Discover the power of doing business Human to Human?
The world of marketing is crowded with experts and gurus, who deliver campaigns with the key objective of connecting businesses with customers. With the numerous marketing theories, extensive research, free flow of content sharing and access to information, many businesses feel equipped to bombard their customers with marketing messages, constructed under the principles of these theories, strategies and tactics
However, it is also due to the accessibility and application of these theories by businesses that solely focus on these principles, that we lose one core element of marketing success that many people neglect within their mix – and that is the focus on humanity.
humanity (n.) late 14c., “kindness, graciousness, politeness; consideration for others,” from Old French humanité, umanité “human nature; humankind, life on earth; pity,” from Latin humanitatem (nominative humanitas) “human nature; the human race, mankind;” also “humane conduct, philanthropy, kindness; good breeding, refinement,” from humanus (see human (adj.)). Sense of “human nature, human form, state or quality of being human” is c. 1400; that of “human race, humans collectively” first recorded mid-15c. Dictionary.com
Within the marketing mix there are 7 Ps:
- Product – The Product should fit the task consumers want it for, it should work and it should be what the consumers are expecting to get.
- Place – The product should be available from where your target consumer finds it easiest to shop. This may be High Street, Mail Order or the more current option via e-commerce or an online shop.
- Price – The Product should always be seen as representing good value for money. This does not necessarily mean it should be the cheapest available; one of the main tenets of the marketing concept is that customers are usually happy to pay a little more for something that works really well for them.
- Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in more recent times, Social Media are all key communication tools for an organisation. These tools should be used to put across the organisation’s message to the correct audiences in the manner they would most like to hear, whether it be informative or appealing to their emotions.
- People – All companies are reliant on the people who run them from front line Sales staff to the Managing Director. Having the right people is essential because they are as much a part of your business offering as the products/services you are offering.
- Processes –The delivery of your service is usually done with the customer present so how the service is delivered is once again part of what the consumer is paying for.
- Physical Evidence – Almost all services include some physical elements even if the bulk of what the consumer is paying for is intangible.
Humanity in marketing is a central ingredient to the most successful brands and businesses in the globe. From the wealthiest to the most popular, there is a common element to the success of the major brands in the world today, especially those founded in the last 20 years.
In part 2, we will share examples of successful brands and the relationship ingredients they have included within their recipe to success.