Επιβραβεύεται το Υπεύθυνο Μάρκετινγκ;

πράσινος

Πριν από χρόνια, Seth Godin έγραψε τη διάσημη φράση Άδεια μάρκετινγκ and wrote a fantastic book on it. I have an autographed copy that I cherish and I’ve bought every book since. Permission-based marketing is fantastic because your customer has given you their permission to market to them – a fine agreement.

I’ve just picked up Βαθιά οικονομία: Ο πλούτος των κοινοτήτων και το ανθεκτικό μέλλον by Bill McKibben at the behest of good friend Pat Coyle. I’ve read the first chapter and I’m hooked. The book edges toward the ‘Save the Earth’ side of the business but provides a different perspective on it that I appreciate.

I’m simply not a ‘green by guilt’ type of individual. I am truly a person who believes in capitalism and freedom. If you want to go drive an SUV that burns a ton of gas, that’s your prerogative. If you want to be irresponsible and destroy the world, then go ahead and try. Of course I also believe in the balance of power and democracy to try to stop you. Most of all, I believe in personal accountability for one’s actions… which brings me to responsible marketing.

Here in Indiana, they’ll give a home loan to practically anyone. Although the homes are affordable, Indiana has one of the fastest growing foreclosure rates in the country. Where is the accountability for people who sell these homes to people who they know can’t afford them? If a Doctor prescribed addictive pain killers to an addict, we’d be ready to throw them in jail. But an irresponsible marketer who sells products or services to people who don’t need them is not only patted on the back, they are financially rewarded. Sell more to more… that’s the driving motto!

I’ll return to my note about personal accountability for a moment… I do believe that we’re responsible for our own actions. I also think we need to apply pressure to those who try to manipulate or use peoples’ needs and wants. Responsible marketing should prevail. Responsible marketing means marketing a product or service you know someone needs to someone who needs it. Responsible marketers do consumers a favor, saving them time or money…. not sold them something just for the sake of selling it.

Within the first chapter of Deep Economy, it challenges the notion of ‘more is better’ – a culture that both government and marketers push. You’re consistently encouraged to buy the new toy, the new car, the new house… consume, consume, consume and you’ll be happier. But we aren’t happier. I won’t go into detail on this – it’s all in my Μανιφέστο ευτυχίας. I just hope as I read the book that it doesn’t scream ‘green’ but does push minimalistic societies that hold themselves personally accountable.

Stop selling more to more. Sell more by finding the people you know need it! If the goal of your acquisition is simply to out pace your retention, you’re probably not selling your goods to the right crowd – or perhaps you don’t have a good product or service to begin with.

3 Σχόλια

  1. 1

    Η σκέψη μου ήταν πάντα ότι δεν πουλάτε πραγματικά, παρέχετε μια υπηρεσία σε κάποιον που τη χρειάζεται. Ανεξάρτητα από το πόσο μεγάλο ή μικρό, θα είστε πάντα πιο επιτυχημένοι μακροπρόθεσμα (όχι πάντα βραχυπρόθεσμα) εάν έχετε κατά νου να μην "πουλήσετε", αλλά "να εξυπηρετήσετε". Εκτός αν, φυσικά, το όνομά σας είναι RonCo και έχετε κάποια πρέσα σκόρδου / ψιλοκομμένο κρεμμύδι / αλλά υπάρχει ακόμη περισσότερη ιδέα, τότε θα είστε επιτυχημένοι με ανθρώπους σαν κι εμένα που αγαπούν τα gadgets και δεν μπορούν να κοιμηθούν, επομένως γοητεύονται αγοράζοντας πράγματα που δεν χρειάζονται. Για να υπηρετήσουμε, αυτή είναι πραγματικά η εντολή μας σε αυτήν τη Γη, έτσι δεν είναι;

    • 2

      Καλά είπε ο Τζουλς. Πιστεύω ότι η εντολή μας πρέπει να είναι η εξυπηρέτηση. Ακόμα προσπαθώ να καταλάβω ποιος να εξυπηρετήσω και τι να τους εξυπηρετήσω.

Ποια είναι η γνώμη σας;

Αυτός ο ιστότοπος χρησιμοποιεί το Akismet για να μειώσει το spam. Μάθετε πώς επεξεργάζονται τα δεδομένα των σχολίων σας.