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Knoxville, Tennessee  London, Kentucky
Our Goal:  “To show you marketing tools    today  that will impact your sales and profits  tomorrow .”
Advertising  is  NOT  Marketing…
Advertising  Marketing <ul><li>Strategic </li></ul><ul><li>Interrupt </li></ul><ul><li>Engage </li></ul><ul><li>Educate </...
Tactic  vs.   Strategy <ul><li>A  TACTIC  is… </li></ul><ul><li>… a print advertisement </li></ul><ul><li>… a brochure </l...
“ Our business needs a  newspaper/radio/Web/outdoor/ directory/etc.  ad!” <ul><li>Tactical Response: </li></ul><ul><li>Age...
Advertising  Marketing <ul><li>Strategic </li></ul><ul><li>Interrupt </li></ul><ul><li>Engage </li></ul><ul><li>Educate </...
The Marketing Equation… <ul><ul><li>Interrupt </li></ul></ul><ul><ul><li>Engage   </li></ul></ul><ul><ul><li>+  Educate </...
1.  Interrupt <ul><li>The act of taking the viewer’s or listener’s brain from  Auto  to  Attentive  activity.  </li></ul>A...
2.  Engage <ul><li>Once  Interrupted , the customer is giving you the opportunity to  tell them why  your message is impor...
3.  Educate <ul><li>Once  Engaged , this is your opportunity to identify the important purchase issues and how  YOU  can b...
4.  Offer <ul><li>Once  Educated ,   here is your opportunity to make a low-risk, common-sense  Offer  for the customer to...
The Marketing Equation… <ul><li>Typical print ad  #1:  designed for a newspaper, directory, handout or insert (or radio sc...
The Equation IN action… <ul><li>Interrupt  </li></ul><ul><li>✔   Engage  </li></ul><ul><li>Educate  </li></ul><ul><li> Of...
The Marketing Equation… <ul><li>Typical print ad  #2:  designed for a newspaper, directory, handout or insert (or radio sc...
The Equation IN action… <ul><li>Interrupt  </li></ul><ul><li>✔   Engage  </li></ul><ul><li>Educate  </li></ul><ul><li>✔   ...
Advertising  Marketing <ul><li>Strategic </li></ul><ul><li>Interrupt </li></ul><ul><li>Engage </li></ul><ul><li>Educate </...
Which result is for  YOU ? <ul><li>Advertising:   </li></ul><ul><li>Interrupt + Repetition  </li></ul><ul><li>=  Top-of-Mi...
… AND  Sales  is  NOT  Marketing!
ALSO know that  Marketing   drives   Sales …not vice-versa! <ul><li>As with  Advertising , it is critical to understand  S...
Getting from “ AND?”  to  “AhHa!”
Taking your marketing/ad style from  “And?”  to  “ AhHa! ” <ul><li>Read your own ad copy .   Is it full of obvious stateme...
The Equation vs. “ And? ”… <ul><li>Typical print ad  #1:  designed for a newspaper, directory, handout or insert (or radio...
“ Me, me, me ”  is  “wrong, wrong, wrong”! Read your own ad copy .   Is it full of  YOU  talking about  YOU , versus  what...
The Equation vs. “Me…” <ul><li>Typical print ad  #2:  designed for a newspaper, directory, handout or insert (or radio scr...
Instead,  DEFINE  what  sets you apart  from the rest ….   … and consistently promote  YOUR Unique   Value Proposition ! I...
The Equation IN action… <ul><li>Interrupt  </li></ul><ul><li>✔   Engage  </li></ul><ul><li>Educate  </li></ul><ul><li> Of...
The Equation IN action… <ul><li>Interrupt  </li></ul><ul><li>✔   Engage  </li></ul><ul><li>Educate  </li></ul><ul><li>✔   ...
“… don’t shoot  the messenger!” <ul><li>Always remember that it’s the media outlet’s job to  DELIVER  your  tactical   mes...
A quick recap… <ul><li>Advertising and Sales is NOT Marketing! </li></ul><ul><li>Strategy results in Tactics; not vice-ver...
Knoxville, Tennessee  London, Kentucky Wishing you  success  in all you do!
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GrassRoots Marketing Presentation

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GrassRoots Marketing Presentation

  1. 1. Knoxville, Tennessee London, Kentucky
  2. 2. Our Goal: “To show you marketing tools today that will impact your sales and profits tomorrow .”
