Saturday, June 22, 2019

5 Keys To Growing What You Have Planted As A Startup

marketing-community-gardenHave you noticed that more companies beg you to participate in their business today? It started with an email survey on your last stay at their hotel, but now includes requests for online product reviews, to social media input on the design of future products. They do it because engaged customers become loyal advocates and buyers. Welcome to the “Participation Age” of marketing.

Some say it’s happening today because it’s new, and technology makes it possible. Others say it stems from Intrinsic Motivation Theory, which asserts that people have always been motivated by a desire to join, share, take part, connect, and engage, and find that experience rewarding. In any case, your business needs it today to rise above the crowd and edge out competitors.

If you want all the specifics, you must follow the new wave of marketing experts, like Daina Middleton, and her classic book “Marketing in the Participation Age.” I’m most intrigued by one aspect that I believe relates to every business - the move from a hunter-based metaphor to a gardening metaphor – nurturing what we have planted, based on the following five rules:

  1. Embrace test-and-learn values. That means constantly trying new marketing elements, understanding quickly what works, and immediately scaling, then moving on to the next alternative. Nurturing marketers reserve a minimum of 10 percent of their marketing budgets for testing and learning. It’s a dynamic customer environment out there.
  1. Innovate; don’t perfect. The nurture approach leverages from the best of the moment, quickly adding value before someone else does it first. The concept of continual innovation is crucial, because the best may not last long. Pick something that is good enough and embrace the flaw as an opportunity to learn. Adapt quickly and move on.
  1. Act quickly and motivate others, including participants, to act on your behalf. Motivate people, including your customers, to do something to improve your marketing today. Inspire your organization to act quickly and create an environment that rewards moving quickly. Estimate and act; because if you don’t, your competitors will.
  1. Mix and blend; don’t invent. Partner with others to create unique solutions that might benefit your brand, product, or solution. Choose an agency partner who is pushing the envelope and remember to consider technology, media, and creative opportunities. Look for elegant blends of all three, not an elegant single media solution.
  1. Embrace risks and champion failures. Prepare to learn from mistakes and accept that failures are inevitable in finding success. Partner with agencies that are willing to put skin in the game and get paid only if they deliver results. It often takes several failures to find opportunities that yield the best results.

In the current world of escalating change and information overload, marketing is not a luxury, and participative marketing can be the key to success, even for very technical solutions. We often see a mediocre product with effective marketing outperform a good product with little or poor marketing. Big marketing budgets alone and single blockbuster campaigns don’t assure results.

The message is simple. Ask your customers and partners for ideas, try them all, measure results, and scale up the ones that work. The participants, not the marketers, are in control, and they are demanding a relationship, not just a marketing message. If they don’t find value in the relationship, they move on. The choices and opportunities are theirs.

The situation is not unlike the attraction of current major social media sites, like Facebook, successful multiplayer game sites, like Activision, and today’s real world sports and politics. Gen-Y members were born participants, and they are a major force in every business domain. People thrive on continually learning, feeling empowered, and providing input to the world they live in.

So if you are a startup, or even a mature business, you need to nurture these intrinsic desires and develop more meaningful customer relationships that yield greater revenues. Marketing is no longer a one-way conversation. Does your marketing include listening as well as talking?

Marty Zwilling

0

Share/Bookmark

2 comments:

  1. Get Your Wife Back, Perfect Urgent Love Spell. Am Alexis scorpio from FL Usa All Thanks To Dr happy Who Brought Back The Love Of My Life. my girlfriend cheated on me and asked for a breakup. I don't believe at first i try to get back with her but all she told me was she’s with someone else. that she is no longer interested in marrying me at that point i was heart broken coz i love my girlfriend so much that i could not let go off her all of a sudden she left me, i really love her and never can imagine my life without her. not until i came across a powerful real spell caster Dr happy who promise me 24hours urgent love spell to get back with my girlfriend, good twenty-four {24} hours. hmm-mm, it was a good night time at 11:pm within the days that Dr happy told me that my girlfriend will be back, at first i heard the bell rings getting close to my door i heard someone saying honey!!!, it sound familiar i opened the door and i saw my girlfriend standing and weeping in front of me. i was not surprised because its all i have been praying for her to come back home. Guess what 2 weeks after she noticed her system and her body temperature was changed and i took her to clinic for check up and the doctor told me that there is life in her which means she was pregnant i really wants to use this opportunity to thanks Dr happy so much and the love page that directed me to Dr happy if you have any problem getting your ex back, or predicament that is worse or exactly like this you have been into, contact Dr happy on happylovespell2@gmail.com Whatsapp/cal +2348133873774
    visit his website...happylovespell2.webnode.com/
    about his love spell Blogs site.http://happylovespel.blogspot.com.ng/

    ReplyDelete