Resonance MarketingBy

Allen Beuershausen

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Resonance Marketing

Engaging your audience with a conversation and message that reflects their values and interests and reinforces their desire to do business with your company.

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What Resonance Marketing is NOT

• Selling on Price

• Selling on Features

• Selling on Service

This can come later

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What is Resonance?

The intensification and enriching of a musical tone by supplementary vibration

Source: http://Merriam-Webster.com

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You Your Customer

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Image source: http://www.svpvril.com/Cosmology/cos10.html

Resonance Marketing Says…

We’re on the same wavelength. I’ll bet we’ll like doing business with each other.

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Resonance in Context

The intensification and enriching of a customer relationship by leveraging the “vibe” you develop with your audience.

Make sure that your expression is music to their ears.

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Traditional Marketing is Overdone

“We have the best price, performance, service, blah, blah, blah.”

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Resonance Marketing Goes Deeper

1. Demonstrates Your Authenticity and Shared Values

WHICH

2. Creates Affinity for your brand

AND

3. Adds value to the customer relationship

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Resonant Businesses

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Resonance May Mean Different Things to Different Markets

• Consumer v. Commercial v. Industrial

• Make sure that you address each market’s core needs, but that your messages across the markets are congruent.

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“The World’s First Eco-Friendly Luxury Vodka”

Markets: Individual Consumers and Bars/Restaurants

Resonance: Sustainability

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The Key to Resonance is Communication

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What do you Communicate?

• Who you are

• What you are about

• Your interests are aligned with your audience

• Values

• Interests

• Products/Services (We have what you need.)

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Know Yourself

• What is your image?

• What do you want to project?

• Brand, Personality, Reputation

• What do you really sell?

• Dreams, Productivity, Convenience, etc.

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And be able to Articulate Who You Are

• Web Site

• Social Media

• Marketing Collateral

• Advertising

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You might think you know who you are, but your audience makes that determination for themselves based on your message and image.

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What do you Sell?

Dreams

Convenience*

Productivity

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*Read Selling Dreams by Gian Luigi Longinotti-Buitoni for the great story here.

They know what they sell

“At Microsoft, our mission and values are to help people and businesses throughout the world realize their full potential.”

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Know Your Audience

• What are their values?

• What is their personality?

• What interests do you have in common with them?

• How does that fit with your brand?

• Know how to contact them.

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Communication Channels

• Social Media

• Marketing Communications

• Advertisements (Print, TV, Radio, etc.)

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Communication Style Matters

• Tone

Informative, Fun, Reassuring, Authoritative?

• Aesthetics – Web Site, Collateral, Advertisements• Color Scheme, Fonts, Layout, Logo

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Consistency is Key

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Coherence – Internal Alignment

• Consistent voice

• Image

• Aesthetics

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Your Audience – External Alignment

• Message: Your product addresses their core needs/desires (implicitly)

• They can identify with your company/organization

• They get something out of continuing/expanding their relationship with you

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How do you Leverage Personality and Product?

• Engage your fans• Solicit Feedback

• Run contests

• Encourage them to spread the word

• Call to action - Make it easy for them to buy

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Example – TOMS Shoes

Product: Shoes

Resonance: Compassion

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Example – TOMS ShoesMessage

Many children in developing nations don’t have shoes. The lack of shoes exposes children to preventable diseases, parasites, and injuries. You can help eliminate this threat by buying your shoes from us. (Paraphrased)

(TOMS donates a pair of shoes to needy children for each pair that you buy.)

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Example – TOMS ShoesCommunication Channels

• Web Site

• Social Media

• Documentary (Web site and YouTube)

• Advertisements

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Example – TOMS ShoesEngagement

• From the TOMS web site:

• SHARE the TOMS story

• SCREEN the TOMS documentary

• HOST a Style Your Sole party (great play on words!)

• UPLOAD your TOMS pictures

• REGISTER for One Day Without Shoes

• Partnerships with like-minded nonprofits and student associations

http://www.toms.com/our-movement

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Example – TOMS ShoesResults

• Sold 10,000 pairs of shoes in their first year (2006)

• Sold their 1,000,000th pair in 2010

TOMS doesn’t sell on price or style and doesn’t do much on social media.

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Resonance Marketing isn’t a quick fix. It’s a long term strategy based on building relationships.

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For Best Results

• Know yourself and your audience

• Know what you really sell

• Enjoy the conversation

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