Marketing with a Purpose: The Four P's of marketing revisited

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Presentation to the IABC Austin Chapter

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  • Peter Drucker famously wrote in The Practice of Management that thepurpose of a business is to create and keep a customer.While that may indeed be true, it’s the bare minimum and something that’srequired to keep the doors open.We believe the purpose of a business is to create and keep purpose.While purpose can be a loaded word for some, we think that in this day andage businesses that are built to do something that people can rally around,regardless of what the company actually makes and sells, are the ones thatwill naturally experience growth.Organizations that can foster and communicate, what we like to refer to as ahigher purpose, will always attract employees, customers and opportunitiesthat are drawn to that higher purpose. Attempting to serve an organization’shigher purpose is also a great way to maintain business focus when strickenby the idea of the week.Some of the most successful brands today, Apple, Zappos, and Southwest,have captured people’s hearts and imaginations around a simple purpose.Now purpose doesn’t always mean a “noble” cause as we might traditionallythink. Purpose can be an innovation that attracts, a culture that attracts, or asingle idea like trust.A well‐communicated sense of purpose can be a significant core differentiatorfor the right company.
  • The first element of the Four P’s in a fully alive business is the passion for living that the owner of the business brings. When the founder of a business can serve their own personal passion and purpose by growing the business, good things can evolve. The leader of a business must have a great sense of passion for the business, but they also must be able to connect that passion with purpose in order to bring out the desire to commit in others. Leading with passion is how you put yourself out there and do what you were meant to do.
  • Peter Drucker famously wrote in The Practice of Management that thepurpose of a business is to create and keep a customer.While that may indeed be true, it’s the bare minimum and something that’srequired to keep the doors open.We believe the purpose of a business is to create and keep purpose.While purpose can be a loaded word for some, we think that in this day andage businesses that are built to do something that people can rally around,regardless of what the company actually makes and sells, are the ones thatwill naturally experience growth.Organizations that can foster and communicate, what we like to refer to as ahigher purpose, will always attract employees, customers and opportunitiesthat are drawn to that higher purpose. Attempting to serve an organization’shigher purpose is also a great way to maintain business focus when strickenby the idea of the week.Some of the most successful brands today, Apple, Zappos, and Southwest,have captured people’s hearts and imaginations around a simple purpose.Now purpose doesn’t always mean a “noble” cause as we might traditionallythink. Purpose can be an innovation that attracts, a culture that attracts, or asingle idea like trust.A well‐communicated sense of purpose can be a significant core differentiatorfor the right company.
  • Now purpose doesn’t always mean a “noble” cause as we might traditionally think. Purpose can be an innovation that attracts, a culture that attracts, or a single idea like trust.A well‐communicated sense of purpose can be a significant core differentiator for the right company.People commit to companies, products and stories that are built on and positioned with a simple, easy to communicate purpose – we commit to things we believe in and companies that get that create their entire marketing about purpose instead of product.• 37Signals is an anti software company that happens to make thesimplest software on the planet• Evernote is trying to create memory as a platform and build universaltrust around data• Zappos is about customer service and they happen to sell shoes
  • Lori Loew – Give Realty . That’s why 25 % of our commission is donated to the nonprofit of the buyer’s or seller’s choice in their name, not ours. Donated $115,000 so fartDikoMaybalian, Technology for Good We then reinvest 100% of our revenue into serving our local non-profits and other charitable organizationsCielo Water Company. We like working together! And feel great that everything we do supports a local non-profit ... Austin House of Prayer (AHOP) is a community of Christians praying towards reconciliation. 
  • So, what does this mean for your business? Can you discover a purpose greater than simply gaining a customer; can you create a business, a culture, built to communicate that purpose? What might change if you did? What organizations could you model your working on purpose business upon? How can you draw people to commit and connect to your higher purpose?Sometimes the key difference lies outside of your products and services. While it’s very logical to try to find your point of differentiation from a product, package, or price feature, some of the greatest marketing strategies reside in tapping the underlying culture of the organization itself.Culture’s a funny thing in the world of small business. It’s often a representation of the personality, beliefs and values held by the owner of the business. It’s hard to fake and it’s hard to change. But, if you can define it, mold it, and communicate it in ways that support a positive brand experience, you might just be on to a very powerful source.
