The Marketing of Unmarketing

The Marketing Of Un-Marketing Forget Everything You Learned In College Jason Falls Social Media Explorer Social South August 20, 2009

4P’s – Product, Price, Placement, Promotion
7P’s of Service Marketing Add People, Process, Physical Evidence
The Marketing Process
Situational Analysis | Marketing Strategy Marketing Mix Decisions | Implementation & Control
Attention, Interest, Desire, Action
Awareness, Interest, Evaluation, Trial, Adoption
Traditional Marketing Approaches

Traditional Marketing None Mention The Customer
“ People” is mentioned in the 7P’s of Service Marketing
Aren’t people are important to those using the 4P’s?
The AIETA flow lends nothing to customer needs
“ Implementation & Control” is condescending and presumptuous

Published in 1999
Written by a collaborative of Chris Locke, Rick Levine, Doc Searls and David Weinberger
Finally asked “What about the people?”
The Cluetrain Manifesto

Highlighted Theses
Markets are conversations.
Markets consist of human beings, not demographic sectors.
Conversations among human beings sound human. They are conducted in a human voice.
Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone.
Public relations does not relate to the public. Companies are deeply afraid of their markets.
Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships

Marketers Must Learn:
Pathway to customer’s wallet is through the customer, not your product, conversion or marketing mix decisions
To speak the language of people, not corporations
It’s no longer about persuasive messaging as a result of consumer insights, but conversations about consumer insights that lead to better products

Be Human As Organizations So How Do We Do It?

Serve communities, don’t build them
Participate.
Let a thousand flowers bloom.
Close the gap.
Be quiet. Listen. Ask.
It’s in there. (Product as marketing)
Little things are huge.

"Marketing is the work we do to match a company’s product or service with the people or companies who will get the most value and/or satisfaction from it." - Heuer
"Marketing, even in its newer, social-media-enabled forms, is not about tools or technology, but about the way you look at your customers. That regard for your customers has to be in your DNA, such that you face the hard work of getting out in the trenches and embracing the feedback your customers give you to drive your marketing, customer service, and product development." - Deb Schultz

“ Get out of the ivory tower. Don’t stay in your company bastion and push stuff out at people. Instead, get out and start weaving ... Get authentic. Above everything else, talk to your customers all the time." - Deb Schultz
"The paradigm shift is away from 'messages' and toward 'social gestures' — which can’t be faked." - MacLeod

"'Community,' is a worthless word when it’s talked about as a lever to pull for gross marketing purposes. What you’re really talking about, instead, is a bunch of lovely human beings who happen to be using your products. And they’re not your community — you don’t own them. You’re just participating along with them." - MacLeod
"Stop trying to sell me. Shift the attitude to how can you help me buy." - Heuer

A good marketer …
is a Community Advocate
Knows brands aren't built in boardrooms, ad agencies or brainstorming sessions
plans a little, but changes a lot
rewards community members who stand behind them
gets involved in the community
is her/his own client
never takes her/himself too seriously

Always A Work In Progress
Once You Stop Working At It, It Will Stop Working
Communication (Listening & Speaking) Is Imperative
Honesty & Complete Transparency Necessary
Can’t Exist Without Trust
Mutual Attraction
Spontaneous Consistency

Stop calling them your target. Call them your customers. Better yet, call them your friends.
When talking to a friend of your company, think of them as a real friend and react to their input or concerns as you should.
Find a way to have every call, email and otherwise in-bound message from a friend returned in a timely fashion.
Pull together a group of your friends to sit-in on planning sessions (R&D, marketing, media) for next year.
Stop thinking this is hard. Despite what you may think, you are human. Act like it. Encourage others in your company to do the same.

Let’s Connect Jason Falls Principal Social Media Explorer Email: [email_address] Twitter: @JasonFalls Phone: 502.619.3285 Web: socialmediaexplorer.com

The Marketing of Unmarketing

by Jason Falls on Aug 21, 2009

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