CREATIVE MARKETING - How To Set Yourself Apart and Win Customers

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How To Get Noticed by Prospective Customers? "You can say the right thing about a product and nobody will listen. You've got to say it in a way that people will feel it in their gut. Because if they don't feel it, nothing will happen," says William Bernbach. How can you be creative enough to get noticed by your prospective customers? Case in Point: Half.com: Buzz Marketing Before spending a single dime in traditional marketing, Half. com captured the attention of the media, and the Internet community. Time magazine called it "one of the greatest publicity coups" in history. Twenty days after the launch, e-Bay called. Within six months Half.com was sold to eBay for US$ 300 million.. Case in Point: InsBeCom Inspirational Business e-Coach (InsBeCo), also known as Ten3 Business e-Coach (www.1000ventures.com, www.insbeco.com) did not intentionally allocate any budget for costly and obtrusive traditional marketing strategies such as advertising, direct marketing, e-mail campaigns, etc. Instead, InsBeCo uses creative Tao-style marketing – effortless marketing. InsBeCo creates a lot of free value online that attracts hundreds of thousands visitors from all over the world every day. Many of these visitors turn into customers. They buy priced InsBeCo’s products and services that deliver much more value.

Your Business is Ruled by the Marketplace Adapted from “MoneyHunt”, Marc Spenser and Cliff Ennico "You don't decide what business you are in; the marketplace decides that for you... People will only buy what they want to buy, or are afraid not to buy, at a given moment in time,” write Marc Spenser and Cliff Ennico. Tailoring your business plan to what the market will buy is always a better, more successful strategy than developing a new product or service without knowing precisely the customers for it and hoping that people would buy it because it's good. Many things are good, and people need many things. But the "need" is not enough. Nobody buys what they need. Before people will buy something they "need", two things have to happen: 1. They have to recognize and accept that they need it. 2. They must act upon that recognition and acceptance... Before people know they need something, you often have to spend lots of money educating them about why they need it. While preparing your business and marketing plan, anticipate also the curveballs that the marketplace will throw at you and may cause you to change direction. Three Stages of the Marketing Process Marketing is essentially a 3-stage process: Stage 1: Listening to the market; finding a product that already has a market desiring it; or adapting your new or existing product to dynamic customer needs. Stage 2: Approaching that eager market and presenting your product(s) in a manner that shows them exactly which benefits they will experience by purchasing from you immediately. Marketing is positioning. You need to learn to position your product or service in the mind of the prospect. Stage 3: And finally, the ongoing contact with that client to educate them as to why you’re the best source of additional products or services. This is crucial to your bottom line because you need to capitalize on the long-term value of every client you secure.

You Must Make an Impression How are you going to stand out from competitors? Apart from cutting edge products you need design and implement cutting edge marketing strategies. Yes, traditional marketing techniques can deliver average results, but "out of the box" solutions can make wonders. Creative marketing will help you generate the results you’ve been looking for. Unique original low-cost marketing ideas can help you grow your business tremendously. Innovative marketing strategies can move your brand quickly from an intriguing concept to a household name. In selling, you must be creative too to make an impression on your prospects if you wish to get the business. Case in Point: Creative Brand Marketing by Guinness Adapted from Brand Marketing: Guinness , Scott Kirsner To refresh its 243-year-old brand, Guinness opened an innovative Storehouse in Dublin. It features exhibits that recount the company's history and explain how the black beer is made. But the facility also has conference rooms and a training center for employees, an art gallery, restaurants, cafés, bars, and event space. Storehouse serves as a giant mixing bowl for tourists, Guinness employees, and thirsty Dubliners. It represents best practice in the experience economy – and a reimagination of how a company can connect with its core constituencies. Storehouse is also the physical manifestation of a serious marketing challenge: to reconnect Guinness with younger drinkers in Ireland. Part of the solution was to make Storehouse a magnet for the Dublin pub-and-club-crawling crowd. After dark, there are special events that attract both locals and executives: awards ceremonies, concerts, corporate parties, fashion shows, and gallery openings. By bringing people in their twenties and thirties to the brewery, the events help Guinness get in touch with a new generation and connect with the brand's future. They help also young people reevaluate Guinness and to rediscover its history.

