An Attractive Marketing Strategy

Effective communication with your most valued targets has become increasingly complicated. Mass marketing has given way to market fragmentation, with target audiences defined by individuals versus thousands. However, savvy marketers are using this new paradigm to their advantage through Attraction Marketing.

Attraction Marketing is a proactive strategy that makes your message your magnet, drawing the right prospects with the right needs. Consistently leverage your integrated marketing communication tools (everything from advertising and direct mail to press releases, trade shows and word-of-mouth) to educate your most qualified prospects on the excellence of your business. When it’s time for your prospects to buy, they’ve heard your message repeatedly from different sources. You are now in the default position as the best choice for their needs. The phone will ring- all you have to do is answer.

Change Your Mindset
Implementing an Attraction Marketing strategy is a long-term commitment to a consistent, proactive marketing program. Your overall strategy changes from a promotional to an educational foundation. Promotional campaigns position your company as a commodity, which promotes shopping and price comparisons. Customer loyalty only reaches as far as your next best campaign.

Alternatively, from an educational position, you embark on a planned strategy to educate your target audiences on your products, services and applications, your brand, industry trends, etc. Once potential customers are educated via your messaging, you will attain that coveted default position. When a customer needs a solution, they will call you first.

Proactive Implementation
Implementing an Attraction Marketing strategy requires reallocation of resources and a change of mindset. Here are a few scenarios that will help you change from dated promotional marketing to educational attraction marketing:

Trade Shows. At your company’s last trade show, you set up a booth and gave away custom-imprinted pens. Many people picked up the pens, but few were qualified customers. At the next trade show, you will present a workshop on a topic your potential customers consider “hot.” You focus on providing specific answers to your customers’ pain points. You don’t worry that you’re “giving away the store” because savvy customers will value your expertise and when they want more information, they will call you first.

Direct Mail. Last year, you sent a direct mailing to prospects offering 10 percent off the first order. This year, you send a reprint of a byline article you wrote that ran in a national publication. The article is educational and informative. You offer expertise and industry knowledge and your prospects perceive you as the industry expert.

Advertising. Your last ad campaign message was “Call Now.” Your next campaign features success stories from your customers, describing how you solved a problem for them.

Media Relations. Last year, you issued a news release announcing the creation of a new division of your company. This year, you share your industry knowledge by authoring a byline in a local business publication about a growing trend in your industry.

The Very Best Sales Call …
Attraction Marketing is simply telling your story proactively and consistently to the people who matter most to your business. By changing the way you view marketing and implementing a proactive Attraction Marketing strategy, you can create your own leadership position in the marketplace. Your customers will come to you. And there’s no better sales call than simply answering the phone.