In recent marketing insights, a metaphoric comparison was made that helps reframe consumer engagement strategies. Using Miley Cyrus’s victory speech from the Grammy’s as an illustration, the article addressed a new perspective to making meaningful connections with consumers.
Miley Cyrus’s narrative was about a boy who desires to catch a butterfly for his birthday. Even though he’s armed with a butterfly net and zeal, his efforts are fruitless. But as soon as he accepts this reality and stops chasing after the butterfly, it comes and rests on his nose.
This narrative was related to the current marketing strategies employed by businesses. Análisis showed that brands bombard consumers with numerous ads, striving to “capture the butterfly” by force. But in doing so, they create a situation where they persistently run after consumers with sales messages, which could cause consumers to distance themselves. Consequently, it was suggested that, like the boy’s butterfly, consumers can be best reached when companies cease chasing them persistently.
Businesses are encouraged to focus on what makes their product/service become an irresistible proposal to the consumers, rather than try to manipulate their buying decision with forceful ads. Using Apple as an example, the write-up pointed out that it drew its countless loyal customers by constant innovation and uniqueness, not by persistent ads. Brands need to ask themselves what it would look like to create a product so outstanding that they wouldn’t need to force the message to convince consumers to buy.
Further, two things that could supplement creating an attractive product/service include accepting the present reality and being sincere. This form of authenticity and honesty is important to building a valued brand. There is no need to be fixated on metrics alone, but marketers should let life and joy embody their marketing practices. Marketers were encouraged to build real relationships with their consumers and workers, and not only focus on their monetary goal.
Finally, businesses are advised to treat their consumers with respect. To do this, they were asked to protect their consumers’ data, interests, and privacy. In conclusion, businesses are urged to be more of a magnet (attracting potential consumers with irresistible brand value) than a net (forcing consumers into the sales funnel).
