“YOU BUY ONE, YOU GET ONE FREE! I SAY YOU BUY ONE, YOU GET ONE FREE!”
Why are traditional marketing methods failing?
The sound makes us all shudder. Loud and proud salesmen screaming out their offers in an egocentric misallocation of resources much to the annoyance of their audiences. With an average 79%* of marketing leads never being turned into sales, why are some marketing companies widening the gap between product and people? And, how can it be closed again?
It was definitely a style in the 90s across Europe and America that adverts became more visually aggressive. This worked for a lot of companies, however some were not satisfied. Some decided that rather than go down the aesthetically stimulating route they would instead go down the route of the verbally violent.
We have all seen adverts like it. Some loud man shouting at the television screen and taking the art out of marketing.
YOU BUY ONE, YOU GET ONE FREE! I SAY YOU BUY ONE, YOU GET ONE FREE!
So why is this method of marketing dead?
The salesman. There are now far fewer than there used to be going door-to-door, for which the individual homeowner is grateful. As we become a far more digitalised society, we are no longer as open to unsolicited communication (a sad fact to some). Instead we like to know who we are talking to, when we are talking to them, and how we do so. We like to talk to brands on our terms rather than having communication forced by an abrasive salesman. This makes unwanted advertisement a clear nuisance upon society that it wants to cure. The door-to-door salesman, and advertisement that reminds us of such, invades the one place we think we are safe from such abuse - our home.
As a whole, what this means is that marketing is having to become far cleverer, smarter, and interactive. It means that we are trying to market towards a community who no longer wants to be marketed to and who have become savvy to the dated techniques of marketers nationwide. We have to find ways to build trust with a customer in order to gain permission to engage with them. Only once we have that permission can we help them achieve their own goals and objectives.
Customers want more. Customers want to be able to feel like they trust the person that they are talking to. They want to feel like they are being helped in order to make the best possible decision and not just because someone wants the commission. They would rather not the window salesman who screams “Buy one, get one free!” but rather the one who says “You know what, for your windows these may not be the best solution, have you considered option Y instead?”
Companies need to make things easier for their customers. As a general rule, the public no longer like feeling that they are being sold to. Instead, they like having the personal autonomy and independence that allows them to make their own decisions. As marketers it is no longer acceptable to tell people what they need, but helping the customer find the best solution to their own individual desire.
How can brands create great customer experiences?
The task of the brand is to make conversion from customer to cash in pocket as easy as possible by providing a high quality service. This can be achieved by ensuring that the customer experience is as easy and fluid as possible.
One of the key examples of where this is being demonstrated is within the DIY and Home Improvement industry. In an industry where men used to go door-to-door selling all manner of goods (such as double glazed windows as one example) those salesmen have now been replaced with a flowing online customer experience.
Home Improvement websites are now their door-to-door salesmen. Configurators, digital programs that allow people to design their ideal kitchen or bathroom before buying, are the new workmen coming into the kitchen and measuring up. Finally, the online checkout is the new cashier, simplifying the buying process. Times are changing and, with the addition of review sites allowing past clients to tell prospective customers about their own individual customer experience, it has never been so important to get that experience right.
To Conclude -
Customers are becoming more sophisticated. Where once it was possible to shout at potential customers and for them to react, this method of marketing no longer works.
Marketing is about helping customers make great decisions and not the hard sell.
Consider this the marketing call to arms. Times are changing, are you ready to change with them?