There is an emerging trend, (perhaps not so emerging and more intertwined), in our markets today. People would much rather be courted rather than sold to. Entice someone through story or movements and you have a lifelong customer. Try to manipulate and sell through shows and events and you have a one time fling.
Take, for example, conventional churches. Most are in the business of purveying spiritual goods. They try to entice new entrants by putting on the best ‘show’ every Sunday and having the best events throughout the week. Generally churches grow by stealing existing ‘customers’ from other church products that don’t measure up to consumerist standards. What you typically don’t experience are the grassroots movements that are drawing in people who’ve never been to church before.
Marketing is similar. We can put on the best ‘show’ or event, but in reality the widely successful, and sometimes cheapest, marketing campaigns involve creating movements that take time to convert people into participants rather than consumers.
What would you prefer? 1000 one time customers from a one day full page ad in the newspaper? Or 10000 new sales next year from people who feel like they somehow belong to your product/service and will return to purchase again?