Kama Sutra of marketing 1: Find your soul mates
According to the Kama Sutra, men are divided into three classes according to their physical features, namely, hares, bulls or horses. Women are classified as deer, mares or elephants. A hare is compatible with a deer, but not with a mare or elephant.
Similarly, as a marketer, you need to discover your brand's soul mates. You need to court the right people for your brand's positioning. The first step to successful marketing is defining a target market that fits with your brand.
While the sutra suggests that you learn as much as you can about your real life soul mate, don't forget that it's no different for your brand. Make it your business to study and understand the ins and outs of your target market. What are their interests? What are their desires? What keeps them up at night? Then – and only then – are you ready to get up close and personal with them.
Be warned, foreplay takes time and cannot be rushed. Nor should you expect instant results. Also remember that communication is the most important element of seduction. The best marketers are patient and realise that luring potential customers is not about forcing your brand on your target market, but teasing them with just the right information at just the right time.
In marketing, this is the important step of delivering on your promises and allowing your target market to experience the fulfilment of desire that comes with your brand.
The Kama Sutra implores lovers not to roll over and fall asleep after a passionate experience, and so do we at Guerrilla Marketing. This is the perfect time to enhance your connection. It's no different for marketers. Your after sales follow-up and brand reinforcements are vital to keeping your customers coming back for more. And importantly, for encouraging a little coffee shop conversation.
