Join Stefan Mumaw for this delightful journey into the world of marketing and the psyche of the people we serve. He helps you understand why the most famous and beloved campaigns resonate so much with audiences, and the roles empathy, sensation, and story play in their success. These videos will make you question the role of traditional sales-driven marketing, and think about the customer relationship in a whole new light.
Skill Level Beginner
(upbeat music) - So this is where most marketing is done, isn't it? In a cubicle, in an office someplace high up on some corporate building, talking about and thinking about people. But I wonder if this environment is the right environment for us to be marketing at all. It's sort of devoid of the very thing that we really should be in touch with, and that's people. Marketing's always been there to serve sales to some degree, but sales is rather easy if you think about it, right? I mean, ultimately all I have to do is offer you financial incentive and I can sell you anything.
But financial incentive becomes a downward spiral. I have to keep doing it over and over and over, over and over and over again for it to be effective. It becomes, in the end, a race to the bottom. What if we didn't do this top down? What if this wasn't from our perspective down to people, but we changed that formula? What if we started bottom up? What if the role of marketing wasn't to influence sales but was to influence value in the lives of consumers? Was to establish a relationship that was longer than just a singular sale, but something that could build loyalty over the course of time? Our job as marketers isn't to sell product.
It's to alter behavior. We can alter it once or we can alter it over and over and over again by establishing value, by understanding who the people are that we're serving, by getting into what their lives are, their loves, their fears, and recognizing what place our brands, our products and services fit in those lives. What if our job wasn't to make them buy us? What if our job was to make them love us? How would we approach marketing differently?