3. Quest to Competitive Advantage
RATIONALE:
This will allow you to begin the process which will help you learn how
best to advertise/communicate/be competitive within the market. Why
are you in business in the first place?
PURPOSE:
Strategic planning to create a marketing program to benefit the
business. Develop a definable direction to market your business.
OBJECTIVE:
Understand the dynamics of the changing marketplace for (Product or
Service) and how you can capture a dominant share of the market.
5. Websites maximized:
– Television & Print Synergy
– Your website should not stand alone:
Part of the bigger plan.
– You’ve got 6 seconds to impress a new visitor
– Landing page is your 15 second pitch.
– What are you projecting to your audience?
– Conventional navigation vs. unconventional:
In both cases, pay attention.
– How does your audience perceive your image?
– You don’t have to build it all at once.
– There are 200 million websites & counting.
– Display your passion for your business.
– Before you start the project, make sure someone’s in
charge.
7. Main tools of marketing communications:
1) Traditional Advertising: Print, Broadcast
2) Collateral: Brochures, Catalogues, Flyers
3) Traditional Direct: Mailers
4) Point-of-Sales: In the stores
5) Exhibitions: Trade Shows, Store Windows
6) Guerrilla: Nontraditional/Performance
7) Internet: Websites, Banner Ads, Results Based Ads, Search Engines
(SEO), Social Media, Social Engagement, Blogs, Viral, E-Mail
8) Public Relations
9) Corporate Identity Systems: Logos – Marks & Logotypes,
Business Cards, Letterhead, Graphic Standards
13. Marketing that’s all image fails.
Goal:
3-D picture of
your company
that gets noticed,
standouts & is unique.
Marketing that’s all information fails.
17. (1) Marketing problems are
solved by ideas.
- Ideas come first.
- Creative follows.
- Use briefs.
18. Creative Development Brief
Objective What do we want to accomplish –
expectations?
Who Are You The single most important fact you wish
to communicate important to your
customer.
Competition Who are thay, and what are they doing?
Target Reach Who is the target audience?
Obstacles Marketing problems or issues.
Identity 3 primary attributes that represent the
personality (Cause) of the company,
product or service. Strengths that
appeal to your customers.
Promise Clear statement of what the company
promises to accomplish. Your Purpose!
Differential Points of differentiation from
competition.
Unique Selling Point The “So What”? The “Why”
Imperatives Mandatory messages instructions, tone,
limitations, legal considerations, testing ,
and time table.
19. (2) You must know
your USP.
– Unique Selling Proposition.
– Answer “So What?”- “Why?”.
– Quietest car in the world.
– Lucky you if you have one.
– You can invent one but only if
it’s plausible, e.g. Signature
Programs – “The Combo Loan”.
20. (3) Positioning is a true
measure of marketing
success.
– Positioning = owning a clear niche
in the mind. Top-of-Mind.
– Clearer you are about what your
company is, the clearer your
position can be.
-- Establishes how your perceived in
the market.
21. (4) Brands are worth
a fortune.
– A brand = sum total of all the
impressions & experiences
associated with a company or
product.
22. (5) When you answer the
phone, you’re creating
an ad.
– Everything you do is branding
reverberating around
everything you do;
Least to greatest.
23. (6) Your logo is going to say
something, but not
necessarily what you
want it to say.
– Abstract vs. representational.
26. (7) Taglines are really hard
to do well.
– Most are platitudes.
– Be specific to the product & what
customer gets (Answer the “so
what”
– Best are well told & memorable.
– Express your cause, and/or USP.
27. Melts in your mouth, not in your hands.
When it absolutely, positively has to be
there overnight.
The ultimate driving machine.
We bring good things to life
Examples:
28. (8) Advertising agencies are
not what they used to be.
– Then: 80% of every marketing
dollar spent on traditional
advertising.
– Now: less than 20%.
29. (9) If you do hire an agency,
ask to see the real
portfolios.
