CAFE: Marketing Model of the Future
Develop your marketing strategy with content, advocacy, fans, and engagement.
Develop your marketing strategy with content, advocacy, fans, and engagement.
My last column talked about the challenge brands are facing as they move from simply amassing followers on social media to actually trying to use social to grow their business. The advice is the same as it always has been: it’s easy to get tons of followers. The hard part is getting some value out of them.
At the end of that column, I mentioned a new marketing model called CAFE that is useful in developing a strategy that is complete and focused on driving real value. A few people reached out, asking for some more details on this, so this column is a larger cup of CAFE, exploring the components, as well as why this is a model not just for social media, but for an entirely new way of thinking about marketing.
The CAFE Components
CAFE is an acronym and a handy way to remember the four elements that you need to have in your marketing strategy. To develop your strategy, get out a nice clean sheet of paper and write the following words out, in big block letters: Content, Advocacy, Fans, and Engagement.
The CAFE model assumes that you have already established an overall plan as to what you want to achieve from a campaign. As a company or with your agencies, you will have to come together to decide that you want to achieve something specific in a specific way. For example, let’s say you sell pens. You have already decided that you will sell your new product (a pen that writes in several colors) to a particular demographic (new college students) by tapping into their desire to be creative.
CAFE takes that core strategy and gives you a clear pathway to begin marketing in a way that fits not only with the nature of media, but – more importantly – how consumers want to interact with brands and get to the point of making a decision.
Let’s take a closer look at each of the components, then see how they all work together.
The Secret: Past Stimulus
Ultimately, we need a model that moves us past a view of advertising as simple stimulus. We’re way past the stage where we can imagine that one really cool visual and a snappy headline can truly compel someone to make a purchase. It may work occasionally, but really, we have to be ready to understand and engage.
CAFE is meant to provide you with a path and a set of tools that gets you beyond stimulus and into really doing business and interacting. While this model is highly influenced by the emergence of social media, the implications are much broader. We should approach all communication in a way that gets us out from behind the ad and into the world of consumers.