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Marketing Humano V: The fourth C is Communicating

In addition to establishing our personal brand, built and built on real values, and on a consistent vital argument with what we are and our aspirations, human marketing establishes relationships between people, between personal brands.

Both aspects of visibility and attitude are bases of a communication strategy. Communication between people is a condition sine qua non human activity for marketing.

We live in an increasingly complex society. And we do not refer to recent years, no. Society leads evolving for a million and a half years, and even today has not stopped. yes, growing at a rate higher.

Since the appearance of the first homos until today, language has always lagged behind the need to use, until modern man has built over the centuries a system so complex language we have learned to use it even to work deception.

That is why the complexity of language does little to relations in human marketing, marketing among people, if we do a proper use thereof.

  • The brand must be consistent
  • The intention must be sincere
  • Communication should support it

So that, and based on the premise that we are trademarks and transmit control would not be inevitable that communication? control, their learning and practice exercises at three levels of our personal dimension:

  1. What you see
  2. What you hear
  3. What is perceived

1. What you see.

What you see represents the image, responsible for the first level of impact. It consists of the physical appearance, but also our ways of transmission of the message, in the non-verbal aspect. The Chine, gestures that support my message, that makes it look sincere, the palpable demonstration of our qualities as a business card or presentation. And the proxemia I stood at that intimate or social distance

2. What you hear.

Tone of voice, if expressed safety or fear, openness or doubt. Our verbal ability, supporting respect, knowledge and courtesy. intonation, the liveliness and musicality of my message. make it entertaining, nice. It is the level paralinguistic, the resources of sound.

3. What is perceived.

Energy, frankness, credibility, the trust,... our promise of value. It is the fruit, the result of the previous, but it is also the ultimate goal of a career, and structural background of human marketing.

The interrelationship between personal brands, conceptual sense and human, Reality Based, sincerity and trust is the ultimate goal of social memory installed in, that part of our brain that is intended to remember after being identified and admitted.

For this memory uses the filter of perception. And it will decide whether we have become part of a collective memory, and therefore to be among those called to interrelate in the marketing of people and perceptions. Human marketing.

Paul Adam and Guillem Recolons / Personal brand consultants

Marketing Humano IV: Collaboration key

We started this fourth installment of "Human Marketing" recalling the four "C": Believe, Trust, Collaborate and communicate. Today we focus on a major "C", to collaborate.

Is forced reference to Kotler and their 10 beginning of the new marketing”, it cites collaborative marketing and defines it as a marketing it evolves from transactional (1950) and relational (1980) and whose central axis is the collaboration with the client-the person- to jointly create new and unique ways to generate value.

We remember that in the beginning of the marketing, known as transactional marketing, the company defined and created value for consumers. The arrival of relationship marketing meant that the company should attract, develop and retain profitable customers.

But the great success of the "C" to work is that finally the company has people -customers- when designing and distributing their ideas. The company invites outsiders to jointly develop ideas which can then generate new services or new products. Only in this way phenomena are understood as Wikipedia, the largest collaborative encyclopedia that exists. Only in this way it means that we can choose the same model watch 15 bracelets of different colors. Only thus understood that exists in food stores can choose black chocolate with chili, with orange, with raspberry, with mint, with cinnamon, and over a mountain flavors.

People are no longer satisfied with buying a watch, we want a personalized watch, it is almost exclusively our.

The reality of web 2.0, a phenomenon collaborative by excellence, It has facilitated more direct contact between companies and people thanks to blogs, social networks and the increased use of storytelling as an element of emotional communication. If I try a new flavor of chocolate, I enter the web or blog manufacturer and give you my opinion. That costs me 30 seconds, when 20 years ago it involved a process of weeks.

If a brand convinces me for a very low price but bring me other values, for me it will be a simple commodity, but it will never reach the brand category, because it will lack the emotional bond.

This new approach to the business of business involves an increasing approach to people or customers, an area of ​​continued collaboration and positive. It is an opportunity that neither companies nor individuals should miss, one of the most human aspects of marketing.

But still we go beyond. The collaborative spirit should be moved from the address client-company collaboration between people.
The true human marketing, collaborative, It poses a humanist universal principle of collaboration between people based on knowledge, respect, synergy and spirit of personal development, growth and learning.

