LOVE CODES: Marketing Perspectives

Love month has been a bit. For some of us, it was disappointing. For some, their dreams came true. I guess some just felt numb—neither here nor there. I think, irrespective of what feelings resonate with you and me about this season, when it comes to love, having it numb or disappointing is somewhat painful.

At times, love plays the tune of a marketer; there are needs and solutions. Needs could be practical or aspirational, but all good marketers know they are based on the very core that drives customer behavior. Also, a good plan is something that resonates with or completes the core or unmet need customers have, be it pragmatic or emotional—that is the true value proposition!

When we feel numb or awful in times such as this, it points to not having the product of our dreams. It is about the discord between us and a loved one or the void of an unmet need. We feel something is missing, and the smiles of those who found joy in the season seem to remind us of our own loss or the voids within us.

Many times, even people in committed relationships, such as marriage, experience this. Though most people explain it away, some people think the feelings are fickle, whether they are of love or voids. They believe those who are happy haven't met reality. Yet, deep inside, these people have at times felt that same leap for joy, excitement, and hope to feel it again. They opine that they meet more interesting people and better versions of their loved ones; such talk still points to how they feel around those people.

From my professional lens as a marketing manager, I understand this a bit differently because my training is centered somewhat around being obsessive about my customers or consumers. Customers evolve, and product offerings must evolve accordingly and remain true to the customers' core. Because it is not how great the product is but how customer-centric it has become—the race against poor performance lies in it being relevant; if not, it becomes an ex (a former partner to the customer).

While this seems like a very steep way to compare a product with a lover, we see people leave for these very reasons. They speak about how their connection is gone, how they can't reason at the same level anymore, etc. We can evolve to be great parents, celebrated entrepreneurs, or employees, but the quagmire we can't understand is the lover who seems passive to all these—we built a great persona but are not lover-centric anymore.

The average marketing professional has all the necessary customer-centric obsessions. He does market research and tries to understand the customer in every way possible, using all the methods in the book. Yet, he/she stops once the customer buys the product! I think people who deal with subscription offerings as a product understand that the first sale is just the beginning of such an obsession for a great customer experience and review.

Humans are not products! But the customer-centric obsession is like the falling in love process; we anticipate each other's needs and go the length, but after the sale, we think the journey ends. Others have labelled the purchase as reality, while the process felt good, but I beg to disagree that such feelings are now immaterial. I know many find this ideologue hard, especially those of the faith, but Agape (unconditional love—God—love as a choice) reckoned Adam was alone, though He was present! Agape knew that the man he has formed needs other expressions of love that are deeply sensorial to be complete, and such was present in Eve. I find this to be quite instructive! Because those pleasurable feelings and experiences were and are Agape's idea.

I think the more daunting thing is for lovers to not push aside how they felt during this time but reflect on what evolutions in their tastes have occurred, what voids are now obvious, and how they can meet each other's needs. Love is still a choice, and it is what drives lover-centric obsessions. It’s the commitment to these tough discussions and the marketing process that matters! Because Agape is with us, He wanted us not to lack other expressions of love. Yet Agape is the anchor!

To the marketing professional, I say, never dismiss the evolution of your customer and target audience; know when your story and value proposition need to change. The early signs of loss could be deeper than just the environment of this economy. Don't compromise on a great product just to create aspirational offerings! The key is having both a quality product and being customer-centric!

To the numb or dissatisfied lovers, who now find interests in dark alleys of chats and other grey spaces, I know you find this marketing process lively, but remember, it is about becoming a lover that keeps the subscriptions on! This takes growth.

I sincerely hope that you and I will summon the courage to reflect on and appreciate the marketing cycle and her obsession as it applies to our everyday lives or businesses.

Let me know if this was of any help to you. You can also send me a message at [email protected]. I'd be willing to hear from you. Thank you for reading thus far!