Over the last few years, we have witnessed the diminishing effectiveness of traditional marketing tactics. However, most firms we meet with still approach the marketplace with a strategy that is based on expectations of past performance. The traditional strategy in marketing, and one that is still taught in most schools is to control your message and brand. This is clearly not working anymore. You don’t own or control your message anymore – your prospect does. They have the power to turn advertising on or off. They can find thousands of competitors in seconds. And with the explosion of social media and technology, marketing can be a frustrating and confusing process.We have developed a strategy for this new paradigm. It approaches the marketplace with a deeper understanding of the buying process, consumer’s perceptions and behaviors.
Simply stated: It’s about interactions, not transactions.
To utilize this new strategy, one must completely understand their target market. Essentially creating a “personality profile.” Then using your company’s wisdom and expertise, interact with each target market. Not with a blatant intent to sell but to interact with the goal of developing a community of people that are listening to what you have to say. When they are ready to buy, they will tell you. When they want more information, they will tell you.
This new strategy of engagement and community building is not for the short term or for the faint of heart. It means that companies need to let go of their message and brand.
For example: How would you react if you found a customer using your product in a way it wasn’t intended for and they made a silly video and put it on YouTube? That’s precisely what happened to Mentos. Someone found out that if you put a Mentos in a bottle of Coke it explodes. The people who make Mentos might have gotten upset and tried to stop it. Would you have? The fact is Mentos got tremendous free publicity from this stunt and sold millions. Go figure.
To implement this new strategy successfully is to understand how to use new tactics like Social Media. There are all kinds of new tools that can help you grow your business: Facebook, LinkedIn, Twitter, Blogs, SEO, Wiki’s, Widgets, etc. And new ones are being developed daily. Let’s explore this new environment together, we know the way.