  3. 3. Advertising is NOT Marketing…
  4. 4. Advertising Marketing <ul><li>Strategic </li></ul><ul><li>Interrupt </li></ul><ul><li>Engage </li></ul><ul><li>Educate </li></ul><ul><li>Offer </li></ul><ul><li>Sales & Profits </li></ul><ul><li>Tactical </li></ul><ul><li>Interrupt </li></ul><ul><li>Repetition </li></ul><ul><li>Top-of-Mind </li></ul><ul><li>Awareness </li></ul>Equation Process Results 
  5. 5. Tactic vs. Strategy <ul><li>A TACTIC is… </li></ul><ul><li>… a print advertisement </li></ul><ul><li>… a brochure </li></ul><ul><li>… a radio/tv commercial </li></ul><ul><li>… a premium item </li></ul><ul><li>… a promotional event </li></ul><ul><li>… etc. </li></ul><ul><li>A STRATEGY is… </li></ul><ul><li>… a plan designed to reach a desired outcome, which includes an outline of how specific tactics will be used to achieve it. </li></ul>
  6. 6. “ Our business needs a newspaper/radio/Web/outdoor/ directory/etc. ad!” <ul><li>Tactical Response: </li></ul><ul><li>Agency / Media Outlet </li></ul><ul><li>__ “How soon do you want to schedule?” </li></ul><ul><li>__ “When can we get your content?” </li></ul><ul><li>__ “Do you want to run more for a discount?” </li></ul><ul><li>Strategic Response: </li></ul><ul><li>Marketing-focused </li></ul><ul><li>__ “Why?” </li></ul><ul><li>And only after that is answered: </li></ul><ul><li>__ “Who is the audience?” </li></ul><ul><li>__What is the desired result?” </li></ul>
  7. 7. Advertising Marketing <ul><li>Strategic </li></ul><ul><li>Interrupt </li></ul><ul><li>Engage </li></ul><ul><li>Educate </li></ul><ul><li>Offer </li></ul><ul><li>Sales & Profits </li></ul><ul><li>Tactical </li></ul><ul><li>Interrupt </li></ul><ul><li>Repetition </li></ul><ul><li>Top-of-Mind </li></ul><ul><li>Awareness </li></ul>Equation Process Results 
  8. 8. The Marketing Equation… <ul><ul><li>Interrupt </li></ul></ul><ul><ul><li>Engage </li></ul></ul><ul><ul><li>+ Educate </li></ul></ul><ul><ul><li>Offer </li></ul></ul><ul><ul><li>= RESULTS! </li></ul></ul>
  9. 9. 1. Interrupt <ul><li>The act of taking the viewer’s or listener’s brain from Auto to Attentive activity. </li></ul>Auto Attentive Activator : a Familiar, Conflicting or Emotional trigger Our ongoing “ auto-pilot ” state of mind. Our attentive “ I am tuned-in ” state of mind .
  10. 10. 2. Engage <ul><li>Once Interrupted , the customer is giving you the opportunity to tell them why your message is important and relevant to them. </li></ul>Be quick and effective… The “Engage” opportunity is Like this beach ball - when first engaged, the attention span is popped into the air, slows and begins a decent back to “Auto” !
  11. 11. 3. Educate <ul><li>Once Engaged , this is your opportunity to identify the important purchase issues and how YOU can best address them. </li></ul>Take the customer to school… To make it to this stage, the customer has indicated an interest and a possible relevance in your message. Build your case confidently!
  12. 12. 4. Offer <ul><li>Once Educated , here is your opportunity to make a low-risk, common-sense Offer for the customer to take the next step toward </li></ul><ul><li>a purchase. </li></ul>Make the next step easy… Offer a contact number/e-mail “for even more free expert information” to facilitate the buying decision.
