well i am not cynical, but i did notice some nice marketing funda's built into the Art of Living course, whether by design (by which i mean whether they were intended to be marketing fundas) or just part of the course, i can't decide.
anyways here goes...
so the main breathing exercise, Sudarshan Kriya, has a short and long cycle. The short cycle can be done at home, but the main Kriya is the long cycle, which needs to be done at the center, and on a weekly basis. They provide the facilities free of charge, but the point is, that since you keep on coming back every weekend, a connection is made, and the AOL community keeps on growing. Thats building brand loyalty.
During the course a lot of cross selling is done. We have these other courses, you should do this, and that, et al.
the money that they take, they take as a 'Donation', it makes you feel good and i am sure there are tax implications to it for AOL.
During the course a lot of cross selling is done. We have these other courses, you should do this, and that, et al.
the money that they take, they take as a 'Donation', it makes you feel good and i am sure there are tax implications to it for AOL.
Cynical as i may sound, i really liked the way they pushed their idea and business. and frankly, if you have an idea, it needs to be marketed. There are a hundred ideas which died off because of lack of marketing.
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