I believe the principles of marketing are changing in very small steps. In fact, I believe small steps are the essence of that change and key to success. In a world where more and more companies and people are promoting them selves, marketing for the mass is only for a few big companies. When you're an adult you can make big steps, but when you are the size of a child, you need more steps for the same distance. We are led to believe that marketing is still successful, because we have best practices proving that. We don't hear the stories of the many more small companies struggling to conquer a place on the market space. It is only a matter of time before all those small companies find a new way of marketing. A scattered one, an unconventional one, a unpredictable one, one with little bits and pieces, but in a logical way. In fact they are doing it right now, but have not optimized it yet. In stead of customers we speak of communities, members and friends. In some Arab cultures people speak of friends in stead of loyal customers. When you want to built a community of friends, you are more likely to succeed with many paths leading to your community than only one path. You could call it trail marketing. It looks like trial marketing, but in stead of one trial and then the buy option, you create a trail. A trail of small experiences and effort, but with great impact. Small steps, with many different paths leading to you and your product or service. It works, because I see it happen every day. For example, I did something nice for someone a while ago and the person remembered me and recommended me to friend who hired me for a project. This is how relation networks work. When you'r not in the people business, but in products or online services, you need to create a trail for example on your website and in your delivery. A combination of logically placed interactions with a great experience in each interaction. Something someone will remember. Jackpot when they buy right away but also just fine when they remember it and come back later or recommend it to someone else. This trail is set online and offline. Even the packaging creates an experience, the invoice, the on- and off-switch of the device, etc. Being polite, helpful, in service, convenient, grateful, etc. will help building that experience. Trail marketing is an end to end approach of the customer experience, similar to personal relations, leaving a trail of nice experiences with the world as your playground. And all people are potential customers, so be polite, in service, grateful etc. to everyone. Be attractive and easy to access. Leave a nice trail behind of small yet great experiences. It can take some time to built, but it will last forever.
fascinerend hoe de wereld werkt, waarom het één lukt en het ander niet. Kun je privé en zakelijk scheiden? Hoe ver zijn we nog af van de ideale wereld? Wie kan ik helpen en wie helpt mij?