Marketing versus Advertising

MARKETING “Advertising is the tax you pay for being unremarkable.” Robert Stephens (Founder of The Geek Squad) From Avoid Average and Kevin McMillan

Promotion has many problems. > The natural reaction and belief about advertising (ads) > Logo overload (the interruption strategy) > Can you afford to compete with the traditional methods? What is your marketing plan and perspective? ________________________________________________ ________________________________________________ ________________________________________________ NOTES ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ 3

Before buying ads for the masses... > IMPROVE your service, product, and/or experience > EDUCATE your audience (consistent, timely, tell your story) > EQUIP your “sneezers” for viral marketing (evangelists, news sources, social media) > GO to where your audience is (find the “right” people, unique arenas, look for the niches) What can you do besides typical advertising? ________________________________________________ ________________________________________________ ________________________________________________ NOTES ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ 5

New tricks for an old dog. > Always start with asking what the purpose is > Better design and ideas ( Who is Joanne Puleo? ) > Honesty and humor How can you market yourself in a unique way? ________________________________________________ ________________________________________________ ________________________________________________ NOTES ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ 7

The main thing about marketing: > It’s an attitude NOT an action (everything is marketing) > Marketing first. Advertising last. > Great things market themselves What would change if you were thinking about marketing each day? ________________________________________________ ________________________________________________ ________________________________________________ NOTES ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ 9

Where do we go from here? ALL MARKETERS ARE LIARS by Seth Godin The power of telling authentic stories in a low-trust world. Purchase/order it through THE BOOKSHELF and get 10% OFF. RULES FOR REVOLUTIONARIES by Guy Kawasaki The capitalist manifesto for creating and marketing new products and services. Purchase/order it through THE BOOKSHELF and get 10% OFF. STATUS REPORT by Kevin McMillan The STATUS REPORT enables companies to explore their strengths and weaknesses. The actual evaluation and report is a 100 point check-list that covers 10 major areas of your company, service, and/or product in areas such as brand, marketing, communication, and more. ONE-ON-ONE with Kevin McMillan Move from the theories and principles to the specifics with a private, 2-hour “one-on-one” session with Kevin McMillan. This consulting/ coaching time can cover any of your needs, questions, or ideas concerning marketing, communication, service, design, and more. WORKSHOPS with Kevin McMillan COMING SOON Learn the “How To’s” behind marketing, communication, design, customer service, social media, and more. 11

These monthly meetings are to encourage and equip leaders and entrepreneurs who want to be EXTRAORDINARY. They combine an interactive lecture with group discussion and cover a range of topics including customer service, marketing, communication, and design. Class size is limited in order to reach optimal discussion and feedback. Go to www.AvoidAverage.com for more information or to register online. Copyright © 2009 Avoid Average and Kevin McMillan.

Marketing versus Advertising

by kevinmcmillan on Aug 08, 2009

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Marketing versus Advertising — Document Transcript