I’ve been hearing and reading a lot about marketplace relevance lately, and I guess it booth astounds and puzzles me. You see, my first job was shoveling mud, and the relevance of that task was to clean up after a natural disaster, try to get things back to normal, work side by side with your neighbor, make life better of your community. That always stuck with me.
So when I hear the buzz about relevance, I have to question…. why? Isn’t’ it all relevant?
In business I guess there are two paths to take – make a fabulous product that creates high demand, is suited to the audience, or not! Today, the “or not” doesn’t really cut it.
So here I am at a niche company that believes it should do the right thing for the customer. Now isn’t that relevant? If the product, service, communication, engagement, audience are always kept in that context of doing the right thing doesn’t it make sense that the company doing those things will always be rewarded? And therein lies the rub – it doesn’t always work out that way.
You see it really does have to be significant! The audience is the one that matters. Creating a relationship where the customer and the company both benefit because the product or service makes sense is so important. Business isn’t just about the transaction; it should be about the relationship.
Let’s use ChemArt as an example. We win every day when we listen to what the client wants; apply that to design, budget, and on-time delivery; and we both win. When the client – organization, agency, club, community affairs – knows who they are, what resonates with their constituents, and what drives those customers to take to action, we all win. And when the customer feels as if the experience matches their expectations, sense of affinity, or supports their point of view, we all win!
Approaching business this way just makes sense. It creates a bond that lead to other business through word of mouth, repeat business and referrals. It creates a force that becomes larger and more significant the longer the relationships last.
I know that I still rely on businesses – personal and professional – that treat me the way I what to be treated; that always rise above the other either by service, attitude or interest in me. Isn’t that what makes us marketplace relevant?
I’d love to hear from you. I’m sure there are all kinds of illustrations that make you feel like you’ve had experiences that were the result of marketplace relevance.