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Torment

The author argues that the current approach of pleasing customers has been taken too far by marketers. Instead, the author advocates an approach called "retro marketing" which tantalizes and teases customers into buying products rather than simply catering to their needs. Retro marketing creates demand through delaying gratification and fostering unattainability. The author outlines five principles of retro marketing: exclusivity, secrecy, amplification, entertainment, and tricksterism. While retro marketing may not apply to all products, the author believes it is more creative and engaging for customers than modern marketing approaches.

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Abhishek Gautam
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93 views2 pages

Torment

The author argues that the current approach of pleasing customers has been taken too far by marketers. Instead, the author advocates an approach called "retro marketing" which tantalizes and teases customers into buying products rather than simply catering to their needs. Retro marketing creates demand through delaying gratification and fostering unattainability. The author outlines five principles of retro marketing: exclusivity, secrecy, amplification, entertainment, and tricksterism. While retro marketing may not apply to all products, the author believes it is more creative and engaging for customers than modern marketing approaches.

Uploaded by

Abhishek Gautam
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Summary

In the article “Torment Your Customers ( They'll Love It)" the author states that the whole idea
of the strategy of pleasing the customers by the marketers has gone too far . He maintains the
notion that customers are not as much aware as the marketers think them to be. They do not want
to be catered and pleased rather they want to be tantalized and teased into buying the product. In
view of this ongoing situation the author presses the need for retro marketing.

Retro marketing is full of creativeness and style. This marketing style is in quite contrast to the
modern marketing style in which the marketing creates demand by delaying gratification, by
heightening expectations, by fostering air of unattainability rather than simply providing for the
customers need. The article states that the current time is in the midst of full blown nostalgia
.Many famous brand houses use the retro theme in their own products. The customers are wary
of the CRM- tactics used by the marketers today and actually miss and appreciate the blatant
transparency of creativity.

 The author explains that like retro marketing is more art than science and its followers
could hit a false note. It is based on the eternal truth like maidens get more by playing
hard to get. It has five principles for the wannabes. The principles are exclusivity,
secrecy, amplification, entertainment and tricksterism. Exclusivity demands that the
products are no readily available to the consumers and they are to feel that the only lucky
ones are actually going to get it. It provides the benefit of avoiding excess inventory by
producing only what is needed. Example of Ferrari cars, Rolex watches are ample to
justify this principle. Second principle secrecy actually makes the product more desirable
to the customers by arousing their interest in it. The secret must not be kept secret and
must be made aware to anyone who’s anyone. For e.g. secret recipe of coca cola and
KFC. Third one is to amplify which ensures that the item if talked about and more
important the talking is talked about. The amplifier tools are mystery and surprise. The
mystery creation around the product and an unexpected marketing campaign can draw
huge attention. Forth principle is entertainment which the author argues has been lost in
the modern marketing scenario and the marketing now is dull and boring to the public
and is not engaging. . Using of exciting coupons by noodle industry in Nepal is the best
example for this .
The fifth principle tricksertism employs tricks which don’t have to particularly and elaborate
and come cheap. But being the trickster does not mean being a cheater. Marketing should be fun.

In the conclusion the author points that the retro marketing is not appropriate for each and every
marketing aspect but nor does the modern marketing concept. Marketers have fallen for their line
of being customer centric. The customers always need someone to hate and they can never like
marketers.

Key points of the article:

1. The concept of customer centricity is being given too much emphasis.


2. Customers are not as aware and knowledgeable of their own needs as the marketers think.
3. The more the marketers torment their customers the more they can succeed.
4. The marketing situation currently should be revised and retro marketing must be
introduced.
5. Customers are more inclined to the retro marketing tactics and actually miss and
appreciate it.
6. Retro marketing is full of creativity, skills and marketers being the rogue ones to the
customers.
7. Lack of entertainment if the modern marketing's greatest failure.
8. Marketing should be fun and full of glitz and glamour.
9. The retro marketing is not applicable to all the aspects of marketing such as product,
service and market segment.
10. Pleasing the customers cannot lead to a successful marketing.
11. Marketers should always come up with new ideas and creativity to actually satisfy the
customers.
12. The marketing concept should not be centered on the customers but on the product the
marketer is trying to promote.

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