What is qualifies as “inside-out” marketing? Is this just a relatively new marketing buzz word? I came across this term recently while reading an article on Method, a new “indie” consumer goods company from San Francisco. While doing a big of Google research on inside-out, I discovered that the term has also been trademarked by The Maloney Group so I certainly give them all credit due here.
Inside out marketing starts by winning the hearts and minds of i) employees ii) clients and iii) key influencers before launching a product. The big 3 inside stakeholders listed above have so much affinity/belief in the product that they become huge advocates as you go to market. Clever design and function (Apple), environmental commitment (BP/Patagonia) and cause commitment can drive stronger than normal emotional/intangible connections on the part of these key stakeholders. Inside out focused companies that “bake-in” these “reasons to believe” much further upsteam in the product development process are going to win.
Wouldn’t it be great if more companies look inside to find ways to stir the spirits of key stakeholders in 2008?
Ryan Jones is interested in marketing and good causes. He currently works in Global Brand Management at Procter & Gamble and resides in Geneva, Switzerland.