The Answer to All of Your Marketing Questions

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This presentation was delivered to The Idea Village entrepreneur class of 2010. We explore a series of marketing and advertising questions that the entrepreneurs asked of Tom Martin.

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  • good add Sonya
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  • Tom, that's great input. I would add that for start-ups, it's good to also leverage public relations. There are opportunities for free publicity that they should look into, whether it's local media, trades, other other media outlets.
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The Answer to All of Your Marketing Questions

  1. 1. • Where  would  the  best  places  for  us  to  adver3se  be? • What  mediums  are  best  in  driving  sales?    Print,  electronic,  etc. • Do  catalogs  work?    When  is  it  worth  the  expense  to  create  and  mail  a   catalog? • Do  I  need  to  adver3se  or  is  word-­‐of-­‐mouth  direct  calling  right? • What  are  the  most  effec3ve/economical  forms  of  adver3sing? • What  strategy  should  we  be  taking  for  adver3sing  with  liDle  or  no  money? • Which  marke3ng  outlet  works  best  for  a  beverage  brand  other  than   sampling? • What  is  the  most  effec3ve  way  to  generate  online  sales?
  2. 2. wh at  i s  yo u r  b u si n ess  go al ? h ow   mu ch   ca n   yo u   affo rd   to   s p en d   to   rea ch   t h at   go a l ?
  3. 3. • wh at  i s  yo u r  b u si n ess  go al ? • wh o  i s  yo u r  au d i en ce? • wh ere  i s  yo u r  au d i en ce? -­‐ med i a -­‐ i n   l i fe • H ow  ca n   you   connec t   wi th   the m? • H ow  ca n   you   ex tend   that   con nec ti on   to  bui l d  a  rel at i onshi p? • H ow  ca n   you   get   the m   to   i nvi te  ot hers  to  pl ay ?
  4. 4. Where  would  the  best  places  for  us  to  adver3se  be? • where  is  your  customer? • MRI,  Nielsen  &  Arbitron • pay  for  it   • ask  the  media • talk  to  your  customer  
  5. 5. What  mediums  are  best  in  driving  sales?     • different  for  everyone • look  for  case  studies • test • beware  the  false  posi3ve
  6. 6. Do  catalogs  work?    When  is  it  worth  the  expense  to  create   and  mail  a  catalog? • different  for  everyone • look  for  case  studies • test • use  a/b  split  tes3ng • start  with  direct  mail  -­‐  something  small,  less  expensive  first
  7. 7. Do  I  need  to  adver3se  or  is  word-­‐of-­‐mouth  direct  calling  right? • adver3sing  =  rapid  scale  but  can  lack  believability • WOM  =  believability  but  lacks  rapid  scale • Nirvana  is  the  perfect  blend  or  having  a  big  bank  account  
  8. 8. What  are  the  most  effec3ve/economical  forms  of  adver3sing? • the  most  relevant  and  targeted • match  medium  to  product/service -­‐ complex  is  hard  to  sell  in  30  seconds -­‐ high  involvement  lends  itself  to  print -­‐ emo3onal  or  trendy  lends  itself  to  tv* *  invest  in  quality  -­‐  nothing  blows  emo3on  like  poorly  produced  tv
  9. 9. What  strategy  should  we  be  taking  for  adver3sing  with  liDle   or  no  money? kick  ass make  your  product/service  
  10. 10. Which  marke3ng  outlet  works  best  for  a  beverage  brand   other  than  sampling? • absolute  would  tell  you  print • firefly  vodka  would  say  WOM  and  Social   • coke  would  say  adver3sing   • others  would  tell  you  hand-­‐to-­‐hand  is  best • if  you  can’t  pull  it  through  the  channel,  then  you  beDer  find  someone  to   push  it  through  the  channel  for  you
  11. 11. What  is  the  most  effec3ve  way  to  generate  online  sales? • Google  crack • Natural  SEO • both  require  category  desire  to  exist • without  category  desire  neither  works  at  all • be  desireable • be  findable
  12. 12. Facebook.com/TomMartinTalks The difference between art and advertising is discipline.

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