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Attentio pairs with Emakina, the largest interactive agency in Belgium, for conferences to educate Belgian marketers about the power of social media. The first conference this past Friday went well–Emakina’s always attractive slides were especially “sexy”, the market “mot” of the moment.
Literally sexy.
Emakina began the explanation of social media with an old PR Joke: If you see a beautiful woman at a bar, and you want to sleep with her, you have two options. One, approach her yourself and say, “Hey, I’m good in bed.” Two, send a friend (preferably female) to give you a good-in-bed review. Chances are, the less direct method is more effective. Women tend to trust reputations rather than declarations. Call us cautious. This analogy seeks to describe the difference between direct marketing and social marketing.
From that point forward, Emakina’s slides made social media out to be the attractive, feminine audience buzzing at a mixer. Potential dates and consumers all comparing notes on their plans for weekend outings and possible purchases. Companies, Emakina suggested, could go in aggressively like the ancient cave men–or, in the very poignant Emakina slide, chauvanistic karate kids–and start a fight with the ladies. Emakina intelligently suggested that this approach is not wise.
Cut to a slide of two women practicing judo. In light of earlier discussion, this was an apt metaphor. Instead of working against the women, slide into the discussion, listen to what they have to say, and use your own expertise and knowledge (and importantly, your new listening skills) to really contribute to the conversation. Be masculine but not machisto. Demonstrate commitment and credibility, not just expertise. Don’t taunt, but rather tango (another slide) with the clientele.
After some doubtful moments of intermittent feminism, I decided the metaphor was okay. After all, it puts the power in its proper place, with the clientele.
After all, as the producer in the relationship, the company always wants to sell, rather like most men, let’s face it, consistently want something else. But they only get what they want when the consumer, or the lady, decides she wants it too.
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