A Marketing Culture Based on Helping
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Loading ...I’ve been learning recently that marketing isn’t just about getting people to recognize your brand, it is about feeling good about promoting your product. At the beginning of the year we were focused on a direct marketing strategy that involved sourcing and calling local tour operators in an effort to convert them into users. We found over a few months that the conversion ratio was very low and that the likelihood of the user to convert into a paid subscriber let alone use the system for its free services was very low. But the thing we noticed most about this strategy is that it just didn’t feel right. We weren’t a telemarketing company, we didn’t like companies that did direct marketing, and we did feel right doing ourselves. We contacted several consultants to see if they had any recommendations on how we could improve our phone conversions. In all cases, we didn’t really like the consultants. They were specialists at phone solicitation and professional telemarketers. Again, I don’t doubt that their strategies would have worked, but I didn’t like their methods and I didn’t want Sentias or Rezgo associated with that type of sales. It just didn’t feel right.
In May we started working with Tatsuya Nakagawa, from Atomica Creative. His philosophy was to take our culture and find a marketing strategy that fit with who we are as a company. What we came up with was a strategy based on helping others; our partners, vendors, customers, whoever. This strategy made sense to us and it felt right. The most important point is that the strategy worked for us. In five months we have managed to increase our Alexa ranking for 2,500,000 to 180,000, thereby surpassing most of our competition. We’ve focused all our marketing efforts so that our underlying mandate is to help as many people as possible. When we send out a newsletter, its not just a marketing piece, it is useful and helpful information that is pertinent to 500+ readers. As soon as you change your mindset about marketing, the opportunities for innovation and creativity increase.
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