Hey sellers, I’m looking to buy. Got anything? If yes, how do you plan to tell me about it? How much money can you afford to waste trying?
The first marketing book I read after finishing college was titled Brand Warfare: 10 Rules for Building the Killer Brand. In its early chapters, author David D’Alessandro explains how our ancestors formed communities based on shared religious and political ideologies. Today, our “communities,” social infrastructures, even our self identities are more likely to be formed and expressed through the brands we consume.
Think about it for a minute. Which human connection comes more naturally? (A) One with a stranger cheering for your favorite sports team, or (B) one with that guy who lives two houses down in your neighborhood? It’s a pretty powerful concept.
Make a leap with me.
Let’s add in a little twist and briefly explore an analogy that describes a “one-to-many” relationship; a single consumer linked to several brands.
Let’s compare that connection to a strand of DNA; formed through the choices, preferences and experiences of the brands we consume. Just as DNA provides a genetic code or blueprint for our growth and development, brand profiles provide strategic clarity and direction for the growth and development of your customer base and business. And just like DNA, every brand profile is unique to each individual. No two are exactly the same.
Do you know what your customers’ (or potential customers’) brand profiles look like? What traits do they have in common?
Here’s what I envision mine to look like:
Back to the question I used to introduce this entry; how are you (seller) planning to connect with me (buyer)?
After looking at my profile it should be pretty easy to determine which radio stations I listen to, which channels and day-parts I’m tuned into and which types of contests and promotions would intrigue me enough to visit your website and “opt in” to your e-blast campaign?
Hint: Korn and Rob Zombie are headlining the Mayhem Festival this summer, how ‘bout hooking me up with a chance to be there? What about a pair of tickets to an Idaho Steelheads home game? I hear the team is insanely good this season.
Now I know what you’re thinking, “Duh, this marketing thing is pretty easy after I discovered all the things you like.”
My response… Ding, ding, ding!
Start building profiles.
