When you think about it, the word “consumer” should be put on the shelf and never used again. Calling someone a consumer is too simplistic. It implies that we really give no thought to what we purchase or why we purchase it. We are simply consuming. We are buying stuff to use up so we can buy more stuff later.
All of us involved in building brands and shaping buying decisions must understand what people are really seeking. Today, people want more than a transaction. They want to make informed decisions. They want to make connections with other like-minded people. They want to be engaged in activities and causes that they believe in.
Marketing is no longer a one-way street. Maybe consumers should be renamed “engagers.” Engagers are now involved in the marketing of products and services. Word-of-mouth is no longer the byproduct of marketing; it’s the driving force.
Word-of-mouth isn’t defined just as one person talking to another over a cup of coffee, but hundreds of people talking to thousands of people over the Internet. Word-of-mouth doesn’t just spread in hallways, but in the stands at soccer games or at rallies for favorite causes.
Engagers aren’t passive. They aren’t waiting patiently in their living rooms for us to send them a message. They lead rich, busy lives. We need to meet them on their terms. We need to give them the information they seek. We need to enrich their lives and the lives of their families. We need to give something back to the communities in which they live. We can’t just sell them stuff anymore.
At Barkley, we know that every person is different. Which is why making connections is so essential to successful marketing. We do our best work with clients who see people as people, and not merely as consumers. A sale just happens once, but a relationship can last for years.
