Resonance Marketing is a strategy for developing loyal customers by expressing the core values your business represents and engaging your audience in a mutually rewarding relationship.

1. Resonance
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Marketing
By
Allen Beuershausen

2. Resonance Marketing
Engaging your audience with a conversation and message
that reflects their values and interests and reinforces their
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desire to do business with your company.

3. What Resonance Marketing is
NOT
• Selling on Price
• Selling on Features
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• Selling on Service
This can come later

4. What is Resonance?
The intensification and enriching of a musical tone by
supplementary vibration
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Source: http://Merriam-Webster.com

5. You Your Customer
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Image source: http://www.svpvril.com/Cosmology/cos10.html

6. Resonance Marketing Says…
We’re on the same wavelength. I’ll bet we’ll like
doing business with each other.
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7. Resonance in Context
The intensification and enriching of a customer
relationship by leveraging the “vibe” you develop with
your audience.
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Make sure that your expression is music to their
ears.

8. Traditional Marketing is
Overdone
“We have the best price, performance, service,
blah, blah, blah.”
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9. Resonance Marketing Goes
Deeper
1. Demonstrates Your Authenticity and Shared
Values
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WHICH
2. Creates Affinity for your brand
AND
3. Adds value to the customer relationship

10. Resonant Businesses
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11. Resonance May Mean Different
Things to Different Markets
• Consumer v. Commercial v. Industrial
• Make sure that you address each market’s core needs, but
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that your messages across the markets are congruent.

12. “The World’s First Eco-Friendly
Luxury Vodka”
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Markets: Individual Consumers and Bars/Restaurants
Resonance: Sustainability

13. The Key to Resonance is
Communication
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14. What do you Communicate?
• Who you are
• What you are about
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• Your interests are aligned with your audience
• Values
• Interests
• Products/Services (We have what you need.)

15. Know Yourself
• What is your image?
• What do you want to project?
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• Brand, Personality, Reputation
• What do you really sell?
• Dreams, Productivity, Convenience, etc.

16. And be able to Articulate
Who You Are
• Web Site
• Social Media
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• Marketing Collateral
• Advertising

17. You might think you know who you are, but your
audience makes that determination for
themselves based on your message and image.
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18. What do you Sell?
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Productivity
Dreams
Convenience*
*Read Selling Dreams by Gian Luigi Longinotti-Buitoni for the great story here.

19. They know what they sell
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“At Microsoft, our mission and values are to help people
and businesses throughout the world realize their full
potential.”

20. Know Your Audience
• What are their values?
• What is their personality?
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• What interests do you have in common with them?
• How does that fit with your brand?
• Know how to contact them.

21. Communication Channels
• Social Media
• Marketing Communications
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• Advertisements (Print, TV, Radio, etc.)

22. Communication Style Matters
• Tone
Informative, Fun, Reassuring, Authoritative?
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• Aesthetics – Web Site, Collateral, Advertisements
• Color Scheme, Fonts, Layout, Logo

23. Consistency is Key
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24. Coherence – Internal Alignment
• Consistent voice
• Image
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• Aesthetics

25. Your Audience – External
Alignment
• Message: Your product addresses their core needs/desires
(implicitly)
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• They can identify with your company/organization
• They get something out of continuing/expanding their
relationship with you

26. How do you Leverage Personality
and Product?
• Engage your fans
• Solicit Feedback
• Run contests
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• Encourage them to spread the word
• Call to action - Make it easy for them to buy

27. Example – TOMS Shoes
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Product: Shoes
Resonance: Compassion

28. Example – TOMS Shoes
Message
Many children in developing nations don’t have shoes.
The lack of shoes exposes children to preventable diseases,
parasites, and injuries. You can help eliminate this threat
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by buying your shoes from us.
(Paraphrased)
(TOMS donates a pair of shoes to needy children for each pair
that you buy.)

29. Example – TOMS Shoes
Communication Channels
• Web Site
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• Social Media
• Documentary (Web site and YouTube)
• Advertisements

30. Example – TOMS Shoes
Engagement
• From the TOMS web site:
• SHARE the TOMS story
• SCREEN the TOMS documentary
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• HOST a Style Your Sole party (great play on words!)
• UPLOAD your TOMS pictures
• REGISTER for One Day Without Shoes
• Partnerships with like-minded nonprofits and student
associations
http://www.toms.com/our-movement

31. Example – TOMS Shoes
Results
• Sold 10,000 pairs of shoes in their first year (2006)
• Sold their 1,000,000th pair in 2010
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TOMS doesn’t sell on price or style and doesn’t do much on
social media.

32. Resonance Marketing isn’t a
quick fix. It’s a long term
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strategy based on building
relationships.

33. For Best Results
• Know yourself and your audience
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• Know what you really sell
• Enjoy the conversation