Almost every one of us know that a call from the number
starting with 1409 is from our nagging neighborhood telemarketers. Companies
have realized that these calls are mostly ignored and therefore have started to
visit the customers face to face during their morning walks in the park.
The national capital has already been a witness to such an
even on a cold day where customers were warming up to the new approach in spite
of the cold weather. While one of the marketing respondents was advising a
customer about her obese weight and its long terms effects, Kotak Mahindra Bank
was making its presence felt by showcasing their products.
Max Bupa took maximum opportunity in selling their insurance
products all across the town at Lodhi Garden. In fact Kunal Sharma aged around
65 says that it is a common sight to see companies marketing their products during
their morning walk these days. Companies too have had positive response to this
new approach. A Bajaj Allianz representative says that customers are more
willing to spare a few minutes during their morning walk as they are not
distracted much when compared to dining out or at an amusement park.
Anika Agarwal, head of marketing at Max Bupa says that they are
able to target customers easily as it is a known fact that people walk in the
morning for good health. Max Bupa has started a fitness initiative in the name
of Walk for Health to promote a healthy lifestyle. The company conducts regular
mini events across various locations in the capital city which includes Lodhi
Garden and Siri Fort besides other parts where they get most number of walkers.
The company has noticed a steep rise in the number of people during the
weekends as most walkers come with their families to enjoy the morning walk.
The company has also set up kiosks and free health camps to get the customers
attracted towards their products.
Delhi has always been a city of morning walkers with a lot
of importance being given to the availability of parks but the new marketing
bug is fast catching in the other parts of the country as well. For example, in
Chennai morning walkers are liable to be approached by insurance agents to
offer services like free health check-up and in the process try to sell their
products.
The new approach would surely do well as customers are spoilt
for choice and sometimes even confused to choose the right health insurance
policy. The new approach would go a long way but only if company’s maintain the
thin line between suggesting customers the best health insurance and nagging
them to buy their products. In today’s busy schedule the last thing customer’s
would expect is to someone annoy their only possible moment of having a
peaceful time. As of now the companies are doing a good and hopefully keep it
this way without turning the new approach into yet another sales pitch.
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