Marketing perspective can become a smoke screen for any promotion. I recently attended a seminar put on by the local television station that made me think about this overused technique. All the standard marketing techniques were used to sell the product, but they would have had you believe of course; it was brand-new.
People buy from one of two perspectives most of the time, pain, or pleasure. By activating one of these emotions in the customer, and then taking them to a call to action we make sales. We all know that, right?
Ever since snake oil salesman plied their trade on fearful or greedy people marketing has never been the same, nor have the tactics. How then do we sell to people with the highest degree of integrity, and close the sales that are motivated by these very powerful emotional forces? Is it the quality of the product? Is it the look of the salesman? Is it the location or the media used? While all these factors play a part in the whole there is one aspect that is critical for success, and that is the marketing perspective.
The perspective that we use to view the product we are trying to selling is the single most important factor for the sale, period. This perspective has to establish a sense of uniqueness, rarity, and value in the eyes of the potential client. Now we will look back at the television station and their marketing of an Integrated Marketing System. Of course, they are trying to fill their advertising coffers with clients in this lean economy, so they devise a plan to co-op television with the Internet for their advertising clients. Brilliant! However, things are rarely what they appear.
Making reference to advertising numbers the station quickly points out that television has 54% of the effective advertising while the Internet has 14%. At first glance, one would think TV is the only answer, however, the real numbers may prove otherwise. Say your city has one hundred thousand people, but your product could be sold globally then 54% local versus 14% of 1 billion Internet users makes the scenario look quite differently. Marketing perspective is crucial for businesses to effectively market and profit from their advertising investment in the coming years. You see while proving locally that your dollars may be well spent they failed to include the vast number of customers excluded by their narrow minded marketing approach.
Look at the big picture before investing into any marketing program. Carefully evaluate your businesses unique marketing perspective, and determine whether it has global potential or not. Locking into an advertising program can be the best thing that ever happened to your business or might stifle national or international growth.
