An ailment-of-sorts that businesses can develop if not careful, marketing myopia is something you want your organization to avoid at all costs.
Yes! Let’s avoid that! But what is it exactly?
Marketing myopia is a narrowly focused mindset that mostly considers the marketing needs of the business, rather than the ever-evolving needs of the customer.
It’s not only risky and can keep your business from succeeding, but it can keep your business from staying in business.
Here’s How to Avoid Marketing Myopia
1. Put your customers’ wants and needs first.
CEO of The Veloz Group, Adam Mendler says, “The minute you no longer put your customers first, you run the risk of a competitive business that has figured out how to better meet customer needs than you have coming in and taking customers away from you.”
In Mendler’s Forbes article, he uses the Ritz-Carlton hotelier, César Ritz, as a stellar example of happily meeting the needs of customers. A young Mr. Ritz worked his way up as a waiter in Paris, meeting high-profile people and graciously serving them according to their needs. The Prince of Wales, who’d go on to be known as Edward VII, said this, “Ritz, you know better than myself what I like. Just arrange a dinner according to my tastes.”
An observer of people, Mr. Ritz kept his focus on those his business served. He once said, “If a diner complains about a dish or the wine, immediately remove it and replace it, no questions asked.”
Marketers must think like the customer. Always. And the reward? Customers will LOVE you.
2. Find out what your customers need right now.
People’s needs and desires change—and that’s what’s great about being alive. We’re always evolving and growing.
In 2018, COVERGIRL became part of the Leaping Bunny family of approved cruelty-free cosmetics, meaning they’d no longer conduct animal testing while developing makeup and skincare products.
Because compassionate shopping is important to many animal lovers, this makeup giant had to change with the times, since other smaller brands were already leading the way in creating quality, cruelty-free cosmetics for their customers.
The customer for your senior living community looks different today than a few years ago. Covid created a paradigm shift, and families need more hand holding and trust building before moving in. They expect more, and senior living communities need to be ready to step up and give them what they want.
Remember: If customers want something, there’s a way to meet them there. This leads us to our next point: Hit the books.
3. Invest in industry research.
Intuition is a powerful gift, and if you’re a highly intuitive and emotionally intelligent person, by all means, use it to your advantage.
However, not every marketer is blessed with this type of thinking prowess and, even if you are, it’s good to direct some spend to researching your market.
The brand, Corning, has reinvented itself numerous times, all by innovating for people’s changing needs. From light bulbs to space shuttles, the famous cookware company has created glass for practically every major business you can imagine.
One way to invest in industry research is through spending time with other leaders and hearing from their ideas. Consider attending SMASH, one of senior living’s best conferences for sales and marketing.
4. Train your marketing team to stay on top of trends.
When you hire a diverse group of marketers, you’re already on the right track for building a team with a variety of backgrounds and experiences. Keep the momentum by studying trends in senior living, getting out in the marketplace, and talking to real people—your future residents.
Marketing myopia can only occur when your company gets too comfortable, becomes resistant to change, and stops seeing the value of your customers’ opinions. But you’re not going to let that happen, are you? We didn’t think so!
Serviam Care Network is here to help you put your customers first and serve seniors with innovation and care. Contact us to see how our VIA platform can help you do relationships better all while helping you win at occupancy and staffing.
