don’t know about you, but I feel like there
is a scarcity of good marketing today. What do I mean “good
marketing?” You know the kind of marketing that sticks with you and
drives you to take action. The only marketing that has really moved me in
the last couple of years has been from Apple. How do I know? I own 3 ipods.
You might be thinking to yourself that it’s
more the product that drives behavior than the marketing, and when it
comes to the ipod I don’t necessarily disagree. However, I would argue
that in some ways, the marketing has to be even better than it does with
your run of the mill product.
Apple has maintained a certain level of
success with their marketing and now that marketing must not only tie
together with previous marketing campaigns, but convince current customers
that their current products are no longer sufficient.
It appears that this is done, not through
slight of hand, but by showing you what you can’t do with your current
device. By illustrating this in a manner that is contradictory to your
current satisfaction, it does make you feel like your ipod – which was
fine until a moment ago has suddenly become inadequate. To me, that’s
really good marketing.
So what can be learned from the tens of
millions that Apple spends on advertising every year? I think the answer
to that question is to work in lock step with your product development
team to showcase developments and tap the emotions of those using your
products. When I use my iTouch, I feel empowered, cool, and complete. I
wouldn’t have reached that conclusion without the help of marketing to
get me there.
The lesson that I’ve learned is that
marketing, if done correctly, helps us to define how we feel about a
product. Once you have prospects and customers attaching emotions to your
products, you develop loyal customers. The next time that you’re
thinking about a marketing campaign, consider how you want your customers
to feel about your product.
Manage the entire purchase decision process
in order to consistently manage the experience to reinforce or produce
these desired feelings. Once you’ve been able to do that successfully,
your creative, marketing messages and promotions should be relatively easy
to produce. Now that’s what I call good marketing.
Fleischner is an author and Founder of MarketingScoop.com.
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