When using emotional connections to market a product or service, it’s often easy to leverage the inspiring mindset that you want to create more share.
It’s fair as a bow manufacturer brand to want to get more people into archery, and, by extension, buy their product. That would be creating share and there are many inspiring, connective, and legendary ways to create share.
However, it makes no sense for a peep manufacturer or archery bow release brand to worry about marketing in a way that creates share. Leave it up to the bow makers.
Another example? Does it make sense for an instrument mouth piece brand to try to get more people to buy saxophones in hopes they will buy their mouth pieces? No. It’s better for them to steal shares from competitors and to focus on those who already own an instrument.
Another example? What about a vehicle seat brand trying to get more people to buy cars in the hopes they will buy a car with their seats. No. It’s better for them to steal shares and leave the getting more people to buy cars up to the car makers.
Every marketing tactic you come up with files into one of these two categories. If your strategy is to steal shares, you need to stay with the tactics that accomplish it, rather than getting lost in the fun-ness and trap of working to create more shares.
Stay Positive & Know What You’re Marketing
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