– Even in the major leagues,
everyone isn’t a star.
30. (10) B2B is the marketing
world’s slum.
– B2B marketers beware.
– B2B marketers see the
opportunity.
31. (11) Talking to yourself is
dangerous to your
company’s health &
boasting is a waste of your
money.
– Don’t make assumptions it will lead you
away from the solution
– Know your customers.
– People don’t care how wonderful
you are.
– They care about what’s in it for them, so
what is you business purpose from their
POV.
32. (12) It costs more to acquire
a new customer than it
costs to keep an old one
happy.
– Old 80/20 rule applies.
– Build a program.
-- Social engagement
33. (13) Sometimes there are
good reasons not to talk
about your product.
– Differentiate yourself by
transcending yourself.
34. (14) You can misconstrue
exactly what you’re
selling.
– Especially when others are
selling something similar.
– What you make does not
always equal what you sell.
35. (15) It can get expensive.
– Main reason: it takes time.
– Development & production time.
– Time to work.
– Rule of thumb:
2 – 25% of sales.
36. (16) It never ends
& it’s not easy.
– Introduce.
– Inform.
– Remind.
– Changes.
– Trouble.
– Many start-ups tempted to do it
themselves…
37. (17) If you can’t outspend the
competition, you’d
better outsmart them.
– Do what they’re not doing.
-- Find a point of differentiation and
make it meaningful.
– Make offers. Develop unique
signature ideas
– Remember Yamaha.
38. (18) Not all results are easy
to measure.
– Some have never been easier.
– Some are as hard as ever.
39. 20 things everyone in this room should understand about marketing:
(19) It pays to study
companies that do it
beautifully.
– There aren’t many.
– Apple, Mini, Ralph Lauren.
– Two books:
Jerry Della Femina: From Those Wonderful
Folks Who Brought You Pearl Harbor
David Ogilvy: Ogilvy On Advertising
40. 20 things everyone in this room should understand about marketing:
(20) A camel is a horse
created by a committee.
– No guts, no glory.
– Focus groups can mislead – there
only qualitative a guide.
– Everyone is born with an opinion.
– More art than science.
41. (1) Marketing problems are solved by ideas.
(2) You must know your USP.
(3) Positioning is a true measure of marketing success.
(4) Brands are worth a fortune.
(5) When you answer the phone, you’re creating an ad.
(6) Your logo is going to say something, but not necessarily what you want it to say.
(7) Taglines are really hard to do well.
(8) Advertising agencies are not what they used to be.
(9) If you do hire an agency, ask to see the real portfolios.
(10) B2B is the marketing world’s slum.
(11) Talking to yourself is dangerous to your company’s health & boasting is a waste of
your money.
(12) It costs more to acquire a new customer than it costs to keep an old one happy.
(12) Sometimes there are good reasons not to talk about your product.
(14) You can misconstrue exactly what you’re selling.
(15) It can get expensive.
(16) It never ends.
(17) If you can’t outspend the competition, you’d better outsmart them.
(18) Not all results are easy to measure.
(19) It pays to study companies that do it beautifully.
(20) A camel is a horse created by a committee.
