Most advertisements are mainly focused on selling a product or service. Companies are very comfortable explaining what their products are all about or how their service works. A lot of times a discount is offered to convince new customers to buy something because it is cheaper and when you read advertisements like this, you are supposed to find the reason yourself why you should buy the product other than a lower price. So anyway you look at it, advertisements are most likely all about the product instead of the customer who should be buying the product.
It is easier to talk about what you already know and choose a standard product marketing approach of your local market. You know your product best so you can easily explain what the best features are and how these features will benefit the customer is buying your product. And since you’ve been able to convince a lot of customers to buy your product because of the quality and these features, there is no reason for you to change the message in an advertisement that you are about to publish in the local newspapers right? Well think about this. If you are selling window washing services and you show an advertisement with a clean window, will your advertisements stick out against the other advertisements of the other window cleaning companies? All advertisements will probably offer the same service and show the same pictures. Why should a new customer choose your company then?
Is this money wasted? Is this bad marketing? No it doesn’t have to be. But this form of product marketing is a very popular way of promoting and it has been proven to be very effective overtime. For example take a look at how Ford promoted his Model T back in the days. There were not a lot of models to choose from and the only color was black! Still this was a very successful marketing campaign. Sure it was a completely different era and the competition was considerably less. However when you take a look at the old advertisements that Ford published it really draws your attention. Why is that? Well Ford has made a great effort to tap into the emotion of the potential customer. And to be honest they had to do so, because it made no sense at all to talk about the special technical features to customers who were not used to buying cars in the first place. So the best thing they could have done, is to present their product in a desirable social situation that would appeal to their market. And when people read the advertisement and recognized the social setting which was presented to them, they immediately wanted that social setting and added the car to it. Clever right?
This kind of advertising resembles the different approach we are using for the local market in Netherlands. Even though this is not a new way of marketing and advertising, it is new to the Dutch market because of the focus on the motion of the buying customer. We use these examples to explain to local businesses that another approach is advisable to gain more local customers. And the best way to make them understand is by asking them how their clients made money with the solution that they offer them. And then there is no answerâ¦â¦ Isn’t that amazing? Isn’t it amazing that most local businesses do not know why customers come back? A happy customer is a paying customer right? So you want to have more happy customers! Try to find the same happy customer that resembles the customers you already have.
But how do you do that? And where do you start? Well to our opinion it starts with talking to your customers. Because they know why they keep coming back to your store. And if you ask them why you might actually find out that they will not come back for the product itself, but that they are coming back because of your excellent service and nice atmosphere. So when you continue to advertise the product instead of the excellent service you’re offering, who will not attract the same happy buying customer. Makes sense right? Then why do we continue to advertise the products instead of the real reason why customers come back? Because we fail to put in something very important. We forget to enclose recognition of social desirable situations for customers to recognize. And we cannot add those desirable situations when we don’t know what it is that our customers find desirable right?
So when you have a local business and you would like to have more happy customers, make an effort to actually talk to your customers and have a conversation about what drives them to come back to your store or business. And once you know what makes them come back to your desirable settings, you can start and describing that specific desirable social setting in your advertisements so that new customers will be attracted to them. We understand that this might sound easier than it actually is. However you will find it very revealing that once you talk to your customers you will learn more than you expected.