Looking for a better way to describe and define marketing to clients, or for your business?
Well then, step into the Marketing Metaphorest w/ Jake Sanders! The POSMarketer, musician, audio illustrator, and content strategist mixes metaphors & marketing science, to demystify this important business development function.
In this episode we talk: WATER. Water is everywhere, but it’s quality (drinking water vs salt) and conditions it exists in (ice, clouds, liquid), can vary greatly, without ever changing it’s substance.
How else does marketing relate to water?
Marketing is like WATER in a few different ways
Just like rivers and oceans were the connective tissue for thriving port-towns throughout history, developing business effectively through marketing, depends upon understanding and viewing your audience through the natural pathways that brought them to the marketplace, not just as consumers in a decision vacuum.
Too many marketers think about their product only in context of it’s relationship to their buyer, but never consider the things outside of that relationship, behaviors in the buyer’s busy life and brain, which impact a brands chance of sticking out.
When you understand the tides & behaviors of your marketplace, research the rivers your buyer crosses everyday, you create more effective, resonant marketing.
To learn more about taking a behavioral approach to marketing & advertising, I recommend “Competing Against Luck” by Clayton Christensen and CO. and “The Advertised Mind” by the brilliant Erik DuPlessis.
The quality of water in the river, leading up to a spring, isn’t equal to the water you’d drink from it – and yet, both types of water, potable and non-potable, are necessary for survival.
In this metaphor, the spring is a marketing source for clear, quality sales, and the river is a pathway that ensures traffic. Business owners need to cultivate marketing activities which secure traffic as well as leads, and should respect the differences in quality.
Like water, marketing effectiveness fills the strategic vessel you pour it into. You could be under a torrent of leads, but if you only have a teacup commitment to marketing strategy, you’ll be sipping progress, when you could be chugging it.
Like water, effective marketing strategy needs to be able to change and adapt, based on environmental conditions. Marketing should be lithe enough, and supported by a strong enough brand, to shift easily through varying mediums, lengths, and tone.
Like water can become ice, liquid and vapor, while remaining water, marketing must be able to phase shift through mediums and messaging, without sacrificing brand ethos.
From email to billboards, from one-line-copy to 3,000 word white papers, and ranging in tone from boardroom-buzzwords to borderline bawdy, the execution of your marketing strategy needs to contain an element of adaptability to survive, and thrive, as the environment of your marketplace changes.
Interested to learn more about this metaphor, want to pile on your own version, or find ways to apply it all in your business? Hit me up on the POSblog, follow me on social, and until next time – I’ll see you on the internet!