| From politicians to phone companies, reality-oriented | | | | benefits are: |
| marketing has become the hot new trend that can | | | | * People are always looking for something new, |
| benefit your business. | | | | slightly different. One of the most powerful words |
| Interestingly, back in the 2004 election year, the | | | | you can use in your marketing campaigns is the word |
| Republican party's presidential team created a | | | | "new." |
| presidential or "marketing" campaign that went deep | | | | * People want to look hip, young, cutting-edge, and |
| into a community, attaching itself to high-profile | | | | want to keep up with the current lifestyle. The |
| decision makers, neighborhood leaders and | | | | 20-somethings to 60-somethings look and act at least |
| trend-setters to get their message out. The business | | | | a decade younger. |
| sector has now harnessed this marketing strategy. | | | | Psychographics |
| The phone industry, can we say AT & T, created | | | | Certain eras and generations feed and are motivated |
| local marketing teams that went deep into | | | | by the current political, economic and social changes |
| communities to find neighborhood leaders to pitch its | | | | they perceive happening around them at certain |
| newest service. The telecommunications giant | | | | stages in their lives. This is a major component of |
| developed lists within the communities that included | | | | generational marketing and it needs to be an |
| Sunday School teachers, "influencers", trend setters | | | | important piece in your marketing campaigns. You |
| and others whose opinions are sought out and valued | | | | need to know who your best customers and clients |
| by neighbors and peers. This strong word-of-mouth | | | | are by way of their demographics and |
| influence has helped AT&T find customers that have | | | | psychographics. |
| agreed to sign up for their TV service after the | | | | The advertising campaign that Dove used in capturing |
| influencer's hosted TV parties. | | | | "real women" of all sizes, careers and cultures was a |
| Jaguar is capitalizing on a marketing trend that is | | | | hit. There seems to be a duplicity however, in |
| referred to as a "living product placement." The | | | | marketing campaigns today, just as there is a |
| luxury car maker is using high-profile trend setters to | | | | polarizing effect from the retail world in that |
| drive around in their car and hope to be "seen" in it. | | | | consumers are buying products and services from |
| Just ask any perfume, cosmetics, handbag maker or | | | | the two extremes: the discounters or the prestigious, |
| fashion house how important it is for them to find a | | | | expensive lines. This too is happening in advertising |
| celebrity (based on high-profile) to wear their product | | | | and marketing; Celebrity-based reality advertising and |
| in public. | | | | Real People-based reality advertising. |
| Let's look at this marketing trend a little closer: | | | | * Celebrity-based reality advertising - Marketers use |
| * First, companies are going deep into a local | | | | celebrities more commonly now than models. We |
| community to find the decision-makers and trend | | | | can't seem to get enough information about |
| setters who others value and respect for information | | | | celebrities as People Magazine is one of the top |
| from presidents to commercial lifestyle brands, i.e. | | | | magazine attractors nationally. |
| Jaguars, host TV parties, women's fashions, etc. | | | | * Real People-based reality advertising - Marketers |
| * As the major television networks lose market | | | | are increasingly using "real, everyday people" who are |
| share and viewers to cable channels and Internet | | | | perceived as a center of influence, from |
| programming, companies that would normally | | | | neighborhoods to office workers as well as those |
| advertise on these channels are looking for ways to | | | | who are perceived as beautiful and as trendsetters, |
| tap local markets to find their customers. | | | | to influence buyers to purchase their products and |
| * Network marketing businesses have understood | | | | services. |
| the importance of reality-oriented marketing by | | | | Then there's which I believe is in its infancy stage |
| inviting friends, neighbors, family and business | | | | where ebay was several years ago! This website has |
| associates to their homes to try cookware, make-up, | | | | become a gathering place for people to "show" |
| necessary home products, health supplements and | | | | videos of all types and much more. How can you |
| the list goes on. | | | | showcase your business (services or products) in this |
| * Banks are using real customers in advertisements, | | | | new and very visible media? |
| on billboards and on television to share the benefits | | | | Marketing Tips: |
| of using this specific bank and services in their | | | | * Find ways to "show and tell" your clients and |
| everyday business. | | | | customers the benefits of using your products. |
| * The Wall Street Journal, car companies and others | | | | * Find the "influencers" in a group or a demographic |
| are highlighting their customer with real names and | | | | psychographic segment. |
| photos with the benefits of using their products and | | | | * Allow your customer to use their own "benefit" |
| services. | | | | words and phrases which are usually much stronger |
| * Businesses are bringing in their customers to taste | | | | and "real" to others when creating advertising copy |
| foods prepared by local chefs (Think: kitchen | | | | AND creating a marketing campaign. |
| appliance centers, supermarkets, culinary sections of | | | | * Think globally when creating your marketing |
| bookstores, wine stores, and confectioner's | | | | campaign. For example, one company uses the word |
| businesses to name a few). | | | | "excellent" in seven different languages to define |
| Why do People Buy? | | | | their products. |
| What makes marketing deep within a community | | | | * Think locally as well, focus on going "deep" within a |
| with focused placements and living product | | | | community in a particular well-defined segment(s). |
| placements appealing to your clients and buyers? | | | | * Think of ways you can entice your prospects and |
| Certainly there are several reasons that people buy a | | | | clients to "try" your services or products before |
| product or service, but a few of these reasons or | | | | purchasing? |