Shama Hyder:
You’re not even marketing to consumers. And everyone’s marketing, everyone has a brand, a message, whatever you’re doing. You’re marketing to Gods, and that’s really the big shift. So for me, it’s helping people understand what that shift looks like, what that means, and then how to best take advantage of that, how to articulate that. How do you market to Gods?
Speaker 2:
Wow. How do you define these Gods?
Shama Hyder:
The Gods are really you and I, the modern day consumers, and the power is in our technology. Because this is the crazy part, let’s say we wanted a meal, gourmet anything, 30 minutes, 45 minutes tops that we could order whatever meal we wanted. Let’s say you and I wanted to go catch a movie tonight. How many minutes for us to look up reviews, find which one we really want, which one the critics and audiences love, book tickets, have our snacks ordered, and then call an Uber to take us there? All these things that really [inaudible 00:01:03]. That is power. The power to make decisions. The power to buy.
Shama Hyder:
You order from Amazon much?
Speaker 2:
Yes.
Shama Hyder:
So when I keynote, I ask audiences this and everyone laughs, but it’s so true and they groan because I ask audiences all the time. I say, “How many of you have honestly groaned when it says it’ll take two days to get to you versus same day? And the audience laughs because it’s so true, right? I’m like, “Oh I have to wait 24 hours to get this package.” That power has only belonged to the Gods, the demi Gods. Being able to have anything you want. Be able to do anything you want.
Shama Hyder:
Information in so many ways has been historically, because I know you enjoy history, the domain of the powerful, right? The church controlled it. So there’s a long history of the Catholic church, like Gutenberg and the reason they hated the press. Now everyone has information. And by everyone you meant small people who could afford information. But of course the internet changed all of that because information doesn’t belong to those that are powerful, it belongs to everyone. So if you lose your power card, you lose that, then what do you have? And so brands really have to look at that and define like, “All right, so we are marketing to Gods. If we’re engaging, if we’re communicating, that means we have to find our place on Mount Olympus with them.”
Shama Hyder:
And what does that look like? What can we give them? Maybe it’s exclusivity. It’s something that you can give them which [inaudible 00:02:34] by the way, completely separate but integrated in that sense that it’s a unique experience. It’s lovely that the best thing that you can do in an age where information is available to everyone, is be the curator. The curator wins because there’s so much information. We still need it, but we need it relevant within context. So if I want to know what’s happening at the intersection of entertainment and glamor and media, everything that’s hot in South Asian communities and what we’re doing, then you think of Noki. And that’s power, especially in this age where information is prevalent, but relevance is harder and harder to come by.
Speaker 2:
So would I be right in assuming, just to encapsulate what you said there, is that we’ve gone from a mass market opportunity to a niche market, focused targeting kind of world. Would I be right in saying that?
Shama Hyder:
Absolutely. Because even think about a brand like a detergent brand or Hudson’s Bay, which is a cool department store. We don’t have it in the State so I love it when I’m in Canada because it’s fun. And so you think about that and this is crazy, but even 30 years ago, 40 years ago, if they wanted to reach the Canadian market and they wanted to reach women aged 30 to 40, they could pretty much take an ad out on television because guess what? 30 to 40 year old women watch, they had 70% coverage maybe because there’s four channels, right? So you pick the channel, you pick a show, you advertise, bam, you get 70%. Tell me what that demographic looks like today. There’s nothing that will give you 70% reach.
Shama Hyder:
So you have to be targeted. You might have to go Pinterest to find the women that are really crafty that enjoy that sort of thing and appeal to them or your kitchen aid items or different things that are going to appeal to them. Then you might have market on House because that’s where the women who love the interior decor hang out, that’s their domain. Instagram for fashion.
Shama Hyder:
So the world where you could get 70% mass, that’s gone. Because we as a society have changed. We have so many choices now. Women are so empowered. So even that demographic of, Oh, you could say 40 years ago if you’re between the age of 30 and 40, majority women married, two kids, probably not the sole breadwinner, church on Sundays, whatever. It’s very specific, a lot of homogenous. It’s a very homogenous world. Today we don’t live in that world anymore so you have to market accordingly.
Speaker 2:
Absolutely.
Shama Hyder:
Hi Derek, this is Shama Hyder again. Thank you so much for watching my videos. I super appreciate it. Please share if you find this information valuable. Do comment, I love hearing from you and be sure to subscribe. That way you don’t miss a single thing.
