Special Edition: From the Desk of a Crafted Communications Intern, Brier Barclay
A few things you’ll find in this blog: what is holistic and intuitive marketing, how is it different from traditional marketing, the benefits of this approach and what I have learned on this journey.
Have you ever thought to yourself, “what even is marketing anyway?” (Don’t worry, we’ve all been there). The truth is, everyone has a different definition and approach to marketing, and each of these approaches has different benefits. Over my first few weeks with Crafted Communications, I’ve learned to look at marketing in a holistic and intuitive way, and it has opened my eyes (potentially even my third eye) to the power this approach has to build long-lasting relationships with customers rather than just selling a product or service to whoever is willing to listen. Let’s dive a little deeper.
You may have heard Julia and Val mention holistic and intuitive marketing before as it is one of Crafted’s key components when it comes to developing strategy and writing. The two concepts intertwine and can be used together to seek harmonious marketing strategy, but ultimately have two different meanings. Pardon the definitions (icky, I know), but here’s a breakdown of the terms:
Ultimately, these two aspects of marketing work together to ensure our brand messages are precise and uniform, while also including the information needed to capture our customers attention which will help them make informed choices. We all want our customers and the people we collaborate with to feel something special when they read our messages instead of just scrolling on by.
So, how is this different from the traditional ways in which we’ve utilized marketing since the pre-historic ages? I mean… maybe not that long ago, but cavepeople had to spread the word about the wheel somehow! We have been taught through schooling and media that marketing should focus solely on selling a product to your audience. How do we make this product look good? How do we make the most money off this product? Where can we showcase this product so that more eyes will see it? This aspect of marketing is the foundation of the hundreds of variations of marketing, but it is a little basic, operates on scarcity and does not allow for the full human experience. Should we throw away the idea of traditional marketing altogether?
No! Traditional marketing has paved the way for us to properly communicate our products though these commonly used tactics:
These concepts shape the way we think about marketing. They make us ask ourselves “who are we selling this to?” “What problem are we solving for our customers?” “What stands in our way of selling this successfully?” “How can we communicate this?” and “How do we measure success?” We use these concepts and ask ourselves these questions regularly; we just don’t stop there.
Why have we adapted our first understanding of marketing and evolved our thinking to include holistic and intuitive principles? The answer is easy! Because we care about the people reading our words and using our services and we want you to care about it too.
At Crafted, our desire is to develop marketing and entrepreneurship strategies that work to balance and rejuvenate our customer’s energy, instead of draining them. We believe that the best marketing feels like a breath of fresh air on a warm spring morning and that ray of sunshine peeking through on a cloudy day. Operating on the understanding that there is power in being seen and understood by others, we focus on who our customer is, who they want to become and what will help them get there.
Marketing can be effective, and it can feel good both for the creator and the consumer.
We are not suggesting we all throw the foundations of marketing to the wayside, but instead to dig a little deeper when it comes to our marketing strategy and consumer concepts. Like our good friend Hannah Montana says, “you get the best of both worlds” when we incorporate holistic and intuitive strategies into our marketing. Here are a few ways you can make the step towards a more customer-focused marketing approach:
Have I “sold” you on this concept yet… see what I did there? If you’re not exactly certain about this approach yet, here are a list of benefits holistic and intuitive marketing can bring to your business:
These benefits highlight the importance of focusing on your customers when communicating your brand message and when marketing your products. If you want to hear more about how Julia and Val have implemented holistic marketing into their work practices, look here, or ask them a question about it here!
Coming fresh out of school with a solid understanding of the basics of public relations and marketing strategies, walking (virtually) into Crafted Communications was a breath of fresh air. Julia and Val’s holistic goals for their business allowed me to flourish with a better understanding of what I want out of my future endeavours. Not only did I learn a new way of viewing the industry, but I learned about myself and how to listen to my inner voice. I have a new outlook on marketing and communicating and I will forever be convincing the people I collaborate with to think of things in a more human-centered way.
Being able to market a business holistically and intuitively allows you to understand the customer on a new, more meaningful level. Ultimately you are inviting people into your beliefs, your values and your emotions with your customers in order to build a relationship that thrives off trust and understanding. Next time you’re in the process of creating a new message for your audience, think about how it makes you feel and actively listen to your audience to further understand how it makes them feel.
As we say at Crafted Communications, marketing should feel good! That is a piece of advice I will take with me wherever I end up next, you should too.