Marketing and the art of seduction
"Tell a story that is memorable and remarkable and worth listening to. Seduce your customers, because that's exactly what they want you to do." - Seth Godin
Marketing is seducing your potential customers into buying your product. It demands knowledge of human nature, an understanding of consumers' expectations and the gift to predict this. Besides seduction, marketers need to respond to their customer's wishes as well. It's a two-way street. The goal? Increasing your market share, introducing your products smoothly and binding customers. Effective marketing helps you to sell your product or service and increases profits. This involves strategy, sales, design, location, communication and a lot more. Marketing is a typical profession which is often summarized into the Marketing Mix. We extend this Mix with two extras:
- Product
- Place
- Price
- Promotion
- People and
- Planet
The main question that needs to be asked is: What Product will be introduces where (Place) against which Price and how will it be Promoted? CSR elements People and Planet respond to these first four P's: The product or service has been created in an ethical way, respecting employees, honest wages and the ecological environment.
- Distribution policies avoid unnecessary transportation;
- Fair prices. CSR products may be a little more expensive due to fair trade policies respecting suppliers' rights. However, this is a rather outdated view of CSR prices, because many products are cheaper than their competitors, because of smaller marketing budgets;
- Honest, transparent and controllable promotion with as little environmental impact as possible.
