Marketing Beyond the Dollar
Long-term brand success is about the relationship, not the initial financial return.
Good marketing should be focused on three things.
- The Conversation
- Showing Your Work
- Long-Term Brand Experience.
If these three things are done right, the money will follow.
It’s A Conversation
GenZ is running the show when it comes to purchase power and they don’t respond well to a pushy salesman. Purchasing decisions are hinged on which brands invite them into the brand journey and which just sell a product. Before we had the freedom of choice, a hard sell was expected. Not anymore.
With the endless aisles and infinite choices, the consumer is calling the shots. They will buy when they are ready.
Today’s consumer isn’t impressed with how many buttons, features, or colors your product may have. They want to know how you made it, who you sourced materials from, how your business will positively impact the environment, and the list goes on.
So what is your brand about? Why should the customer care?
