Seth Godin today posts about Offer World, a new and strange land where traditional marketers feel a little uncomfortable.
Seth once again points out the very obvious:
Marketing isn't about marketing...it's about a relationship. It is more successful when it is a long term relationship.
Now - whether that relationship is a one on one meeting in a coffee shop, or visitors coming into your store, or someone coming to your website, everyone still must do the things necessary to develop a relationship.
Now - in "Offer World" you develop an initial (and subsequent) interest through the use of offers. But the big point Seth is making is that it is what happens AFTER you make that offer that counts.
It is the "After Offer World" where you earn the trust, loyalty, interaction and repeat business.
If you send someone a postcard and they take the time to go to your website and fill out a form to get your offer, AND they give you permission to contact them...by all means, you better have something remarkable that is coming next. NOT some PR rehash, NOT the same info sheet that you linked from the website...something remarkable.
What do I mean by remarkable?
HERE is another link. It is Seth Godin's "Purple Cow" presentation from a few years ago. These are 17 minutes that will change the way you work. It is remarkable.
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1 comment:
Relationships are what it is all about.
We should learn a lesson from SAP regarding how bloggers need to be treated in their own special way and then we will be on the right road to building strong relationships.
My post backs this point up.
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