Let us not only at the enterprise level or market, the new marketing is not just about a change of direction, but moving to new dimension, relational and conceptual.

We will be pending mention the last "C", communicate the. Without fail next week. Do not forget to follow the debate on Twitter with the hashtag #marketinghumano

Guillem Recolons and Paul Adam / Personal brand consultants

Marketing Humano III: question of confidence

The tremendous impact on various social forums that are generating this new twist to the marketing (#marketinghumano) It was in a predictable way, although it is still surprising ease and enthusiasm with which this proposal is being assumed that rather than change the view that the new marketing has the new market it aims to change the approach itself. This is; overcome the marketing concept of company / product / consumer / person into a new dimension person / person.

Construction and development personal branding It has a lot to do with this new scenario. Personal brands with values ​​strengthen social and economic relations.

This implies that people become aware of their brand value, not as a product or client. The difference goes far beyond the lexical. The difference is the emotional authenticity.

I can make a product and provide it with emotions. It's really easy, that's what advertising. It is an inanimate, unable to communicate Leg. Arguments and advertisers communicate by him or brand.

But when we talk about people talking about particularities, life experiences, sensory and emotional. It is pure reality.

People build their brand from values, skills and differences. And a promise of value based on trust. Trust is something of an accepted hypothesis on the future behavior of the other.

What role does trust in human marketing?

The role of trust in human marketing is bidirectional. It is home generator but also receptor.

The first creates a system of interactions where my brand, my values, my skills and my differential arguments act creating an environment of respect and cordiality to govern the personal and professional relationships.

The second confidence returns received and acts as catalyst relations.

This relationship marketing, between people and values, human marketing, Confidence needs to be viable and practiced.

It generates credibility to convey your value promise. It generates confidence to predict satisfaction. Satisfaction used to amplify and extend its model.

We can say that with confidence, it is possible to assume a certain degree of regularity andpredictibilidad in social actions, simplifying the functioning of society. And that's saying something.

Leaving aside the functionalism of this proposal we can say like other authors that trust is the basis of all institutions, and also acts as contrast power, forcing him to conform to our own expectations.

Loss of confidence usually comes by emotional exhaustion. This occurs when our value promise has not met expectations in shape or expected time. And you know how hard it is to recover.

Do you believe in the power of trust? Do you believe in the Human Marketing?

Marketing Humano II: With "C" CREER

We said last Tuesday that human marketing is a form of marketing that has 4 "P" but 4 “C”: Believe, Trust, To collaborate, To communicate. Today focus this second part in the first "C": BELIEVE

The various definitions of the verb believe we found in the RAE, we are left with this: Give credit to someone. So cold but so real. Giving credit is believing. I believe in you, your values, and for that I give credit, and why you contract, and why I choose. It was Unamuno who went further and said "To believe is to create”.

First: Brands that believe in people

Why are successful viral videos? Because people believe less and less in business and increasingly people. A virus is a video or article or image that come recommended by someone close to us.

Why you succeed WOM marketing (Word of mouth o marketing boca/oreja)? Because it is recommending friends. And a friend never recommend something you do not like.

Both viral marketing as WOM marketing are strategies that fit perfectly into the range HUMAN MARKETING: This is a message to be emotional and I affect my, not a collective. If I come across someone close that message has all the force of the universe.

So, How you should focus on marketing from the perspective of BELIEVING? How you can send a message to move the border of reason and emotion reaches? marketing experience, neuromarketing. Something that already sounds to us but we do not think enough.

Trademarks must understand that we are not consumers, or customers; They must understand that we can be partners in crime of activity, we have to engage in the process, make us share in its history. L'Oreal, with "Because you’re worth it” (Because you worth it) He created a statement of principles of human marketing. Perhaps now it requires action endow. Some brands already understand but do not know how to put it in value. And they do not realize that it is a matter of values ​​rather than intentions.

A good example of human marketing based on the idea of ​​believing was the campaign early 2000 “¿You like driving”? Signed by BMW, and created by SCPF, that the product did not show, it only showed the sensation of use. Camper years ago and he spoke of "I like to walk”. We talk about marketing that believes in people, the supposed intelligent and not repeating hammers 8 Sometimes the mark on an ad. That is believing.

