You’re probably familiar with the concept slow as an adjective for certain activities, such as slow-cooking, slow-fashion, slow-living… In this sense, the activities associated with the slow philosophy are those that allow us to slow down, connect with the moment and appreciate things more deeply.
Let’s start at the beginning. The slow movement emerged in the 1980s as a response to the culture of haste and the instant. It centres on the idea of slowing down the pace of life and enjoying things more consciously and calmly, paying attention to detail and valuing quality over quantity. Rather than seeking efficiency and productivity at all costs, the slow philosophy is about quality of life and the connection we have with ourselves and others, finding a greater sense of well-being and fulfilment… but what does this have to do with marketing?
The concept and trends of slow marketing, when it’s advisable and for what kind of companies:
Marketing is supposed to create needs, encourage consumption, increase sales… it seems that the slow philosophy is the opposite, right? Well, no, marketing can also be slow, and just as effective, if not more so.
Slow marketing is a trend inspired by the slow philosophy and focuses on building strong and lasting relationships with customers through patience and attention to detail. Instead of using aggressive marketing tactics geared towards quick sales, slow marketing centres on the value of the customer experience and building a brand with a strong, authentic identity.
Slow marketing is most common in companies that want to build lasting relationships with their customers and that focus on the quality of their unique products or services, with a focus on sustainability and social responsibility.
Some of the principles of slow marketing are
- Emotional connection: slow marketing focuses on building an emotional connection with customers, rather than just selling products or services. The idea is to create a lasting and authentic relationship based on trust and loyalty.
- Quality over quantity: The focus is on quality over quantity. Instead of trying to reach as many people as possible in order to sell as many products or services as possible, slow marketing aims to reach people who are interested in the brand and who identify with its values and identity.
- Patience: Instead of trying to sell quickly, try to build lasting relationships through time and attention to detail.
- Authenticity: The brand must be true to its values and identity and not try to be something it’s not.
- Customer experience: The idea is to create a positive and memorable experience for customers that makes them feel valued and motivates them to return.
- Sustainability and social responsibility: Companies that focus on these values can build a more authentic and lasting brand.
Trends and strategies
Slow marketing centres on creating quality content that is relevant and interesting to customers, that makes the public think and allows them to learn more about the brand and its values.
Social media is an important tool in any marketing strategy, as it allows you to interact with customers and create a community around the brand, but in this case the focus should be on the quality of the interactions and the creation of authentic and relevant content.
Since it focuses on the customer experience and seeks to create a positive and memorable experience, it wants to establish a lasting and authentic relationship with customers, where they feel valued and appreciated. In this sense, human relations events and activities allow customers to interact with the brand in a personal and authentic way and allow customers to feel that they are part of a community.
Slow marketing can also boost influencer marketing, recommendations from customers, users or subscribers and, of course, influencers who are aligned with the brand’s values and identity and who can help create a community around the brand.
Slow marketing techniques take sustainability and social responsibility into account and seek to emphasise these values in their strategies. The idea is to create an authentic and responsible brand that has a positive impact on society and the environment.
When is it appropriate to develop slow marketing strategies in companies?
It is suitable for any type of company, but is especially recommended for those seeking to differentiate themselves in a competitive market and focusing on quality and customer experience, and emphasising their values. For example, companies producing organic, artisanal, local or sustainable products, support services, etc.
The key is that, rather than focusing on quick sales and an aggressive marketing strategy, these companies seek to build a community around their brand, based on trust and loyalty, that works on lasting and authentic relationships with customers, rather than simply focusing on short-term sales, so that customers feel valued and appreciated.
To do this, it’s important to have consistency in all communication channels and messages. Authenticity and transparency, the brand’s personality and values are reflected in the creation of quality content that is relevant and interesting to customers, that communicates with the public and that generates a positive impact on society and the environment.
Finally, and based on our experience, I can only say that slow marketing is no less effective, efficient or profitable than “normal” marketing and that it is highly recommended because, in addition to all this, it is sustainable, congruent, focused on people and communicating the brand’s values.
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Photography: FreePik
