Is Marketing just a Dating Game?
In the spirit of Valentine’s Day, we asked whether Marketing is just a dating game? And we are sharing the Creative Love this week with our special Valentine’s Day offer. Find out more below.
What’s in a dating App?
Love used to be blind. That’s when that endearing little fella ‘Cupid’ was shooting his arrows blindly based on gut instinct and good intentions. Now we have dating apps that use complicated algorithms to match you with your perfect plus 1. The proof is in the pudding as demonstrated with Tinder recently becoming the top-grossing App ever. This is undoubtedly the modern match-making methodology – the use of data. Dating is essentially a data collating exercise and is directly related to how you market yourself and whether you appeal to your target audience. Much like Marketing, it’s a relational transaction and a match-making exercise that uses data to interpret the best possible match.
What are the Parallels?
There are many parallels. Your campaigns and reports (dating profiles) are only as good as the data you input. Based on the insights gained, you are informed on which platform (or potential date) will give you the best ROI and is worth spending time, money and energy on. This is essentially your customer journey.
The thing about most relationships is that they develop gradually and when it comes to looking for a partner, there’s a certain order to things. (There are a lot of creeps out there!) Relationships between brands and potential customers aren’t much different. Each type of relationship progresses through certain milestones before holidays are booked or diamond rings are exchanged.
How is your brand positioned, on which platform and what does it say to your potential audience? What does your website look like and what language does your brand speak? Your marketing content needs to be informative and valuable and most importantly easy for your ideal customer ‘profile’ to find.
The initial conversation
Much like becoming aware of someone you fancy, right? You identify with them as your ‘ideal’ match simply through initial ‘chemistry.’ At this entry point, you need to be exuding a certain type of look, personality and use the right language to strike up that initial conversation about the mountain (hey shoo whoa). If you aren’t radiating a positive and relevant awareness, you may just get a cold shoulder or a mono-syllabic brush-off. But there could also be ‘love at first sight.’
We like you
Once you’ve had some initial interest either through a social media platform (like, share or comment) or a newsletter sign-up it’s time to give your potential customer more of what your brand can offer. Send them that brilliant newsletter and engage them further.
Buy them a beer
So, you received an affectionate response to your small talk about the mountain? Time to move to second base and buy them your favourite craft beer. Now they are slowly becoming ‘intoxicated’ by your charm offensive.
Keep them in the loop
So now they’ve signed up to your newsletter. They are officially a member of your brand community. It’s the right time to keep them in the loop about your special offers, competitions and brand activations. Using mobile messaging is a great and instant way of keeping in touch. Mobiles are an extension of our daily human lives and prospective customers can engage by simply swiping their screens. There is no barrier to entry. Caution against stalking or spamming as this is creepy.
Text them first
You’ve had the first date so it’s time to set up a few more. Guard against assumptions and always text them first before you drop in for a random visit or assume they’ll join you at the next social event. No stalking as this is very creepy!
Move them to the BUY button
Your new customer is keen and becoming captivated by your brand offering, so it’s time to take this relationship to the next level. Offer them something in exchange for their loyal following. This could be a discount on their first purchase or a free ‘value-add’, like an e-book, branded item, or free entry into a competition you are running. The deal is closed and now you have a converted client.
The first kiss
It’s evident that he/she is a keeper and now you need to take this relationship to greater heights. Signal Hill is always a winner when it comes to stealing that first kiss. Surrounded by the captivating Cape Town sunset or twinkling city lights – you can’t go wrong. And of course, that first kiss has huge ‘value-add.’
It’s hard work
Let’s face it all relationships are hard work. In the B2B world companies tend to operate under the adage of “This is business, not personal.” However, this is fundamentally different in the B2C market. This is where things have become more personal. Here you are purely focused on the customer relationship which means connecting with customers on an emotional level. And that’s what it means to be brand-oriented. “A brand is a person’s gut feeling about a product, service, or organization.” – Marty Neumeier, The Brand Gap. At this stage you need to be engaging, committing and delighting your customer. Once they have demonstrated a connection with your brand, try and upsell them and they’ll become your best ambassadors.
Become an item
Similarly, in the dating game, this is where the work really starts. Time to commit and become an item. You’ll have to keep the relationship alive with fresh ideas, surprising adventures and demonstrate a real commitment to your life-long soulmate.
Meet more customers like them
Since your customer is now delighted with your brand and service, you need to meet more of their like-minded associates. Start a referral promotion or initiate an exclusive event ‘invite one and bring a friend.’ This is how you’ll start to build your network, amplify your brand community and nurture ambassadors. This is peer-to-peer and word-of-mouth marketing at its finest. And we all know that in the digital age, the need for instant gratification is paramount and our attention spans are shorter. So, when a friend refers a friend this is priceless and more powerful than any costly TV campaign.
You’re a keeper
You’ve cracked the nod and it’s time to meet the parents and their group of eclectic friends. This is the best form of approval and acknowledgment that says: “You’re a keeper.” Now you can add all their friends to your Social Media platforms and add to your popularity stakes.
Sharing the Love with You
It’s that time again when Cupid shoots his arrows, the earth moves a little and there is love in the air! It’s Valentine’s Day. We are feeling the love. We are also sharing the love and want to make sure your earth moves too! If you have a small & growing business and need a starter website, we’ll design a logo for you or refresh your current logo for mahala, just for the love of it. OR we’ll throw in a ½ day photo shoot of your product or company, You choose when you sign up for a new website today. Offer lasts until 21st February 2018. T’s & C’s apply.
Creative Imagineering is a boutique digital agency specialising in matching you to your ideal customer. We partner with you to build a loyal brand community by using our extensive experience and insights to amplify your brand personality and to ultimately convert awareness into lifelong customers.