Filtering by Tag: marketing

How to Market for a New Age of Consumers, Tenet #3

TENET #3: OFFER REAL VALUE

A core concept of marketing philosophy is to emotionally engage your target audience and make them feel that they need your product or service. But here is an important question to pose:

Does my business have something of real value to offer?

If you have an empty product or service, you SHOULD NOT be marketing it, plain and simple. It is your responsibility as an entrepreneur to reliably and accurately test your offering. Anything less is unethical.

Rather than limit your business, however, thorough testing can be your leverage point. In the right context, statistics, research, and testimonials do impress people. This is why many companies show “experiments” in their commercials, or have a person in a lab coat referencing data. Many of these commercials are misleading, and this is where they do damage – the stated value is not congruent with the actual value. And so people end up buying dubious medications, lackluster cleaning supplies, and ineffective weight loss pills.  By providing real value, and citing accurate research or honest testimonies, you plant seeds of trust that can only grow and grow. In the long-run, trust will be your marketing.

Kong Ren Consulting unleashes the leadership potential in your people so teams can thrive. To learn more about our programs, click here. To receive great, useful content each month, sign up for our email list here. To discuss how we can support you, your organization, and teams, contact us today! 

How to Market for a New Age of Consumers, Tenet #2

TENET #2: EMPOWER YOUR CUSTOMERS

This may not apply to every business, yet should be a general principle that you may want to refer to every time you create a new product or service. Some companies bank on the idea of chaining customers to something they may not need long-term (e.g. some pharmaceuticals). Other companies try to get people addicted (e.g. using MSG and other chemicals in fast food). Their advertisements reinforce these strategies. Business should not be about enslaving people. 

One of the greatest kinds of value you can give someone (or, rather, help them achieve) is self-empowerment. Providing a prosthetic limb to a soldier who's lost her leg is empowering. Giving therapy or a drug to temporarily help a widow overcome depression is empowering. Creating healthy and affordable fast food for busy people is empowering. Just as your business should align with an empowerment paradigm, so should your marketing. There are many psychological maneuvers used to suck people in, and they typically instill the thought "You need us! How can you live a good, happy life without us?" Is it any wonder we live in such a consumerist, materialistic society? 

When you market, be honest, express the real benefits your product or service offers, and don't sell life-support. Sell value. 

Imagine a world where people think for themselves, where communities support each other, where progress and harmony direct money, and where we try to build each other up rather than tear each other down. Does your business, and your marketing of it, align with this vision, or opt instead for a broken and slowly dying system? 

Kong Ren Consulting unleashes the leadership potential in your people so teams can thrive. To learn more about our programs, click here. To receive great, useful content each month, sign up for our email list here. To discuss how we can support you, your organization, and teams, contact us today! 

How to Market for a New Age of Consumers: Tenet #1

TENET #1: HAVE EMPATHY

Empathy should be the foundation of all marketing approaches. It is your greatest asset. What empathy means is entering the minds and hearts of your target market and discovering what they truly care about and need. It is also feeling them as part of an integrated whole - it is not you on this side of the line and your target market on the other, but both of you co-existing in a large, unified system, like organs in a body. Deep empathy is knowing that your customers are a part of you. You would never hurt them, cheat them, or abuse them. 

Click here for a great exercise to develop empathy and its corollary, loving-kindness. Learning this is not just about being moral, although that is something important in and of itself; it also strengthens your flexibility of mind, allowing you to shift perspectives and more easily meet your customers' yearnings. 

Kong Ren Consulting unleashes the leadership potential in your people so teams can thrive. To learn more about our programs, click here. To receive great, useful content each month, sign up for our email list here. To discuss how we can support you, your organization, and teams, contact us today! 

How to Market for a New Age of Consumers

With Great Power Comes Great Responsibility

There are so many ways to advertise today. TV has grown less important, from a marketing perspective, with more people able to fast forward or use Netflix, but Internet advertising has skyrocketed. Now, there are intelligent features built into websites that market to you based on your preferences. With such a saturation of ads, the need for a responsible marketing approach is vital.

Marketing strategies take advantage of psychological principles to influence people’s behavior. With ad saturation and tough competition, it makes sense for a company to do anything it can to stand out. However, people are getting frustrated. A 2012 Pew Survey revealed that 68% of people dislike online targeted ads. And so many ads are deceptive and purely manipulative, selling dubious products and services. There’s been a trend for marketers to disingenuously recruit celebrities, cite poorly conducted or fake research, and offer extravagant claims.

Check out this list of deceptive ads, and the companies who were sued as a result: http://soldin60secs.wordpress.com/2012/05/25/top-10-famous-deceptive-ads/

Clearly, the marketing paradigm begs for renovation. We live in a society becoming increasingly disillusioned, a society that has witnessed so much corporate apathy, most prominently exemplified in the Mortgage & Loan Crisis. The people yearn for honest business practices and a sense of connection and understanding.

In the next three posts, we will explore a few ways to market for a New Age. Stay tuned to find out what they are.

Kong Ren Consulting unleashes the leadership potential in your people so teams can thrive. To learn more about our programs, click here. To receive great, useful content each month, sign up for our email list here. To discuss how we can support you, your organization, and teams, contact us today!