  • 1. GreenThe green movement is alive and well in the mind of a growing segment ofthe market. This isn’t just a culture of environmentally sound businesspractices as much as it is a commitment to something of a higher purpose that represents the beliefs of an organization.It’s also a good place to look for authenticity. This is not just about setting up a recycling program and promoting it on the web site.Green business is about nurturing and growing. It involves customer service and employee practices that focus on that. Check out SweetRiot[http://www.sweetriot.com/]or TerraCycle [http://www.terracycle.com/]
  • YesSome companies find a way to over deliver and delight their customers atevery turn. They define customer service and the “yes we can do that”attitude in every process and business decision.Their customers voluntarily relate stories of over the top feats of service. Fewcompanies do this better than Zappos [http://www.zappos.com/].A commitment to a level of service that makes people talk about you is a great marketing strategy.Example the Tony Hseih late night pizza story. In a hotel room with vendors. Room service closed. Tony joked about calling customer service at Zappo’s for pizza. The rep looked up a list of restaurants that delivered to the hotel.
  • PeopleHampton Inn- story of the clerk who gave me free breakfast cereal for my kids at 10 at night. She not only showed me to the kitchen, but got out the bowls, and utensils. Every time we fly Southwest Airlines [http://www.southwest.com/], and it’soften, we’re amazed at how happy their employees seem to be while they go about their work. Baggage handlers, ticket agents, pilots and flight attendants alike all seem to share the same passion.
  • 4. DesignGreat design powers many organizations to marketing greatness. Apple[http://www.apple.com/] certainly benefits from a long history of simple, butvery powerful, design. Great design is probably the one area a firm can acquire the greatest amount of outside help. A talented branding or design agency can go a long way towards creating design assets that connect with design conscious customers but, in the end, the culture of great design has to live in the walls. A company that benefits from a focus on style pays as much consideration to the pens and trash cans in the office as a logo and web page.One of our design first favorites is JonesSoda [http://www.jonessoda.com/].
  • 5. FreaksAs Tom Peters famously said in Liberation Management[http://www.amazon.com/gp/product/0394559991?tag=jantschcomm‐20],“Fire the planners and hire the freaks. In an age of deviation, the only viable response to weirdness is to get weird.”Whether you call it cultural diversity, tolerance or color, standing out byletting your hair down and being who you really are is a great way to attract others who share your passion for weirdness.Actively seeking colorful individuals to bring a much higher level of “out ofthe box” thinking may be just the ticket for a company looking to establish a point of differentiation.So, could the underlying culture of yourName your favorite freaky Austin brands!
  • Organizations that understand the power of purpose also understand that purpose is what they need to package as their reason for being, core difference and position in the market. They lead with why and let those attracted to that why create their own definition of what. In fact, brands that start with purpose over product can effectively enter most any market with the same positioning and compete with entrenched category leaders. I know it’s become cliché to cite Apple as an example, but this computer company routinely blows competitors away in any market they enter. Think mp3 players and mobile devices – two categories they entered and dominate even though they’re a computer company. Apple’s sense of why is so prevalent in their positioning that it wouldn’t surprise me if they entered the coffee market and became the category darling.
  • Founder Ellie Scarborough
  • The final P is how a business uses desirable human traits or personality characteristics as a vehicle to allow all that encounter the business to actually experience purpose. It’s one thing to state your purpose on a plaque or marketing brochure, it’s another thing entirely to live by a tangible set of daily habits and processes that offer proof of purpose. We are drawn to people and experience that are simple, inspirational, convenient, innovative, playful, community oriented and filled with surprise. These are the personality traits that a fully alive business uses as the everyday creative language of the business.These traits act as the filter for every decision and make up how the business is run internally and the brand is experienced externally. Imagine what would occur if every college student today were taught these Four P’s. Imagine if every business were started with this framework. Imagine if everyone could go to work for a company built with this way of thinking at its core. Imagine if we could experience these Four P’s by simply becoming a customer of your business? What would that be like?The final P is how a business uses desirable human traits or personality characteristics as a vehicle to allow all that encounter the business to actually experience purpose. It’s one thing to state your purpose on a plaque or marketing brochure, it’s another thing entirely to live by a tangible set of daily habits and processes that offer proof of purpose. We are drawn to people and experience that are simple, inspirational, convenient, innovative, playful, community oriented and filled with surprise. These are the personality traits that a fully alive business uses as the everyday creative language of the business.These traits act as the filter for every decision and make up how the business is run internally and the brand is experienced externally. Imagine what would occur if every college student today were taught these Four P’s. Imagine if every business were started with this framework. Imagine if everyone could go to work for a company built with this way of thinking at its core. Imagine if we could experience these Four P’s by simply becoming a customer of your business? What would that be like?
