Today, while I was at the grocery store I couldn’t get over all of the crazy gimmicks that cereal brands were advertising. I know this is direct marketing to kids. The assumption is, the mom will be so sick of hearing their child cry for the cereal with the best toy in it that she will buy it.
I have to confess, I am not a fan of pressure marketing, especially if it entails copious amounts of whining from my child.
In today’s very saturated social media world, it is tough to be heard. Often, the first mistake is to gain “friends” as quickly as possible. This only works if you truly have a lot of friends. The next error is to “temp with a toy” by offering a contest to bring in clients. This really doesn’t work, especially now that Facebook has banned “Like-gating.” You only want to run a contest when you have a solid audience, then you can offer a contest in order to reward great engagement.
When I first have a discovery consult with a new client and they tell me “I hate having to use social media” or “I just don’t have time to mess with it.” I don’t have any good toys in my marketing toolbox to offer them, but I do have tools that can make their marketing easier. I provide the client with a genuine solution to their marketing problems.
When talking with a new client, it is important to remember the human side of marketing. That is, help solve their problem even if it isn’t with your product or service. Social media is a long-term commitment, remember that even the coolest toy in the cereal box will be forgotten quickly. If you don’t want to be that “toy” have continual conversations with your audience, be genuine and your audience with reward you with loyalty.