Tag Archives: market

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market attention

Are You Gaining or Destroying Market Attention?

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Every time I login, I get a pop-up flash sale. When I attempt to exit, I get a different pop-up. At the networking event someone pushes the sale of a ticket. The TV commercial shows misery and asks for money. Is this helping with market attention or pushing it away?

Most people will enter your website with curiosity first. An “order now” pop-up is painful before I’ve had a chance to view the menu.

We don’t like telephone calls from someone we don’t already know.

We shy away from non-profits, even those that we share a purpose with because we’re afraid of being guilted into something more.

Although the intent is to improve, what we sometimes call marketing is driving down or driving away business.

Market Attention

There are a few simple rules for navigating market attention:

  1. Don’t assume or treat everyone the same. Repeat buyers are different from new contacts.
  2. Attempting to create a feeling of guilt with your base is the quickest way to weaken your relationship.
  3. Understand that diminishing attention means your value proposition is less attractive than it once was.
  4. Hitting your base (tribe, customers, members) harder and expecting linear (or greater) results is almost always a fallacy.
  5. Respect and reward those with the energy to engage, as much as or more than what you offer potential new customers.

Gain More

Your market is built on trust and emotion. Certainly, fairness and value are part of that process. Gouging your market is a turn off. So is the repeated invitation to subscribe when you already have.

Attempts to gain market attention and increase your base are sometimes doing the opposite.

Two steps forward, two steps back, doesn’t get you very far.

-DEG

Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.

Dennis Gilbert on Google+


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trusted groups

Trusted Groups and The Market You Serve

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Do you know how business is done? Is it about a quality product or service, is it about marketing and sales? Of course it is. In a connected economy it may also be about trusted groups.

The evolution of social engagement is interesting to say the least. Twenty years ago, there were fewer options. The World, as we knew it, appeared smaller. Pockets of culture in big cities or small communities drove community engagement.

Connection Economy

Today, it seems that nearly everyone is connected. Certainly, there are exceptions, outliers, and resistors. People who want to engage though, they are connected.

The question may become, “Connected to who?” Well, they are mostly connected to points of interest. The things they value, care about, or want to pursue. Business or consumer, this is your community.

This is the new marketplace. The marketplace of the connected economy. It seems it has always been about who you know. Today that pie is just much bigger and surprisingly, much better.

The new opportunity exists in trusted groups.

Trusted Groups

Some may argue that it isn’t new, some will suggest it is old news. Still others will discover that they have been doing it for some time but they haven’t capitalized on the opportunity.

Some groups are private. Join our club, be part of our tribe.

Other groups are public, anyone enters, structure is limited and content is wide.

Who is your trusted group? Where will you engage, spend your time, offer resources and claim value? Where will you buy and sell?

Your Market

In the U.S. the market house thrived until the 1920’s,1930’s, or even later. In the 1950’s and 1960’s something new started to emerge, it was the shopping mall.

Today we see large conventions that promote goods and services, encourage commerce, or announce something cutting edge.

We also have EComm shopping where nearly anyone can put up an internet shingle. There is something called, Amazon, and we resell or buy new on eBay.

Down the block, across the river, or over the mountain, it really doesn’t matter anymore. The community where you choose to engage is your trusted group, it is your circle of influence.

This is your market, or perhaps it should be.

-DEG

Dennis E. Gilbert is a business consultant, speaker (CSPTM), and corporate trainer. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.

Dennis Gilbert on Google+


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