“Tell me and I’ll forget, show me and I’ll remember, involve me and I’ll understand.”Marketing is often thought of as the way of getting a message out to a particular audience; a way of broadcasting our message in the hope that someone hears and finds it interesting enough to buy. Television, radio or cinema advertising is an example – advertisers expect their audience to sit, listen and absorb their message. They hope and expect that next time consumers need their product or service they will remember the advertisement and buy.
Data handling has now made it possible to interact with potential purchases to a great degree than has ever been possible before. Database marketing, Twitter, Facebook and LinkedIn are all good examples of involving people in a company’s brand, product or service.
A simpler, but no less effective device is the survey or questionnaire as a way of involving customers or prospects. Instead of guessing what people want, you ask about likes and dislikes. Some companies even listen to the answers.
At its simplest level, involvement marketing is getting customers to DO something, rather than passively listen to a marketing message. Involvement includes signing up for a loyalty card, answering a survey, joining a group on Facebook or LinkedIn, attending a webinar or requesting a sample. All these things indicate that the person not only knows about your company, but they care enough about what you are saying or selling to join in the conversation.
Involvement marketing is all about creating a mutually agreed communication link – where both parties understand the ground rules, and both parties benefit. It sounds simple, but it takes thought and technology to get right. But it’s more cost-effective than broadcasting, and therefore ultimately a better deal for everyone.
What do you think? Get involved and leave a comment with your examples of the best and worst of involvement marketing.