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Expert Answers to Biz Questions
Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.
Use Marketing To Promote Healthy Values
There are so many marketing strategies in use in today’s advertising world. Many approaches from social media to billboards and everything in between are used to catch your customers’ attention and speak to their desires. Whether it’s selling a home or selling a steak, the idea is to capture your potential customers’ interests and then create a need they may not even know they had. The trick is for the consumers to not even realize they are being marketing to. It begins as merely a suggestion that leads to a desire that ultimately leads to a sale. With all of the standard marketing tactics out there that deal with the surface issues of supply and demand, a better option for your business to stand out from the crowd is the thought of appealing to more than just the desires of your customers. Appeal to something deeper. Appeal to their values, or create an awareness that develops healthy values that continue to lead them back to your door.
Reaching Valuable Goals
When people are faced with where to shop for clothing or what brand of carpet to buy, most of the time they aren’t thinking of their environment or product awareness. They are thinking ofcolors, styles, and brands. What if you could market your product by showing them the deeper benefits of choosing your brand over another? What if you could show them how buying from you ultimately reflects their own values? Market to your customers in creative ways like
- Raising Awareness
- Teaching Values
- Considering the Environment
- Changing Behavior & Thinking
It’s a wonderful achievement if you can sell your product by helping your clientele reach deeper into themselves to find out what’s really important to them and what’s best for the world in which they live. If they feel good about their purchase, the benefit comes full circle. If you can provide that benefit, your marketing has been successful.
Going Beyond Point of Sale
Giving back while you are raising sales gives you the best of both worlds. If you are using products that are environmentally safe and responsible and you pass these beliefs on to your customers, they not only get what they want, but they feel good about it. So it might be a great first step to take a hard look at your products and your suppliers. Ensure they are being environmentally responsible. Being proud of where your inventory comes from and how it gets to your company is a feeling you can pass on to your customers. When you market what you believe in, it’s not marketing, it’s providing a true and positive service. The reality is that most people are good and want to make good choices. Help them see how your products and services go beyond just the point of sale.
Researching Your Customers
You know your product and you know your company. Do you know your customers? Find out about your community and learn about what’s important to the demographics that make up your client base. This can be extended out through your internet clientele as well. When you know about their beliefs, passions, and goals you begin to understand what really matters to them. By understanding what matters to them, you will be able to reach deeper than into their pocketbooks. Research is the first step in marketing. It gives you a solid foundation to build on. When you combine your own commitment to society with the goals and passions of your customers, the marriage of buyer and seller is complete.
Rewarding Sales
Perhaps your customers are unaware of where many of the products they buy come from. They see what they want and they buy it. Perhaps they are more interested in the better price tag as opposed to the danger to the local environment. While the immediate sale may be the most important thing to them at the moment, as they continue to come back, they tend to take a closer look at you. Make them proud of why they keep coming back. The quality will create the second visit, regardless of the cost. Educating them about why they are experiencing a quality product each visit will not only keep them as forever customers, but cause them to start talking about you. And there it is, the very best form of marketing: word of mouth. The successful marketing strategies used by Mark Crumpacker, previously Chief Marketing & Strategy Officer at Chipotle Mexican Grill, really highlight these benefits.
Marketing can be crass and unfeeling or it can be the catalyst that leads your customer on a journey to self-awareness. When your company cares as much about where its products and services come from and what matters most to its customers as it does the bottom line, then it has the best marketing edge around. Advertising your positive effects on the environment and society as a whole makes your marketing simple and successful.
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