  • 5. FreaksAs Tom Peters famously said in Liberation Management[http://www.amazon.com/gp/product/0394559991?tag=jantschcomm‐20],“Fire the planners and hire the freaks. In an age of deviation, the only viable response to weirdness is to get weird.”Whether you call it cultural diversity, tolerance or color, standing out byletting your hair down and being who you really are is a great way to attract others who share your passion for weirdness.Actively seeking colorful individuals to bring a much higher level of “out ofthe box” thinking may be just the ticket for a company looking to establish a point of differentiation.So, could the underlying culture of yourName your favorite freaky Austin brands!
  • Marketing with a Purpose: The Four P's of marketing revisited

    1. 1. The Four P’s Revisited IABC Austin Luncheon Jan 10, 2012
    2. 2. The purpose of life is to live it, to taste experience to the utmost, to reach out eagerlyand without fear and for newer and richer experience -Eleanor Roosevelt
    3. 3. The purpose of a businessis….• Be profitable?• To create and keep a customer?• To create and keep a purpose
    4. 4. The Four P’s of Marketing• Product• Price• Place• Promotion
    5. 5. The Four P’s of Marketing
    6. 6. Purpose can be• Innovation that attracts• Culture that attracts• Single idea like trust or fanatical support
    7. 7. Purpose can be giving back
    8. 8. 5 ways to make culture astrategy
    9. 9. 5 ways to make culture astrategy 1. Green
    10. 10. 5 ways to make culture astrategy 1. Green 2. Yes!
    11. 11. 5 ways to make culture astrategy 1. Green 2. Yes! 3. People
    12. 12. 5 ways to make culture astrategy 1. Green 2. Yes! 3. People 4. Design http://www.jonessoda.com/
    13. 13. 5 ways to make culture astrategy 1. Green 2. Yes! 3. People 4. Design 5. Freaks
    14. 14. 6 questions to ask your teamand yourself 1. Why are you in business? 2. What is your culture? 3. What is your mission statement? 4. Who are your followers? 5. How do you respond to trials?
    15. 15. Questions?
    16. 16. Door Prize
    17. 17. Your feedbackComplete evaluation form• Your feedback• Information – 7 Steps to Marketing Success Report – Request a marketing evaluation
    18. 18. About Moxie Marketing Marketing with an Attitude for Small Business• We help small business owners and service professionals realize their business dreams• Install small business marketing systems & equip your company with great creative, tools and tactics. – Strategy before tactics • Powered by Duct Tape Marketing, Certified Consultant • Simple, effective, affordable – Collaborative Consulting • Your Businesses Virtual Marketing Dept. • Group Training
    19. 19. Services• Core offering: Guided Marketing Program (One- on-one) – Your Virtual Marketing Manager• Marketing Catalyst Program – solo or group• Referral Engine Group Training• Social Media Group Training• Match experts and contractors to match the client’s needs and budgets (writers, etc.)• Services: Constant Contact, SEO, Pixability Video Marketing
    20. 20. Worked With
    21. 21. Sample Clients
    22. 22. Rick L’Amie• Web: www.getmoxiemarketing.com• Blog: www.marketingwithmoxie.com• Twitter: twitter.com/MoxieMarketing• LinkedIn: www.linkedin.com/in/ricklamie• G+ ricklamie• Email: rick.lamie@getmoxiemarketing.com• Phone: 512.814.MOXIE (6694)

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