July 30, 2007
How To Get Mindshare Again and Again
I like the commercials being put out by Apple. I like them well enough that I watch them rather than changing channels. I’m not in the market for a Mac. But due to the fact that I am willing to watch their commercials, it is more likely that I will hear something at some point that is compelling to me.
So how do you ensure that I hear a message about your product when I need to? By being sure that I am willing to listen to your message even when I don’t need it.
Want to know some sites that I read regularly, and derive value from? Well, let me through out some of the less obvious ones:
Jason Alba at Jibber Jobber
There are lots of others, but I wanted to throw these three out. Looking at these you might ask yourself why I am interested in help finding a job… I’m not. But that’s the key… I am reading the sites because I derive value and enjoyment from them… even though I am not in the market for their products or services. Both Jibber Jobber and Utah Tech Jobs talk about relationships, and their importance, and say it in unique ways that resonate.
What about Yahoo? Everyone is all about Google now. Don’t get me wrong, I love google, and I use Google… but everyone now and then I like to search on Yahoo because it shows me other cool stuff. I derive other value than just searching.
That’s the key to keep people coming back again and again. Sure, you want them to hear you or see you when they are looking for exactly the value proposition that you are calling out. But give them more than that. Build relationships with people, even if they are not your target. One day they might be, or they might know someone who is.
This is true in every industry. If you develop materials use to build buildings, then put on free events once or twice a year where local builders can come and hear all of the cool news tips/tricks/products about building. Make it an event that people will want to come to even if they are not in the market for your product. Give them value and they will keep coming back. Then, they will already be there, and know you when they are in the market for what you offer.
Marketing need to do more than just shove their value points down my throat. They need to make me smile, or think. Otherwise I have already hit another webpage, deleted the email, or changed channels.
Posted in Advertising, Marketing
July 31st, 2007 at 5:03 pm
Steve,
I think you captured what marketing should truly be. Many people are are stuck using the same tactics of marketing that were used 30 years ago. The only thing that changed in their mind is the medium.
Khalid
August 1st, 2007 at 7:28 am
Khalid,
Much appreciated. I think we are all so bombarded by messages and media today that we just become numb to it unless it is compelling. Either that, or it is too easy to click the remote, or change the dial to hear something else. It has to be interesting. We need to feel it. Make me smile, and I like your brand, even if I am not a target buyer.
August 1st, 2007 at 2:57 pm
Sweet. I am finally in a list of websites and Yahoo is AFTER mine! Alas, that pro-networker Jason Alba is still ahead of me. Curses!
Honestly, though, I love this quote:
If there is only ONE thing I really get fired up about, it is when people sacrifice a relationship for expedience or status-quo”. You might as well tatoo “I DON’T CARE” right across your head, because that’s all anybody will ever read.
… or remember!
August 1st, 2007 at 3:08 pm
I agree with you Rob. I think too many people don’t realize how important “personal brand” is. I go to the place I buy my suits because of the sales person I deal with every time there (By the way, Mr. Mac’s on fort Union… ask for Bob, tell him Steve Spencer sent you) not because the store is really that much better. I buy furniture from someone I like. I am more likely to buy a camera, or computer from someone I have dealt with before, and had a good experience with. Also, if I were to use a headhunter to find a person to hire, I would go with the person who has actually built a relationship with me, and never ever harrassed me to use his services (That would be you Rob.)
August 1st, 2007 at 3:54 pm
… that’s a big if… but I’m not asking… hahahaha.
February 8th, 2008 at 1:38 pm
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