaign, the company can show the cultural integrations, people’s intentions, choices, and expectations. Instead of focusing on features, comparison, and related data, promoting human relations is the best decision to make the difference (Beichen & Murshed, 2015).
Critical Analysis of approaches suggested by Tim Leberecht
Critically, it has been revealed that customers in different regions use to focus on data to make buying decisions. Especially, in the technology market, the data are the main source to know about the product. Thus, without data, it is tough for any marketers to attract customer and contain the authenticity and love, as only romantic brand stories are not going to work (Hegner, Fenko, & Teravest, 2017).
Comparison of Leberecht’s marketing approach to other approaches
Ultimately, other marketing approaches contain acceptance in the market, as somehow, the marketers are using data. Other approaches also focus on competitive positioning along with human connections and authenticity, which is good for business sustainability. It is not visible Tim Leberecht’s approach (Hegner, Fenko, &Teravest, 2017).
Applying Leberecht’s approach Wal-Mart
The Leberecht’s approach can be applied at Wal-Mart. First, marketing people must be trained to understand and implement this approach. Trimming and shaping the behavior of a marketing department is the best trait to apply this approach in this big retail chain.
What might work and what is not applicable in Leberecht’s approach?
When applying romantic marketing in Walmart, authenticity and human connections may work effectively. People are assertive in getting products, which are triggered by feelings, emotions, and intentions. Working with a band to facilitate or inspire customers is not complicated. However, ignoring data cannot be worked. The customer, based on their buying experience, may demand the performance of the product numbers. If the company fails to do so, the customer may change the preferences (Ahuvia, Bagozzi, & Batra, 2014).
Conclusion
In the end, it is to conclude that Leberecht’s approach is effective and attractive. However, the most important thing is to comprise the readiness to implement or execute the strategy in the competitive market successfully.
References
Ahuvia, A., Bagozzi, R. P., & Batra, R. (2014). Psychometric vs. C-OAR-SE measures of brand love: A reply to Rossiter. Marketing Letters; New York, 25(2), 235-243.
Beichen, L., & Murshed, F. (2015). Culture, Expressions Of Romantic Love, And Gift-Giving. Journal of International Business Research; Arden, 14(1), 68-84.
Christi, C. (2015). The Business Romantic: Creating Experiences, Products, and Organizations That Mean More. S.A.M. Advanced Management Journal, 80(2), 48.
Hegner, S. M., Fenko, A., & Teravest, A. (2017). Using the theory of planned behavior to understand brand love. The Journal of Product and Brand Management; Santa Barbara, 26(1), 26-41.
Sarkar, A. (2011). Romancing With A Brand: A Conceptual Analysis Of Romantic Consumer-Brand Relationship. Management & Marketing; Bucharest, 6(1), 79-94.
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