Lure Marketing
Lure is unknown to maximum people. It means bait attraction. The word is very familiar to mythology experts and gamer. Lure is Poseidon’s Archaic Age god power in Age of Mythology. Where cast, a stone engraved with a trident rune emerges from the earth. The stone attracts hunt-able and herd-able animals in the local area. Once the maximum food value of the animals has been attracted, the stone crumbles away. The villagers hunt down the animals.
You can say, “How Savage!” You can ask, “How is it related to marketing?” It should be asked and it is a good question. Naturally marketing is the process to create market and maintain the relationship with market. The business has a focus on its benefit through satisfaction of Market. The benefit can be monetary or non-monetary. Monetary benefit based organisations always focus on sales.
There are few products which are related with consumers but, cannot be promoted to them. For example: medicines for patients, books for students, cigars or cigarettes for smokers etc. General people do not know about medicines, its usage, its elements and its potential side effects.
According to medical practitioners and pharmaceuticals personnel, it is called preparation and strength. For your understanding, Tab. Nexum is the brand name of the medicine, esomiprasole is the preparation and 40mg is strength. This example is quiet known to all. What about Neufil 30 mu. People don’t know. Its preparation is Filgrastim. Strength is 30 mu. It is understandable to physicians. This medicine is used for chemotherapy patients. That’s the reason pharma organisations promote their products to physicians. Physician prescribes medicines. Again, book is for students but, suggested by teachers. Publishers promote books to teachers. Once upon a time, cigarette companies have permission to promote, but for its being health hazardous, it is forbidden to promote. It is actually promoted to sellers for selling them to smokers. The best examples are first two. Suppose, there is a English learning book which is published. Marketers go to every institution to meet English teachers. They speak out the salient features of book that how it can help the students, provide teachers sample books. If it goes well, then teachers suggest students to buy it. Same thing happens for healthcare related products. Here, it can be said that these physicians and teachers work like that rock of the Greek Sea God Poseidon and people are like that animals which are attracted to the stone and organizations’ people are like that villagers that slaughter the animals. However, slaughtering is not a good term to compare but, it is the fact.
So, we have got few characteristics of Lure Marketing;
- There must be an Attracting media to attract customers. Here this rock is the doctor, teacher etc.
- Customers do not know about the product. So, they come for suggestions. So, the customers are the animal here.
- Customers are attracted by the reputations of media like; for doctors, MBBS, FRCS, PGT, PhD, Speciality in etc. So, these certificates, mouth of words are the attraction vibe of the lock.
- Marketers who get the customers through the rock’s vibe, the villagers here.
Though it is an old way of marketing in a new name. In Bangladesh, lure marketing goes in a desperate way. Ethical matters are actually maintained or not who can say. Patients and students are doing what their mentors say, advise. Two industries, Education and Hospital, have been very closely observed.
First one is education industry. Here, stones are teachers, animals are students and villagers are the marketers of publication houses. How they work? From a viewpoint of ethics, Marketers should go to visit the relevant teachers, provide them specimen books; teachers will judge them and advise the student to buy a book. But, is that really happened? No. After going to visit teachers, teachers are politely and technically asked for commission and they advise students to buy the book which provides more percentage.
Come to the second one, Hospital industry, especially doctors’ chamber. Here, marketers and pharmaceuticals companies are providing, monthly monetary facility, tours, gifts, seminar expense and more. Even, doctors do not want to see what they are going to prescribe, the medicines are registered or not.
However, if the organizations follow the ethical codes, lure marketing is not bad as it is seen. Lure marketing is also necessary in marketing world.
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