ISSUE No. 7 BLOG MARKETING
(reading time 6 minutes)
Last
case history before the summer break, which will see me and my staff engaged for the realization of what is written in the previous post. By the seventh
"exit" of my blog, I want to tell you about a case that has raised a stir for its impropriety. A few nights ago, while watching TV, my attention was focused on a spot that "had" an anti-cellulite product of a famous brand.
Obviously, the subject was a visual model, with a physical tonic, the result of hours in the gym and not a close encounter with the product sold. Suddenly, I begin to hear the voice of the speaker that begins with this sentence: "Cellulite is a disease."
I had a jolt, I started to laugh and suddenly I stopped doing it.
The product in question can be listed as non-cosmetic drugs.
The next day I made two phone calls. The first
to my personal doctor, who confirmed to me that cellulite is not a disease.
Then I called a pharmacist friend of mine and I asked him to tell me about the product and sales volumes of the same.
The product is sold as cellulite, a product of natural cosmetics / aesthetics, is not considered a drug completely.
In relation to sales volume, the pharmacist in question he confirmed an increase in sales, giving me some interesting details, especially by users of a psychological nature.
The strategy has been implemented is subtle but effective:
- if I tell you you're sick, you have a disease, what do you do? Theoretically you should go to the doctor, but modern times will "help" to make a different choice. Go to the pharmacy, and since television has already given you the solution, you buy the "medicine".
If I were not sick, pharmacy would you go there. But because you're afraid to feel bad ... there you go.
- Question time: advertising, you'll go wild over a fear, a sense of anxiety. Why? But as soon you go to the sea and the "proof costume" you can not send another in your place. God that anxiety, you have to do absolutely anything!
One of the most widely used marketing techniques, is to get the buyer to lose lucidity, you "jump" his rational side and then leverage the emotional one, and when the rational part comes back, the person ends up with a product of the hands that would never have wanted to buy.
the common line of cosmetics company in question, was fined for an amount of 490,000 €, the guarantor on charges of "misleading advertising". The investment was worth the risk, since the year before that company had turnover of € 260 million.
This technique is called "disease mongering" and is more dangerous than the mere implementation of a misleading advertising.
Here is the definition that Wikipedia gives the phenomenon: "The term" disease-mongering "or commodification of the disease indicates a marketing operation for the introduction of a drug ready for release into the market through an advertising campaign aimed introduction of clinical medicine outside the meeting to encourage the consumer to find a remedy for specific diseases. "
Not bad right? Think of the profits! And then ... the volumes. there to rub your hands!
Instead, terrible! If
to sell an anti-cellulite you have to create a disease, maybe you could attend one of my marketing course, who knows, maybe you can learn to sell the same without feeling obliged to "play dirty".
Maybe we need to take a step back, in all cases, something must be done, this escalation of negative marketing is neither ethical nor worthy of the science itself.
conclude this post with two tips for women, a record of technical and legal nature.
First tip: accepted for who you are and above all accept the fact that time can not be stopped. This is not to say that you have to "let go", but a bit 'of peace in more would be nice, and more importantly, could potentially get away from certain strategies incorrect. According
advice: go to your doctor if you have doubts about this post, compared with him. Never take his place, you are not technically prepared. You'll see that in the end, invest a bit 'of time in exchange for a good money saving combined with a great sense of serenity and awareness.
Technical note: preparing for the establishment of the post you're reading, and trying to understand the meaning of the word "cellulite" applied to the word "disease", I found dozens of sites that confirm the thesis of the disease and / or illness.
not fall for it, are just the result of a viral strategy implemented by the manufacturer, to gain credibility through other interfaces such as forums, sites etc. owl. apparently not related.
If you have any medical, go to a doctor, and when compared with other specialists have differing opinions, write reports and order of medical abuse.
Record Office: pharmaceutical companies have offices Legal particularly voracious and ferocious. In this post, was not mentioned in any way or that the name of the product and I dealt with the theme of the strategy. However, wanting to offer a complete service to you who read my blog, I put the links below for the case history of this post. The authors of individual articles and newspapers that published them, own the rights to information.
Have a good summer, we "reread" the beginning of September and we will face an autumn full of interesting activities.
Know that regardless of the status of your hips, belly or your cellulite will be my pleasure to respond to your comments and confront you.
continue to follow. Thank you for your always precious attention and see you soon.
Emmanuel Macaluso
Here are links to related posts:
Definition of disease mongering by Wikipedia: http://it.wikipedia.org/wiki/Disease-mongering
legislation on misleading advertising: http://www.parlamento.it/parlam/leggi/deleghe/07145dl.htm
Articles with the case history mentioned in the post: http://robertolapira.nova100 .ilsole24ore.com/2009/12/le-bugie-nella-pubblicita-di-somatoline-costano-490-mila-di-multa-alla-manetti-hroberts.html
http://www.altroconsumo.it/cura-personale/somatoline-contro-la-cellulite-e-un-farmaco-s276063.htm
