Have you ever heard of unmarketing? While it sounds like the polar opposite of what we practice and preach here at DMA Solutions, the philosophy of unmarketing actually is a discipline we strive to practice and hone on a regular basis. Especially when it benefits one of our clients.
So what’s the definition of unmarketing?
Unmarketing: Positioning your company or brand as a trusted expert in front of your target markets via viral, social, and authentic marketing methods, so when they have the need, they choose you (definition courtesy of Scott Stratten, one of the top Twitter influencers and author of the books, UnMarketing: Stop Marketing. Start Engaging and The Book of Business (Un)Awesome.)
A couple of weeks ago, the Duda Farm Fresh Foods and DMA Team’s experienced an epiphany regarding the magic of un-marketing when a popular blogger (who we had never worked with) with the handle @TWBiotch posted a story about her undying love for @Dandy_Fresh. We were pleasantly surprised and then elated when it was reinforced that social media engagement really does matter to people in the Twittersphere.
@TWBiotch’s full post professing her love for @Dandy_Fresh can be read here.
If you’re short on time, the story goes lke this: @TWBiotch had planted a Meyer lemon tree of her own and simply tweeted for all to read that she had harvested her crop and couldn’t wait to get to work in the kitchen. Upon seeing this, @Dandy_Fresh simply responded with a link to Meyer lemon recipes and ideas. @TWBiotch had a need – how would she use all of the lemons from her bumper crop? @Dandy_Fresh was present and listening in the Twittersphere and was able to provide a timely solution to her need.
In this case, the consumer hadn’t purchased Dandy Meyer Lemons – and probably won’t for a while. But, by unmarketing effectively, @Dandy_Fresh established a relationship with @TWBiotch that will endure in the Twittersphere and maybe even transition to an inspired purchase from the produce department.
Unmarketing is a difficult discipline. We know that listening, being present and relevant on a regular basis is a commitment and often the unseen “work” produces the most effective social ROI.
So, how are your unmarketing skills? As a consumer, have you connected with a brand in a similar way?
