No I’m not going all hippy on you here (although I am quite hippy at heart). What we’re talking about here is a way to think about how to market your business. It’s a simple acronym – AURA. And this is how it breaks down:
A: To raise the profile of you and your business people need to be AWARE of you. This is why you create websites, start social media profiles, get ranked on Google, go to networking events etc. You want to pop up on people’s radars.
U: Once they are aware of you, they need to UNDERSTAND what it is that you do or offer. This is where you get into more detail. This is where you focus on what your key messages are, ie ways to communicate what you do in more depth but concisely enough to cut through the noise and help people to ‘get it’.
R: Understanding what you do isn’t enough. Your prospective customers need to see how RELEVANT it is to them. This is why you turn what you do on it’s head and start communicating the relevance/benefits to your customers of what you do. E.g. you may have a great new piece of software you want to sell. Rather than go on about how wonderful your product is and all the technical specifications, take a moment to think about the impact that this will have on your customers. Once they get that, then you are one step away from a sale.
A: the final letter is for ADVOCACY. Once you have made people aware of you, understand what you do and how relevant that is to them, you want to turn them into advocates for your company/service/offering EVEN IF they’ve not actually used you! This is where marketing gets much more fun. It’s about establishing relationships. Once you have good relationships in place then word about what you do and who you are will spread (taking you neatly back to the A and U part of the acronym) and the whole process will start again, bringing you into contact with an ever spiralling number of people.
For more info on how to create a good AURA that is specific to your business, please do get in touch. We offer a free initial consultation to talk through your own challenges and questions. Email us at email@example.com or visit us as http://www.chicho.co.uk
Domino’s Pizza is set to be one of the first brands to use behavioural economics in its marketing approach. Basically, this fast food brand is integrating customer behaviours into their marketing activity to work out what are the best incentives to offer to each, at key times of the day/week/year. A regular pizza doyenne for instance might prefer a moneyback option to a 241 offer for instance, or for a family of four it’s likely to be vice versa (I’m assuming, as I’ve not got access to their customer data, just my own rough view on possibilities).
Although this all can sound a little bit big brother, this is a major change in the way brands are thinking about the way they market themselves. Until now, the methods of communicating with customers may have become far more refined but the theory and customer demographics analysis behind their communications has been the same for the past 30 years or so. It is in serious need of a makeover.
Personally, I love the fact that it’s a pizza company that is making this leap. After all, pizza is surely the ultimate way to express your own individuality. Think about your own personal pizza choices, and consider, are you a regular pepperoni hot or do you come with anchovies and banana?
For more info:
nef, the independent think tank, wrote about behavioural economics back in 2005. They feel there are principles behind behavioural economics, which are (in my words) that:
1) people copy others
2) habit is hard to break
3) we’re programmed to ‘do the right thing’
4) our values dictate how we act
5) possession is 9/10ths of the law!
6) emotional can often outweigh the rational in making decisions
7) people only change if they’ve active in the process
To read more on nef’s work click here.
To read more on Domino’s approach, click here to read the article in Marketing magazine.