One of the principles of marketing I constantly remind people about is the importance of appropriate marketing context.
The term “context” means the set of circumstances or facts that surround a particular event, situation, scenario, etc. and for this article, what I mean by marketing context is the appropriateness and sensibility of a particular marketing message delivered to a particular target in a particular way.
Dan Kennedy preaches the importance of the MESSAGE-MARKET-MEDIA pyramid and his simple communication model is a fundamental model for all business owners. The right message to the right person via the right media is a recipe for success and chances are you’ve heard this before, but what you might not have considered is the critical importance of marketing context.
Marketing context considers who you are communicating with and how you should be communicating with them. For example, you should communicate with your current customers/clients/patients differently than you would communicate to a prospect. When communicating with a customer, the context of your relationship allows you to be more informal and personal because of the existing relationship.
With a prospect, the relationship has yet to be created, so the context of the relationship is one of a “warm-up period”, where over time, you allow them to get to know, like and trust you.
You’ve probably heard marketing context compared to the dating experience. Most people do not ask their spouse to marry them on the first date. There is a courting period, an engagement period and finally marriage, yet many business owners market the same way to all their target audiences.
Let me share a specific example of marketing context and how it relates to day-to-day marketing. My friend and expert-marketer, Bill Glazer, often shows one of […]