Attraction MarketingTwitter: @Canadianlmpro

Problem # 1: Payless Shoes…...Gone!!

- 2500+ stores in USA- 240+ stores in Canada- **Case study- **Phones, Cars….

Problem # 1: Brand and No-Name!

Problem # 2: 96% of the buyers are in awareness stage

Another Interesting Fact….

Look Around You in Local Space…..

Attraction Marketing Unfair Advantage...

Very Important...Understanding Your Potential Buyer

Which industry understood this really well lately...

Definition:Attraction marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.

It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.

Interruption MarketingThe biggest problem with mass-market advertising, Godin says,

is that it fights for people’s attention by interrupting them. A 30-second spot interrupts a “Seinfeld” episode. A telemarketing call interrupts a family dinner. A print ad interrupts this article.

“The interruption model is extremely effective when there’s not an overflow of interruptions,” Godin says. “But there’s too much going on in our lives for us to enjoy being interrupted anymore.”

Interruption MarketingWe throw away junk mail. We select e-mail services that filter out spam.

We affirm legislation that defines what hours telemarketers are not allowed to call, when marketers can fax messages, and prevent the spamming of text messages to mobile phones

Five crucial steps in attraction marketing:

1. The marketer offers the prospect an incentive (Not selling them) to volunteer to opt-in to inbound messaging.

2. Using the attention offered by the consumer, the marketer offers a curriculum (over time) teaching the consumer about their products and/or services.

3. The incentive is reinforced to guarantee that the prospect maintains the permission given to the marketer.

4. The marketer offers more incentives to gain even more permission from the prospect as the relationship ages.

5. Over time the marketer leverages the permission to change consumer behavior and turn the new behavior into profits for the company.

But how does attraction marketing

apply today?

Let’s look at examples of how digital marketers

today are applying Permission marketing principles

to their email marketing and social media marketing

activities today.

The Huffington Post is the poster child for this new

social data-based permission marketing approach.

Readers register on the site using their existing

Facebook, Twitter or other social identity, thereby

giving HuffPo access to data with which the site can

personalize the user experience.

5 Important things to know about attraction marketing:

1) They already want to hear from you

Attraction marketing is not a cold-call from an obsolete, long-distance supplier. It's not an

obscure email sent from a third party who purchased the consumer’s email address from

someone else.

It’s the result of thoughtful consideration by customers who have provided personal details

in order to hear from you. Don’t view this customer base a list of faceless emails; rather,

reward the trust they’ve shown in you.

5 Important things to know about attraction marketing:

2) It has to be personal

Godin says good marketing is the act of “turning strangers into friends and friends into

customers.” When you genuinely want to connect with a friend, you wouldn’t send them a

generic text. You’d send something personal, just for them, that is just from you.

It’s the same for this unique customer base. Your customer has already invited your

communication. They've opened the door. Don't flood them with irrelevant info that will

make them change their minds.

5 Important things to know about attraction marketing:

3) You've entered a social contract

The nature of permission marketing that it’s mutually beneficial and signifies an unspoken, social

contract. Your customer has trusted that when he gives you his email address, you will only send

what he asked you to send

When you receive your customer's permission to engage with her, you trust that she will read

and respond accordingly. Both sides of the contract are important and valid, but it’s vital that you

uphold your end of the deal.

If the customers asked for a weekly email, schedule and send that email weekly. Are they

expecting a freebie for giving you their email address? Make sure you send what you said you

would send, when you said you would send it.

5 Important things to know about attraction marketing:

4) Attention is a precious commodity

Walk down any city street in America and you’ll recognize that on the whole, we have an

attention problem. As our noses become more buried in our phones, marketing has had to up the

ante to gain its share of our attention span.

Research indicates that, on average, Americans are exposed to more than 300 advertisements

per day, but are engaging with as few as 12 of those 300. Your customers’ attention is not only

on the latest SnapChat to pop up on their phone, but on literally hundreds of other marketing

ploys vying for that attention.

5 Important things to know about attraction marketing:

5) Quality vs. Quantity

More than 50% of the content goes unread. Are you sending emails just to check a box? Or to fill

a quota?

It’s not about sending just any content you can piece together or rehash: it’s about the quality of

your engagement with customers.

Reward them for showing interest. Treat them like friends. Make it a two-way conversation, so

they feel involved and valued. Be intentional about your communications.

Customers will notice any dip in quality in these areas, and they could potentially lose the trust

they first felt when they gave you permission to contact them.

Make Attraction Marketing Work For Your Business1. Identify your offer.

Listen to Godin’s advice:

“Consumers will grant a company permission to communicate only if they know what’s in it for them. A

company has to reward consumers, explicitly or implicitly, for paying attention to its messages.”

Working the “what’s in it for me” into your offer is the toughest part of any marketing campaign. That’s

because you have to add some unique value to their life in the form of something they can’t find

elsewhere. This isn’t a good arena for copycats to play in, unless you can offer the same thing as the next

guy for much less money.

Make Attraction Marketing Work For Your BusinessPlan to teach, plan to grab and hold their attention (start formulating your pitch).

“The point of attraction marketing is not just to

entertain people (although it does need to be

entertaining) but also to teach them about your

products.”

Make Attraction Marketing Work For Your BusinessPlan to teach, plan to grab and hold their attention (start formulating your pitch). Small Business Examples:

Make Attraction Marketing Work For Your BusinessPositioning Small Business Examples:

Make Attraction Marketing Work For Your BusinessPositioning Small Business Examples:

Make Attraction Marketing Work For Your Business

Positioning….

Small Business Examples:

Questions & Answers:

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Proper positioning creates an anchor in the customer's mind which can be triggered by recurring events. When you really, really build a brand, every time that somebody has that recurring need in their life, your product is what’s going to pop in their mind and that is what branding is.

Proper branding also increases the perceived value of your product and your company. It makes you more sellable.