Marketing is not a department — it’s your show of how you create difference for your customers.
What do customers want?
It’s been said that we only have eight seconds to capture a person’s attention. The assertion is that we should keep what we have to say short and sweet. I wonder if we would need it short and sweet if our show was remarkable? Rather than letting customers fend for themselves, create marketing that is worth talking about, marketing that people care about.
Great marketing is about designing experiences that are compelling, engaging, memorable and rich.
You must design an experience worth paying for.
What would you do different if you charged admission to your show? By show, I mean the presentation of your services and products and how you court a prospective customer. Is your show engaging and worth paying admission to see? Movie theatres have always recognized that they are in the show business, and already charge an admission to see a movie. But today there are movie theatres like iPic who charge a premium compared to their competitors. They are able to get a premium price because they made their show much more enticing than the standard theatre. They provide oversize seating. a plush blanket, a website to reserve your seating, online tour, and popcorn and food delivered to your seat. They staged the experience. They thought of the email you receive, the website, how you buy your ticket, walking into the theatre, the ambiance, and of course the show. They made it a predictable experience. They made it an experience that would not only grow their business but have fans telling others.
The truth is the experiences you create for customers will drive demand for your products or services. One of the biggest challenges facing every entrepreneur, business owner, or brand is taking that idea and making it resonate.
The great thing about marketing is you get to choose the experience you want to create. I work with clients who want to stay relevant to their customers, clients who care enough about their ideas, innovations, and businesses that people want to believe in.
If you are a purpose driven business owner, entrepreneur, or visionary leader I can help you. I can make your brand more than just a replaceable commodity. Together we can give your customers a reason to care — that’s marketing.