Let’s switch off the electricity from the whole country. Let’s also hit off the water and see how our needs and desires change. If something is taken away from us, we have urging need to fill the empty spot, like in previous case with electiricity and water – or replacement for them.
Same applies to our feelings and emotions. We tend to compensate the missing both on consious and unconsious levels. How many times have you purchased comfort or mental uplift from soft drink bottle? Quite a few I would say.
You can’t create desire, but you can push the trigger to release it and you can emphasize its meaning. You can’t either thoroughly fulfill the desire, as we all have tendency to crave for more. Desire increases desire.
Behind the desire is a deep consumer need, which is our driver for action and which makes us want to change our status quo on emotional level. They say 90% of our desicion making is taking place on subconsious level. This is why the understanding of deep consumer motives is so critical in modern marketing.
What did you want when you were shopping in a toy store last time? Did you buy a toy or did you buy an opportunity to play?
Mikko Kaijansinkko is the Strategy Director of W.Steinmann
This is it, the start of rising progressive marketing. Progressive marketing is the future, where accelerated success is being created through continuous development. Sounds like Kaizen, doesn’t it.
Unlike its musical cousin, progressive marketing doesn’t strive for complexity or want to be fancier or smarter than it is or doesn’t have ongoing experimentation as purpose of its existence. Having said that, adding a hint of Pink Floyd to marketing can’t be thoroughly bad idea.
When do we want people to think about us? How about every day. The starting point of progressive marketing is remarkable product. Without remarkable product, sustainable growth is out of our reach. The next step is to create a brand platform, based on the remarkability of the product, which can support the future collection of meaningful brand ideas and experiences. This is the only way to achieve long-term growth.
In order to create something new, we must first give something up. Like Seth Godin has said, freely quoting: ”Vince Lombardi was wrong saying winners never quit. Winners are those who will quit the insignificant things at the right time.”
It’s time to give up [’This is the way it has always been done’] wish marketing in which the illusion of power of a single campaign is blindly believed. Cyclical campaigning is history, everyday continuous progressive marketing is the future. Are you in attention or intention business? Do you fall for yelling brand claims or does action based brands make you tick more?
Mikko Kaijansinkko works as W.Steinmann’s Strategy Director
Sometimes while sitting at the office you might feel really missing out on the Finnish summer. That’s why we have created an Air-application that you can use to bring the best of the Finnish summer to your desktop:
Pisquitos – pixel mosquitoes
Pisquitos will make you feel you are outside enjoying the Finnish summer at its fullest.
Download for PC & Mac (Air-application – 880KB)
Yes, we’re open! A brand new website comes together with a new domain – wsteinmann.com – for our site.
Like any other agency that has their finger on the pulse of the web, we decided to ditch our old flash-based site in favor of a fast-updating, fast-loading blog-like site powered by WordPress.
The site is live, but it’s far from finished. The site will be under contumacious improvement. We appreciate your comments about our new baby.
