As an advertising manager I’m really interested in how people buy but when advising customers I think about how I buy and apply it to campaigns if relevant.
I’ve had some really good buying experiences which have really made me aware of how differently we operate with all the choice we have.
I very rarely buy on impulse now-I can shop online for days/weeks for something and never actually buy anything.
I visit lots of different sites before I buy too.
More importantly I am often ‘tempted to buy’
Here’s a couple of examples:
Every year I help to organise a food and drink festival and every year I think what I’d like to buy and yes-it’s always a locally sourced, delicious sounding product like Welsh Cheese.
That was before I used Facebook as a marketing tool for the event.
With every exhibitor I signed up a new post was added to the event to give all attendees a tempting preview of what they could buy. As I added the exhibitors to the group I liked some of the companies pages too.
You know what I’m building up to don’t you?
I bet you think I came away from the event with lots of delicious goodies don’t you.
Well I did but it was some lovely soya wax candles!
Why did I buy that?
While I was attracting over 100 people to the event with my marketing on Facebook one customers website I’d liked was busy tempting people directly to their stall.
Every day a new customer testimonial was added to the website.
Every day a new candle scent was talked about.
Every day the enthusiasm of the owner reached me and before long I was virtually shopping and choosing what I’d like. I didn’t mean to but sub consciously the good things I was reading started to create a need.
I need candles! I can’t live without candles! These candles burn for longer! These are the best candles around!
I almost couldn’t wait to get to the stall and buy my candles. I chose lavender, lime and vanilla and a burner. I got home and lit the candles and thought -‘She was right-they do smell great’
So my point it that you heavily influence buying purchase by advertising and marketing in print and online by:
- Being enthusiastic
- Using customer testimonials
- Describing your products
- Let people know where they can get them
- Thank people for the feedback they give
- Showing your passion for your business
My other great example is slightly different but just as powerful.
I recently organised a health and well being fair which was run in conjunction with Tara Hammett- a personal trainer and TV personality. Apart from feeling like a sloth standing beside this glowing, sporty, healthy lady I saw how her passion for her business has made her so successful.
Tara reaches out to her ‘customers’ by giving away free content-you can go on to YouTube and watch her giving health and fitness advice, you can add her on Facebook and ask her questions at any time and she’s happy to reply, she’s written a book giving a wealth of her experience away plus scientific nutritional advice tips, you can join her fitness programme or follow her on Twitter.
Wherever you engage with Tara she is the same enthusiastic role model that inspires people on a daily basis.
She is approachable which is really important in todays society.
I wanted to join her fitness programme, I wanted to be fitter and healthier but more importantly I believed in her brand as I trust her and admire her.
This is such an excellent idea of personal marketing that I had to share it with you.
There is one thing about Tara though that you do need to know-she invented chocolate sprouts. Don’t diss them before you’ve tried them-they are actually very nice.
My message today is simple really-time spend marketing yourself in as many places as you can, to as many people as you with as much enthusiasm as you can will escalate your business in a matter of time.
It’s hard to quantify but every time you engage you could be slowly tempting a person to buy from you.
Invest in your business today but make people know it I you.