The most important thing a marketer can acquire is your
attention. It is truly the currency of
marketing in the twenty-first century.
|May I have your attention please? |
Regardless of the category, I can scream and yell at you all
day long on TV, in print or online but if you are not interested, you will shut
me out. Sorry you are interrupting my life and I’m not interested. When the
phone rings at home and a telemarketer calls, my first thought is, “I don’t
remember giving you permission to interrupt my life.”
So what is a marketer to do to help get the word out?
Ch Ch Changes:
There are very few mass markets anymore. Instead, the world
is carved up into millions of slices or niches.
Targets are very precise these days such as left-handed golfers, gluten
intolerant cupcake eaters and soft cheese aficionados who don’t want artificial
preservatives. In a B2B world, you may sell product or service to very specific
audiences like accountants who work in government, companies that sell
refrigeration equipment with more sustainable coolants or restaurants who
demand smaller portion sized entrees to meet new market trends.
Respectfully, here are three ideas for marketing in the twenty-first century.
SAMPLING: Give informative and interesting things away. When you
begin a relationship giving a gift, people want more. If they value the gift,
most people will come back and ask for more except this time they are
interested and qualified buyers. If you are in a service business for an
industry, how about giving away a free one hour audit in a very specific area. It
is a chance to allow someone to sample your service as they would in the supermarket
aisle if they tasted a new food product.
|Borrow from the supermarket. Would you like a sample? |
WRITING OR USING PHOTOS: If you can write or take a picture, you
can offer an insight to educate others. Imagine the coffee roaster who creates
a blog that tells the stories of people who harvest beans and how you have
created a community that goes beyond the supplier/customer relationship. These
emotional stories and images, if genuine, help tell prospective customers what
it is like to work with you and your company. Whether it’s a blog, Instagram or
some other social media, telling emotional stories helps connects you to new
people. How about podcasting interviews
with people in your industry? Create your own network like Gary Vaynerchuk did
with Wine Library TV. Or, go old school and consider a small postcard campaign that delivers to a targeted audience something of interest that gets past the radar. You may have notice how little mail you get- it means that space is less crowded to share ideas. (don't try and sell- share news/info about what you do that is different and valuable)
|Pick a story to tell. Share, don't exploit|
DO FAVORS: I will never forget a person I met about 20 years
ago who would always start every conversation with me by asking, “How can I
help you today”. He was always asking
others how he could give something of value to others without looking for
something in return. This is powerful stuff when you think about it and it’s a
great way to connect with others. What
do you have of value for others that you can offer to them? Maybe you can help
their college-aged child circulate a resume or maybe you can help out their
non-profit at a walk to raise money. Maybe you can introduce a prospective customer to someone new of value to them.
Give and don’t expect anything in the
The amazing part is that the universe will bring that karma back to you.
It really works. Put some positive energy out there and just trust that your
investment will pay dividends in the future.
So, now that I have your attention, how can I help you?
Labels: 21st century marketing challenges, attention, Marketing Moments