Marketing: Put Me in the Product

Have you ever been asked to define the word “integrity?”

Think about it for a second.

Tough, isn’t it?

Actually, it’s probably more frustrating than anything, because you know exactly what it is. Applying an actual definition is a different story, though.

When you finally do come up with something – which you will – I would be curious to compare it to the definition provided by 10 other people. I’m pretty positive that there would be no duplications.

All of the answers would be correct, but all definitely different.

Look it up in Webster’s or dictionary.com – more differences.

This isn’t the only word that falls into this vocabulary labyrinth – what about “character” or “values?”

Some people even have trouble with “love” and “freedom.”

I would like to make a formal case for the word “marketing.”

Disagree? Define it.

Here is an excerpt from Wikipedia’s defintion:

“Marketing is an ongoing process of planning and executing the marketing mix …blah, blah, blah.”

Not the way I would have gone, but the entire post is correct, nonetheless. How did it compare to your definition?

That’s what I love about Wikipedia – there is almost an overload of information. By the time you scroll to the bottom of a subject, I bet you could say, “See…I was right!”

In regards to “marketing,” I did just that.

My definition of “marketing” falls under the header “The Four New Ps.”

Here it is…

“Personalization: It is here referred customization of products and services… this concept is further extended with emerging social media and advanced algorithms…. blah, blah, blah.”

I would have probably put it in laymen’s terms:

“It BETTER have MY name or picture on it.”

I definitely would have moved it closer to the top of the page. In my opinion, this is the key to marketing in today’s world – put the customer in the product.

Maybe this will help explain:

When you’re selling home security….it’s not about seeing a stereotypical suburbia house being protected – I want to see MY house being kept safe and secure.

If your marketing campaign is designed to associate sharing a bucket of chicken with quality family time…don’t show me some happy, fictitious family sitting around some random dining room table – show MY family throwing back some drumsticks at MY parents’ house.

I was recently introduced to two marketing campaigns that applied this principle. Both used sports teams that I hold close to my heart and made me pay attention to what they were selling.

XM Satellite Radio

(Major League Baseball package)
Campaign: “Every Team. Every Game.”

Personalized Marketing: “Bobble Yourself” (Build your own bobble head wearing your favorite team’s uniform.)

TCU Athletics

(2008 football season tickets)
Campaign: “Get With The Program”

Personalized Marketing: Picture of me suited up for the Horned Frogs, ready to run out of the tunnel in Amon G. Carter Stadium.

I wanted to share them with you:

These two campaigns put ME in the product, and I LOVED it!

One more quick question: How would you define “vanity.”

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