A marketing masterclass; Discover the Incredible Tale of a Boy, Mom and a Cow.
It was early in the morning, Rumi woke up and quickly got out of bed and hastily made his way towards the door, he paused briefly at his half-open window, gently pushing aside the curtains for a brief view of his backyard. With a sense of urgency, he hurried outside to begin his day.
Anyone could notice the love and excitement in his eyes, what made him so exited?
He ran towards their paddy field at the backyard where he can see his COW! enjoying the morning meadow.
The golden rays of sun created a hallow around his COW and he stood there enjoying that mesmerizing view.
“It is time!” he said to his mother. She felt excitement, uncertainty, and helplessness in his voice. Being an expert in handling cows and an experienced mother, she felt she needed to help her son find their cow a partner.
The next day, he got up and peeked out the window to see a vehicle leaving his home. He ran and checked with his Mom, ‘Who was that?’ His Mom handed him a bundle of papers and asked him to go through them.
Being a curious person, he started looking into the bundle and to his surprise, it was full of general information on cows!
‘Wow! I didn’t know you were so knowledgeable about cows,’ he said, taking a page and waving it at his mother.
He sat there and went through the pile, starting to understand what his mother was doing.
In his village, there was no one who was aware of the special breed of cow they had. Some people were not even aware of the requirement for a cow to have a partner during its lifetime. Some were aware but are looking for further clarification. So, the vehicle which he had seen in the morning was from a printing press, and they had come to deliver all this educational material for these different groups of people.
Now what?’ he asked. A few well-dressed individuals, who looked like agents, came to his home to collect all the papers. His mom instructed those agents to distribute them to anyone on the street who had talked about cows at least once in their lifetime.
As instructed, they started distributing the papers to the main shops and hot spots in their location. Each individual who was interested in cows or owned a cow in the entire village received at least one copy. At the bottom of each print, there was a common phrase in bold: “Come join us on Saturday to enjoy some fresh milk from our cow for free.”
He couldn’t believe what he saw. The entire village now had interesting information about cattle farming, cows, animals, products that could be made from milk, how to increase the yield from their cows, and an invitation to visit his home.
It was Saturday morning, and they were setting up all the requirements to welcome the villagers to their Saturday party. They prepared their backyard with tables and benches, surrounded by greenery and a good view of his field where his cow grazed in the distance. Then he noticed people flowing in, and by a few hours, the entire backyard was filled with villagers. He observed that even though the entire village had received the printed papers, not all of them had turned up that day. However, he noticed that whoever came had a connection with cows. They distributed fresh milk and bread as an offering to their visitors.
He suddenly heard the doorbell ringing, and he noticed a well-dressed person with a microphone and speaker in their hand at the door.
His mom handed a pile of different papers to that person, and the moment they received those papers, they started talking about the mom’s expertise in cattle farming. They were walking around and talking about how she took care of this cow and how healthy the cow was. They displayed a cutout from a local newspaper about his cow. Some of the villagers recognize the cow from the news article. His mom and he shared their personal story and experience with cattle farming. At the end of the Saturday party, many people stayed back, but most of them had to leave due to various reasons, even though they were interested in their cow. However, they expressed their gratitude for all the food and the enriching experience.
The few who stayed back wanted to see this cow, and some really wanted to know more about the requirements for their cow to have a partner. They were invited to take a good look at the cow and allowed to touch and play with it for some time. His mom shared some personal experiences they had with the cow, its character and behavior throughout the day, and how all the other cattle farmers were happy with this cow. She talked about all the good things they shared and how everyone liked the milk from this cow and the quality of its byproducts. They even offered to teach and help the partner to deeply understand handling their cow. Since he and his mom had done an amazing job in filtering out the villagers to the final few who were standing there, they all wanted their pet to be the partner of this cow. This drastically increased the demand, and he and his mom were able to choose one perfect partner of their choice for an exponential monetary benefit. They were happy to find the perfect partner for their cow.
Did you enjoy the story?
If yes, let me tell you something. The story you just read is written in a way to help you understand various aspects of digital marketing strategy, customer experience, and business growth.
Go through the insight given below and re-read the story again to gain deep understanding of this allegorical story.
Here’s the reading guide:
COW = Your business (Dental clinic)
The Boy = Business owner
Mom = A mentor
First poster = Content marketing and Performance marketing
First Agent = Digital Marketing Mediums
Invitation to come = CTA (Call-to-Action)
Villagers who showed up on Saturday = People who got converted
Second agent with microphone = The second set of content marketing
Understand Customer Journey From The Story.
The story represents the journey of a business owner (the boy) who, with the help of a mentor (mom), uses content marketing, performance marketing, and digital marketing mediums to attract potential customers (villagers) to their business (cow). The call-to-action (invitation) brings people to their event (Saturday party), where they educate and engage with the audience. Through this process, they filter out the most interested and qualified leads (villagers who stayed back) and ultimately find the perfect customer (partner for their cow) for their business, resulting in exponential monetary benefits.
Awareness to conversion (Funnel explained).
TOFU (Top of the funnel) = Villagers who received the printed materials (Awareness and interest stage)
MOFU (Middle of the funnel) = Villagers who stayed back after Saturday to learn more (Consideration stage)
BOFU (Bottom of the funnel) = The few villagers filtered out, wanting their pet to be the partner (Purchase decision stage)
TOFU (Top of the Funnel) = The villagers who received the printed educational materials about cows, cattle farming, and the invitation to the Saturday party. The villagers who received these materials are at the top of the funnel, as they are now aware of the cow (your business) and the upcoming event (potential engagement with your services). Some may not have shown up on Saturday, but they have been exposed to the initial awareness and education phase.
By providing this educational content and invitation, the boy (business owner) and his mom (mentor) are reaching out to a wider audience and encouraging them to learn more, eventually moving them further down the funnel towards consideration and conversion.
MOFU (Middle of the Funnel) = Villagers who stayed back after the Saturday party to learn more about the requirements for their cow (business) to have a partner (engage with your dental clinic). These are the people who are interested and considering your services.
BOFU (Bottom of the Funnel) = The few villagers who were filtered out and wanted their pet (personal interest/need) to be the partner of this cow (engage with your dental clinic). These are the people who are ready to make a purchase decision.