Thursday, September 23, 2010

Marketing and the Law of Attraction: Walk the Talk and Customers Will Flock

What if your company had infinite potential? According to Jack Canfield, it can.
In his book, Key to Living the Law of Attraction, Canfield asserts that you can use the Law of Attraction to attract people, resources, money, ideas, strategies, and circumstances - literally everything you need to create the future of your dreams.

Although Canfield is addressing individuals, the belief in limitless possibilities can apply to corporations as well. Companies that engage the Law of Attraction reap what they sow by attracting and retaining top talent, harvesting new ideas for R&D, and selling products and services. They also incorporate community impact into their business mantras.

The Law of Attraction Goes to Market
As a marketer, you may be wondering how to take the Law of Attraction to market. The key critical success factor is authenticity -- in your messaging, through your social networks, in your product designs, and in all areas of your business. Like charity, authenticity begins at home. This sounds simple enough, but many companies fall short of fully living their corporate visions and values as they carry from the CEO down the ranks. In today’s highly-networked, social media-driven marketing climate, any inconsistencies in applying these values in all areas of the business become quickly exposed. The great news is that the environment also supports quickly exposing any company that walks its talk.

Living Proof
If you’ve read my 2 most recent Word Up articles, you’ve undoubtedly observed my penchant for fitness. So it will come as no surprise that I’m highlighting a company in that industry as living proof of the law of attraction playing out across an entire organization and permeating into the customer base.

lululemon athletica communicates its vision to the world by way of a manifesto, which includes simple yet powerful statements such as, “Do one thing a day that scares you; Friends are more important than money; Creativity is maximized when you’re living in the moment.”

And these aren’t just words.

Over the past year, as I’ve progressed along my own personal health and fitness journey, I’ve had the pleasure of becoming acquainted with several members of the lululemon athletica Boston-area staff, from educators (those on the front lines) to store managers and the regional manager. Each of these wonderful people ingrains the manifesto into his/her own lifestyle, seeks continuous improvement, and thereby becomes a powerful brand ambassador for the company. lululemon employees are walking examples of the Law of Attraction, emulating their corporate values from simple acts of kindness to extensive community outreach and volunteerism as well as constant creation and innovation fostered by a corporate climate that embraces these behaviors. In return, they attract people who share similar values and who are also engaged in the very activities that lululemon promotes. These customers become extensions of the team, and many even spread the manifesto as lululemon ambassadors. To us, this is a new form of marketing that is proving very effective. To lululemon, it is a way of life.

With 2010 sales growth just exceeding 28%*, they must be doing something right.

Using the Law of Attraction for Crowdsourcing
lululemon athletica is a prime example of a company whose existence centers around relationships rather than transactions. The level of commitment they achieve from customers who align their personal brands to the company’s extends far beyond product sales to something of greater worth. lululemon is establishing a network of loyal and altruistic brand representatives who will, in kind, locate others in their own circles who live the manifesto and collaboratively turn out new product ideas, thus creating not merely a customer base but rather an entire culture of community-minded individuals who also happen to enhance shareholder value.

I know for sure about their existence because I have become one of them. The encouragement the lululemon staff exhibited toward me as I progressed toward my own goals far exceeds the expectations I hold of any business, and it will not be forgotten, as I intend to pay it forward. The people behind the brand have inspired me to pursue a number of industry certifications aimed at my personal extracurricular goal of bringing opportunities for formal fitness programs to those who would not otherwise be able to access them and helping people unleash their own unlimited potential.

And of course, I will continue to recommend lululemon products throughout my network.

*Source: on Sept 23, 2010
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