Are you ever bamboozled by marketing jargon? I am, still.
“Have you heard of ‘stick marketing’,” a client asked recently.
“No,” I admitted. I paused for a moment, imagining myself chasing down old email subscribers with sticks.
It turns out that a ‘stick campaign’, in newfound marketing jargon, basically means getting people to stick to arrangements. To attend the webinar they registered for. Or to attend the event they booked onto.
I dislike it as an analogy, because all I can think of is threatening customers with sticks. Perhaps I’m a thug.
Terminology like this mostly serves to make marketing seem more complicated (and therefore more technical) than it really is.
All you really need to know:
- You find potential customers, and gain permission to communicate with them
- You convert a potential customer to a paying customer
- You entice that customer to ‘stick’ around: to buy again, to upsell, to downsell, to make referrals
That’s all. No fancy terminology needed.