I’m preparing to give some speeches later this fall to some trade associations and thought I’d share a few highlights from my presentation. I’m speaking to folks with a range of marketing knowledge and expertise in the world of marketing. Here are five of those key marketing themes.
Marketing in 2017 requires that you must start by serving a small, narrow segment of need. If you think that you can sell your product to everyone, think again. Find a group or community with a need, and see how you can serve them with a product or service. The narrower, the better. Think about occasions when someone could use what you sell. Hats for people is very broad. Knitted hats for newborn babies is a narrower niche to serve. Handmade, knitted hats for newborn babies where you can personalize each hat with the baby’s initials is best. Check out LoveLettersKnits on Etsy.
Marketing in 2017 requires that you find an emotional hook to connect with customers. The functionality of a product or service matters but building a brand and marketing to those consumers requires you to go beyond talking about features. The restaurant that is a non-profit in disguise tells you a little about their organic, farm-to-table products, but you visit them because of the good work they do for your community helping women in need. Carroll’s Kitchens is an emotional eating experience, and it isn’t because of the lasagna.
Marketing in 2017 requires a different way to advertise to reach new customers. With the power of targeting on Facebook, you can find a community of people who have very narrow and specific interests. Women who love vegan gelato, retired men who buy vintage motorcycles, gardeners who are left-handed and mom’s looking to buy gifts for their children’s teachers. Broad-based spray and pray campaigns are over for most companies, and now you can find needles in those haystacks. Critical to success is understanding who you are serving and knowing their interests so well that you understand other things they like to do or people they admire.
Marketing in 2017 works best when you can communicate directly with end-users. There is no substitution for directly communicating with your tribe. Distributors, brokers, and retailers may be necessary parts of a growth strategy – but in the beginning, the closer you are to your customer, the better. If you can, call top customers to build relationships. Learn as much as you can about why they buy from you and how they use your products. Sometimes these super consumers or top customers can provide you with amazing insights into paths for profitable growth. Vitamins super consumers see these products like insurance. This insight helped a mid-sized vitamin company reposition themselves as a form of insurance.
Marketing in 2017 is best when you are very different from everyone in your category. If everyone who sells a product or service offers the same features and benefits, no one will stand out. How can you find a meaningful way to be different? The furniture store that sells furniture that isn’t put together is an exception. (IKEA). Homemade preserves sold frozen to avoid artificial stabilizers. Bookstores that request that after you buy a book, you give someone you love a hug. These are examples of separating your business from your category. If you don’t have a clear differentiation, keep working at it. It will be key to your story getting spread by your best customers.
My speech will be ripe with examples of companies who understand how to market in 2017. Watch for more information about these speeches and how you can watch them online.
Looking for someone to speak at your next conference? Let’s talk. Reach me at 919 720 0995 or jeffslater@themarketingsage.com
Photo courtesy of LoveLettersKnits and little baby Jack. Say Boo! Note – Jessica is my niece and I’m her best customer.
