Mindshare Marketing

I try to connect with as many people as possible to build my professional network.  There are several people in my field with slightly different specialties to whom I can refer leads.  Likewise, knowing multiple people in the industry improves my chance of finding work (permanent or otherwise).  However, networking is a slow process.

A friend of mine uses an organic metaphor with networks.  He says the business world is too industrial, we “build” this and “build” that.  Networks, however, are better viewed as trees that “grow.”  Industry can build anything as fast as it wants, but nature grows at a slow, steady pace.

This metaphor is very present in my professional network; to an even deeper level than I realized.  A network can grow on its own, but not very well.  As a tree needs water and sunshine, a network needs attention in order to grow.  I neglected a few new roots in my network and not only have they not grown, they are essentially whithered away now.

My job hunt is about connections and networking, but marketing at large is even more-so.  You can have the best widget in the world, but without trusted channels with which to market them, you will be outperformed by the worst.  My career coach recommends lead groups for job-hunting.  Both he and I would also recommend them for marketing.  Who do you know that also sells to your target customer?  Share information with them; you might have a lead that will grow their business and they might have one for you as well.

This is the first in a new series of feature posts: In the Market.  The goal is to analyze and reflect upon successfully marketed brands and why they have been so successful.  Feel free to disagree with or comment on my opinions after you read them.

Axe is a very popular brand of men’s deodorant and shower products owned by Unilever.  I guarantee that you have seen their television advertisements at some point in time.  I choose to look at Axe because I think their marketing, however controversial, is absolutely genius.

Picture two men in a bar.  Man A is tall, dark, and handsome - the stereotypical “player” who can have any woman he wants.  Man B is skinny, untanned, and socially awkward - but in Axe commercials, he is the man who actually does get any woman he wants.  Man B is shown using Axe products either before or immediately after his encounter in the bar to keep his edge over the “player.”

Think for a minute about the real world.  There are few men who actually fit (or think they fit) the persona of Man A.  However, every man has at one point in time imagined that he was Man B.  Why market to the “players” of the world when there aren’t very many in the market to begin with?

Most men will admit (at least in private) that they wish they were Man A.  He is popular, typically successful, and always gets the girl.  By marketing their product as something that elevates even the geekiest to a level above Man A, Axe is speaking directly to the deepest unspoken fantasies of Man B.  It becomes a shortcut to popularity, success, and attractiveness.

Axe’s product managers understand their customers and speak to them in very direct way.  If you ask your customer what they want, the ask for something similar to what they already have.  If you look at what they need to enjoy life, you’ll rarely move beyond throw-away commodities.  If, instead, you understand your customer and target their unarticulated desires you have a hot product that is an impulse-buy because of the brand’s unique voice, not the product’s actual features.

Other brands have tried to piggyback on this idea, too.  Think about Tag Body Spray; their advertisements and other marketing efforts are nearly identical to those of Axe.  Colgate’s Irish Spring has even started to target men in the same way, but use their “Irish heritage” to differentiate their products.  This is an example of using psychographics (the why behind actions) in marketing; psychographics are powerful tools that have made Axe very successful and will serve to strengthen any brand that wields them appropriately.

It was suggested to me the other day that I do some pro bono work to build market awareness of my name and work.  I have a couple of advertising ideas right now involving REI, but I am hoping to come up with something more on the brand-building side of things soon.  I will keep you apprised on the project and solicit your feedback soon.  If you have your own suggetsions for some simple marketing work or for organizations to approach, please contact me directly.