42. So What Does It Mean 2 U?
• Actionable Insights
• Opportunity To Be Successful
• Opportunity to Standout & Get Noticed
• Opportunity To Build Your Business
• Raving fans that proselytize for you
Editor's Notes
INTRODUCE OURSELVES
I’M A WRITER – LEARNED AT C/D
OVER THE YEARS WORKED W/FORTUNE 50 TO MOM POPS
I WORK W/RESEARCHERS STRATEGISTS DESIGNERS ART DIRS
WIM & I HAVE WORKED ON WEB & MICROS
CALL THAT TEAM
PLANNING TO GET MORE FORMAL
MY VIEW
NOT THE ONLY VIEW BUT WHAT I KNOW TO BE VALID
THIS IS NOT THEORETICAL
NOT ABOUT STRATEGY DECKS
I’M A SMALL BUSINESS I’M HERE TO GIVE YOU PRACTICAL ADVICE THAT START UPS CAN USE
THIS IS NOT THEORETICAL
NOT ABOUT STRATEGY DECKS
I’M A SMALL BUSINESS I’M HERE TO GIVE YOU PRACTICAL ADVICE THAT START UPS CAN USE
THIS IS NOT THEORETICAL
NOT ABOUT STRATEGY DECKS
I’M A SMALL BUSINESS I’M HERE TO GIVE YOU PRACTICAL ADVICE THAT START UPS CAN USE
ALL SORTS OF REASONS TO MARKET
I’M GOING TO ASK YOU TO THINK ABOUT ONE
ALL SORTS OF REASONS TO MARKET
I’M GOING TO ASK YOU TO THINK ABOUT ONE
THIS IS TRUE IF YOU’VE BEEN IN BUSINESS 1 DAY OR 100 YRS
NEG TO POS
UNAWARE TO AWARE
NEITHER DELIVERS FULLY
GETS NOTICED: SOUNDS OBVIOUS
BUT MOST DON’T KNOW THAT SOMETHING LIKE 2% OF ADS ACTUALLY GET NOTICED –
SAME HOLDS TRUE ACROSS MCOMM SPECTRUM
Show brief
There are more
But here are 20 that give a view
Weak mark coms are based on a look or a picture or gimmicks
Ideas are king
As we go along we’ll see examples
Show brief
There are more
But here are 20 that give a view
Weak mark coms are based on a look or a picture or gimmicks
Ideas are king
As we go along we’ll see examples
Show brief
There are more
But here are 20 that give a view
Weak mark coms are based on a look or a picture or gimmicks
Ideas are king
As we go along we’ll see examples
Rosser reeves
At 60 mph…
Melts in your mouth
IF I SAY BIG RELIABLE BUSINESS COMPUTERS, WHAT CO DO YOU THINK OF
IF I SAY HEAVY LUXURY IMPORTED AUTOMOBILES
WHAT IS THE MOST WELL KNOWN BRAND IN THE WORLD
COCA COLA BRAND VALUED BY WS AT @ $40 BILLION
MOST COS DO NOT UNDERSTAND THIS
EVEN IF THEY DO THEY ARE NOT WILLING TO PUT IN THE EFFORT
FOR A COMPANY LIKE RALPH LAUREN, A WINDOW DISPLAY IS JUST AS IMPORTANT AS A $50 M PERFUME INTRODUCTION
HOW LOGOS USUALLY GET MADE
DIFFERENCE ABOVE IS OFTEN NOT THOUGHT OF
REPRESENTATIONAL DOESN’T MEAN LITERAL FED EX ARROW
FAX YOURSELF YOUR LOGO – YOU’D BE SURPRISED HOW MANY SUFFER IN TRANSIT
HOW LOGOS USUALLY GET MADE
DIFFERENCE ABOVE IS OFTEN NOT THOUGHT OF
REPRESENTATIONAL DOESN’T MEAN LITERAL FED EX ARROW
FAX YOURSELF YOUR LOGO – YOU’D BE SURPRISED HOW MANY SUFFER IN TRANSIT
