Long ago I started using the concept of The Marketing Hourglasssm. The top half indeed resembles the funnel concept, scarce the expanding bottom half, to my way of thinking, adds the necessary focus on the tot up customer experience that ultimately leads to referrals and marketing momentum.
I use the diagram below in workshops to explain the logical roadway a lead should follow to participate in your to the full developed Marketing Hourglass. This concept is one of the key elements of the boilers suit Duct Tape Marketing system, but I could pass on sinless workshops around this one slide as it seems to be the easiest way to explain the marketing process in wide and pr carryical terms. At a recent workshop an attender came up to me and said about this diagram, Im an guide by trade and this marketing stuff never make sense to me, now it finally does. I guess thats the ultimate test.
The Marketing Hourglass (click to enlarge)
When you overlay my definition of marketing acquire someone who has a need to know, like, and trust you with the intentional act of turning know, like and trust into try, buy, repeat, and refer you sire the entire logical path for moving someone from initial cognizance to advocate.
The key is to systematically develop touchpoints, processes and product/service offerings for each of the 7 phases of the hourglass.
1. Know Your ads, article, and referred leads
2. Like Your web site, reception, and email newsletter
3. want Your marketing kit, white papers, and sales presentations
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