What exactly is Spiritual Marketing??
On her blog at http://www.nancy-marmolejo.com Nancy Marmolejo said “I’m waiting on a clear definition of “spiritual marketing” so I really understand the intention… my hunch is that not all people are using it the same.”
I couldn’t let that go, could I?!
So this is what I wrote. I’d love to hear what you think!
****
I set up Spiritus – the Spiritual Marketing Directory as a business directory where people can experience the philosophy of those who run a business before starting the business relationship.
My own definition of Spiritual Marketing is that all aspects of how a business presents itself accurately reflect the core values of those who run it.
For some businesses a core value will be quality and integrity (of product and/or service).
For another a core value is to offer the best possible “value for money”.
For another it will be to offer the lowest possible price.
For yet another a core value will the widest possible choice of goods or services.
For some businesses, a core value is to create shareholder value.
For others, to be a company that employs the most able people and rewards them with the highest remuneration.
Customers will be attracted to different businesses because their values match.
And what a customer is looking for may change when looking for, say. a personal coach from when looking for a lawyer to fight a personal injury claim.
The important thing about Spiritual Marketing is that all the marketing (and customer-facing) communications accurately reflect those values.
When they do not, the customer expects one thing and gets another, which creates disappointed, even angry, customers.
For instance, many banks have marketed themselves as a safe place for customers’ deposits. It turns out that the most important value for many banks has been the financial rewards of its staff.
Some businesses present excellent service as a core value, but in reality are under-resourced to deliver what is promised.
Some businesses offer high quality, but in reality are packaging mediocre products in expensive wrappings.
Some offer personal service by named staff, but the actual work is passed on to others once the contract is won.
There will always be people looking for a product/service delivered by a business no matter what its core values.
For me, Marketing from Spirit, or Spiritual Marketing, is faithfully presenting those values so the business attracts its perfect customers and customers are attracted to the perfect solution for their needs.
-
Posted by spiritus on November 12th, 2009 filed in Spiritual Marketing
