“Say no to random acts of marketing.  Say yes to a strategic, customer-centric approach.”

Someone, somewhere… probably on LinkedIn

Have you ever attended a concert where the musicians seemed to be playing different songs at the same time? The chaotic symphony, instruments out of tune, pulling in different directions—it’s a cacophony! The audience squirms, wondering if they’re in some avant-garde performance they didn’t sign up for.

This is what random acts of marketing sound like to your audience: a barrage of ill-coordinated notes, each trying to be heard, but all clashing horribly.

Now, imagine a world where your marketing efforts flow as harmoniously as a finely tuned orchestra, each section complementing the other. Welcome to the power of a strategic, customer-centric approach.

Tune in: the music of strategy

Why play a tuba when your audience wants a violin? Not all instruments (or marketing tactics) are suitable for every occasion. By focusing on a strategy that puts your customer in the center, you’re ensuring that you’re playing the right notes to their ears. This doesn’t mean abandoning creativity—oh no! Rather, it means crafting and directing that creativity to resonate with the hearts and minds of your audience. Remember, the greatest symphonies aren’t those that play the loudest, but those that play the most in sync.

The soloists: customers in the spotlight

Do you recall the rush of hearing a beautiful solo, the lone musician pouring their soul into the performance? That’s how your customers want to feel: singled out, catered to, understood. A customer-centric approach means turning the spotlight onto them, understanding their needs and preferences, and tailoring your marketing accordingly. After all, a tuba might shake the room, but the delicate tones of a violin can stir the soul. Which do you think leaves a longer-lasting impression?

Symphony of success: conductor’s baton not included

As with any orchestra, someone needs to take charge to ensure all the instruments play in harmony. That conductor is strategy. Think of a customer-centric approach as the music sheet, guiding each instrument to play its part at just the right time. Only when every section of your marketing orchestra is aligned can the true music of success be heard. And just like that, when the audience, your customers, start applauding, you’ll know you’ve struck the right chord.

The encore: crafting a symphony that endures

In the world of music, the best symphonies never fade. They get played over and over, through generations, evoking the same emotions, the same wonder. Isn’t that what we want for our marketing efforts? By saying no to random acts of marketing and embracing a strategic, customer-centric approach—you’re not just playing for the applause of the moment, but crafting an enduring legacy, a symphony that will be remembered, celebrated, and replayed.

Stephen Boudreau serves as VP of Brand and Community at Virtuous Software. For over two decades, he has helped nonprofits leverage the digital space to grow their impact. To that end, Stephen co-founded RaiseDonors, a platform that provides nonprofits with technology and experiences that remove barriers to successful online fundraising. He is an avid (but aging) soccer player, audiobook enthusiast, and the heavily-disputed UNO champion of his household.

Copyright ©2023 Stephen Boudreau.