There is a new buzzword out there called “Murketing”, a portmanteau of murky and marketing implying a sort of under the radar effort at increasing market share, cachet, whatever. If you read my entry about the staycation, you know that I am not a fan of what I feel are often attempts to put lipstick on a pig. My problem with the murketing term isn’t that the practice is a bad idea but rather that the creation of the term implies there is some hot new trend to adopt or be left behind. I have noted before, not every new approach/technology is appropriate for everyone, but they do bear exploration.
Let me expand a little on this. The way I think the idea should be approached is to say that in the face of changing behavior of consumers which includes rising skepticism about advertising campaigns that take a direct approach, it might be prudent for companies to examine the way they approach their marketing and perhaps even re-evaluate the market to which they are appealing. Instead the coining of terms like murketing makes it sound like you have to discard the practice of marketing altogether and replace with the method of the future. The reality is as I described it — take the time to re-examine.
I am not sure if he actually created the term or not, but a gentleman named Robert Walker recently wrote a book, Buying In: The Secret Dialogue Between What We Buy and Who We Are which examines the idea. Forbes did a review which appears to sum up Walker’s theories about as good as any article I have read on the subject or the book.
As much as I dislike the term, I have to say I like sections of Walker’s blog, namely Subculture, Inc and The Murketing Arts. While his book deals with the efforts of Pabst Blue Ribbon and Red Bull as well as some smaller operations, these sections are devoted to Q&As with people involved in small scale efforts to advance their products. Given that arts organizations often fall into the small scale category, these sections of the blog along with Walker’s “Consumed” column in the New York Times Magazine and of course, the book might provide some inspiration. (Yes, I have to acknowledge that the site’s sort of anti-guru vibe might actually be calculated, per murketing, to cater to my skepticism.)
I am reluctant to mention some of the ideas that popped into my head while reading about some of those interviewed because they essentially tap into the forces other people have discovered rather than finding some local characteristic. Sure there were women who tapped into the skateboarder market despite not selling any skateboarding gear. It doesn’t mean that is an appropriate target group for your organization. (Except the stars will align for some symphony in Idaho and suddenly California arts groups will be banging their heads trying to figure out why a state replete with skateboarders can’t win with them.)