Selling more stuff to new customers in another whole
trick. This involves the classic
marketing funnel of awareness, trial, purchase, and loyalty.
For us marketers, this means awareness and trial, awareness
and trial, awareness and trial. How do
you get the world to see and become aware of your stuff, and how to you get
them to the critical stage of trial.
This is marketing science, witchcraft and voodoo all wound up in one
tight, tiny little ball we like to refer to as the “art” of marketing.
As Winston Churchill famously
commented in October of 1939, “It is a
riddle, wrapped in a mystery, inside an enigma.”
Here he was referring to Russia, but the concept and relationship
is the same between the business people of the world (C-Suite – but here the
“rest of the world” other than Russia) and the marketers of the world (the
Russians).
What
does this mean for marketers? These are
the tough shots on the golf course of business.
You’re trying to create awareness of the brand and product/service in
the incredibly over-crowded and sensory-saturating world of constant electronic
communications. How do you break through
the clutter and noise to even be noticed in this world where access to
information and targeted advertising is so overwhelming? Fear not, for even fifty years ago, the same
perception existed with all the new mediums of their time. Here you might be very focused on mass media
channels to drive awareness leading to hand-raising or trial. With today’s ubiquitous access to every
social media affiliation a person or company could imagine (is there not a
LinkedIn group for every thing on the face of the earth?), marketers face the
confusing question of mass appeal through traditional media channels and
targeted appeal through the social and internet media channels. Just as before with current customers, the
C-Suite is not thinking about GRPs – they are pondering the same questions they
did with current customers – how does this effect our bottom line business
goals?
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