“It’s easy to forget that your business is not the center of your customers’ universe. Their lives are filled with experiences, information, relationships and stories that have nothing to do with you. To them, you are an occasional blip on a crowded radar screen — and if you can maintain some frequency to your blip and some relevance to the audience’s radar screen, you’ve done more than most.”
This quote, from an article that can be found here, http://www.agencypost.com/building-social-community-around-clean-tech-initiatives-%E2%80%93-the-social-tactic-acid-test/ , is exactly what I am talking about when building a loyal and profit building customer base.
In order to be a successful brand, a firm must realize that they are not in the center of their customers universe. They are small, insignificant part of it, a second hand thought, mostly, an annoyance. So the question becomes – how does a firm become more than just a seller of products?
Here is your answer; you must stop just selling products, a company with an effective marketing strategy, that will build brand awareness and customer loyalty, is a sharer of thoughts and values. A “thought leader” if you will.
So here is how to connect most with your customer:
1. Determine what they value
– So, let us say your firm sells cleaning products, like Lysol Inc. or Mr. Clean. Who is your target audience? Mothers right? Wrong. Your target audience should be parents, this is a modern world we live in, and in a modern world; mom & dad both take care of the house, and they both take care of the kids. Trust me, I know, I’m as modern ast the latest iPad. However, today, Mommys and Daddys don’t have time to sit down and watch regular cable or satellite television, they have to work 60 hours a week, raise children, manage a household, and somehow retain some kind of sanity. So they go to work, and DVR their favorite shows, so that they can come home later and watch what they want while fast forwarding through the commercials, which means your advertisement won’t be seen.
Combat this issue; you must let your customers know that you share their values. You are concerned about how parents can work, raise children, and stay sane. So build some sort of thought sharing platform, a blog for example, that aggregates and shares articles and news and all kinds of info on how to do all these things. How to maintain an household, and raise kids, and stay sane. Further, on that website and in those articles, do not sell one thing. What I’m talking about is not placement advertising or synergy or cross promotion. I’m talking about genuine thought sharing, value building, moral connection. Now, pay attention, because here’s the kicker…all those genuine articles, those sincere tips on how to be a good parent, a strong home-owner, and still support a family, are sponsored by your company.
The devil is in the details, my friends.
So, now to the point of this blog.
Here is a link to Newsweeks Greenest Tech companies in the United States; http://www.thedailybeast.com/newsweek/galleries/2012/10/22/newsweek-green-rankings-2012-greenest-tech-companies-in-the-u-s-photos.html#9331847a-5f67-45c3-a366-3b5ebe9caf1e
Now, as pertaining to the above mentioned advice…environmentally aware companies are the future of business. As the concern over the future of the global environment grows as a public issue, customers everywhere will be looking to support, and therefore purchase goods from, those companies that have the most invested in the protection of the environment. People want to be active in support of those issues that will affect their lives, thus, they want to support companies that support and protect those issues.
Follow the advice…know what your customer values, get involved in those values, sell to your customer. You will succeed. I promise.