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Transformation Marketing: Two Methods
Before we begin to discuss Transformation Marketing I wanted to address a question from one of the newsletter recipients who called me recently. She had accidently deleted her latest newsletter email from us and wanted to know how she could get a copy of it. We wanted to take this opportunity to remind you that every newsletter issue is archived here.
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What is transformation marketing? It's when you try to change the recipient through persuasion. It's the toughest kind of marketing to do because it means that a person who is of one side of an issue needs to be moved to another perspective. It takes time and dilligence.
Whereas niche marketing is much easier. The goal here is to find those who are already convinced they need the solution you offer. Then it's just a matter of building your trust with them and making your case for why you are their best fit.
Transformation marketing is what we are attempting to do with our movie "Thriller Diary". Every neighborhood has its problems, but Northern NYC and Inwood/Washington-Heights (especially East of Broadway) has lots of issues.
Probably the best solution to combat the crazy noise pollution, littering, loitering, drugs, vandalism, litigating and other acts of madness would be to just move. But my wife and I have decided to stay, at least for the moment.
Speaking of my wife, she is engaged in a new transformation marketing project with her website "Manhattan Kids Guide" targeted at families like ours with kids who want to build a better Northern NYC.
In a way it's niche marketing because it's seeking out a certain kind of demographic, but in reality it is transformation marketing because there is a big resistance to community building in our neighborhood.
So there you have it. The two ways transformation marketing can be used (1) the shock 'em strategy of "Thriller Diary" and (2) the feel good approach of "Manhattan Kids Guide".