Education Based Marketing Begins with a Compelling Marketing Message
Education based marketing begins with a compelling marketing message and many times takes the form of a question such as:
Would you like to be in the 30% who realize 8 hours of pay for 8 hours of work specific to your employees productivity or the 70% where you employees are draining your profit coffers?
Depending upon where you are asking your question, citing your source may prove beneficial. The basis for this question came from a Gallup Poll.
To be able to educate does demand you know your:
- Products or Services
- Industry of your target market
- Target markets or markets
- Current potential qualified customers (prospects)
- General market place trends - Local, regional, state, national and international)
The other implicit demand is to focus not on your or your products or services, but your potential customers and his or her needs.
Additionally, those who know how their potential customers determine value as value is unique to each buyer can infuse this value into their marketing messages to make them even more compelling.
Shifting from the traditional product based or sales based marketing approach may be uncomfortable for some. Yet this traditional approach is beginning to die on the vine even for multi-billion dollar organizations. Corporate giants have stepped away from past marketing activities and are now more engaged in social media. For example, Pespi announced it it stepped away from its past marketing activities during the Super Bowl 2010 game and pledge $20 million in a social media education based marketing campaign.
One reason for this change from product based marketing to education based marketing is because people are literally and figuratively overwhelmed with data, information and knowledge. Potential customers do not have time to scour the Internet, read the latest journals or attend local economic seminars. They are looking to others to help them and if you can provide viable, succinct information without misleading them using a compelling marketing message then you have their attention. In other words, you are now the Red Jacket in the sea of gray suits.
Maybe you are thinking "I don't have time to educate!"? Let me ask you one question: Do you waste at a minimum of 12 minutes a day between 8am and 5pm? Given that research about productivity and time management suggests the majority of people waste at least 1 hour a day, then you probably have the time. This is not a case of time management, but rather self management and truly understanding the purpose of marketing.