"The uncreative mind can spot wrong answers, but it takes a creative mind to spot wrong questions." – Anthony Jay Achieving Explosive Growth Through Creative Marketing Traditional marketing approaches often don't work, especially when new market niches are created. By demanding and encouraging creativity and outside-the-box thinking with no holds barred, business leaders and innovative marketers can achieve explosive growth. The effort involved can be remarkable, but so can be the rewards for your business. Become a Creative Problem Solver Marketing and selling is about solving customer problems. Creative marketing and selling is about solving these problems creatively. Use the power of active thinking to become a creative problem solver. Active thinking is about passionately caring about and being involved with a cause, and changing the problem in order to explore it. The Two Action Areas: 1. Change your attitude: See yourself as a creative problem-solver and look upon every problem as a challenge and an opportunity to develop your creative powers. 2. Make creative problem solving a habit: Look for challenging problems to solve. The more you seek for innovative solutions and ideas, the smarter and more creative you become. Search for an Opportunity in a Problem To find an opportunity, think of some issue, wish, goal or opportunity for change that of great interest to you, advises Sid Parnes, the author of 10 Minutes CPS . Focus on something of personal interest where you really want to bring about a change, but where the solution is not particularly clear. Write a statement in a form: Wouldn't it be nice if … Write down another one, I wish... Pick the one that most motivates you

Selected Creative Marketing and Selling Techniques Adapted from 12 Clichés of Selling and Why They Work , Barry Farber Using a children's choir. When Tony Wainwright wanted to see a famous children's product entrepreneur, he composed a little song, asked 10 of his daughter's young friends to dress up in costumes, and took them to the company's reception room. When the entrepreneur walked through the room, Wainwright had the girls sing the song. The entrepreneur was highly amused, and Wainwright got the business. One foot in the door. Some salespeople use the technique called "one foot in the door" to fix an appointment with a prospect. They send a miniature shoe or a stretchy foam ball in the shape of a foot together with their business card with a note that says, "Now that I've got one foot in the, how do I get my other foot in and show you the value of our products?" And they get up to 90% response to this. "If I can speak to God..." This technique can work extremely well when you've been persistent over a long period of time trying to fix an appointment with a prospect. If you used all methods you can think of without getting the desired result, you earned the right to resort to this one. Leave this message (either on voice mail or with an assistant): "Every night before I go to sleep I speak to God. Why can't I talk to you?" Humor can pay off. Dennis Holt, chairman of a large advertising sales company called Western International Media, once pursued a particularly resistant prospect who never returned his phone calls. When Holt finally got him on the phone, the man said bluntly, "Look, I'm not going to do business with you, so don't bother me anymore." Trying to keep the conversation light, Holt replied, "I guess I can count you as a 'firm maybe' then?" The prospect hung up, but he called Holt two days later however. He said, "I told some of my friends what you said about counting me as a 'firm maybe'. They all thought it was very funny. I realized they were right, and I think we ought to talk about working together."

“ If you don't sell, it's not the product that's wrong, it's you.” – Estee Lauder The Power of Creative Marketing Selling Through Upscale Department Stores: In what would prove to be an ingenious marketing move, Estee decided to sell her products only through upscale department stores. Her first target was Saks Fifth Avenue. She convinced Saks to place a large order for her skin creams, which the store promptly sold out of within two days. Her success with Saks convinced Estee that she could compete with such cosmetics giants as Revlon, Helena Rubinestein and Elizbeth Arden. She became a persuasive traveling salesperson dedicated to penetrating every fine department store in the United States. Creative Promotion Strategy: While her company was still small. Estee Lauder embarked on an innovative promotion strategy. Her advertising budget of $50,000 was too small to hire a leading ad agency. So Estee Lauder Estee pioneered the free sample as a marketing ploy. She invested all the money in samples to be offered through direct mail, charity giveaways and as gifts with purchases. (This “free gift with purchase” technique would become a company trademark and later, a standard industry practice.) The result was thousands of new customers. Approachable Beauty: When the company began to advertise, Mrs. Lauder insisted that its images portray beauty that was both aspirational and approachable. The Power of Touch: Perhaps Mrs. Lauder's most important legacy was her belief that in order to make a sale, you must touch the customer. She spent a great deal of time advising customers and teaching Beauty Advisors. Signature Packaging: "Create your own style," Estee Lauder said. Apart from making and selling cosmetics she was also deeply involved with the package design of her products. Among her many contributions was the choice of Estée Lauder's signature blue, which she believed would coordinate with the décor of most bathrooms and bedrooms.

