Everything is perception, so is Marketing

We see things as we are, not as they are. There's a saying, "Perception is a reality." Changing the way somebody thinks is as hard as a revolution. It takes ages and I'm sure you and I as marketers have to feed ourselves every day (chuckles).

What to do to be able to be a successful marketer then? Jack Trout, The marketing guru, rightly said: "All that exists in the world of marketing are perceptions in the minds of the customers."

I am not going to define perception in this blog but I am rather attempting to explain how to decipher the consumer mindset and understanding the buyer persona.

So here's a thing:

First of all, let us know what creates perception. It is simply based on experiences, habits, hobbies, and choices. Your upbringing, religious beliefs, and culture heavily influence it as well. All of these collectively form perception what we know as "consumer behavior" in Marketing.

Our job as a marketer is to tap into consumer behavior for a product we're endorsing. No marketing campaign can be successful without going along with the perception of buyers. That's pretty much like seeing through their lenses and show them what they want to see, not the other way round!

Simply put, your brand is defined by the overall perception of customers. If you're able to see through it, you win!

I know it sounds cliché and consumer behavior is so much-debated topic. Mind you, this is more important than ever. There is a host of reasons why it has never been relevant before as much as it is right now.

There are basically 2 sorts of markets. A) The unique solution to the real specific problem. B) The multiple solutions to one specific problem

A is mostly innovation. It is generally groundbreaking, not a common scenario. For example, the advent of the telephone transformed communication. Social media has made the world a smaller place and connected everyone like never before.

There are such inventions galore that are an inseparable part of our lives. Take electricity, automobiles, the internet, etc. for instance. Basically, it changes the way we live forever.

Frankly, these inventions don't even need marketing. It is either what people really want or facilitate them to the next level (Wireless communication, the introduction of mobile phones after the landlines). It enjoys an absolute monopoly in the market.

The real challenge is option B where everyone is more or less as good as you. Your competitors have the same product for the same market. It is tricky to stand out in the crowd among the plenty of competitors.

In my career, I have encountered this argument like crazy in meetings, conversations, and conferences. The notion that we are made to believe that the product or brand you're promoting is distinct, like no other and it is going to solve your problem in an unprecedented manner. We're being forced to project it that way.

Thus, our marketing strategy is mostly centered around this proposition that usually turns out to be a disaster for a simple reason - It's fundamentally flawed.

I think this is where the problem lies. Remember not the product or solution you're promoting is unique or one of a kind, what has to be unique is your approach. What matters is your ability to take your brand to the right audience in the most intriguing way possible.

Unlike option A, it is not a breakthrough in human history. You're not creating a market but you're very much in the middle of it with your brand. As a marketer, your job is to create a sort of environment that your consumers can draw a parallel with. That's impossible without understanding their perception and let me tell you it's not easy!

How do you do it?

This goal can only be achieved through communication. Bear in mind, people don't consume brands, they consume experiences. To be able to make your marketing plan work, your communication with your customers must be inline with their perception.

Make them feel real that they can relate to. Playing with perception is showing what they want to see, telling what they want to hear in a more glorified and exaggerated manner. That's how you strike the right chord.

This is what you're supposed to do as a marketer. The message you try to convey must make them feel like a real-life experience, not some unrealistic idea from a fantasy world.

You watch McDonald's ads, do they tell you about each ingredient they use in their stuff. They don't take you on a kitchen tour. of course, they talk about their food, but more than that, you primarily see people coming together, enjoying and having a great time in there.

They focus on happiness rather than food which is their real business. Everybody loves having good times. We all love to be happy and that's what they show up associating their brand.

Consequently, that's what strikes in your mind when you think of McDonald's - Happy faces, Friends, and Good times. They also have a guy sitting outside on the bench with an ever-smiling face for you to take photos with! What a wonderful way of engaging with you. Isn't it?

Not just McDonald's, take any famous brand for that matter, they all talk less about them and more about you. They know that's the best way to connect with their audience.

Besides an impeccable tech guy, Steve Jobs was a marketing genius. He saw this coming way back in 80s. He's talking about how brilliantly Nike used this element into their marketing strategy in this video. Instead of promoting their core brand "Shoes", they glorified sportspersons to be able to better relate to their customers.

When everybody is on the same level, offering the same quality of products, interpreting customer perception gives you the cutting edge and makes your marketing more powerful.

People don't remember what you've said, but they never forget how you've made them feel. This factor is always going to be the cornerstone of an impactful promotion strategy.

How you market is more important than what you market. Your customers need to be approached in the most humanistic manner possible. To make them part of your brand, you have to make your brand part of them :-)