December 09, 2005
People don't care about your product!(Posted by francois to: marketing )
That's right - did you get that? Let me say it one more time - your customers could care less about your "product" or your company- they only care about themselves!
Unfortunately there are very few marketers that get that. They worry about the relationship between their customers and their company or their products. And they focus on just that - not realizing that what really counts is how customers feel about themselves when purchasing or using your product or frequenting your company's premise.
Tom Asacker gets it (if you have not read his book - do so soon) - and in a great post today brings up a few new examples to make his point - a woman not switching from Starbucks because she fears she would be missed, and of course the classic one, Harley Davidson selling esteem and not motorcycles. I mean, how many brands do you know that people are willing to permanently "brand" (i.e., tattoo) on their body without being forced or paid to do so? They don't do that because they feel good about the product or the company - they do it because they feel good about themselves when using the product.
And that's not just true for consumer goods - but also for B2B products!
Posted by francois at December 9, 2005 10:44 AM | Bookmark This
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We humans want those personal connections - and if they don't exist, we'll do our best to create them, given the right environment in which to do so, of course (example: Starbucks). I had to chuckle a bit - a while back I dropped into a Starbucks for maybe the second time in three years - the barista did his best to act like he knew me! "Good to see you, how did that meeting go, etc." Well, okay, it could have been a case of mistaken identity, but it also seemed to be trying just a little too hard - and well - fake. But, that's still better than those check-out clerks who never interrupt their conversations while they're processing your purchase.
Posted by: Mary Schmidt at December 9, 2005 04:24 PM
Yeah, Tom nailed it again.
Posted by: olivier blanchard at December 9, 2005 08:37 PM