Passion Should be a Marketing P

On Monday my wife and I stumbled upon a boutique art gallery in a small seaside town called West Wittering on the south coast of England. There were some beautiful pieces of art on display but what really stood out was the attention we received from the owner. He greeted us as went into the store, took interest in us by asking us where we were from and talked us through the artwork; who the artists were, where they were from and the methods used to create them. He was really passionate about what he had on display and that passion transferred itself to us. Not only will we go back there to buy something special, we will certainly be telling our friends about this great find.

This experience reminded me of something I have believed in for a long time in the world of marketing in respect of the marketing Ps. Product, Place, Price, Promotion and People are clearly important but to this list I suggest adding Passion. Okay, you could argue it is a subset of People and a behaviour, but in my experience it is such a powerful ingredient to create successful results, it deserves its own place in the list of Ps.

Passion must be authentic, sincere and deep rooted to be a fruitful marketing P.  A sales force that has Passion for a brand will be more successful and pass their Passion onto their customers; done the right way it can be infectious. If you rely on a distributor to sell your brand in a market, instilling passion in them for your brand at all levels is vital to achieve enhanced share of mind. To turn bartenders or shop staff into advocates for your brand you need to build Passion for your brand with them.

Of course you want consumers to be Passionate about your brand too. To buy you, enjoy you and tell their friends. 

If you would like to chat about what Passion means for your business and how you can cultivate and use it as a positive driving force to achieve sustainable and meaningful results please send me a message or give me a call. (tim@youngspiritconsulting.com ). We can all learn from the art gallery owner and inject some Passion into our marketing!