HOW LOGOS USUALLY GET MADE
DIFFERENCE ABOVE IS OFTEN NOT THOUGHT OF
REPRESENTATIONAL DOESN’T MEAN LITERAL FED EX ARROW
FAX YOURSELF YOUR LOGO – YOU’D BE SURPRISED HOW MANY SUFFER IN TRANSIT
SERVICE IS OUR BUSINESS
OUR CUSTOMERS COME FIRST
[SHOW LINES]
MELTS IN YOUR MOUTH, NOT IN YOUR HANDS
WHEN IT ABSOLUTELY, POSITIVELY HAS TO BE THERE OVERNIGHT
THE ULTIMATE DRIVING MACHINE
PART SCIENCE PART ART
IDENTIFY THE USP/BENEFIT IS THE STRATEGY SCIENCE PART
SAYING IT WELL IS THE ART
WHAT FEDEX COULD HAVE DONE
CAN SOMETIMES BREAK GRAMMAR RULES TO GREAT EFFECT
WINSTON TASTES GOOD LIKE A CIGARETTE SHOULD
THINK DIFFERENT
SERVICE IS OUR BUSINESS
OUR CUSTOMERS COME FIRST
[SHOW LINES]
MELTS IN YOUR MOUTH, NOT IN YOUR HANDS
WHEN IT ABSOLUTELY, POSITIVELY HAS TO BE THERE OVERNIGHT
THE ULTIMATE DRIVING MACHINE
PART SCIENCE PART ART
IDENTIFY THE USP/BENEFIT IS THE STRATEGY SCIENCE PART
SAYING IT WELL IS THE ART
WHAT FEDEX COULD HAVE DONE
CAN SOMETIMES BREAK GRAMMAR RULES TO GREAT EFFECT
WINSTON TASTES GOOD LIKE A CIGARETTE SHOULD
THINK DIFFERENT
USED TO BE AGENCIES WOULDN’T TALK TO YOU
WHO NEEDS ONE TODAY
YOU CAN GO A LA CARTE – CREATIVE MEDIA PLANNER
DIRTY SECRET
HEART ATTACKS
HOW MANY OF YOU ARE B2B COMPANIES
LOWER BUDGETS
BAD COMMITTEES
NO BROADCAST
NOT SEXY
CONSEQ DEADLY WORK
CONSEQ GREAT OPPTY
ROCKWELL TELECOMMUNICATIONS STORY
ESP IN BROCHURES & LONGER INFORMATIONAL PIECES, I ALWAYS ASSUME THE READER KNOWS PRETTY MUCH NOTHING.
TECH & FIN COS ESPECIALLY GUILTY
I’VE DONE LOT OF FIN MARKETING – THEY ALWAYS TALK TO THEMSELVES
BOASTING OFTEN HAPPENS TO COMPANIES THAT TALK TO THEMSELVES A LOT
TALK ABOUT YOURSELF IN TERMS OF CUSTOMER BENEFITS
NOT WE MAKE MOST SOPH BICYCLE ON THE ROAD
OUR CUSTOMERS BLOW 50% FEWER TIRES EVERY YEAR HERE’S WHY
FAV OF MINE GENERATES LOTS OF IDEAS
YOU MAKE A NICE SHOE BUT NOT ALL THAT MUCH BETTER THAN THE OTHER GOOD SHOES
DON’T TALK ABOUT YOUR SHOE BUT ABOUT HOW TO KNOW WHEN A SHOE IS WELL MADE
BICYCLES—TALK ABOUT SAFE BIKING
SHOW MINI PIECE – MINI M
KODAK MADE FILM BUT THEY SOLD MEMORIES
BAKER FURN MAKES SOFAS BUT THEY SELL HEIRLOOMS & THE IDEA OF HEIRLOOMS
CASINOS PROVIDE ROOMS MEALS & GAMBLING BUT THEY SELL FANTASIES
GROM MAKES GELATO BUT THEY SELL IL GELATO COME UNA VOLTA AS IT ONCE WAS
HAPPY TO TALK TO YOU ANOTHER TIME ABOUT WHAT THINGS COST
YOU GET WHAT YOU PAY FOR – PRICES ALL OVER ESP FOR WEB & LOGOS THINGS THAT APPLE MADE IT POSS FOR ANYONE TO DO
BE IN IT FOR THE LONG HAUL
PR 6 – 12 MONTHS
FIND GOOD PEOPLE
QUANTITY CAN WIN BUT SO CAN QUALITY
WEB HITS EASY
SALES TARGETS EASY
DIRECT RESPONSE EASY 5% GRAND SLAM