The Next Evolution of Marketing: Connect With Your Customers by Marketing With Meaning

Subtitle: Connect With Your Customers by Marketing With Meaning

By: Bob Gilbreath

Notes:

The more meaningful ppl think of your marketing, the more they will value your brand.
Good marketing transcends the benefits of the product.
- The Michellin Guide was helpful and produced more driving, which sold tires.
- Burger King has fun with their brand and help customer to have fun too.
The consumer isn’t a morron, she’s your wife.
People who researched their products bought more.
Help people pick the right choice. Ppl stress when there are too many options.
People who show 5 star ratings on their website doubled sales.
Make sure to integrate your brand into viral videos.
Make advertising easy to share.
Let people personalize the products and services they buy.
Product research and beta teaching help to involve others into the service.
Match marketing spending % at the % who actually buy your product.
Negative feedback on the brand would help build your brand.
- Don’t discount alternative perspectives.
Some of the best advertising is from the easiest and most straight forward ideas.
Keep research subjects in their natural environment.
A single one-on-one interview is as good as an entire focus group
- Start out broadly and gradually focus on the issue you want info on.
When the conscience mind is not working, the unconscious mind is still working.
Pack too many features and benefits into a concept, then you have a problem.
Must get consumers to engage with your product before they want to buy.
- Very important to establish and continue the relationship.

When launching a new marketing program:

5 way to benefit from creating social connections.

How to succeed at cause marketing:

Your customer must believe in the marketing tie up and the charities mission.
- Choose a well know tie in or something that’s visible.
Your brand must fix the cause.
Your investment must be meaningful. They will go to the internet to down you if not.
A paid for performance model is allowed.
When acquiring customers, focusing on the target consumer is least costly.

Marketing with Meaning:

According to research: Any transaction over $50 requires a spousal agreement.
- The more money, the more research that’s needed.
When you force viewers to watch ads, they end up disliking the ad and product.
Most people are fairly set in our ways.
Two Traits:
- Improves improving people’s lives.
- Involves being a part of people’s lives, not just interrupting them.
- What needs do your consumers really want?
  - Ways to improve themselves and positively impact the world.
Research the hierarchy of needs.
Help people connect with like-minded people.
Meaningful marketers never push, they invite in.
- They also know that our basic needs are already being met.
- More meaning mean more money.
Let the product sell itself.
- 9 out of 10 consumers would buy a product if they could experience it and found it satisfying.
- Denny’s free sample during the recession was a huge hit.
Loyalty Steps:
- Focus spending on the 20% of customers that offer 80% of the benefits.
- Don’t overpromise. Give lots of notice.
People are willing to provide feedback if they think it will improve their experience.
Helpful information is read by 75% more ppl than is copy developed just to sell the product.