Selling in an Era of Cultural Movements
Movements are afoot. Our culture is changing. The “establishment” is considered by many to be evil — or at least irrelevant. And cultural movements become more amplified in an election year cycle when stoked by the masses. It’s an unfolding of history before our eyes and it’s an opportunity for direct marketers to learn the nuance of positioning and selling during an era of …cultural movements.
Uprisings, like we’re seeing today, can spill over into how we’re perceived and how we sell. Whether it’s politics or issue-oriented policy, marketers have an opportunity to seize the moment by leveraging the relentless news cycles that keep cultural movements front and center.
So what is cultural movement marketing? Some define it as grabbing an idea rising in our culture, and adapting a strategy that ties it to your product or service with a positioning (or repositioning) of who you are.
With movement marketing, you start with an idea that is relevant to a significant group of people in the culture. Then you cleverly, and with authenticity, tie it back to your brand.
When you spot a new cultural movement afoot, you have an opportunity to mine it for your marketing purposes. Individuals engaged in cultural movement are passionate about a cause. A high degree of emotion drives decision-making in ways that are distinct from those when the temperature is more moderate.
By inspiring people to rise up for your idea, you can tap tremendous power — or more precisely passion — by creating a values-based community. Through your skillful use of social media, these people can help you grow.
With an uprising of change, you can join and fuel the movement to potentially attract new, raving fans. But be aware that success may depend on repositioning your organization. Of course, your brand must align with the mindset of the cultural movement. You can’t fool consumers, especially those who are passionate and spread messages on social media.
Finally, consider that if you don’t respond to a shift in culture, you could become the “establishment” brand. There’s nothing wrong with that, and maybe that’s exactly where you should be. But, make sure you know the values of your audience, and evaluate if being an “establishment” brand is the lane you want to be positioned in.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.