My prediction of one of the most important upcoming trends in marketing:
Using the power of marketing to do good.
Within that prediction, my breath caught in my throat today on the brilliance of a new website 2Date4Love. This site is design to match potential partners together who are unable to include sexual intercourse as part of their relationship.
What I loved about the site was that it found a target market – passionate people who for whatever reason, often linked to injury or treatments for cancer or other diseases – and acknowledged that they too would like to find a life partner who understands and is comfortable with the needed constraints. Period.
That is targeting at its finest. Find an underserved group who need your services. Treat them with dignity, frankness, and deep appreciation. Provide the needed service with style and success. Keep making it greater and better.
Stories like these make me proud to be in the marketing profession. Contrast this with a press release talking about the newest toothpaste in which the sad marketer has combined teeth whitening, breath freshening, tartar control, mouth washing, WITH…wait…you guessed it the Flavor of Dr Pepper!
Let’s do some good out there!