It was also based on believing Apple when in 1983 He announced the launch of Macintosh breaking prophecy Orwell 1984: He did not get to show the product in an announcement of 1 minute and more: just he passed the announcement on television once. It was in between the Superbowl. However, that, “1984”, It has been the most watched ad of all time. Why? That means the viralizaron, they believed.

After: people who believe in people

We all believe in something and someone. This is not to believe in something greater, of faith. We talk about the beliefs that we each have and we accept things predispose positive or negative, to filter their ability to affect us according to our parameters. This form of prior trial predisposes our actions and credibility to give to others.

By your actions you will judge. We who believe in others for what they are, what they do and what they say. Is this marketing? Yes it is. Es marketing personal, marketing among people, pure communication, It is relational essence. It is the biggest marketing. You will believe a brand if you check your promise of value. And you got to check only if the brand believes in you.

And people are brands, so likewise we generate credibility. It looks easy but believe me it is not. Believe in yourself, to get started. That too is human marketing. After the one of the golden rules is to convey the product benefits and that the arguments for doing so are real. It is also ethical.

If you learn to believe in yourself, and the times it has certainly become complicated, You learn to believe in others.

The new marketing revolution

concluding, human marketing is believing. It is to believe in yourself and others. Once the marketing generates among people, Brands stop thinking that with the 3.0 it is understood the new market. Marketing 3.0 It represents a product that people think. Let's go over there, people believe in people. Something that should permeate the social and political marketing from the outset. This really is a revolution.

It's a matter of believing.

We will continue next Tuesday with the second "C". Meanwhile we leave the BMW and Apple ads that made history.

[youtube https://www.youtube.com/watch?v = XGVVrzvIiRw&w=420&h=315]
[youtube https://www.youtube.com/watch?v = OYecfV3ubP8&w=420&h=315]

Marketing Humano I: Because we are not customers or consumers, We are people

I leave the series of articles that talk about a new marketing perspective, we call Human Marketing. They are collaboratively written by Paul Adam and Guillem Recolons.

How many times have we heard that well sonante reflection that comes a new era. Well, you stay not looking because it has arrived. I guess if you're alive and you may have noticed.

marketing humano

In recent weeks we have been working on two interesting projects, one focused on product marketing and other consumer marketing.

The first is a large shoe manufacturer, innovative and technological, world-wide and recognized brand among consumers; Product Marketing. The second works on a series of events and activities for a big city; city ​​marketing.

Based on the first project we have reflected on the need to interpret a new stage on which to design new strategies. That scenario we can intuit but is still defining and structuring. Lacks measurement parameters, still no rules. Things are changing, Product and market.

And from the second, the goal is one hundred percent consumer; find what they like and generate support and satisfaction.

Until now, a focus product innovation criteria prevail, design and technology, while in a consumer focus above all they have identification and satisfaction of desires and needs of the public default.

Parallel and from consulting personal brand SOYMIMARCA, at recent meetings we have been also talking about certain cases in which the parallelism between product marketing and personal branding are not compatible.

What a mess between cities, products and people.

Arguing about all this we believe it is time to think that if everything has changed scenario, He is marketing it also made.

Bye bye marketing He gave us a first clue to the new dimension 4 pes, and then the recent and excellent marketing 3.0 of Kotler, that keeps the Business man at the center. We had not realized was missing the fifth p, people. Well, what we propose here is not a pmore or p less, but a new marketing approach: The Marketing Humano.

A marketing among people, peer, horizontal and without products. Thinking of people as a principle and purpose of this transaction relationships, knowledge and values. Based on respect and the presumption of marketing intelligence, beyond statistics, tastes and preferences. A marketing claimed by the new market, between personal brands, where the poles of the relationship, rather than brands or consumers, they are human.

A marketing should humanize, from below, the market and its relations. Generardor marketing a value between people. And we just do not quite believe that a "marketing a bithuman", we choose to talk about a new concept: Marketing Humano, no more and no less.

The Marketing Humano It is a form of marketing that has 4 pes if not 4 these : Believe, Trust, To collaborate, To communicate.

Because we are not customers or consumers, We are people. Because you have to humanize the marketing, and because it only takes one marketing a bit human, but a true Marketing Humano.

… to be continue

Joshua Bell image by Shutterstock.com