State of the Art Marketing

We talk a lot about how network marketing is one to the "megatrends" of the nineties. The reason that network marketing itself is such a powerful trend is that the business is riding the crest of many other trends. I just received in my mailbox the latest issue of Sales and Marketing Strategies and News. This is a trade publication that is aimed at corporate sales managers and marketing managers. On the first page of the magazine, the "Publishers Letter" begins by stating that:

"It's no secret. Today's consumers are getting tougher to crack all the time. After decades of experiencing the numbing effects of mass media, market-wise consumers have grown cynical and demand not only quality product, but a quality message."

Now doesn't that sound like something straight out of a network marketing opportunity meeting? Isn't it interesting that a mass media-centered marketing publication is coming right out and saying that mass media isn't working like it used to?

But wait. There's more. The column goes on to explain that:

"Relationship or loyalty marketing, fostered through targeted messages, is proving over and over again to be one of the most effective ways to reach prospects."

Relationship marketing. Hmmm. Isn't that what we do as network marketers? Of course it is. And now we see that everyone else is playing catch up. Trying to develop "relationships" with their potential customers. Well, they may have some limited success, but there is one inescapable fact: It is virtually impossible to develop close, continuing relationships with customers on a mass scale. By very definition it just can't be done. Network marketing, with it's multi-level system of incentives and distribution, is the very best way that has ever been devised to develop strong, continuing customer bonding on a large scale.

So here's the latest "trend" in marketing -- relationship marketing -- and it turns out that network marketers have been doing it for years, in fact it is the very basis of the business. Are there any other "trends" that support network marketing?

How about working at home? I just recently moved my office from a standard office building to a room in my home. And I absolutely love it. I'm getting more done, I'm saving money, avoiding rush hour traffic, I'm more comfortable -- the list goes on and on. And what's really been interesting is that, as I've discussed my move with other people, I'm hearing lots and lots of stories about other folks who have done the same thing. Working at home is a major trend. The latest issue of Forbes ASAP, in an article on equipping a home office, reports that "home offices are a definite '90s trend. They have become a strategic advantage for many executives and business owners."

Of course working at home has always been a staple of the network marketing business. One extremely successful network marketer I know here in Austin recently decided to lease some office space, then just a few weeks later changed his mind and moved back home. Again, network marketing is way out ahead of everyone else on this latest trend.

Another trend that supports network marketing on several levels is corporate downsizing. Of course, downsizing has contributed to the growth of network marketing by producing a large number of displaced people looking for a better way to earn a living. But if you look at the fundamentals of downsizing and corporate re-engineering, you'll see some ideas that are key to network marketing.

One key concept of downsizing is the use of outsourcing to replace fixed overhead with costs that are incurred only when revenue is generated. The concept of oursourcing is nothing new to network marketing companies. Because network marketing is basically the "outsourcing" of the marketing function to independent distributors. These distributors are paid only when sales are made.

Another aspect of corporate downsizing is the elimination of layers of unproductive middle management. This is also something that network marketing has always done very successfully -- eliminating the middle man. Products are efficiently distributed directly from the manufacturer to the user.

Another trend in the business world is networking. Promoting your business by meeting people and forming relationships has become a big business. Chambers of commerce regularly hold "business after hours" card exchanges. Other networking organzations are springing up left and right. And it goes almost without saying that network marketing uses, and has always used, this powerful form of promotion. But network marketing has a key advantage when it comes to networking. And that is that network marketing explicitly rewards people for networking. When you go to one of those chamber of commerce card exchanges, the only incentive you have to recommend people to someone else is that the someone else might someday recommend people to you. But in network marketing the incentive is much stronger. You have a immediate, tangible interest in helping others.

There are many, many other current "trends" that have been part of network marketing for a long time. And they all add up to make network marketing one of the biggest trends of all.