Marketing: from 'look at me' to 'you may see me'

For the past six months, I have been doing exactly that at Procurios: marketing our cause. Precisely so that associations and charities know where to find us. We like to help them turn strangers into ambassadors and doubters into fans. In other words: I use marketing to market our marketing and engagement software. But do you know what I notice? Marketing has a bit of an image problem. Sometimes associations and charities even hate it.

Nobody likes a show off

Ironically, yes. Marketing: the discipline that deals with the image of an organization, has an image problem itself. And yet it is. Because… nobody likes a show off.

When it comes to showing off - marketing - organizations, it actually works the same as with people. We love people and think it's great when people shine. We can certainly appreciate that if they excel in something. Then they have earned it to be in the spotlight. People then dare to show themselves. Even a little overconfidence can have some charm.
The success of others inspires, especially if there is a nice story attached to it about how they overcame difficulties. Because: 'now it is also possible for me to grow from my current limited situation to a situation of success. Maybe I too am able to turn doubters into fans.'

That's how it works for organizations too. Webshop Coolblue did so excellently that even the marketing was appreciated. Anything for a smile. They knew they were fun and dared to really show themselves. ‘Put the spotlight on it! Then we can all enjoy it.’

However, that strategy doesn’t always work. Because you’re not always at the top. Someone else beats your world record. And at home, only one can be the funniest. What do you do then?

The ‘look at me’ strategy

When your big brother steals the show with his brilliant jokes, it can be quite difficult to get in between. How do you ensure attention?

Especially when you are afraid of a shortage, it is easy to reach for the ‘look at me’ strategy. And it will probably not surprise you: that will not work. From now on you are the annoying brother or sister. Those around you experience discomfort. They may even feel a bit unsafe around you. Because your forced approach constantly gives them the message: ‘look at me, take care of me, I need attention’. They experience a claim. Your approach costs them something.

This is exactly what happens with marketing. When you as an organization are afraid of a shortage - of attention, of customers, members, donors - it is tempting to start marketing from a ‘look at me’ strategy. You try to be funny, while you cannot compete with the webcare employees of Bol.com. You constantly point out yourself and all your fantastic qualities. Everything to prove yourself, to tell that you really do have a right to exist. ‘I really do have value! Really!’ And what does your target group experience? ‘You need me, I have to take care of your organization.’ An annoying claim that makes the freedom of potential members and donors disappear. Marketing becomes annoying. Possibly even dirty and manipulative. It takes instead of giving.

Marketing from abundance

Marketing becomes annoying when it comes from a fear of shortage. And that fear just creeps in. You compare your association with the competitors who are growing just that little bit faster. You feel the hot breath of that other charity that is excellent at celebrating every result. You quickly think: 'we have to do this too, otherwise we will be left behind!'

Nothing human is alien to us marketers. Marketers are also real people with real feelings. And before you know it, your target group experiences how you and your colleagues view your organization.
Do you see the potential of your organization? Do you really experience the value that the organization offers? And do you believe that this should be seen? Then your tone of voice changes. There is room for potential partners and volunteers to say: 'I want this! I am joining this.'

When you approach marketing from abundance, you can still have goals. I am not writing this article for nothing. I still want you to read and experience this article: ‘Procurios seems like a great partner. I want to know more about it.’ And of course I don’t want to deprive you of that opportunity, so click here! 😉🧡 Just kidding of course, but with a grain of truth: I sincerely believe that our product can help many people.
Many. But not everyone. It may not meet your needs.

And that brings me to my next point. Because how can you judge whether our product meets your needs? For that, you need the feeling that we see you. That your needs have been taken into account when creating our product. And not just yours, but also those of your colleagues. That is why the task of marketing is not only to show who we are, but also to show you that we (want to) see you. To invite you to tell us something about where your challenges lie.

And to put customers who resemble you in the spotlight. Because ultimately, they are the ones we want to make shine with our products. And based on their stories, you can then discover whether you have confidence that we are also a good fit for you. You may even discover needs in yourself that you were not aware of before. Then you will feel truly seen and known. That gives confidence (I hope, of course).

With marketing, you connect with this. Not just as a trick, people see right through that. But as a giving gesture: an invitation. ‘You may see us. You may see that we (possibly) have the same goals in mind as you. You may see that our values ​​match. You may see that we have the potential to help you and many others. You may see that we really know what we are talking about, that we know our customers. And you may also see if we cannot yet meet your expectations somewhere. If we learn from our mistakes and those of our customers.’ When marketing is an invitation, you tempt people to say ‘yes’, but there is plenty of room for a ‘no’. The other person may reject you. You focus your attention not only on yourself, but on the relationship. A giving movement, in the confidence that you will also receive.

Are you still allowed to apply smart techniques? Use tools to collect and analyze data? Yes, of course, if that helps you to better understand and serve the people behind the data, that's all well and good. Create marketing automation journeys? If there is room to unsubscribe if you don't need them, sure! Use tracking cookies (after consent)? Same story: if they lead to you being able to better help your target group discover whether there is a match, why not? Ultimately, it's your attitude that makes the difference. Do you say 'look at me'? Or is your attitude welcoming and inviting? 'Of course you can see me! In fact: I invite you to come closer. Who knows, we might become partners!'