Stop trying to sell and start a relationship

A positive way the world of marketing and communications has changed is through the impact of new media and our perceptions of 'relationships' and 'choice'. A classic example of this is the shift away from marketing companies thinking of their businesses in the narrow terms of selling a product or service.

Of course anyone could say; "but of course a marketing company sells a product or service." But do they? Isn't the first principle of marketing; "to understand your target audiences and work from there?"

The characteristics of traditional media dictate that communications are largely outbound and pretty much in the control of the few who can pay for it – in other words, a power-and-control model. New media has radically changed these relationships and, with this, so have the ways we need to think about it.

Example: Barak Obama started his public career as an issues organiser on the streets of south Chicago. He wasn't perceived as a politician selling policy and positions; rather he was seen as someone who cared about the issues and causes that were important to the people of the neighbourhoods he frequented.

It could be said that the smart and big brands have always understood these principles. For example, we assume that Coke and Pepsi have always crusaded for a cause; perhaps it's a quest for thirst-quenching, taste or just image. But the difference now is that the fans of Coke and Pepsi have infinitely more choice about how they want a brand to be perceived, they also have much more choice about what brand they're likely to buy.

There are some very positive examples of this phenomenon in our FRESCO activity with clients. Fundraising not-for-profit organisations are encouraged to avoid chasing elusive dollars, in favour of have conversations and active engagement with those who care about their cause. This isn't about selling something, it's really just about making positive connections, then maintaining them.

On the other side of the fundraising fence are businesses. The benefits to their businesses can be immense, once they stop trying to 'sell' things and work out the value of aligning with what's important to people. For most people, a 'cause' is important, which means that a meaningful and sustained business relationship with a fundraising not-for-profit organisation is worth gold.

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About the author facebook.com/frasercarson2  www.fresco.co.nz

Fraser Carson is a respected communications and social media consultant, and commentator. He has particular experience and interest in community building, the not-for-profit sector and business development.

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