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Immutable laws of marketing

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Michael Roach tells us his about his immutable laws for marketing at Ignite Columbia.

Michael Roach tells us his about his immutable laws for marketing at Ignite Columbia.

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  • 1. Marketing Something
    • How Reis & Trout Revolutionized Branding & Advertising
  • 2. LEADERSHIP #1
    • The importance of being #1
    • You know the number #1
      • Who is #2?
    • First to appear is usually ends up #1
    Excerpted (without permission) from The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk by Al Ries & Jack Trout
  • 3. CATEGORY #2
    • If you cannot be the first in your category, start a new category
    • First person to fly across the Atlantic
      • Who was the second?
      • Who was the first woman?
  • 4. THE MIND #3
    • Better to be first in the mind than first in the marketplace
      • TiVo
      • Kleenex
    • Top of Mind Awareness
    • Consideration Set
    • Positioning
  • 5. PERCEPTION #4
    • In the battle between products, perception is more important than reality
    • Marketing is not a battle of products, but a battle of perceptions
    • Build a better product … or
    • Create a product better suited for a specific group with a specific problem not solved well by others
  • 6. FOCUS #5
    • “The most powerful concept in marketing is owning a word in the prospect’s mind.”
    • FedEx > “overnight”
    • If you chase two rabbits, both will escape
    EXCLUSIVITY #6
    • Two companies cannot own the same word in the prospect’s mind
  • 7. THE LADDER #7
    • There is more than one slot available in the minds of the customers
    • Good / Better / Best
    • Cheap / Value / Quality
    DUALITY #8
    • Every market is a two-horse race
      • Coke & Pepsi
      • Canon & Nikon
  • 8. THE OPPOSITE #9
    • The #2 player should do the opposite of the #1 player
      • Wal-Mart v. Target
    • Offer an alternative to #1
      • #1
      • #2
      • Everyone else
    • If you stand for nothing, you’ll fall for anything
  • 9. DIVISION #10
    • Over time, categories tend to divide
    • Restaurants
      • Quick Service
        • Healthy
      • Casual Dining
        • Quick Casual
      • Fine Dining
        • Luxury
        • Casual
  • 10. PERSPECTIVE #11
    • Marketing effects take place over an extended period of time
    • Some actions are negative in the long term, even if they seem positive in the short term
    • Couponing
      • Initial effect: increase sales
      • Long-term effect: maintain sales
  • 11. LINE EXTENSION #12
    • Apply the name of a one product to another product
      • The power of the brand will help sell the new product
    • Basically never works
      • Tarnishes the brand
      • Creates brand confusion
  • 12. SACRIFICE #13
    • You have to give something up in order to get something
    • Once you know what you can win at, you can lose at everything else
    ATTRIBUTES #14
    • For every attribute, there is an opposite, equally effective attribute
      • Plastic door knobs
  • 13. CANDOR #15
    • When you admit a negative, the prospect will give you a positive
    • Being genuine builds credibility & trust
    • Scope tastes minty, not mediciny
      • Listerine is the taste you hate, twice a day, because you know it’s working
    • Avis is #2
      • Our lines are shorter
  • 14. SINGULARITY #16
    • In each situation, only one move will produce substantial results
    • One bold stroke is much better than a bunch of small marketing efforts.
    • Marketing is too important to be left to the marketing people.
  • 15. UNPREDICABILITY #17
    • Unless you write your competitor’s plans, you can’t predict the future
    • Long-term planning is necessary only for providing purpose to short-term planning
    • … to cope with an unpredictable world … build an enormous amount of flexibility into your organization
  • 16. SUCCESS #18
    • Success leads to arrogance
    • Arrogance leads to failure
    FAILURE #19
    • … is to be expected, and accepted
    • If you’re in a hole, stop digging.
  • 17. HYPE #20
    • History is filled with marketing failures that were successful in the press
    • Fame or Fortune?
    • The videophone has been in the press for more than 40 years
      • It still doesn’t exist
  • 18. ACCELERATION #21
    • Successful programs are not built on fads, they’re built on trends
    • Fads accelerate quickly, but don’t last long
      • Difficult to predict or see the end
    • Trends accelerate slowly, but run fast and steady
      • The end is easy to see clearly
      • Gives the marketer time to retool
    • Are you a weed or an oak tree?
  • 19. RESOURCES #22
    • Without adequate funding, an idea won’t get off the ground
    • “resources” means:
      • capital for planting, building, growing and expanding
    • “resources” does not mean:
      • big budget ad campaign for a product that doesn’t exist yet
  • 20. J. Michael Roach Creative Director Caledon Virtual Partner KimberMedia Director of Brand Communications PrintNinja facebook.com /jmichaelroach twitter.com /jmichaelroach

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