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The Kama Sutra of marketing

For most of you, the first thing that comes to mind when you think about the Kama Sutra are two bodies entwined in a variety of passionate and exotic embraces. For those who dare to see the word a little differently, the classic “Treatise of Love” reveals just as much about marketing as it does about love.

Kama Sutra of marketing 1: Find your soul mates

According to the Kama Sutra, men are divided into three classes according to their physical features, namely, hares, bulls or horses. Women are classified as deer, mares or elephants. A hare is compatible with a deer, but not with a mare or elephant.

Similarly, as a marketer, you need to discover your brand's soul mates. You need to court the right people for your brand's positioning. The first step to successful marketing is defining a target market that fits with your brand.

Kama Sutra of marketing 2: Get to know them

While the sutra suggests that you learn as much as you can about your real life soul mate, don't forget that it's no different for your brand. Make it your business to study and understand the ins and outs of your target market. What are their interests? What are their desires? What keeps them up at night? Then – and only then – are you ready to get up close and personal with them.

Kama Sutra of marketing 3: Don't forget foreplay

Be warned, foreplay takes time and cannot be rushed. Nor should you expect instant results. Also remember that communication is the most important element of seduction. The best marketers are patient and realise that luring potential customers is not about forcing your brand on your target market, but teasing them with just the right information at just the right time.

Kama Sutra of marketing 4: Be a great lover

In marketing, this is the important step of delivering on your promises and allowing your target market to experience the fulfilment of desire that comes with your brand.

Kama Sutra of marketing 5: Afterplay will make or break the relationship

The Kama Sutra implores lovers not to roll over and fall asleep after a passionate experience, and so do we at Guerrilla Marketing. This is the perfect time to enhance your connection. It's no different for marketers. Your after sales follow-up and brand reinforcements are vital to keeping your customers coming back for more. And importantly, for encouraging a little coffee shop conversation.

About the author

Desiree Gullan is creative director of the Guerrilla Group ( that includes marketing, interactive, experiential and PR in Johannesburg and Cape Town, South Africa.
come quick-
All good and well, as long as your lover doesn't come too soon.
Posted on 25 Feb 2008 09:54