December 12, 2017

Helping PR pros make smarter decisions

The Church of Marketing

The Church of Marketing

Marketers want more say. They want respect and dignity. They want power. They want more control. How do I know? I hear marketers write and say these things every day. And I understand that; however, marketers will never get their wishes granted, if they continue to believe that good marketing is about power and control. And most of the blame for falling into this trap goes back to their college days. Here’s a history lesson that explains what I mean:
In the ’60s, Professor Neil Borden at Harvard Business School identified what he called a “Marketing Mix.” He believed that this mix influenced consumer decisions. Professor E. Jerome McCarthy at the Harvard Business School followed that up by identifying the “Marketing Mix” components, what came to be known as the 4Ps: product, price, place and promotion.
It was McCarthy’s intent that we marketers recognize that marketing is customer-centered. In 2001, Idris Mootee developed a new 4Ps model made up of Personalization, Participation, Peer-to-Peer and Predictive Modeling.
Both models’ creators had good intentions. But both models are flawed because they focus on marketing products and services instead of creating experiences in which marketers and consumers talk with each other instead of at each other. I want to suggest a new model that puts people first, not a business’s products and services. Here is my model. It might need work. Feel free to flesh it out.
Its working title is PEWS:
– People: We serve people, internally and externally, not products and services or price.
– Experiences: Our job is to create great experiences for people.
– Wants: We create great experiences by understanding people’s wants, needs and desires and then meeting or exceeding people’s experiences around their pursuit of wants, needs and desires.
– Social: We understand people’s wants, needs and desires by engaging them socially, in conversation, in which we listen more than we talk.
Finally, it is no accident that the acronym spells PEWS, which carries a larger message. For many of us, a Pew is experienced only in church. And church is not about a place, a product, a price, a promotion or a predictive model. A church is represented by its people, who are there to serve and be served. They come to have their wants, needs and desires met or exceeded, and when that occurs, they become evangelists.
And evangelism is about passion. When business leaders, employees and consumers are passionate about an experience served up by a company, they, too, become evangelists. And that, my friends, should be marketing’s first goal, to inspire evangelism. And if we do that consistently, a chair will be placed at the table with our name on it.
*Lewis Green is the founder and chief communications officer of L&G Business Solutions. He blogs about business and marketing at his blog, [bizsolutionsplus](http://lgbusinesssolutions.typepad.com/). His fifth book is called “Lead With Your Heart.”*

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2 Comments

  1. wsmonty@gmail.com'
    Scott Monty

    Lewis – great post. When I first started reading it, I thought, “If marketers really want people to worship at the Church of Marketing, they have to wake up and start worshipping at the Church of the Customer” (to borrow a blog’s name).
    One of the things we typically talk about at crayon are the 6 C’s: Community, Conversation, Content, Context, Commerce, and Customer (who’s at the center of it all). Make it relevant and valuable to the customer and you’ve got your evangelists.

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