These days there are two types of marketing.
One is traditional branding coupled with some level of 'discount' calls to action. Seen in all media formats from print ads to twitter, this tried and true strategy will continue to generate results.
The other is 'movement' marketing. Much rarer, difficult to create, harder to build and sustain, fun to be a part of, and infinitely more powerful in generating long-term sales. Seth Godin said, "If you want to be the leader in whatever category or market segment, you need to be the community (Tribal) leader. And you need to breathe life into your community with your purpose, passion and vision."
A classic example of 'movement' marketing is the Fiskar scissor campaign developed by the 'Brains on Fire' agency. Their latest update reveals the extent a movement will evolve.
As a real estate professional looking to maximize limited marketing dollars is it possible to create a movement? And, how do you become a tribal leader in your community? Questions too big for this little blog entry.
However, one small step toward connecting your vision to your community is to 'get personal' with your clients and prospects with variable data marketing.
The personalization element in your marketing will create a higher response, takes a bit more thought and time, and will begin to create relationships. Movements and tribal leadership grows when you connect your vision and your skills, with relationships. So, starting today:
1. Create your data list into a well organized and useful format. At least have it contain separate first from last name fields, and is carefully segmented into known groups (prospects, clients, great clients, etc.) that allow you to connect with a relevant message.
2. Configure your marketing so all communication is personal. Your email, postcard, letter, etc. campaigns all become personalized. Any segmented component is featured with customized text , inbound phone calls (add your data list to your phone) are answered with their name.
3. Track your results. Discover who are your fans and segment a 'super fan' group that you will stoke like a tiny ember in to a larger flame. Fan the fans.
4. Empower your fans by asking what they want. Find the need and fill the need. The fire will grow.
The 'Brains on Fire' approach: "...fans embody loyalty. A fan has a vested interest. They defend passionately. A true fan loves a team, a brand or a band whether they win or lose. Fans don’t just join a movement. They help grow it. Fans have a sense of ownership and shared identity, because your success is their success. And it’s a two-way street. The question isn’t “what can we sell this person?” It’s “what can we do to keep this person and make them even happier?”