Valentines day post – Romantic marketing?
Most companies still refer to their customers in a ‘them versus us’ sense. How much more money can we get off them? How can we get more of them to buy our products or services? We need to research them so we know what they want. Why have they switched brands? We need to get them back.
If history has taught us anything it’s that everything good comes about due to successful relationships. This mantra can be applied to war, parenting, sports teams…almost nothing comes down to the pure success of one individual. Trusting and valuable relationships are the basis for most anything that it successful.
I know what you’re saying, relationship marketing isn’t a new concept. Everyone practices relationship marketing these days.
The relationship between a company and a customer has the same basic needs as the relationship between romantic couples might have. Both parties need to feel trusted and need to receive trust, both need honesty, attention, respect, love and admiration, both need to feel as if they are really truly desired. Do you feel like this with any company?
The concept of Lovemarks has sought to do this and sure many people love, trust, and desire and give plenty of their attention to their Apple computers. Does Apple give this back to their customers. Is there any form of personal interaction with this company, a company that expects such respect from their customers? Of course the relationship can’t be as personal and intense as a true romantic relationship but companies sure could use a bit of a rough guide.
Throughout my long, frustrating and arduous search for a job during the past few weeks I have come across one company that I believe respects me in a way that no other employer or recruiter has, ever. Over just one meeting and one phone conversation I have created a lasting bond with this company. They trust me enough give me their time, to send me off to some of their best clients for interviews. This trust in me builds my trust in them immensely. They have given me plenty of attention, making sure I know what is happening every step of the way. Going out of their way to chat with me about myself and not just how I would be suited to a particular job. I in turn have chatted with my recruiter about herself and I feel she is more than just a recruiter, she’s someone I can respect as a person and not because of her career status. Moreover the attention I am given makes me feel totally desired. Not like I am just another CV in that darned huge pile, “let’s not bother writing back to each person that has applied, it will take too much of our time, they’re not worth it”. To those companies that haven’t made me feel in the slightest desired, trusted, admired, attended to, or respected, I will never again interact with your company so don’t worry about me being a nuisance any more.
Companies need not only to have knowledge of the concept of relationship marketing. They need to practice it. Try and treat your next customer or potential customer as you would someone you truly desired.
- Would you leave them waiting in line while you chatted to your colleague about the weekend events?
Of course not! As soon as you saw them your face would light up with happiness and your attention would turn to them.
- Would you ever be left wondering why they had left you for a more improved version of yourself?
No if they were that important to you they would never have left.
- Would you try and push them into buying something you knew they didn’t really want or need only to have them dissatisfied with their purchase and you afterwards?
Never! you would talk to them until you had an understanding of what their real need was and then you would help to fulfill that need the best way that suited them.
- Would you have to do background research to know their needs and wants?
No you wouldn’t your daily interaction with them would give you a better idea of who they really were and what they truly desired.
Go give your customers a hug today…you won’t regret it!