How the Blizzard of 2016 Can Improve Your Marketing
Here on the East Coast, we were hit with “The Blizzard of 2016.” Where I live, 27 inches of snow fell on Saturday.
Of course if you live in the U.S. you already know this and you already know the “top of mind” attention this wintry weather is generating.
Interestingly enough, there is a valuable marketing lesson here amongst the snow drifts – one that can help improve your marketing, boost response and increase conversions.
The reason everybody is talking about the weather (you cannot watch five minutes of TV or listen to the radio without hearing of the Blizzard of 2016) is because of the deep emotional reaction is stirs in everybody.
- Tens of thousands of people had their travel disrupted
- Kids are hoping for (and got) a day off from school
- Some adults are dreading the thought of driving to work
- In others, it rekindles fond memories of their care-free youth
- Everybody dreads the thought of shoveling out
- And yet others welcome time spent out doors skiing, sledding and enjoying the beauty of nature
No doubt about you’d be hard pressed to find anybody who doesn’t have some sort of emotional reaction to the snowy weather that was just dumped on the mid-Atlantic states.
Now consider your product or service. Does it stir a deep, gut-level emotional reaction with its intended audience?
If not, chances are you’ve haven’t done the necessary work to seriously uncover the true emotional benefits you offer and how they impact your target market.
Not superficially like how most marketing is done.
How many times have you heard something like “XYZ helps you make more money” or “ABC saves you time.”
That’s rather plain vanilla, don’t you think? It’s not the deep emotional connection you need to make with your audience for maximum response and sales.
If you want to improve your marketing, boost response and increase conversion, you MUST consider how your product or service helps by making the connection to your target audience’s emotions.
How does it make them feel? What does it really do for them?
Its well worth the time and effort needed to “go deep” and uncover these extremely PROFITABLE connections.
One of the most effective ways to determine this is by asking your customers and clients probing, thoughtful, open-ended questions about your product and what it does for them. An easy tool for doing this is an online survey tool and the one I am using in 2016 is SurveyGizmo.
It might even be helpful (depending on where you live) to even use the blizzard metaphor as an example of what you are looking for. Remember maximum response requires you to connect your product or service at an emotional level.
If you live here on the east coast of the U.S. leave a comment below about how MUCH snow you got in your area over the weekend.
Here in Wisconsin, for once, we really lucked out because the whole storm went by us to the south. We ended up with a weekend of rising temps into the mid twenty’ after a week to ten days in the deep freeze. We were happy to be the folks watching on television instead of getting the exercise behind the snowblower!!
Hey Tom. Long time, no talk!!!! Hope all is well. You definitely lucked out!
1 inch in Atlanta that melted by the afternoon, but not before I could take my Siberian huskey our for a run in the snow!
Since my wife was heading out of town (for a business trip to Hawaii no less!) I went south last week ahead of the storm. Unfortunately, I did not go far enough south to miss the blizzard. In Raleigh for a few days with my mom and we had a day of sleet and freezing rain. Took me a little more than an hour to chisel off about an inch and half of solid ice in chunks, before helping an elderly neighbor chisel her car out. If I can’t be in Hawaii with my wife, I’ll take being in Raleigh with my mom and ice over the deeper snow of West Chester! Be safe Mike!
Mike, you missed a big one back up here!
Mike, here in Iowa we also had the January “How Bad do want the Presidency” temps of -33 below wind chills. Snow fall was light with 2″, just enough to swirl every time a Candidate blew BS.:)
28″ in Edison NJ