Big Rules of Marketing

Big Rules of Marketing

@ShahinKhan

1

Engage, Share
Big Rules of Marketing

Everyone Likes Good Marketing
They call it inspirational, clever,
educational, entertaining, …
!
B...
Big Rules of Marketing

Good Marketing is when
• Customers’ genuine needs meet
Product’s real capabilities
!

whether or n...
Big Rules of Marketing

Customers Need to
Get it

1.

!

Buy it

1.

!

… They almost always get it!
@ShahinKhan

Engage, ...
Big Rules of Marketing

YOU!
• The only way to make it about you,
is to make it about them

@ShahinKhan

Engage, Share
Big Rules of Marketing

Want to Change the Rules?
!

Start with changing your own rules!

@ShahinKhan

Engage, Share
Big Rules of Marketing

2 Kinds of Launch to Avoid
1.

Seinfeld Launch
◦

2.

“A launch about nothing!”
!

Ingmar Bergman ...
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Big Rules of Marketing

4 Steps to Thought Leadership
A - Compelling Vision

C - Revenue Roadmap
B - Existi...
Big Rules of Marketing

A Vision Must Be:
1.

Inspiring
!

2.

Inevitable

@ShahinKhan

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Big Rules of Marketing

Competitive Advantage Must Be
• Indisputable
• Easy to understand
• Hard to copy

@ShahinKhan

Eng...
Engage, Share

Big Rules of Marketing

Intuitively linked to benefit

Message
Easily supported by feature
@ShahinKhan

Tra...
Big Rules of Marketing

3 Rules of Naming
• At least one person must love it
• It must not get in the way of sales
• It’s ...
Big Rules of Marketing

3 Kinds of Customer References
• Well established
• Up and coming
• Unexpected

@ShahinKhan

Engag...
Big Rules of Marketing

The Arrow Needs a Tip
• Lead with one message

@ShahinKhan

Engage, Share
Big Rules of Marketing

Top 3 Requirements of Good Marketing
•
•
•
•

Understand the Customer
Understand the Product
Under...
Engage, Share

Big Rules of Marketing

Thank you!

@ShahinKhan
Big Rules of Marketing

Marketing = Love, Light, Generosity
• Love your customers and your product
• Be generous
• Shine a...
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Big Rules of Marketing

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Big Rules of Marketing
Lessons from Successful (and Failed) Marketing Strategies

Published in: Marketing
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Big Rules of Marketing

  1. 1. Big Rules of Marketing Big Rules of Marketing @ShahinKhan 1 Engage, Share
  2. 2. Big Rules of Marketing Everyone Likes Good Marketing They call it inspirational, clever, educational, entertaining, … ! Bad Marketing, however, is called “Marketing” @ShahinKhan Engage, Share
  3. 3. Big Rules of Marketing Good Marketing is when • Customers’ genuine needs meet Product’s real capabilities ! whether or not there is a marketing department @ShahinKhan Engage, Share
  4. 4. Big Rules of Marketing Customers Need to Get it 1. ! Buy it 1. ! … They almost always get it! @ShahinKhan Engage, Share
  5. 5. Big Rules of Marketing YOU! • The only way to make it about you, is to make it about them @ShahinKhan Engage, Share
  6. 6. Big Rules of Marketing Want to Change the Rules? ! Start with changing your own rules! @ShahinKhan Engage, Share
  7. 7. Big Rules of Marketing 2 Kinds of Launch to Avoid 1. Seinfeld Launch ◦ 2. “A launch about nothing!” ! Ingmar Bergman Launch ◦ @ShahinKhan “I know this is important but I don’t get it!” Engage, Share
  8. 8. Engage, Share Big Rules of Marketing 4 Steps to Thought Leadership A - Compelling Vision C - Revenue Roadmap B - Existing Credibility D – Rollout Program @ShahinKhan
  9. 9. Big Rules of Marketing A Vision Must Be: 1. Inspiring ! 2. Inevitable @ShahinKhan Engage, Share
  10. 10. Big Rules of Marketing Competitive Advantage Must Be • Indisputable • Easy to understand • Hard to copy @ShahinKhan Engage, Share
  11. 11. Engage, Share Big Rules of Marketing Intuitively linked to benefit Message Easily supported by feature @ShahinKhan Travel  in  Safety for example: “Four  Wheel  Drive” Limited-­‐Slip  Differential
  12. 12. Big Rules of Marketing 3 Rules of Naming • At least one person must love it • It must not get in the way of sales • It’s a name, not a password! @ShahinKhan Engage, Share
  13. 13. Big Rules of Marketing 3 Kinds of Customer References • Well established • Up and coming • Unexpected @ShahinKhan Engage, Share
  14. 14. Big Rules of Marketing The Arrow Needs a Tip • Lead with one message @ShahinKhan Engage, Share
  15. 15. Big Rules of Marketing Top 3 Requirements of Good Marketing • • • • Understand the Customer Understand the Product Understand the Competition … @ShahinKhan Engage, Share
  16. 16. Engage, Share Big Rules of Marketing Thank you! @ShahinKhan
  17. 17. Big Rules of Marketing Marketing = Love, Light, Generosity • Love your customers and your product • Be generous • Shine a light on customer needs @ShahinKhan Engage, Share

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