Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
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 ...
Engage, Share

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

Engage, Share
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...
Upcoming SlideShare
Loading in …5
×

Big Rules of Marketing

1,094 views

Published on

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

Published in: Marketing
  • Be the first to like this

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

×