Magnetic Marketing

ebook Ser ies: Volume 7
the promise behind the brand.
Magnetic Marketin g

Magnetic Marketing

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©The Russo Group, 2010. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

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Magnetic Marketin g

TABLE OF CONTENTS

intro ............................................................................................................................................................................................................3
History of Marketing .............................................................................................................................................................................4
Stage 1 – Manufacture .........................................................................................................................................................................5
Stage 2 – Market ....................................................................................................................................................................................6
Stage 3 – Message ................................................................................................................................................................................7
Stage 4 – Magnetize .............................................................................................................................................................................8
Solution .................................................................................................................................................................................................. 10


Magnetic Marketin g

Intro
Branding is the consumer’s emotional
response to a product. It’s how the consumer
feels about a company. The important thing
to note is that the consumer is in charge.
This is a hard concept for organizations to
grasp. The question becomes why. Why
are consumers in charge? To best answer
this question, we have to look at how we
got here.


Magnetic Marketin g

The evolution of marketing
has proceeded through
four stages:

Manufacture
Market
Message
Magnetize


Magnetic Marketin g

Manufacture
In the beginning, farmers grew crops and craftsmen
built products. They then journeyed to the village to
sell their wares.

Manufacturers made goods and products and then
figured out who would buy it.

For centuries this model worked very well. The
manufacturers were in control, and consumers bought
whatever was being sold.


Magnetic Marketin g

Market
As businesses matured, it was no longer good enough to
simply build it and hope someone would come along to
buy it.

Increased competition then led to increased marketing
efforts - through both mass media and direct sales
teams.

Marketing soon became king and the companies that
sold products were more powerful than the companies
that produced them.


Magnetic Marketin g

Message
With the modern age came a new stage – the
Message.

Companies used research to develop products that
they believed consumers wanted and needed. They
then began crafting marketing messages to compel
sales.

The manufacturing and marketing stages still
existed, but the companies with products focused on
messages began to dominate. Consumers were in
control and drove product development.


Magnetic Marketin g

MagnetIze
In this new era, times are changing yet again.

With the manufacturer, market and message models
each still in existence, consumers are now taking
their control to a whole new level.

Consumers are researching every purchase, and
they are driving the sales process.


Magnetic Marketin g

Retailers have control over
the manufacturers
Walmart is now pulling products like Hefty from its
shelves in favor of its store brand, Great Value.

Consumers are using their
control to avoid the
mass media tactics of the
market companies –
No longer do they have to watch TV ads or talk to
salespeople who cold call to receive information
about a product.


Magnetic Marketin g

solutIon
The best message in the world isn’t effective if it does
not resonate and is not seen or heard by its intended
consumer.

So what is a company to do in this modern age?

Be Magnetic.


Magnetic Marketin g

With the consumer in control
and mass media becoming more
expensive and less effective, it is
imperative that your product or
service is “findable”.

Your findability factor will completely determine your
success in the coming years. How do you become
more magnetic and attract your consumers?


Magnetic Marketin g

BuIld your
Brand
You have to build an emotional connection with your
consumers. Stop talking at them in your ads and start
having conversations with them. Let the consumer in
and make them a part of the process. Realize that
the consumer owns the brand and don’t be scared
of what they might do. Be authentic with them and
let them love you.


Magnetic Marketin g

Be where
they are
Consumers are living online and in social media.
You need to be there too. Not just have a Facebook
page that you set up last year and haven’t revisited.
Actually be active in the space. Not just broadcasting
a message but really engage in conversations -
developing content that resonates with their lives.


Magnetic Marketin g

google has to
know
you exIst
If you don’t have a website that is search engine optimized
then when consumers are searching for solutions you
will be hiding under the cloak of invisibility.


Magnetic Marketin g

When you are relevant
and findable –
then you will be
magnetic
(and successful).


Magnetic Marketin g

RUSSO IS A STRATEGIC BRANDING AGENCY –
AND AS A BRANDING AGENCY, WE ARE BELIEVERS.

Here, we believe in the promise behind the brand.
And here, we believe that changing the conversation motivates consumer behavior.

Through the use of consumer insight, we develop branding initiatives for our clients
that form emotional connections with their consumers.

For more information on branding, social media
or to learn more about the russo group, drop us a line, we would love to hear from you.

116 e. congress St., Downtown Lafayette, La 70501 | 337.769.1530 | F 337.769.1531
www.therussogroup.com | www.razorbrandingblog.com | jaci@therussogroup.com


Magnetic Marketin g

Magnetic Marketing

©The Russo Group, 2010. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.


Magnetic Marketing

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