What I Learned About Marketing From the Weavers of Ecuador

Invitation Wording In Spanish - What I Learned About Marketing From the Weavers of Ecuador

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High in the Andean mountains, in a tiny community where the art and craft of weaving has been passed from generation to generation, I, a marketing veteran of 20 years, learned a lesson about marketing.

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Invitation Wording In Spanish

In North America, we tend to believe we've not only cornered the market on 'marketing' - but we feel, deep inside, that we invented it. A visit to another country is often an opportunity to conveniently assess ourselves with a less 'developed' society. I became aware of how misguided this attitude is while a up-to-date visit to Ecuador.

Our driver took us to visit some craftspeople in a few obscure villages near Cotacachi, an area well known for its indigenous bungalow industry.

At the first community we visited a weaver known as the 'maestro'. This tiny, shriveled old man and his even tinier, shriveled wife welcomed us, their aged faces wreathed in smiles. It wasn't so much their beautiful attire that caught our attention, as their inevitable delight at our visit. We were total strangers and couldn't even speak their language, yet they invited us into their 'factory' behind their home as if we were visiting royalty.

When I say 'factory' I use the word loosely, based on the fact that the stone and concrete shell behind their home was where all their work was performed. Samples of their weaving hung on wires suspended under the bare beams on which the roof rested. Sweaters, scarves, wall-hangings, bags, ponchos and rugs all of the most intricate designs and exquisite workmanship.

As we began to admire their work, our driver politely caught our attention. Our hosts were eager to show us their skills so that we could fully appreciate all that went into the production of their beautiful products. We were led to a raised area on the far side of the building and invited to sit. The old join sat on a grass mat on the floor. They showed us how they took the raw alpaca wool and created loose, fluffy strands as thick as a man's thumb and about a foot long, using simple tools made from wood and thistles. As they worked, they earnestly described the process to us in Quichua. Our Spanish speaking driver translated into broken English.

Once they had enough of the fluffy strands, they were were fed onto a simple, hand-powered spinning machine on other side of the 'factory'. Soon tight cords of ready-to-weave yarn appeared.

Then the 'maestro' began to weave the wool on his loom. Apparently, the actual weaving is only done by the men of the village. He proudly demonstrated how he designed his products and as we watched, a scarf began taking shape, seemingly effortlessly, under his gnarled hands.

All too soon, loaded with all kinds of 'teasures' we departed to visit another of our driver's friends. This time, we visited a home in a community where they specialize in production musical instruments. As we entered, the colorful display of a huge variety of instruments displayed on the walls immediately captured our attention.

We were quickly, but very slowly and politely ushered away from the beautiful displays and asked to sit on the low wooden spectator benches.

I felt a minute embarrassed as we took our seats, like a guest who'd made a thoughtless faux pas in ignoring our host while admiring his work. He smiled gently, excusing our rudeness and considered chose instruments from his display to demonstrate to us. Many of these instruments I had never seen before. A tiny guitar-like instrument made from an armadillo shell and a large harp with a deep sound box below it were a few of the more unusual on display.

After demonstrating some instruments, our host pulled up a chair in front of us and proceeded to make a tiny pan flute. His movements were deft and sure. Each pipe was cut, tested, tweaked and tied into the instrument which honestly blossomed into life before our eyes.

The minute masterpiece was then presented as a gift and he indicated that we were now free to browse. After such a personal and appealing introduction to indigenous music, how could we help but load up with mementos and gifts before we took our leave?

In the next village, we were treated to the same cheerful and enthusiastic reception. We discovered all kinds of appealing things, such as which plants were used to create the vibrant colors used in Andean weaving. Did you know that the appealing pink derived from ground cactus flower buds is deepened to burgundy through the addition of a minute lemon juice?

At the end of the day, our taxi loaded to capacity with all our new treasures, I couldn't help thinking about what masterful marketers these simple, friendly people are. Any experienced marketer knows the power of study for raising the desirability and perceived value of a product, yet I've rarely ever seen it so elegantly and effectively used in modern western marketing as I did in those tiny Andean hamlets.

It taught me a lesson. It taught me to stop, take a breath and think.... honestly think... About how to instill that same pride, enthusiasm and love (yes, love!) into the marketing strategies I devise. Those people were so genuine, so desiring to review their love of what they do to us that our even our jaded, cynical and desensitized souls couldn't help but share their childlike delight.

Experiencing marketing Ecuadorian community style made me understand that we haven't cornered the market on marketing... Heck... We didn't even institute it! Truth be told, people have been marketing since the day the first barter transfer took place.

Examining what I'd learned from the Ecuadorian craftspeople in the light of the current global economy, I realised that if we don't market to our target prospects and customers on a more fundamentally human level, we risk losing them to those who will.

Why do you think communal networking is becoming such a big 'thing'? people are tired of being isolated. They want community. They want heart to heart. They want to feel less like a hamster on a treadmill and more like they remember their grandparents being. Businesses that cater to that core desire will find themselves with an increasingly loyal buyer base built on relationships of mutual trust and respect.

© Copyright 2009 Jackie Cooper

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