To Market, To Market…That’s What We Do
I don’t know if those of you who will read this will remember your Mother Goose, but I did when I was thinking about marketing this afternoon:
To market, to market, to buy a fat pig,
Home again, home again, dancing a jig;
To market, to market, to buy a fat hog;
Home again, home again, jiggety-jog;
To market, to market, to buy a plum bun,
Home again, home again, market is done.
Think of how much we buy without ever darkening the door of the market. And to top that we are now being told that 25% of all sales over the internet are being done with a smart phone! And it will be 50% of all sales before we know it. My how things have changed.
Marketing has been fairly simple for quite a long time. When you broadcast your message, people simply believed it. You let them know how great your product or service was and if they responded by buying it right away, you added something free to the deal.
People bought into the techniques used to create some urgency to make the purchase like:
What has taken its place is what is called “Permanence Marketing”.
Michael Michalowicz in an article titled: “The Death of Hype Marketing and What to Do About It” had this to say about the need to address customer needs:
“Customers need to individually believe your message before they buy. Customers need to hear your message over and over (repetition), over an extended period of time (longevity), and most importantly, via multiple sources (3red party validation). Customers must have a way to dip their toe in the water (no risk).”
He suggests the following as a way to adopt Permanence Marketing for your organization (a brief summary):
(Adapted from: The Death of Hype Marketing and What to Do About It. By Mike Michalowicz)
I hope you find this helpful and thought provoking about your marketing.
By: Dennis Gleason ~ West Suburban Office Products ~ Elmhurst, IL 60126