Buzz Marketing Buzz marketing is a word-of-mouth marketing strategy. It is a simple concept: design your product and marketing activities in such a way that it will give people an opportunity to talk about your product or service. They don't necessarily need to recommend your business – they just need to mention it in their conversations. Buzz travels in invisible networks. Buzz marketing involves cultivating opinion leaders and getting them to spread information about your product or service to others in their communities. Case in Point: Half.com (Adapted from Buzzmarketing, Mark Hughes) The entrepreneurs from half.com looked for an interesting way to launch their site – something that would make people and the media talk about their site. They wished to use a buzzmarketing strategy. At first they hired an ideation company that suggested the usual wild ideas, such as releasing a large balloon from Mount Rushmore... These were not really the kind of things that would make people talk about half.com. After some time, half.com's team came up with a really interesting out-of-the-box idea. Find a place that has the word "half" in it, and convince them to temporarily change their name to half.com. A brief search in the US list of names of places brought out Halfway, Oregon. In early December 1999, a representative of the Half.com marketing team paid a visit to Halfway, Oregon to ask Mayor Dick Crow if the town would consider changing its name to Half.com, Oregon. Although skeptical at first, Mayor Crow conducted in some preliminary discussions with Half.com and decided to direct the matter to the City Council for further consideration. The council eventually agreed to change the name, and this is what happened: On Wednesday, January 19th, NBC's Today Show was broadcast live from Half.com, Oregon, and Conshohocken, Pennsylvania, corporate headquarters of Half.com, Inc. as the company launched its web site. Millions of viewers and Internet users throughout the country and the world experienced the proclamation of the World's First Dot Com City and the new person-to-person business model presented by Half.com. It is a day the town will remember forever.

Creative Marketing Traditional marketing approaches often don't work, especially when new market niches are created. By demanding and encouraging creativity and outside-the-box thinking with no holds barred, business leaders and innovative marketers can achieve explosive growth. The effort involved can be remarkable, but so can be the rewards for your business. Case in Point: Half.com Adapted from "Buzzmarketing," Mark Hughes The entrepreneurs from half.com looked for an interesting way to launch their site – something that would make people and the media talk about their site. They wished to use a buzzmarketing strategy. At first they hired an ideation company that suggested the usual wild ideas, such as releasing a large balloon from Mount Rushmore... These were not really the kind of things that would make people talk about half.com. After some time, half.com's team came up with a really interesting out-of-the-box idea. Find a place that has the word "half" in it, and convince them to temporarily change their name to half.com. A brief search in the US list of names of places brought out Halfway, Oregon. In early December 1999, a representative of the Half.com marketing team paid a visit to Halfway, Oregon to ask Mayor Dick Crow if the town would consider changing its name to Half.com, Oregon. Although skeptical at first, Mayor Crow conducted in some preliminary discussions with Half.com and decided to direct the matter to the City Council for further consideration. The council eventually agreed to change the name, and this is what happened: On Wednesday, January 19th, NBC's Today Show was broadcast live from Half.com, Oregon, and Conshohocken, Pennsylvania, corporate headquarters of Half.com, Inc. as the company launched its web site. Millions of viewers and Internet users throughout the country and the world experienced the proclamation of the World's First Dot Com City and the new person-to-person business model presented by Half.com. It is a day the town will remember forever. Twenty days after the launch, e-Bay called. Within six months Half.com was sold to eBay for US$ 300 million.

