If you love marketing as much as I do you probably follow the Ad Agencies in town here quite closely. Even more interesting is how they are adopting the online world of marketing, which lead me to a few questions I needed an answer to. “Which one is the best online? Who’s the most social? Who has an effective online strategy?” In this post I attempt to answer these.
We Don’t Have an Awareness Problem, We Have a Marketing Problem
A client of mine had a radio sales person stop by the other day, she was polite, left her card and said she’d follow up with an e-mail. My client has already told her he does not want to use radio. The following day he receives an e-mail/sales pitch on why radio is the best medium to spread his message to the masses. Radio? Really? REALLY?
This is frustrating for my client because he doesn’t have an awareness problem, he has a marketing problem. The sales person has never thought to ask “what is the goal of your marketing?”, a simple question that would have helped her immensely at understanding how to make the sale.
What do Keg Party’s and Great Products Have in Common?
You want to share the experience.
When you hear someone is having a keg party the host of it does not have to try to get you to come. She doesn’t have to sell you on the party, she doesn’t have to advertise to get people to come. The keg sells the party. No one wants to miss a Keg party.
Great products are much like keg parties–you want to tell others about them. They are not your regular products; they are different in some special way. Clever advertising doesn’t need to be used to sell them. A large part of your budget doesn’t need to go towards “branding”.
How Do You Buy?
Let’s do a little thought experiment here. Think about when you want to purchase a big ticket item or hire an important service in your life. How does it happen? You realize you need insurance, an investment advisor, planning your next holiday, a new car. Will you decide to purchase any of these items without looking them up on Google or somewhere on the internet? If your answer is yes, I think you loosing out on some valuable information.
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