James runs a bike shop in a small mid-western town. It is a small business that he started from scratch because he loves all things about bikes. Since he didn’t have any knowledge of business, he thought he’d create a shop that he would want to come to if he were a customer- not the owner. He wasn’t in a rush and he knew that he couldn’t spend a lot of money on marketing. So he decided that his strategy would be to use a slow marketing method that would take time.
So every Saturday James runs a clinic that teaches customers about another critical way to improve their bike’s performance.
On Wednesday, he publishes a short blog post to describes something new he has learned about bikes from his network and community of bike friends. Both activities are part of his slow marketing plans. He isn’t looking for an immediate ROI. He thinks of slow marketing like seeding and fertilizing in his garden.
Over many years, James’ business grows slowly. Within his local area, he becomes a recognized expert and trusted friend to people who are serious about bikes. Although competition online and from big retailers is omnipresent, he knows that in the long term, his customers will value his slow and deliberate helpfulness. They will reward him by doing business with him and sharing their stories with their like-minded bike friends. Often, the local TV stations will come out and interview him since they know he is an expert with a wonderful reputation.
As part of his slow marketing approach, he decided he could refurbish kids bikes by teaching children how to fix them up, and through his non-profit – he can give away a bike every week to a needy family in the inner city. He doesn’t advertise or promote this effort but his customers are all aware of his generosity.
Being helpful and trusted takes time and patience. It doesn’t happen as a one-time event – it happens slowly over time.
Slow Marketing
When you take the long view, marketing is a slow and progressive series of steps to build trust and relationships. You invest in activities that may be difficult to measure their return when you view it quarter to quarter. But over time, the slow and incremental pace of being useful, allows customers to be attracted to your brand.
Not every brand and marketing person has the luxury to build trust and value slowly. But for those who do, the rewards exceed the investment.
What might happen to your brand if you took the long view?
Want to take a slow marketing ride? Ride over to your computer and email me here.
Photo Credit: https://www.flickr.com/photos/dullhunk/with/7832583204/
