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Category Marketing Strategy

Forget the Funnel- Fill the Hour Glass

The marketing funnel is short sighted and forces sales people into wolves clothing.

If a marketing goal is ultimately  just sales, then every time you market- your target audience is reduced from millions of eyeballs to hundreds of buyers. Your sales people can only focus on that one sale for just that moment. Then they start all over  again and again using the same amount of time and money to acquire business. This turns turns sales person into a sales monster because they are always hungry and never satisfied. They can also damage a brand by becoming overly relentless and do whatever it takes to make the sale.

What if the goal is ultimately creating brand advocates? Buyer or not?

This approach changes how marketing and sales talks to people. This requires vision- not sight. Vision is to have faith and trust the path will land in the future or a distance that can not be seen.  Vision is like driving the golf ball off the tee and not seeing the hole. Sight is putting a short distance- you can see the hole. Some people understand that there are many factors that will make that golf ball land strategically near the hole, even when the hole can’t be seen.

Contact us and we can explain how the hour glass works.

Brands Are Doing More Experiential Marketing. Here’s How They’re Measuring Whether It’s Working

Brands Are Doing More Experiential Marketing. Here’s How They’re Measuring Whether It’s Working

M&M’s, Jaguar and Mastercard seek direct connections with consumers

As brands see more and more people use ad blockers, tune out TV spots or cut the cord altogether, it’s easy to see why Jaguar, Absolut, Mastercard and more are turning to experiential marketing, which they say has the potential to create direct connections and more meaningful relationships with consumers.

“It’s more and more difficult to succeed through traditional advertising,” says Raja Rajamannar, chief marketing officer for Mastercard, which revamped its marketing strategy a few years ago to focus on experiences. “With the amount of clutter you’ve got to cut through, the attention span of the consumer going down—six seconds is what they say the attention span of a human being is, less than a goldfish—so how do you get past that hurdle and then inspire consumers?”


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