Forget Products! Marketing Should Deliver Benefits Directly to Customers Instead!
My April Fools Startup Idea…
One of the growing trends in the last couple of years coming out of the Silicon Valley startup storm is the concept of “Growth Hacking” where developers can “disrupt” the need to have a marketing department by essentially baking in awareness and demand generation as features in their products.
Add in elegant work from your product designers, and you essentially have no need at all for a marketing department since the products will position and message themselves as well as create and follow up leads simply through their use.
At first, marketers like me were shocked — you mean companies will no longer need power point, logo design, or spam emails anymore because the products can essentially market themselves??? Then came the dawning of the actual reality upon us: “Wow, developers are actually becoming aware of the market and their users!” Finally, we can have the data we need about our customers and prospects usage of the product to do an effective job in the marketing department!
Then some enterprising marketers got together and thought, “Hmmm, how can we reduce expenses in R&D, speed up product cycles, and maybe turn marketing into a direct profit-center?” Their solution: “Market2Benefit” the new “direct-benefit to customer platform.”
Now companies no longer need a pesky unreliable product development process in order to deliver benefits to your customers. Market2Benefit is a multi-channel benefit application technology that allows end-customers to experience the benefits of using a product without actually having to use a product. The OEM simply decides what kinds of benefits they want their customer to enjoy, brands the experience accordingly, and deploys it to their customers.
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“Our goal is to help our customers get closer to their customers,” said Greg Chase, President of Market2Benefit. “Hopefully directly into the pleasure centers of their customers’ brains.”
The Market2Benefit technology platform currently supports the following modes of directly delivering benefits to customers:
- B2B and B2C Return on Investment
- Pain suppression
- Dopamine and serotonin cycling
Business to Business and Business to Consumer Return on Investment
With this feature customers can immediately enjoy material benefits of using your product through the simple distribution of financial reward every time the product is used. Different from bribing, which provides a material benefit before purchasing, the B2B feature provides the direct monetary injection to the owners’ financial accounts after purchase every time your product is used.
You can enhance adoption of the product by simultaneously deploying the B2C ROI feature which gives the direct user a monetary benefit every time it’s used as well. The B2C feature is different from gambling in that it allows you to focus on enhancing top line revenue rather than profit margin.
“When your goal is to maximize number of users, providing direct financial benefits is the way to drive this,” said Greg.
The B2B ROI feature is frequently deployed as a combination direct deposit and email integration that notifies the owner every time they receive the benefit. The B2C ROI feature is typically added as a slot through which currency is dispensed, and flashing lights and sirens to ensure the user is able to fully appreciate the benefit they just received.
Pain Point Suppression
This involves altering the customers’ perception of pain they experience as a result of not having your product. While originally concerned with curing the pain point the customer was experiencing, our research found it was best to merely suppress the pain point as the threat of recurring pain caused customers to return much more frequently.
[SOURCE: used according to Creative Commons License]
Several different mechanisms are available such as pain transfer, direct blocking, and altering consciousness.
Currently this feature is only available through custom consulting services as its application becomes an important design element into your product’s go-to-market strategy.
Dopamine and Serotonin Cycling
The newest features of the Market2Benefit technology are cycling of dopamine and serotonin within our customers. Here we literally allow you to get inside the head of your customers and alternate the sensations of need and relief by secreting dopamine and serotonin neurotransmitters directly into the pleasure center of the brain. In fact, once you are able to achieve this level of intimacy with your customer, we find the other features of direct ROI and pain suppression are no longer needed.
We continue to do research on how to introduce dopamine and serotonin cycling earlier in the customer relationship. Currently we are investigating applicability of salty-sweet snacks.
[SOURCE: used according to Creative Commons License]
Progressive Delivery of Customer Benefits
Through effective usage of the different levels of benefit delivery, it’s possible to have a progressive customer experience. You start with the direct B2B and B2C ROI to first bring the customer to use your product. In the case of children, you can use candy instead.
You then introduce the pain point suppression. This can be progressive such as blocking or transferring perception of the pain point and then eventually altering consciousness. At this point your customer is ready for the very intimate relationship of direct dopamine and serotonin cycling. Used in conjunction with altered consciousness, we find customers are very compliant, er, cooperative about how they allow you to cycle their neurotransmitters, through electrodes or injections to the brain.
Get your direct benefits today!
Disrupt your product development teams. Buy direct benefits for your customers today! Try a free sample of our serotonin — dopamine cycling electrodes and we’ll make sure you start ordering benefits for your customers forever more!
Happy April Fools Day!
