When we translate this expression literally, it gives in French: “marketing lent” or “marketing idle”. But in reality, slow marketing is not a slow approach, but rather a marketing technique that does little by focusing on quality to obtain more results.
What is slow marketing?
Slow marketing follows the principle of Less is more. It echoes the SLOW movement born in the 80s in Italy and the USA. This current whose goal is to put aside stress to better appreciate life was a revolution for marketing.
Indeed, the traditional digital marketing strategies follow the logic that selling is a race where you have to run as fast as possible. This often manifests itself in ephemeral actions:
All these actions tire consumers who end up with:
- instinctively shut down pubs,
- delete emails,
- or to flee the brand altogether.
Slow Marketing Brings Radical Change By Combining Responsible Marketing With Smart Marketing. Now, companies are adopting a model that is much more based on customer attraction strategies instead of disrupting them all day long.
Less ads, less prospecting, but more sales.
The application of slow marketing revolves around three main pillars:
- customer experience (CX),
- user experience (UX),
- and brand content.
It thus makes it possible, with slow content and slow advertising, to adopt a more efficient interaction model by offering the best content at the best time.
The principles of slow marketing
Slow marketing has three fundamental principles that guarantee the success of companies adopting this marketing strategy. Failure to adhere to any of these principles inevitably leads to a failure in the slow marketing strategy and can drastically reduce sales.
1 | Authenticity
Slow marketing requiresbe genuine and sincere in your messages and in your publications. This inevitably involves knowing who you are and define your brand’s DNA. You will also need to find topics related to your business on which to communicate in order to bond with your customers.
Contrary to what customers are looking for, many brands keep trying to sell their customers dreams. They therefore multiply the advertisements and compromise with the truth. It goes against slow marketing. So be as honest as possible about your products and services and be transparent.
2 | Knowledge of the target
After you, it is your target that you must know before being able to carry out effective slow marketing actions. You must put in place actions to know as precisely as possible the needs of your customers in order to meet them. For example, there is no point in sending the newsletter from a car garage to an audience of cyclists.
Use social media and harness insights to find out what your audience expects from you. Don’t hesitate to reach out to your customers to ask what they expect from you.
3 | Quality and not quantity
Slow marketing works on the principle thatit is necessary to save the customer’s attention and time. It is therefore preferable to reduce the amount of information you communicate to your audience by prioritizing the quality of the content. Instead of posting articles every day with little interest in how much salt to use in cooking, make a video recipe.
What are the tools of slow marketing?
Slow marketing puts several tools at your disposal to develop and apply your slow marketing strategy. The most used are:
The blog is the first tool of slow marketing. If you didn’t have one, then take a break and create one. Your blog will be used to share rich quality content with high added value with your audience. You also need to be regular (without going overboard) to create the habit of reading yourself among your readers. However, your posts must include:
- your identity,
- be linked to your activities,
- and interest your readers.
Social media presence will strengthen your presence with your audience. Unlike the blog, you can make short posts on specific topics to quickly share information. But social networks are also great vectors for sharing the posts you make on your blog.
Videos are much more present in our daily life today than they were in the past. On YouTube, Instagram, Facebook…, videos presenting your company, your products or services will bring more information to your audience without boring them.
A good tip is to attach how-to videos to your blog posts.
Tutorials, one of the slow marketing tools
If some of your products or services are complex, your consumers may need tutorials or training to see things more clearly. feel free to create tutorials to show them how it works. Add illustrative videos to your tutorials.
Like Leroy Merlin, you can also set up a space dedicated to tutorials on your website.
Testimonials and opinions
Reviews and testimonials serve as recommendations for your potential customers. They will first consult your rating and comments on your activity on Google or other specialized areas before deciding to buy. So ask your satisfied customers to leave a rating and review on your products and services.
What future for slow marketing
Today more than ever, the principles of slow marketing are taking shape in the marketing strategies of ethical companies. The latter set goals based on a long-term relationship with their clients. Thus, it would take more sincerity and consistency between speeches and actions to hope to retain customers.
According to Sacha Lacroix, general manager at Rosapark:
Each brand will soon have the challenge of “returning to its very essence by questioning its higher purpose”.
For now, it is still difficult to say if slow marketing will become the main method of marketing. But in the meantime, you can apply its principles to experience it for yourself.