ElectronicsCooling Business Bulletin
Volume 2 | June 2011
In the digital age, things move fast. Time is short and attention spans are even shorter. You probably feel pressured to pack as much relevant information as you possibly can about your product, service or company into your allotted marketing space.
As illogical as it may sound, the worst marketing mistake you can make is to promote your product, service or company. That’s right. Marketing should not be about you.
It should be about your customer.
Listing features, specifications, even benefits of your product or service won’t resonate with your prospects. Talking about companies like them and solving problems like ones they have will.
A good example of doing it the right way is SAP’s recent “Run Better” campaign (an $18 billion company is probably doing something right).
In addition to explaining how some of their larger clients – like Porsche, Lufthansa and Seimens – have solved problems by using SAP, the company also includes a smaller client, headphone maker Skullcandy. On the intro page for the Skullcandy story, SAP uses a headline that just so happens to be very appropriate for marketing thermal management solutions.
