Marketing your product at a lower cost might be difficult. Have you ever heard competitors marketing for you? Amazed?? DHL did that with a social media campaign that brought surprised viewers from all over the world and competitors scratching their heads that they just got tricked.
One of the techniques used by DHL which got great attention, was its strategy of marketing its product through its competitors. Better know as “The Trojan Mailing Campaign”. Plain black boxes were disguised using the thermal activated tape. Once the box came under normal environmental conditions, truth was revealed and it showed “DHL is faster” as written on the box. DHL, then used different competitors to deliver the boxes to addresses which were difficult to found. In this way DHL’s brilliant campaign showed how marketing can be made creative and cunning.
With this campaign it can be learnt that companies need to stand out from the crowd. With a limited time span of people, companies should always try to add something exciting, new and engaging. In short it is the wow factor which grabs the customer attraction and DHL just did that.
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