Customers surveys, focus groups and sales data can tell you some things about what customers think of your product. But how do you really gauge how deeply your customers care about it? Burger King’s answer was to take that product away. The company invented a curious fusion of an innovative market research approach and buzz marketing. In a stunt aptly named the “Whopper Freak-out!” Burger King made one of their US branches a “Whopper Free Zone”. Using hidden cameras, they simply recorded the reactions of their customers upon being told “Sorry, we no longer serve Whoppers.” The contorted disbelieving faces told the company more of a story than answers on a survey every could. In addition, the stunt and movie created a new buzz about the company. Earlier Burger King launched a number of online buzz marketing campaigns. One of them was a part of the "Angus Diet" effort for its Angus burger. The site featured fictional self-help guru Dr. Angus dispensing interactive "Angus Interventions", intended to be humorous ways of stepping into a friend's life and reminding him that life should be enjoyed. The site offered about 30 pre-made "interventions", which could be tailored with a recipients name and other personal details. The user could then email a link to friends that would bring them to a site where an animated Dr. Angus would read the customized script using Oddcast's text-to-speech technology. As with Burger King's Subservient Chicken campaign, the reasoning behind Angus Interventions was that people would spread the word about this site because it was humorous, and because it was customizable to fit their own lives. The campaign was meant to be a branding vehicle, but it's also meant to work in concert with TV and radio spots to increase the Burger King brand presence, creative director Jeff Benjamin said. "You'll play with Dr. Angus online, then see a TV spot, and that sort of brand presence means that much more to you. These things are there to work together to sell in the long run." Both 'Subservient Chicken' and 'Dr. Angus' campaigns targeted the elusive and highly coveted segment of 18- to 34-year-old men, a group that is often considered resistant to traditional ads.

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CREATIVE MARKETING - How To Set Yourself Apart and Win Customers - Presentation Transcript

