The idea of enchantment has been part of fairy tales, legends, and myths for thousands of years. So, when Guy Kawasaki applies the word as a metaphor for how to influence customers, is he telling us anything new?

Watching this video is worth 2 Management Courses CPD Points*.
See below for details

Marketing for Managers
This video is part of course module number 8.3.3
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 2: Marketing Mix

Other videos in this section include:
What is the Marketing Mix - The 4Ps? https://youtu.be/gsp72V0W8Uw
Marketing Mix: Product - What is Product Marketing? https://youtu.be/uBFcQByXn9Y
Marketing Mix: Price and Pricing Strategy https://youtu.be/0U9NhG4I0uw
Marketing Mix: Place https://youtu.be/DVaYT7zU7rE
Marketing Mix: What is Promotion? https://youtu.be/n552xtFOV2Q
Marketing Mix: What is Positioning? https://youtu.be/4_wIDOKJS2Q
What is the Marketing Channel Mix? https://youtu.be/pH6Zjrd3IB4
What is Public Relations (PR)? https://youtu.be/2Nc2gDAaxzY
Seth Godin: What are Tribes? https://youtu.be/INKI-FRUNcA

LESSON NOTES
The value of Guy Kawasaki’s 2011 book, ‘Enchantment, The Art of Changing Hearts, Minds, and Actions’ (https://geni.us/5FFJ), reminds us what we already know. And coining a great metaphor is a good way to do it.



What is Enchantment?
Kawasaki defines Enchantment:
“Enchantment” is the process of delighting people with a product, service, organization, or idea.’
The outcome we are looking for is a long-term relationship with our customers.

The Three Pillars of Enchantment
Kawasaki suggests we build enchantment on three pillars:
1 A Great Cause

2 Trustworthiness
3 Likeability

How to Build Enchantment
We build enchantment by focusing on the three pillars. To build a massive reputation, you need to address the masses. And one way to do this is with story-telling. You need to craft a creation myth for your product will help you to enchant your customers.

The DICEE Acronym for a Great Product or Cause
In the book, Enchantment, Kawasaki says that to enchant with a great product or cause, it needs five things:
• D – Deep
• I – Intelligence
• C – Complete
• E – Empowering

• E – Elegance


RECOMMENDED EXERCISE
Think about a product or service your organization produces and markets. What are the elements of its marketing in terms of the four Ps of product, price, place, and promotion? If your organization doesn't produce a product or service, then pick one you are familiar with either through your work or domestic life.
1. To what extent is Enchantment a part of this product's marketing mix? And how is it used? (3 MC CPD Points)
2. If you were going to lead a campaign of enchanting the customers for this product, how would you use the three pillars, storytelling, and the DICEE framework to build a campaign? (9 MC CPD Points)

DOWNLOADS
Free Resources
🧰 CPD Tools - https://gum.co/MC-CPD

Paid resources
🧳 Management Courses Onboarding Kit - https://gum.co/MC-ObK ($3)

RECOMMENDED READING
Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
You can record your Management Courses CPD points on our free, downloadable CPD record log.
Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
- If you simply watched the video, record 2 MC CPD points
- If you also carried out all of the recommended exercises, score a total of 14 MC CPD points

#Enchantment #ManagementCourses #MarketingMix