Caveman marketing tactics no longer work. It used to be
that if we took out enough ads, bought enough impressions, and had a persuasive
message, we could wear prospective customers down until they eventually bought.
But we are no longer in charge—they are.
That is why we must change our marketing concept from the
“Caveman Way” to the “WOO Way.” A few marketers understand that the game has
changed. Rather than hitting customers over the head with ad after ad, they go
to potential customers where they are. Once there, they begin a relationship
with them, in essence courting them.
Market uses the analogy of a suitor courting, or WOOing, an intended until
she not only becomes a customer but moves through stages of commitments until
she is loyal, to the point of making the suitor part of her identity. In the
end, she will market for the suitor, sharing her newfound joy with her friends.
Inside this analogy there are three stages of marketing:
Marketers must understand these stages, as well as the
pitfalls within them, to be successful in the new marketing era. Those who don’t
will be as obsolete as a caveman.
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