What is Breakthrough

What is Breakthrough?

Breakthrough marketing refers to new and innovative ways of marketing a product through focused efforts. Breakthrough marketing helps small and medium sized companies to create a buzz for their product on a relatively small budget. It helps in establishing points of difference with larger competitors, gaining pricing power and in creating a perception which is larger than the actual market share.

One main step in achieving a breakthrough is building a powerful social network. Some main strategies adopted in breakthrough marketing are:

·       Create a unique selling proposition for your product or service

·       Position the product in such a way so as to give the customers a unique experience

·       Focus on one event and leverage the promotional budget to create a buzz

·       Target the influencers who will help in marketing your product

·       Tell a credible and compelling story to capture the imagination of your audience

·       Adopt grassroots marketing to create a buzz

·       Leverage on building public relations

For example, Chameleon Marketing is a form of breakthrough marketing. Valuable information is given out in the form of a free booklet containing important tips. This may not be actual advertising but it will help get new customers for a firm. Integrated Marketing Communication videos with innovative ideas can also go viral on sites like YouTube, Facebook etc.