In the latest post exploring what could be the true marketing revolution, we looked at creating experiences that generate positive emotional triggers for your audience. Ideally, you can infuse each interaction, each touchpoint, with these positive triggers. We know now that positive emotional triggers will generate repeat behaviour. That’s so critically important for a business because it means repeat business and, in a perfect world, it means advocacy.
Now, like all good studies, understanding one thing means asking more questions about another… and the question, in this case, is “how” do I tap into these positive emotions and succeed at creating genuine advocacy for my business?
I shared some thoughts on this question at #140MTL yesterday; and it has a little something to do with this:
Maslow’s Hierarchy of Needs, 1943
But, I don’t want to go there just yet –to start, as I did during the presentation, I’d like to set the stage.
Flash Marketing History 101:
In one of the Lemontwist’s previous posts, we looked at some history around marketing thought (over marketing practice). Let’s just take a quick look at the proposed marketing eras:
- Production (late 1800s)
- Product (early to mid 1900s)
- Sales (mid to late 1960s)
- Market (late 1960s to late 1980s)
- Customer (late 1980s to 2000)
- And, now, the relationship era (21st century)
What marked each of these eras is a focus on technological and scientific advancements. From the printing press to improved roadways to sociology – businesses have been adapting how they work based on society’s innovations and progress. Having a great grasp on what they do, businesses spent centuries refining how they do things, and how they communicate, how they increase revenue, how they become the largest brand, how they buy other companies, how, how, how…
Unfortunately, that left very little space for the humanity in business. It seems we’d forgotten that people – human beings – founded business; they run the business and they work for the business. You and I!
So, why have we spent centuries focusing solely on WHAT and HOW – on product and process – without somehow also thinking about WHY we’re in business (and for who)? No; money is not the reason you are in business. It is not the answer to WHY. Money is a necessity and an outcome, not an answer.
The answer to WHY has to do with humanity: you wanted to improve something, change something, save your parents from cancer. You didn’t choose your profession because of money; you did because you actually cared about something, or liked something, or wanted to explore something. Think back to your childhood days – you wanted to change the world, fix something, save someone. It wasn’t about money. WHY was it?
So, how do you consider the humanity in your business – in the interactions between the people who own the business, who run the business, who buy from the business… who are the business?
The true marketing revolution will elevate the role of the business from making money to satisfying consumer needs and desires to making genuine contributions in their communities (local, national and global).
Part II looks at what businesses are doing today… y’all come back now!