| This weekend I stopped by a "cruise in". For those | | | | perceived value, have qualities which ignite emotion, |
| that don't know, this is an event where the public | | | | and one that "sticks" with you. The marketing then |
| can come and view classic cars which people have | | | | needs to take these elements and create loyal fans, |
| either restored or just taken really good care of | | | | not by pushing them at you, but creating sustainable |
| throughout the years. While I was walking around | | | | messages that last a lifetime. These days, we are |
| looking at all of these classics, it occurred to me that | | | | too focused on being urgent. Everything is now. |
| there is a really great marketing lesson to be learned | | | | Everything is fast. Everything is about churn. This |
| here. | | | | does not create classics. Nor does it create raving |
| What you have here are raving fans. These people | | | | fans. |
| are dedicated to a brand. So dedicated that they are | | | | Let's shift this to your marketing efforts and the |
| willing to pour thousands of dollars into it. Then they | | | | services you offer. Are you creating services that |
| do what most raving fans do which is to spread the | | | | are sustainable? Services can create raving fans just |
| word and show off their love of that brand. These | | | | as much as products do. When you create your |
| are the marketers that continually spread the word | | | | services and then market them, keep the long-term |
| to the rest of the world. Even though these cars are | | | | in mind. Think of how those services could be like |
| no longer produced, the word is still getting spread | | | | classic cars - how could they create loyal fans that |
| around. | | | | care enough to use them for the long haul and then |
| But what is really happening here? It's not the | | | | continue spreading the message around long after |
| company that these people are raving about - it's a | | | | they are introduced. It's a great time to be thinking |
| product that the company made which somehow | | | | about this especially with all of the amazing |
| became a classic and then somehow found its way | | | | community-based social networking tools at our |
| into the hearts and minds of loyal fans. Is this pure | | | | disposal. We have abilities that the classic car makers |
| nostalgia or is there something unique about these | | | | never had - which is to spread the word around the |
| specific cars? | | | | world faster and cheaper. But rather than just |
| To me, the answer lies in the product and the | | | | spreading the word, make sure that the product or |
| marketing. The product needs to be one of | | | | service behind the message can become a classic. |