What is your passion...
Did you ask yourself before what your passion is..for me it was
“marketing”.. It was passion or maybe an obsession!
I had chosen marketing / I love marketing, because I love
people, technology, and creativity! It starts with understanding customers
enough to drive actions (e.g., purchases, recommendations, tendencies, shares),
build affinity, and create loyalty. It is obvious that great marketing should
be human-focused.
According to the general belief, marketers should be capable of
driving revenue tend to thrive in their careers. They must know their customers
and markets; create remarkable customer experiences. They should be great
storytellers; use data to make decisions; test well while assuming nothing to
deliver identifiable results – write well; enjoy to work w/technology etc etc…
Even if those are totally true, on my side, the “psychological
effects” on marketing gets me very excited. Maybe in every job, you’re always
going to be dealing with people, unless the job is to count every grain of sand
on a desert island; but in marketing-focused area you should understand the
people from head to foot. You must feel that they feel! That is the only way of
doing your business properly. So easy, but very difficult.
The marketeers must be the person who should go beyond to
understand the buying behaviour of consumers. The marketeer is the only person
in the organization who touches in every unit.
According to me, those 3 figures introduce my perspective:
“drill – milkshake – Apple”
The Harvard marketing professor Theodore Levitt used drill to
tell his students, “People don't want to buy a quarter-inch drill. They want a
quarter-inch hole.
Clay Christensen’s “Milkshake Marketing” is another
important myth to highlight essence for me for my old job, I think. It shows the importance of right
segmentation. That shows the customer may change the preferences time by time.
The fast-food restaurant chain that wanted to improve its milkshake sales,
started by segmenting its market both by product (milkshakes) and by
demographics (a marketer's profile of a typical milkshake drinker). And, the
marketing department asked people who fit the demographic to list the
characteristics of an ideal milkshake (thick, thin, chunky, smooth, fruity,
chocolaty, etc.). The would-be customers answered as honestly as they could,
and the company responded to the feedback. But, milkshake sales did not
improve. Then, Christensen's fellow researchers had discovered that 40% of the
milkshakes were purchased first thing in the morning, by commuters who ordered
them to go and they demand thick milkshake that would be long lasting stave off
hunger until noon. Then the company responded by creating a morning milkshake
that was even thicker (to last through a long commute) and more interesting
(with chunks of fruit) than its predecessor. The chain could also respond to a
separate job that customers needed milkshakes to do: serve as a special treat
for young children—without making the parents wait a half hour as the children
tried to work the milkshake through a straw. In that case, a different, thinner
milkshake was in order. The different, thinner milkshake was in order
considering the researches. That means, the customers change their minds
according to different situations. That should be the real segmentation
(segmentation). Can you see what an insight that was gained by observing and
understanding people!
And Apple that is the one of the well-known brand all around the
world! A real love marks. Do you think why Apple is one of the best brand?
Functionality, quality, design, customer campaigns…? Maybe all of them, maybe
more of.. But there is an exact certain answer for me that is “simplicity,
transparency, sincerity” in every step that are user experience, package and
product design, communication... The main issue is to touch the customer’s
feeling! This is the only way that you can sell your weakness taking the extra
money. For ex. battery case.. The every Apple user was aware of the battery
problem that is not long lasting, and most of the users buy battery case giving
extra money to recover the problem.
The all three examples show that the companies – marketers can
be successfull who can tie their efforts to feel, not only understand, their
target / potential & current customers’ emotions! The researches, data,
numbers, and facts and strategies driven from those all can take to persuade
the buyer’s decision..but if you can feel what they feel, they will fall in
love with your business! This is the golden rules of making them feel important.
This is my philosophy that the whole marketing strategies can be conducted
above..
That is why I am here to understand and help wide ranges of
people.
That is why besides to my professional strengths, I am keen on
physical and emotional well-being almost 7 years… In addition to my
professional life, I am working as the cosmic healer - quantum coach to help a
broad range of people. I have this blog to inspire you.
My real passion is to touch people's life both with “the
products I have managed” and “the services that I offer as a quantum coach”
According to me, the marketers can be successful while tying the
efforts to feel, not only understand, their target, potential or current
customers’ emotions!
Love and Joy..
