I just bought a new grill. High quality. Best company in the biz in my opinion. I'm pretty excited (because that's what excites men like me I think).
So, I'm registering my product online, then they ask if I'll answer a few questions about myself. Sure. Then, I get to the part where it asks what my interests are. It shows a laundry list of hobbies and activities I enjoy.
This is their attempt at "targeting" people like me more effectively. I presume, if I pick "Biking", their marketing people will possibly place some ads in Biking publications or online ads on Biking websites, blogs, etc. They've got it all figured out.
But buying a high-end, superior-quality grill isn't about my hobbies. It's about the phase of life I'm in. It's about how me and my family use the grill. It's about having a mindset of wanting Quality and liking things that last.
What they should do is ask me to type a paragraph of a typical grilling experience. Then, they can use these short stories in their marketing to add emotion to their marketing messages. I didn't care about finding a grill sale. I wanted a good product I could be happy with when I grilled. I was picturing the good times and the awesome food I was going to prepare to make my family's or my guests mouth water.
It's not about where you put a marketing message...it's about what your marketing message says to people. It's about connecting emotionally. Especially, when it's not a low-price, "Fathers Day Blowout Sale" type of product.
Whether your running a consistent radio campaign, shooting a video for YouTube, posting something on social media, or adding content to your website, you need to move people with the right words. You need to tap into the proper emotions that will motivate a potential customer to consider your service or product more than before. Move them closer to buying from you when they need you...through a better-crafted and emotional marketing message.
It's not about whether I like Bird Watching or Hang Gliding.
Local Marketing Cafe
Sioux Falls, SD