I’m not sure if Pink Floyd studied marketing but as customers we definitely do need education. An organisation needs to teach consumers why they need a product before attempting to sell it to them. There’s a big difference between marketing to a customer and educating a customer. Many organisations make an assumption that they are educating their customers about their brand/products by pointing out glittering features, specifications and benefits. They often forget about this idea of actually solving their problem. The question here is really, how do organisations educate their customers about their brand over the long term?
What is a really good example is the Sealy Brand or Sealy Posturepedic as they are also known. The Sealy brand of mattresses has been with us for decades and as their website indicates, they are here to support your life. They are in the business of solving your needs through a restful sleep. Sealy has been educating customers about their brand over time. Yes a great deal of effort has gone into the discussion on springs and you may argue that these are features but as most people will agree when you go and select a new Sealy mattress, an assistant of that store will usually help to address your sleeping requirements first. “Try this bed, how does that feel?, do you have any aches or pains?” Some stores are even fitted out with electronic sensory mattresses where customers can jump on and the computer will assess their posture. Sealy has made some great adverts in the past, this one really speaks for itself, less tech jargon and more on personal touch.
I also like this post from Salesforce and quite rightly, organisations should engage customers and educate them to build brand loyalty. There is a lot that can be done with a simple tweet or post. As a marketer one-third of people will get it straight away, one-third will get it eventually and one-third will never get it!
Cabot Cheese are educating their customers about their products. They have detailed information about their cheeses, recipes and purchase locations but what is really interesting is that a big focus is on the farm family and those who own Cabot. Go on meet the family.
Can you think of a brand that has drawn you to a lifelong commitment? Have you been educated over time? Has it been about what the brand/product can do for you in your world or were you given a long list of jazzy specifications?
“You have to stay true to your heritage, that’s what your brand is about” – Alice Temperley