And as a marketer, you are confronted by a situation of true honesty, of the person who puts themselves out there by presenting their wares and the presence or absence thereof of the public who vote with their money. It’s there for everyone to see:
- The footfall – either it is there or not
- The money-bag – either it is weighted with the coins and notes of the day’s takings or not
- The engagement – either people pick up the product and “ooh-ah”, try and buy or not
- The stock – either it has moved or not
- The faith – who knows, the seller and the buyer will be back the next day or not.
The open-air market gives good straightforward feedback. So no office politics, no big job-titles, no business school lingo, no reports and whitepapers, no call-centre anonymity. Just brutal, refreshing honesty.
I think many marketers, business owners and execs, no matter the product or industry would do well to go out and breathe the fresh air. Get back to the unadulterated basics of attracting, engaging, transacting with and retaining the one true value that matters – buyers.
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