Slow Marketing - Is that Like Slow Cooking?
My eye was caught by Pete Blackshaw's column, in the most recent issue of Advertising Age, titled It's time for a movement toward 'slow marketing.'
There is a discussion among business marketers about slowing down or, as I see it, poking one's head above the dervish-like spin of the social networking world to take a look around at the big marketing picture. The concept is just as applicable to nonprofits as it is to business.
Blackshaw suggests, as apparently do others, that organizations could benefit by slowing down and embracing some of the "boring basics" of marketing. Those basics, according to Blackshaw include:
- Putting the consumer first. Blackshaw suggests that we may be getting ahead of the consumer, not by anticipating their needs so much as "tripping them in their paths."
- Listening more, talking less. Blackshaw thinks we should go back to more listening and less talking. Don't short shrift old, boring tactics such as direct contact, 800 numbers, and a button on your website that says "Tell us what you think."
- Engaging in sustainable conversations. Rather than going for the quick buzz, remember that the biggest word-of-mouth effects come from more basic investments such as great products and experiences, world-class customer service, and committed employees.
- Building brand credibility. Blackshaw points out that customers can see right through us, and credible brands win. He uses the example of Wikipedia, which seems to advance steadily through basic, boring, but essential service.
- Building out your hub first. Don't flee into social media without doing the basic hard work of building out your main website.
- Picking your battles. Blackshaw suggests that an organization might not want or need to respond to everything. Decide where you want to put your efforts first. He suggests that sometimes "not engaging is the best form of engagement."
Let me say right now that I love Twitter, and all the other social media tools. I use them all the time, and I believe that nonprofits must and should pursue social media. It is the future and holds great promise as a fundraising tool. But I agree with Blackshaw that an organization needs to clear its head sometimes and make sure that it is covering the basics of good marketing and communications.
Read through Blackshaw's points above, but substitute donors, constituents, volunteers, and supporters for customers and programs for products. There might be something to be said for the "slow marketing" movement for nonprofits too. A tastier and more tender stew might be the result.
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So true. Sometimes it seems that today’s buzzwords like internet marketing, SEO and social media have only confused company marketers and made them try to jump on every bandwagon without getting the basics straight first.
Especially in my line of business, b2b marketing, the best policy is still to first determine goals and message and only then start finding appropriate tools.
Well said, Kimmo. And, I think that the tools depend a lot on the organization’s demographics.