Hows it going?

I’m doing fine, thank you. It’s just that out of increasing complexity arises simplicity. So when I look at simple things they become complex.

Let’s break it down.

Take Canada for example. It’s a country. But, it’s comprised of 8 provinces and 3 territories. Divided into multiple ethnicities and nationhoods. Canada has a population of 39 million individuals. Each individuals has a relatively unique system of loves, values, & fears.

What do you enjoy doing?

I like soccer. I also like writing. It’s fun. Philosophy is another passion of mine. Aren’t we all human? Totally. But, the experience of that is complex. There are roughly 6,500 different languages between 7.5 billion of us. Four billion without internet.

Simply, we all need clothes but dress differently.

I keep this in mind while marketing. Our needs are common; our solutions aren't. Maximizing conversion is about finding simple categorical definitions and then breaking it down. When canvassing for the Ancient Forest Alliance we look for those interested in the environment. Are you interested in habitat protection, hiking, outdoors, nature conservancy, old-growth forests? Then we probably share the same values. Canvassing requires I focus on what makes each door potentially different. Despite them being the same.
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The trick is communicating shared values.

Sometimes it is an accent. A slight shift between  neighbourhoods. Maybe you value innovation over community or the economy over ecology. I have to gauge this within two or three questions. In an earlier post I mentioned meme theory that helps break it down more. Online the process is more refined. Algorithms hone in on the individual and can get very specific.

Is that a bad thing?

In a way the internet reflects and responds to your values and needs. Marketers try to figure them out then algorithms hand it out. These algorithms give us the power of self-curation. Collectively we act as the editors for major news corporations that act as platforms for advertisements. But, if you don’t know how to use the tools you are the tool. It’s largely automatic. We choose what to see then its reflected & reinforced. You are either aware of that or you aren’t.

My goal?

I want to make sure that what you are reading is interesting.  Currently, I’m focusing on Facebook to share my thoughts. If you enjoy the post can you like my Facebook page? It let’s me know what’s working and what isn’t. Also throw your thoughts in the comment section. I’d love to hear them.

Marketing is all about familiarity. Done right and the marketing is so deeply engrained it controls behaviour. Brand loyalty. They repeat the message. You repeat your purchasing pattern. It’s simple. I like simple because it’s incredibly complex. Done right and looking at a box of Rice Crispies will bring me back to my childhood with a Snap, Crackle, & Pop. Cold milk over a fresh bowl.

So how is marketing and culture related?

Well we’ve all been branded culturally. Worldviews are passed on and hard thing to change. You know the internet? It’s an echo chamber of values, thoughts, & perspective. Each sorted by algorithms. A potential problem. Divisive. Yet, our digital accents speak on same things differently. It’s interesting.

Marketing shows the irony.

We all need clothes. Simple. Yet, we dress differently. That’s the complexity I’m interested in. If you’re interested too I would recommend reading up on Meme theory. Yes, memes. A meme is an idea, behaviour, or style that spreads from person to person within a culture. A shuttle of cultural characteristics. Subconscious marketing.

Spiral Dynamics gives insights into these various value systems, or memes. They are descriptions of our invisible motives described by color. Intrinsic motives strongly determine perspective, thoughts, emotions, actions and avoidance mechanisms. They can be expressed through speech.

Memes are important when marketing ideas door-to-door.

It's important for communication. Instead of focusing on clothing style; I focus on cultural keywords. It's important while canvassing for the Ancient Forest Alliance. Certain neighborhoods care less about community and more about innovation. Some care less about the environment and more about the economy. So, I speak the same thing differently. I market the idea to the value system I think is present at the time. It’s a small but important component to my job. If I get it right? They get involved. They donate. Or, they Volunteer.

Understanding this is also important when communicating today. The internet is filtering us into cultural bubbles. Each with its own unique perspective. I’m looking for the bridge. How can I connect to you through dialogue? It’s all part of the craft I suppose. Can you let me know how I did? Was the article interesting, easy to read, or did it suck? Your thoughts are important to me so let me know in the comment section below.