This is part two. This is a tactical process guide. See part 1 for the Strategic Overview.
Now that we’ve outlined the strategy for WHERE we are going to get mass market attention, let’s drop down 50,000 feet and deal with the tactical process of WHAT we’re going to do to win over the market.
There are two ways to get permission to contact anyone. The first way is directly. You can guess the second.
In part one, we established that the only way to get a sale is to first create desire and comfort. The same applies for getting permission to contact a member of your market. We have to create desire and comfort in order to get permission to contact the individual members of our market.
The indirect method of creating that desire and comfort is what major corporations have been doing all along. From billboards to print to tv and even online PR or online advertising, all the messaging is indirect. The messaging is impersonal.
Our supermodel looks great wearing this so you will too. Our sports star is amazing and he eats this so you should too. Over time and with enough exposure, a company can win over some amount of trust. Getting a subscription, follow, like, email address, or other relationship building contact linkage is an even bigger challenge.
So how do you use the indirect method otherwise known as mass marketing or mass communication to build individual relationships?
We do it by listening.
Every chef knows that the more palates he tries to please, the fewer the number of raving fans. While one nationwide taco shop chain added hamburgers to their menu, McDonalds invested in Chipotle.
Listen (something you couldn’t do during the days of one-way media) to what the market is passionate about. Listen to what the market wants. You’ll hear 60% say one thing. You’ll hear 20% say another. You’ll hear yet another 10% saying something totally different. And the last 10% will be marching to the tune of any number of different drummers.
Soccer fans don’t all like Real Madrid. Fans that like Real Madrid don’t all like Falcao. Prada lovers don’t all like Prada purses. Those who do, don’t all like their clutches.
We do that by creating big data databases on Apache Hadoop environments. What that means in non Programmese is that we build filters designed to capture data from all major public social network sites. These filters capture data around keywords related to your products and those of your competitors. Then we track back up to the author of the data and collect more data relating to shopping habits, personal preferences, opinions, tendencies, etc.
When all this data is sorted and weighed, clear patterns develop. For example, vegans like Coke but dislike sports drinks. People who wear Nike tend to prefer HTC products over the iPhone.
When you listen to all the data spewing out of each individual and you listen to the meta data, clear segments start forming. We don’t even have to try to segment the market — their digital footprints do it for us.
Based on the segmentation patterns that emerge, clear cross-marketing, strategic alliance, partner marketing, and other business opportunities become obvious. But more exciting is that we can start building precision tuned mini and micro marketing campaigns. We can find mini celebrities (that don’t cost nearly as much as their major counterparts) and create grass roots campaigns. These grass roots campaigns immediately tell your market that you are one of them.
Female triathletes look up to different celebrity athletes than their male counterparts do. Young female triathletes look up to yet other role models.
You can see how precisely we can tune a message. Your business unit might be tasked to drive the sales of just one model of running shoe. We can take that same shoe and listen to your market for clues about how to sell it. With enough big data listening, we might develop a campaign that presents your shoe to 30’s women as the choice for Paula Newby-Fraser because it’s so light. Then, we might present the same model shoe as the choice for Gwen Jorgensen because it’s so fashionable to 20’s women.
Not only can we precisely tune the message per segment, we can accurate deliver it to the same individuals from whom we derived the big data in the first place. At the risk of opening up an even higher resolution can-of-worms, we can even launch micro test campaigns using Facebook’s dark pages or Pinterest’s experimental advertising options.
The world where Target knows that your daughter is pregnant before you do is so yesterday.
If you’re like us, you wished the New York Times let you display your full page Volkswagen ads to subscribers where were 30 and under while letting you display your Porsche ads to subscribers over 30.
Now you can. We can.
We’ve barely outlined what can be done with indirect marketing. In many ways, direct marketing tactics are even more effective and exciting as they produce instant results and real one-to-one relationships with your market.
Let’s deal with that in the next section (for subscribers only). For the next section, subscribe to our private presentations.
To talk to us about driving you life time customers and building your social media market share, contact us here.