  13. 13. The Marketing Equation… <ul><li>Typical print ad #1: designed for a newspaper, directory, handout or insert (or radio script). </li></ul>
  14. 14. The Equation IN action… <ul><li>Interrupt </li></ul><ul><li>✔ Engage </li></ul><ul><li>Educate </li></ul><ul><li> Offer </li></ul>
  15. 15. The Marketing Equation… <ul><li>Typical print ad #2: designed for a newspaper, directory, handout or insert (or radio script). </li></ul>
  16. 16. The Equation IN action… <ul><li>Interrupt </li></ul><ul><li>✔ Engage </li></ul><ul><li>Educate </li></ul><ul><li>✔ Offer </li></ul>
  17. 17. Advertising Marketing <ul><li>Strategic </li></ul><ul><li>Interrupt </li></ul><ul><li>Engage </li></ul><ul><li>Educate </li></ul><ul><li>Offer </li></ul><ul><li>Sales & Profits </li></ul><ul><li>Tactical </li></ul><ul><li>Interrupt </li></ul><ul><li>Repetition </li></ul><ul><li>Top-of-Mind </li></ul><ul><li>Awareness </li></ul>Equation Process Results 
  18. 18. Which result is for YOU ? <ul><li>Advertising: </li></ul><ul><li>Interrupt + Repetition </li></ul><ul><li>= Top-of-Mind Awareness </li></ul><ul><li>__ “Great spot, but WHO was it for again?” </li></ul><ul><li>__ “Awareness” makes you part of the herd. </li></ul><ul><li>__ “Awareness” does not necessarily mean sales. </li></ul><ul><li>Marketing: </li></ul><ul><li>Interrupt + Engage + Educate + Offer = Sales & Profits </li></ul><ul><li>__ Uses creative activators to Interrupt, but also… </li></ul><ul><li>__ Uses relevency to Engage and Educate a targeted customer. </li></ul><ul><li>__ Invites the prospect to buy or shows the next step. </li></ul>
  19. 19. … AND Sales is NOT Marketing!
  20. 20. ALSO know that Marketing drives Sales …not vice-versa! <ul><li>As with Advertising , it is critical to understand Successful SALES is a result of a solid STRATEGY and MARKETING plan. </li></ul><ul><li>Are YOU Selling without a STRATEGY ? </li></ul><ul><li>A wise man once said, “If you don’t know where you’re going, </li></ul><ul><li>then any road will get you there.” </li></ul>
  21. 21. Getting from “ AND?” to “AhHa!”
  22. 22. Taking your marketing/ad style from “And?” to “ AhHa! ” <ul><li>Read your own ad copy . Is it full of obvious statements that most of your competitors could say as well? </li></ul><ul><li>Examples: “Quality Service!” “Dependable Staff!” “Satisfaction Guaranteed!” … and any other blinding flashes of the obvious that leave your customer saying, “And?” Identify and eliminate! </li></ul>
  23. 23. The Equation vs. “ And? ”… <ul><li>Typical print ad #1: designed for a newspaper, directory, handout or insert (or radio script). </li></ul>
  24. 24. “ Me, me, me ” is “wrong, wrong, wrong”! Read your own ad copy . Is it full of YOU talking about YOU , versus what the customer has to gain through buying your product or service? Examples : “We have 24,000 sq ft of warehouse space!” “We have been in business for 20 years!” Identify and eliminate!
  25. 25. The Equation vs. “Me…” <ul><li>Typical print ad #2: designed for a newspaper, directory, handout or insert (or radio script). </li></ul>
  26. 26. Instead, DEFINE what sets you apart from the rest …. … and consistently promote YOUR Unique Value Proposition ! If you can’t uncover a UVP, C REATE one – you’re one of the herd without it. And Promote! Promote! Promote!
  27. 27. The Equation IN action… <ul><li>Interrupt </li></ul><ul><li>✔ Engage </li></ul><ul><li>Educate </li></ul><ul><li> Offer </li></ul>
  28. 28. The Equation IN action… <ul><li>Interrupt </li></ul><ul><li>✔ Engage </li></ul><ul><li>Educate </li></ul><ul><li>✔ Offer </li></ul>
  29. 29. “… don’t shoot the messenger!” <ul><li>Always remember that it’s the media outlet’s job to DELIVER your tactical message , NOT to create your Marketing Strategy . </li></ul><ul><li>Understand that most media outlets are the marketing equivalent of USPS, FedEx, UPS, etc. Their skill sets are centered in delivery , NOT Strategy ! </li></ul>
  30. 30. A quick recap… <ul><li>Advertising and Sales is NOT Marketing! </li></ul><ul><li>Strategy results in Tactics; not vice-versa. Tactics result in sales. </li></ul><ul><li>The “Marketing Equation” </li></ul><ul><li>Interrupt + Engage + Educate + Offer = Results </li></ul><ul><li>Take your message from “And?” to “AhHa!” </li></ul><ul><li> Eliminate the “obvious” and “me, me, me” </li></ul><ul><li> Identify or create your Unique Value Proposition </li></ul><ul><li>Don’t shoot the messenger…develop YOUR strategy </li></ul><ul><li> Strategy is YOUR responsibility – not the outlet’s </li></ul>
  31. 31. Knoxville, Tennessee London, Kentucky Wishing you success in all you do!

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