I was on a flight one time heading to Rochester New York to teach a course in videography and marketing. Seated next to me was a gentleman who had his laptop open. I am not one to strike up conversations with strangers on airplanes, but about halfway through the flight, I saw his laptop screen. It was about quantum physics. I said, “I am reading a book about quantum physics right now”. He said, “Really, I am a professor on quantum physics at MIT”. “What a coincidence I said, I am reading this book, but I have to admit I really don’t understand it” He said, “Don’t feel bad, nobody does.” He then explained that they know it exists, and what it does, but not exactly how it does it or why.
So, if you are not Sheldon Cooper (Big Bang Theory), here is a brief description. Quantum mechanics is a fundamental theory in physics that provides a description of the physical properties of nature at the scale of atoms and subatomic particles. It is the foundation of all quantum physics including quantum chemistry, quantum field theory, quantum technology, and quantum information science.
Besides being fascinating on many levels, it has several things in common with marketing.
1. It is probabilistic: Like marketing, it is impossible to predict with certainty the outcome of a single experiment on a quantum system or in the case of marketing, ad strategy.
2. Its elements are ridiculously small. Likewise in marketing, you usually find a combination of many small actions and decisions coming together to create your outcome. It is rarely just one thing.
3. It’s not magic, although at times it may appear to be so. Quantum physics although not completely understood is still constrained by well-understood mathematical rules and principles. Marketing involves a lot of things, but magic is not one of them. When you see a very successful product launch or campaign, just know that there was a lot of thought and hard work involved. Also involved were the principles that make up the customer connection.
So, what can we do as marketers to increase the odds of a magical outcome for our next product launch or campaign?
• Test the demand for your product or service before you lauch. Is there one?
• Understand who your customer is and what they want from you.
• Create a communication stream that connects with them and helps solve their problem, builds trust, and positions you as a market leader.
• Deliver on and exceed customer expectations.
• Follow up for referrals and reviews.
Need help creating your magical outcome? We have worked with 100’s of businesses and would be happy to help you too. You can book your FREE consultation here. Go to: https://bit.ly/3v2dNt3