14 | February | 2012 | Morningstar Communications

Attraction Marketing: A success story.

Posted in Integrated Marketing (IMC)

In recognition of Valentine’s Day, Google posted the following video. A cute love story, it also demonstrates the trials and triumphs of successful attraction marketing.

Attraction marketing is the philosophy of engaging in proactive marketing and communications in order to beckon the right clients to your company. A topic Eric Morgenstern frequently discusses, successful attraction marketing leads prospects through four stages:

Awareness. Prospects must know your organization exists.

Familiarity. They should be generally aware of the products or services you offer.

Consideration. If you successfully build awareness and establish familiarity, you will be in your prospect’s top-of-mind.

Trust. Finally, prospects must understand and trust that you are their best choice.

As in the case with the love story, you must have the right message delivered in the right way at the right time. Once you clarify your message and show how you are your customer’s best choice, they will come to you.

In the end, it is important to remember that not every prospect is right for your company. Attraction marketing helps gain the attention of and build relationships with those that are a best fit. And that’s a win-win for all.