What Raising Ducks Taught Me About Intentional Marketing
If you had told me a year ago that I’d be a duck owner, I would’ve laughed and assumed you had the wrong person. But, my girlfriend is very hard to say no to, so here we are. Dave Charest and fellow coworkers, you have her to blame for the nonstop duck talk. However, my journey into becoming a duck mom has been the best time and extremely messy, but I’ve loved every second. This journey has also taught me more about intentional marketing than I ever expected. Not that I was even thinking of gaining any marketing lessons at all.
How it Started
After doing our research and officially purchasing our ducks, I immediately received a welcome email. I didn’t think I would be receiving any more communication. I wasn’t thinking about it from a marketing perspective. Then, I received another email with instructions regarding the picking up of the ducklings once that date got close, along with the care required at that stage. As they grew, I received information about transitioning them outside full time and how to prepare them for their first eggs; they even noted that my ducks most likely wouldn’t be laying eggs this season since it’ll be during the winter when they’re finally of age and they tend to not lay many eggs, if any, during that time. I never felt bombarded or like I was being harassed by a jealous ex. These emails seemed to know exactly what I needed and when I needed it.?
This is what intentional marketing looks like in action. It’s not about blasting every contact on your list with the same message. Not everyone is in the same place in their journey. By understanding their individual needs and offering value, rather than focusing on trying to sell, you’re not just marketing; you’re building lasting relationships.?
This approach reminded me of something Rich Cruz , President of Greater Chicago Consulting, Inc. , shared in his episode of the Be a Marketer podcast: marketing is about putting people first.?
He said, “It’s a people-first approach. Get to know the person that you’re going after and create those personas based on that.”?
For him, it’s not just about sending out a message to send out a message, it’s about understanding your audience and asking questions like:?
And that’s what happened to me. They made me feel supported and prepared, and it felt like I had a helping hand throughout the process. In marketing, that should be the goal: to show your customers or clients that they can rely on you and that you’re there to offer value. Whether it’s ducks, products, or services, the overall messaging is the same: Understand your audience, speak to their needs, and be a partner/support system in their journey. When you do that, you’re not just growing your customer base; you’re building real, long-lasting trust and loyalty.??
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Join the Conversation
What’s a marketing experience that felt like it was meant directly for you? Share in the comments! And if you have ducks of your own, what are some treats they go crazy for? Mine practically scream when they see strawberries!?
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