This week on my reading list is UnMarketing by Scott Stratten. Recommended by my sister Annie, this book provides several ideas and reasons behind moving away from old-school marketing techniques and deep diving into engagement marketing. Scott Stratten is not afraid to discuss the issues with traditional marketing, cold calling, ads and non-relationship selling. UnMarketing presents inspirational ideas for anyone who is interested in selling products or services in the 21st century.
Understanding Generation Z
Interestingly enough, I recently discovered a relevant article via Feedly which focuses on prepping businesses for understanding the generation after Millennials. Generation Z will tend to align their loyalties with businesses characterized by social responsibility, social media presence and convenience. Following the traditional marketing options will certainly lead to the death of businesses that refuse to take a leap into relationship driven sales.
What is engagement marketing?
Engagement marketing is all about understanding the values and tastes of your target market. It’s about turning a potential customer into a friend by proving your authority and trustworthiness in your area of expertise. Then, instead of suggesting a product/service simply to make a sale, suggest a product/service based on why it will make the consumer’s life better. They will certainly be more likely not only to buy the product/service but also to pass the word on to friends. Let’s be honest, we all love to boast about great new buys, particularly if we receive a shout out on Facebook, Twitter or Instagram.
Should friends and family receive a discount?
Which brings me to another issue: the friends and family discount. Ever hear about a friends and family discount going on in your area? It’s the idea that people should receive a discount on products and services if they have a personal relationship with the person selling the products/services.My question is, should that be the case?
We often assume discounts should be provided to those closest to us, an insider approach to getting freebies and discounts. However I think we are looking at it upside down. Since friends and family already know you and the value you bring to your work, they should be the first ones to support you, put some weight behind their words and pay full price for your offering. After all, you have already taken the time to develop that relationship; they know your intentions and already trust you. Plus, friends and family can be your best referrals. They are (or at least should be) already gunning for your success.
While relationship marketing may be a new concept to some:
What worked in the past is just that, in the past.
Share your thoughts on the ongoing debate: should friends and family get a discount?
What engagement marketing tactics are you trying?