Caveman marketing tactics no longer work. It used to bethat if we took out enough ads, bought enough impressions, and had a persuasivemessage, we could wear prospective customers down until they eventually bought.
But we are no longer in charge—they are.
That is why we must change our marketing concept from the“Caveman Way” to the “WOO Way.” A few marketers understand that the game haschanged. Rather than hitting customers over the head with ad after ad, they goto potential customers where they are. Once there, they begin a relationshipwith them, in essence courting them.
Cavemen Can’tMarket uses the analogy of a suitor courting, or WOOing, an intended untilshe not only becomes a customer but moves through stages of commitments untilshe is loyal, to the point of making the suitor part of her identity. In theend, she will market for the suitor, sharing her newfound joy with her friends.
Inside this analogy there are three stages of marketing:
1. Attraction2. Conversation3. Relationship
Marketers must understand these stages, as well as thepitfalls within them, to be successful in the new marketing era. Those who don’twill be as obsolete as a caveman.