Monday, December 04, 2017

Marketing Is Not About Your Company’s Values

From: Medium

Marketing is really about how customer values translate into aspirations, insecurities, fears and motivations.

Marketing, at the end of the day, is not just about a company’s values — it’s about understanding what these mean to a customer, and getting that meaning to be felt strongly enough that they buy.The success of a business — and its marketing message — is partially figuring out what people want. And partially the promise of fulfilling it.

There are a number of companies popping up that sell clothing with elephants on it and donate part of the proceeds to “saving the elephants.”
They’re popular. And they’re popular not because donating makes people feel good, but because elephants make people feel good.It’s not accidental. These companies aren’t donating to, say, endangered Amazonian spiders or rock moss.No. It’s elephants.Why? It’s simple. You want to sell some fast-fashion casual clothing? Look at who’s buying it. Once you know who’s buying it (and we all know who it is: early 20’s to early 30’s women), then look at why they’re buying it — their values, their insecurities, their wants and aspirations and motivations.

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