Thursday, May 01, 2008
Q1: In your book, you talk about a fundamental principle - Gravitate, Captivate, Invigorate, and Motivate. Can you explain to our readers why this methodology is so important?
So many people look at marketing as a single event. For instance; you run an ad and expect people to call you or come to your business and give you money because of that ad. When it doesn’t work like that (and it usually doesn’t) people say, “Advertising doesn’t work!”
The skin is your outward projection, the communication. It’s what everyone in the world sees. This is your logo, your branding, your advertising, your publicity, your store front, your uniforms, your collateral, etc. Most people believe this is where marketing begins and ends. But, if your marketing ends at the skin, what happens when people bite into the fruit? It may look golden and delicious on the outside, but the inside may be mushy and bland. No good.
Instead, as marketers, we need to apply our thinking to the actual consumption of the product or service, in addition to the communication of the business. What’s the experience like. What’s the environment like. Is it somehow different than all the other options? Does it measure up to the promise made in your marketing?