- UnMarketing happens when you stop marketing and start engaging. When you focus on building trust and connection, so when your market needs your product or service, you are the logical choice. It began as a cry against hypothetical marketing – using marketing tactics we hate as customers (ahem…cold calling) when we represent our businesses. It became about community and the power of building relationships with our potential market – because if you believe business is built on relationships, you make building them your business.
- UnMarketing recognizes that customers don’t see silos. Your marketing, sales, and branding teams are all one to your customers. Marketing is a verb, and it doesn’t matter what your fancy mission statement says, what matters is what you do. We value people and treat our employees, vendors, and customers with respect and honesty.
- UnMarketing means knowing there is no neutral brand experience.
- In the face of innovation and new technology, UnMarketing asks WHY before adoption. If the answer is “to seem cool or cutting edge” or “because my competition is already there,” we pause and think. We innovate when it makes sense to our customers, we innovate to build and maintain loyalty, and when we do, we are sure to understand how the tech works first.
- UnMarketing means being passionate about consumer advocacy and best-practices. Believing integrity is not a renewable resource – it can take decades to build a good reputation and only one tweet to end it.
- UnMarketing means hiring for passion, and knowing the best way to improve your bottom line, is to improve your front line. Value front line workers because they are your brand. Period.
- UnMarketing means the best time to share content is when you have something worth sharing – not because it’s Tuesday or vaguely related to a trending topic.
- UnMarketing understands that social media is an amplification tool – it isn’t what makes something good or bad for your business – it just makes it louder. If you want to “go viral,” you create experiences worth sharing and make them easy to share.
- UnMarketing is not having a presence, without being present. We won’t send a mannequin to a networking event – and we won’t pretend to be listening on social media when we aren’t. We return the brand high five, hear feedback, and ask customers and clients what we should stop, start, and continue.
- UnMarketing knows that building loyalty is the key to surviving and thriving during disruptive times. Brands build loyalty by focusing on comfort, cost, convenience, and convergence.
- UnMarketing sees that logos don’t matter (at least not as much as you think they do), because we understand that branding isn’t a logo – branding is the impression we leave on people. And, when we do need to design a logo, we leave the work to professional designers.
- UnMarketing does not throw aside anyone not ready to purchase – good business is about relationships, not buy or goodbye. You will not have funnel vision.
- And lastly, UnMarketing believes that if you are your authentic self, you have no competition. We don’t necessarily mean holding hands and singing (unless that’s your thing), we mean recognizing that you bring unique gifts to the table. Celebrate them, bring them to your work with pride.
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