The word boomerang brings to us our childhood memories where we used to play with this tool; in the case of a boomerang when we throw it properly it comes back to the thrower. In the case of the marketing boomerang method refers to that method by which the marketer intelligently uses the buyer objection to buying as a reason for buying the product. In simple words suppose your spouse is sick and you want to take him out then he will object that he is not feeling well then you reply that if you go out you will feel better this is nothing but an example of a boomerang which is using the objection of the spouse to take him out. In order to have a better understanding of this term lets look at some of the examples of the boomerang method in marketing –
Example of Boomerang Method
Contact Lenses
In the case of contact lenses suppose the consumer says he or she does not like to wear contact lenses as he or she finds it a headache to put contact lenses in the eyes than the marketer can say that it is less of a headache than putting glasses for a whole day and hence sell contact lenses to the customer.
Printers
In the case of printers suppose the customer says that he or she finds it cheaper to take print outs from the market than the marketer can say that if your objective is saving costs than in the long run printers can save a lot of costs and hence you should immediately buy the printer so that in the long term you save lots of costs.
Health Insurance Policy
In the case of health insurance policy suppose the consumer is refusing to buy health insurance policy stating that his or her health is good so there is no requirement of health insurance than a marketer can counter this argument by saying that good health has a correlation with peace of mind and if you take health insurance policy then you will have no tension regarding expenses due to health-related problem and that is the reason why you should buy health insurance immediately.
Shampoo
In the case of shampoo suppose a retailer is trying to sell anti-hair fall shampoo to a customer but the customer says that I do not need this shampoo as my hairs are good than the retailer can counter it by saying to the customer that that is the reason why you should buy this shampoo as it will ensure that your hair never falls and thus leaving no option for the customer other than buying that shampoo.
Mobiles
In the case of mobile suppose a customer visits a shop and ask for cheaper mobile as he or she does not want to spend too much on mobile than shopkeeper can counter that and say that customer should purchase higher-priced mobile having better processor and configuration so that customer does not has to spend on mobile for many years as cheaper mobile will have to be replaced within a short period of time leading to more expenses on the part of the customer.
As one can see from the above the marketer can use the boomerang method to increase the sales of the company and that is the reason why a marketer should always be creative and keep the mind open to turn the objection of the consumer into an opportunity for the company.