Movement marketing has proved it isn’t just a passing fad. It’s become a necessity. Shouting at customers, through traditional advertising and marketing routes such as TV, radio and magazines, just doesn’t work.
Because simply, they don’t listen anymore. What they do listen to and are interested in is the next big thing….what is ‘hot’…what is ‘now’.
So how do you know if your marketing strategy is movement, or static? Well, if your only strategy is traditional marketing, then you’re just a one trick pony. There’s no way your marketing is going anywhere. Unlike your customers, who will eventually get bored of your message and your brand.
Likewise, you can’t just attach a theme or hot topic to your traditional marketing and expect it to be a Cultural Movement. It has to go further than that. It’s got to be relevant to your brand and what it stands for. This is a big mistake that many beginners to movement marketing make. They assume that because today, everyone is talking about x, that this will form their Cultural Movement. Regardless of how it fits with how their brand operates, sells and communicates.
SUCCESS is a good way of summarising the basic ABC of Cultural Movements:
S: Start by looking within the brand itself. A Cultural Movement theme should be self-generating, aligning and supporting the brand’s current ethos, what it stands for. Integrity and truth are crucial for a Cultural Movement, don’t think you can fool consumers just by saying you’re now passionate about x if your brand says otherwise.
U: Understand your customers. Don’t make the mistake of assuming that you know exactly who buys your products. You need to know who you’re speaking to, and how they like to be talked to.
C: Capture public passion with your cause, don’t just jump on the same old bandwagon as every other brand. Do something different.
C: Communicate and engage with your customers through every channel possible. Remember that they’re the ones in charge – they can either kill off your movement or make it fly. Word of mouth is the most powerful marketing tool there is, so don’t keep yours shut. Make the most of today’s technology.
E: Excite your customers. They want to be part of something innovative and exciting, this builds a positive relationship with your brand, so they’re ready and open to your products.
S: Simplicity. Don’t make your movement complicated. Sometimes, the best ideas are the simplest ones of all. Keep your message simple, so everyone can understand it. Any movement that needs an explanation just isn’t working.
So Cultural Movements should never be underestimated or written off as a marketing gimmick. They can achieve great things. They can inspire brands to turn their innovation into revolution, they can catapult brands into the stratosphere (just ask Steve Jobs) and they really can make a positive difference in the world today. Exciting, isn’t it?
Image by: damph
Original Post: http://scottgoodson.typepad.com/my_weblog/2011/02/cultural-movement-success.html