Inspirational micro-course (10 slides) by Vadim Kotelnikov Creative Marketing Founder Inspirational Business e-Coach We don’t teach, we inspire! 1000ventures InsBeCo 1000advices success360 fun4biz Set yourself apart! Low-cost creative solutions deliver amazing results!
Creative Marketing Selected Amazing Results InsBeCo Success Stories Thanks to a creative marketing solution, Estee Lauder penetrated the European market at a cost of just one bottle of perfume! Estee Lauder Thanks to an outside-the-box marketing idea, Half.com captured the attention of the whole World and was sold for $300 million! Half.com Thanks to a creative Tao-style effortless marketing, Inspirational Business e-Coach attracted customers from over 100 countries! InsBeCo
Yin Passive, Receptive Adaptation The Tao of Marketing Harmonizing Adaptation and Promotion Strategies Yang Active, Creative Promotion
- Making your prospective customer know about you; advertising; buzz marketing
- Differentiating and positioning
- Public relations marketing
- Educating customers about your new products and benefits they offer
- Listening to your customer
- Going inward to create your internal Core Customer Message and value proposition
- Responding to what customers say they need
- Tailoring your solutions to customers’ needs
1000ventures.com
Creative Marketing The Key To Explosive Growth InsBeCo Creative marketing will help you generate the results you’ve been looking for. Unique original low-cost marketing ideas can help you grow your business tremendously. Innovative marketing strategies can move your brand quickly from an intriguing concept to a household name.
The Essence of Creative Marketing Creative Problem Solving InsBeCo Marketing and selling is about solving customer problems. Creative marketing and selling is about solving these problems creatively. It is also about solving creatively problems you face when dealing with difficult prospective customers.
How To Reach a Prospective Customer? Reaching Through a Window Creative Problem Solving Tony Wainwright, chairman of a $2.5 billion corporation and one of the world’s foremost salespeople, once sat in the reception room of the Wrigley Co. for two days, trying to get a meeting with company chairman Philip K. Wrigley. Finally, he cornered a window washer, gave him $200, and got him to write on the chairman's window: "Wainwright has a great idea." Naturally, Wrigley came out immediately to see who this Wainwright fellow was and to hear what he had to say. InsBeCo Adapted from 12 Clichés of Selling and Why They Work , Barry Farber Success Story
Estee Lauder Winning Creative Marketing Ideas Best practices Estee Lauder Breaks Galleries Lafaytte When Estee Lauder wanted something, she used highly creative tactics to get it. She resorted to one such tactic to break the prestigious Galleries Lafayette account in Paris. When the manager refused to stock her products, Lauder “accidentally” spilled her first women's fragrance Youth Dew on the floor during a demonstration in the middle of a crowd. As the appealing scent wafted through the air, it quickly aroused the interest of customers, who began asking where they could purchase the product. Seeing this, the manager capitulated and gave Lauder her initial order. InsBeCo Estee Lauder pioneered many innovative marketing concepts:
- Free sample s
- Signature packaging
- The power of touch
- Approachable beauty advertising images
Buzz Marketing A Word-Of-Mouth Marketing Strategy Palm 65% of customers who bought a palm organizer told the makers of this device that they have heard about it from another person. Buzz marketing involves cultivating opinion leaders and getting them to spread information about your product or service to others in their communities. The Buzz Marketing Concept Design your product and marketing activities in such a way that it will give people an opportunity to talk about your product or service. Success Story Half.com The entrepreneurs from Half.com persuaded the City council of Halfway to change the name of the city to Half.com. Millions of NBC viewers and Internet users throughout the country and the world experienced the proclamation of the World's First Dot Com City. Ten3 Business e-Coach 60% requests for inspirational Ten3 trainings were received thanks to positive buzz Success Story Success Story InsBeCo
Creative Marketing Half.com Inspires Buzz by Renaming a Town Outside-the-box Buzz Marketing Idea: The entrepreneurs from Half.com persuaded the City council of Halfway (population 350) to change the name of the city to Half.com. Millions of NBC viewers and Internet users throughout the country and the world experienced the proclamation of the World's First Dot Com City. Success Story
- Business Benefits
- Half.com catapulted to the Top Ten list as one of the most trafficked retail sites on the Internet in less than a year, with budgets one-tenth the size of their competitors.
- 8 million registered users in less than three years.
- Before spending a single dime in traditional marketing, Half.com captured the attention of the media, and the Internet community. Time magazine called it "one of the greatest publicity coups" in history.
- Twenty days after the launch, e-Bay called. Within six months Half.com was sold to eBay for US$ 300 million.
InsBeCo
Burger King Creative Customer Survey and Buzz Marketing Best practices
- In a stunt aptly named the “Whopper Freak-out!” Burger King made one of their US branches a “Whopper Free Zone”. Using hidden cameras, they simply recorded the reactions of their customers upon being told “Sorry, we no longer serve Whoppers.” The contorted disbelieving faces told the company more of a story than answers on a survey every could.
- Targeting the elusive and highly coveted segment of 18- to 34-year-old men, a group that is often considered resistant to traditional ads, Burger King created entertaining and interactive website-based ‘Subservient Chicken’ and ‘Dr. Angus’ campaigns.
Burger King invented a curious fusion of an innovative market research approach and buzz marketing. InsBeCo
Creative Marketing Joke Fishing Tickle InsBeCo A storekeeper had for some time displayed in his window a card inscribed 'Fishing Tickle.' A customer drew the proprietor's attention to the spelling. 'Hasn't anyone told you of it before?' asked the patron. 'Oh, yes,' the dealer said placidly, 'many have mentioned it. But whenever they drop in to tell me, they always buy something.'
Creative Marketing Inspirational Micro-course Thank You! Vadim Kotelnikov We don’t teach, we inspire! 1000ventures InsBeCo 1000advices success360 fun4biz InsBeCo Would you like to discover more? Your FREE Business e-Coach is here!