What is Marketing?
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”(American Marketing Association)
Or the one I prefer from Business Dictionary
The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P’s (Product, Price, Place, Promotion) of marketing:
(1) identification, selection and development of a product,
(2) determination of its price,
(3) selection of a distribution channel to reach the customer’s place, and
(4) development and implementation of a promotional strategy.
Ok, so now that you know what we refer to by Marketing…
What the heck is “Mindful Marketing”?
The concept is pretty general. Mindful – to be conscious or aware of something.
So mindful marketing is being conscious and aware of ourselves and surroundings and applying them to the four P’s, specifically in our communications and deliveries.
At Dandelion Mindful Marketing we have developed a solutions based system that offers a means of having conscious communications through the 4 P’s of marketing. This isn’t some new age nonsense: Self empowerment, being conscious, becoming more mindful, living in the moment all make you less distracted. When you are less distracted it makes you more capable of noticing what’s most important in what you are observing, how other people are feeling and reacting, and what’s most vital to do next. In marketing that is the formula for productivity. There is a lot of pausing, taking time to observe and reflect not just on your own behaviors, but of those around us. Its an Inbound methodology focused on the consumer perspective.
If we take a stop back and look at the trends in consumerism you notice there is a massive market, in your existing base, who are looking for ethical and eco friendly brands. There is a massive market of individuals that are looking for inspiration to get involved in good causes. We don’t have to only fit consumer demand for a product, but demand for a brand’s image and culture products that fulfill wishes leading by inspiration.
In this digital age its all about “Influencers” and “connectedness” Does you organization have the desire to be an inspiration and a trusted brand? If not, good luck. If so take a moment to step away and reflect, see you business through the eyes of the consumer.
Is your Company Mindful enough to Inspire?
Great Resources about Mindful Marketing & Conscious Communications
I came across Lisa Nirell’s book “The Mindful Marketer” a few years ago. She has worked for many Fortune 500 companies and knows her stuff. She defines success as always learning, which I so agree with. She articulates not just how to maximize your marketing, but does so by incorporating things that you don’t necessarily think of playing a role in marketing practices, like meditation and spirituality. She works on getting the CMOs and their teams to be more mindful.
Her book set me down the path to find a way to make marketing more meaningful and
impactful from the consumer perspective. Other books that provided insight that we correlate into Dandelion mindful marketing solutions and conscious communications are: The Art of Communicating by Thich Nhat Hanh, Just Enough Anxiety: The Hidden Driver of Business Success by Robert H. Rosen, and The Mindfulness Revolution by Barry Boyce.
“Mindfulness must be engaged. Once there is seeing, there must be
acting. Otherwise, what’s the use of seeing?”
~ Thich Nhat Hanh