What 21st Century Marketers Can
Learn from:
‘52 Chevys and Dinah Shore
And Marketing Truths from:
Guy Kawasaki – Enchantme...
Who their target market was – 30
somethings in 1950s
Knew what their target market
wanted
Knew Intangible Benefits sold be...
1952 World War II had only been 7 years
Majority of American males had been in the war
Most born in the 1920s
Grew up in t...
Undergone challenges unknown in
our generation
Great Depression
World War II
G.I. Bill created greatest number of
educated...
Fit the “ideal” Girl Next Door every man wanted to marry
and help raise a family
Already known radio singing personality d...
The First Video
Commercial ran from 1952 through early 1960s
virtually unchanged except the model and color
Television
Message ran consist...
Had NOTHING to do with physical features
Appeal was completely Intangible Appealed to:
Patriotism
Need for prosperity and ...
30 Somethings grew into 40 somethings and move
to other GM products
The new 30 somethings were Korean war
Ford was coming ...
KNOW who your target market is (best potential
customer)
KNOW what their INTANGIBLE needs and wants are
(and how your prod...
Text book point “Customer Satisfaction – the Value
Proposition that MOVES customers from mere
Satisfaction to COMMITMENT f...
Company Must Be Enchanting
Key from Guy Kawasaki you must:
CREATE A DESIRED VALUE OFFERING
COMMUNICATE THE VALUE OFFERING TO THE TARGET
DELIVER THE V...
Tribes and Seth Godin
A New Marketing Paradigm?
Porter’s concept of the Matrix
1. MUST know your CORE COMPETENCIES (what you
do VERY WELL)
2. IF Core competency is better...
PROSPECTORS APPLE
ANALYZERS ANDROID
DEFENDERS BLACKBERRY!
REACTORS Standard Cell phones
Tie these to smartphones and table...
Why It Matters:
http://www.mobile-ent.biz/news/read/infographic-
the-average-smartphone-user-spends-97-via-mobile-
web/019...
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What 21st century marketers can learn from Dinah Shore and a 52 Chevy

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Powerpoint presentation used the first night of senior level Marketing Management class at Arkansas State University in the College of Business. The purpose of the powerpoint is to get the students thinking beyond the text answers. Includes video clips from Guy Kawasaki and Set Godin introducing new ways for the next generation of marketers to be thinking of their field.

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What 21st century marketers can learn from Dinah Shore and a 52 Chevy

  1. 1. What 21st Century Marketers Can Learn from: ‘52 Chevys and Dinah Shore And Marketing Truths from: Guy Kawasaki – Enchantment Seth Godin - Tribes Students may download PowerPoint at the ASU SBTDC slideshare site: http://www.slideshare.net/hlawrenc/what-21st-century-marketers-can-learn- from
  2. 2. Who their target market was – 30 somethings in 1950s Knew what their target market wanted Knew Intangible Benefits sold better than Tangible Features Sold “The American Dream” Chevrolet Knew:
  3. 3. 1952 World War II had only been 7 years Majority of American males had been in the war Most born in the 1920s Grew up in the 1930s Great Depression American attitude was the Allies won because of the U.S. 1946 Government introduced the G.I. Bill 1950s Government spent billions on Interstate highways A Little Background on Ancient History
  4. 4. Undergone challenges unknown in our generation Great Depression World War II G.I. Bill created greatest number of educated professionals in U.S. History Growing Middle Class Large amounts of Discretionary Income Wanted peace, stability, and prosperity and STATUS Target Market:
  5. 5. Fit the “ideal” Girl Next Door every man wanted to marry and help raise a family Already known radio singing personality during the War Unlike “pinup girls” she was the wholesome girl next door Men wanted to marry her…Women wanted to be seen like her. Why Dinah Shore
  6. 6. The First Video
  7. 7. Commercial ran from 1952 through early 1960s virtually unchanged except the model and color Television Message ran consistently throughout to the target market How Long
  8. 8. Had NOTHING to do with physical features Appeal was completely Intangible Appealed to: Patriotism Need for prosperity and use of disposable income Open road thanks to new Interstate Offered a “way of life” via a Chevrolet http://www.asbtdc-asu.com/21st-century-marketers-52- chevys-dinah-shore-who/ What Worked
  9. 9. 30 Somethings grew into 40 somethings and move to other GM products The new 30 somethings were Korean war Ford was coming out with new products LESSON: Nothing works forever. Marketers are always looking for next “big thing” Why it Stopped Working
  10. 10. KNOW who your target market is (best potential customer) KNOW what their INTANGIBLE needs and wants are (and how your product or service SATISFIES) KNOW Channel of communications your target market prefers to use KNOW how to craft a COMPELLING STORY that touches the target market so they identify with your brand DELIVER via a variety of media channels Lesson for 21st Century Marketers
  11. 11. Text book point “Customer Satisfaction – the Value Proposition that MOVES customers from mere Satisfaction to COMMITMENT for customer retention Apple vs Dell The Value Proposition
  12. 12. Company Must Be Enchanting
  13. 13. Key from Guy Kawasaki you must: CREATE A DESIRED VALUE OFFERING COMMUNICATE THE VALUE OFFERING TO THE TARGET DELIVER THE VALUE OFFERING Article on Creating Value Propositions http://www.asbtdc-asu.com/how-to-write-a-value- proposition-for-your-small-business/ Value Offering
  14. 14. Tribes and Seth Godin A New Marketing Paradigm?
  15. 15. Porter’s concept of the Matrix 1. MUST know your CORE COMPETENCIES (what you do VERY WELL) 2. IF Core competency is better than COMPETITION: Then you have a DISTINCTIVE COMPETENCY seen by your customers over your competition 3. You INVEST in your Distinctive Competency because it creates what you really want! SUSTAINABLE COMPETITIVE ADVANTAGE Competitive Strategy Matrix
  16. 16. PROSPECTORS APPLE ANALYZERS ANDROID DEFENDERS BLACKBERRY! REACTORS Standard Cell phones Tie these to smartphones and tablet industry Finally: Miles & Snow’s Strategy Types
  17. 17. Why It Matters: http://www.mobile-ent.biz/news/read/infographic- the-average-smartphone-user-spends-97-via-mobile- web/019141

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