Is Infotainment The New Sales Strategy

Back in the 70’s

sales reps would have a cigarette allowance. They were expected to provide the “social glue” during meetings and expensed the cost. Later, in the 80’s and 90’s lunch was the big deal. Depending on the account this would be a pint and sandwich in the pub, or even three courses in an exclusive restaurant. Then of course there were the golf trips.

The information passed between the parties, in subtle ways. We didn’t recognise it but that was Infotainment.

Now

We have the same thing going on still. Only now it’s not cigarettes, or lunches, or golf games. It’s social media, networks, blogs, tweets, friends, followers, images, video, games, downloads, podcasts. When people talk about social media marketing they’re describing this paradigm where we get people’s attention with entertainment, and quietly pass on the information.

The big difference

between the old days and now is we no longer go out looking for prospects. They won’t see us, take our calls or read anything we send. We have to attract them to us. Just like store keepers we need to be where the customer is, with our wares displayed out front. And we need to talk about the weather, the sports, the news – entertaining the prospect while s/he quietly decides to do business with us.

Now we have to use a blog to impart the information. It’s our store front. We have to deliver our information in short sound bytes, and we have to entertain, with video and pictures and maybe games. Just having pages with even quality content isn’t enough anymore. We have to make the visit entertaining as well.

It seems to me every business, but especially the smaller kind, needs to offer that type of experience.

The more things change, the more they stay the same!