As marketers we stand to learn a lot from 5yr/toddlers.
Having cool toys, nap time and a personal laundry assistant is great, but that’s not what we’re talking about today. Kids age 3 to 4 have a distinct advantage over us, the adult marketers.
Ok, that’s probably not realistic unless it’s “bring your child to work day”. Instead, capture their endless curiosity, that insatiable desire for explanations.
As we continue to progress in our field, we begin to take information for granted. We become confident in our abilities and start to rely on intuition when making decisions. It’s time to step back and seek the answers, the explanations we used to want so badly.
Setting the Stage
For the sake of example, we’re going to pretend we run a hardware store. Business has been slow in 2014 and we want to really ramp things up in Q4 and make 2015 a huge year. How do we accomplish this?
Maybe you just read an article about social media: that sounds good, let’s do it!
So we create a Facebook page, sign up for Twitter and start sharing information about our products. We even hire a photographer to take some product photos; use them to announce a winter sale: “10% off all power tools!”
Sounds good, right?
But nobody is listening… Some of our long term customers liked the page, our friends followed us on Twitter but it’s not really driving any business. What happened?
We forgot to ask WHY?
Bring in the Experts:
We’re going to tackle this problem in a way that fulfills the curiosity of our 4 year old selves.
First the Problem
Business has been slow in 2014. Why?
Everybody wants to go to Lowe’s or Home Depot. Why?
They’re big corporations so they spend a lot of money on advertising and TV commercials. Why?
Brand awareness is important, they want people to know what products they carry and that they have a team of helpful staff who can answer their questions. Why don’t you have commercials?
We’re a smaller business, even though I’ve been in this business for 30 years and have a staff full of experts, we can’t afford to buy commercials during NFL games. Why don’t people know?
Without spending money on expensive commercials it’s hard for us to share our knowledge with the people who need it.
Do you see what happened?
In the first scenario, we relied on intuition, reading a quick article led us to invest in social media. Without asking why, we dove in head first and started promoting products, but nobody listened.
Bringing in our expert consultant helped us slow down and identify why we had a problem. This time around our social media strategy has a purpose: To educate customers with the knowledge and experience developed over the years.
Generate a Strategy
- Create your accounts
- Research your audience
- Develop tutorials and helpful snippets
- Hold a live Q&A about common household tasks
- Target pain points of your competition
- Listen to you audience
- If something doesn’t work… you guessed it. Start asking why?
The mindset of being curious, inquisitive and sometimes even cynical works in nearly every business decision. Stop focusing on the what, the how and the when. If you don’t know why, you’ll find yourself guessing.
image credit flickr