The old school of thought, because historically consumers were so easily wow’d by bright colors and one-way marketing messages, is that the top priority of your marketing efforts should revolve around your products or services, what they do, what it’s gonna cost them, and why you are the best choice over your competitors and their products or services……oh yeah, and how rad your logo is.
Because profitability for any business comes from human beings making the decision to invest in you or your company, I believe that the old school is now officially backwards and can almost be hurtful to your cause. In the last year or so, the concept unearthed, thanks in large part by the social aspect of the web, is that companies need to spend more time using their market research and user group studies to construct a strategy around presenting their offering as an integral part of someone’s life, rather than as a “great product or service at a great price.” The “Hey look at me! Look at me!” syndrome that so many companies and business people fall into when they don’t know what else to do with their time and budgets and feel like nothing else was working, is no bueno.
Like It Or Not, Warm Fuzzies = Revenue
I’m not saying the quality of the products or services aren’t a priority. Hell, they have to be if they’re are to successfully become a part of someone’s life, solidifying their purchase decision to make that initial investment in their relationship with you, ensure customer loyalty and retention, and increase the frequency of word of mouth (now more valuable than ever). I’m just saying that assuming quality is already there, the next step is to make sure you are a part of your customer, not just someone they handed over money to for products or services.
If you want to know what I’m talking about, just watch Apple. Love them or hate them, Apple knows how to create the notion that their technology products are seamlessly already part of who you are as a person. The concept of the iPad, and the iPad itself, is a perfect example. It doesn’t matter if you are selling car insurance, lamp shades, financial advice or skateboards, make sure that the presentation layer of your marketing plan does the following:
- Think about a meaningful situation or experience that is most common among your market segment.
- Assess which vehicle (YouTube, Twitter, Facebook, blogs) they use most to consume information about your product/service type.
- Storyboard a campaign that revolves around said meaningful situation/experience.
- Keep your product (and even sometimes your brand in certain cases) as a background focus of your campaign, the whole time.
The above is how I would handle marketing/campaign methodology in this day and age. Catering to people’s emotions is nothing new in Marketing. Catering to segmented human emotion in a way where they can also interact with you and quickly, followed by easily doing business with you immediately, is new, thanks to the technology and tools. Pull your weight in the relationship with your customer and they’ll stick it out with you, even when your industry or company hit some rough spots.