This is Part 1 of a 4-Part Series.
Remember the marketing funnel? The one that showed how you should market to all sorts of prospects and move them down the funnel to an eventual hole, where they bought stuff from you thanks to your stellar marketing efforts?
It’s now a Martini Glass.
Here’s how to drink up.
First, take a look at the diagram. This might be the greatest piece of work in Area 224’s illustrious history.
It’s also loosely based on Maslow’s Hierarchy of Needs. Maslow had the most basic needs at the bottom of the pyramid – the basic stuff like “Food” and “Shelter.” “Love” was also in there, too. At the top, if you’re lucky, you get to be “Self-Actualized.”
What we did with this Marketing Martini Glass was turned the whole process around. It’s not about YOU getting your CUSTOMERS to be aware of your marketing messages. (Empathy FTW!)
It’s about YOU being aware of your CUSTOMERS’ NEEDS.
For instance, let’s insert an industry – any industry – and assume that you are a B2B marketer. The next diagram walks you through what makes it to the bottom of the martini glass – and what has the chance of spilling over the top.
The brilliance here comes with actually realizing that you are not competing with the other companies in your space for time in the Martini Glass. You are competing with other items AT THE TARGET COMPANY – other things that make up their Martini Glass.
You’re not going to bump their HR suite out.
You might be able to make their marketing more effective.
You absolutely can talk them out of something superfluous – something at the top of their glass, something that might spill out.