How To Stand Out In Over Crowded Markets
Virtually Every…
Industry Product Service
There Are Tons Of
Companies Selling
The Same Stuff
• Who does a potential customer
buy from and why?
• What is the deciding factor
between you and a competitor?
• What is th...
• Who does a potential customer buy from and why?
• What is the deciding factor between you and a competitor?
• What is th...
Seth Godin
Marketing
Thought Leader
Author of
“The Purple Cow”
The 5 P’s
1.Product
2.Positioning
3.Packaging
4.Pricing
5.P...
What is a Purple Cow?
SOMETHING WORTH TALKING ABOUT
Even Though There Were New Cows Along The Way
They Became Boring and C...
What Can You Do To
Stand Out In Your
Over Crowded Market?
STOP DOING
WHAT EVERYONE
ELSE IS DOING
Be the Company Who Engage...
It’s Increasingly More Difficult
To Get Someone’s Attention
• Married
• Children
• Friends
• Interests
• Business
• Sleep
...
• DVR – TIVO
• Satellite Radio
• Voicemail
Change In Consumer Behavior
• Email Filters
• No Call List
• Print Decline
Resu...
Why Getting Your Markets Attention
Is More Difficult Than Ever
Paradox of Choice: Our prospects and customers never had
so...
Why Getting Your Markets Attention
Is More Difficult Than Ever
Paradox of Choice: Our prospects and customers never had
so...
Why Getting Your Markets Attention
Is More Difficult Than Ever
Paradox of Choice: Our prospects and customers never had
so...
Why Getting Your Markets Attention
Is More Difficult Than Ever
Paradox of Choice: Our prospects and customers never had
so...
Why Getting Your Markets Attention
Is More Difficult Than Ever
Paradox of Choice: Our prospects and customers never had
so...
We must all bear in mind that, "at the end of
the day, the ability of the average consumer to
even remember advertising tw...
Stop Doing What Everyone
Else Is Doing
Create Quality Content Your
Market REALLY WANTS
Build Authority and Expertise
In Yo...
Print To Screen
Three VERY Important Questions
Business Owners, Company Executives and Marketing
Managers MUST Ask About Their Business We...
How Do You Know If You
Have A Brochure Website?
Websites That Don’t Engage, Educate & Support
Site Visitors With Useful Pr...
Like TV & Radio Commercials, Magazine Ads
and Direct Mail speak at the reader, viewer or
Visitor, not allowing for a two-w...
Not everyone who comes to your site is ready to buy.
Without a strategic marketing strategy to interact with
site visitors...
Brochure sites generally have overview product
Information without sharing “insider” content the visitor
can consume, nor ...
You Build Trust And Credibility From Your Website And The
Internet Through The Development Of Your Own Expertise.
AUTHORIT...
OK, SO NOW WHAT?
• MARKETING
• DESIGN
• DEVELOPMENT
3 Keys To Your Business Website
MARKETING
1. Target Audience
2. Content Creation
3. Lead Generation
4. Tracking & Reporting
DESIGN
1. Brand
2. Usability
3. Interaction
*Design is a piece to the puzzle…
not the strategy and not the starting point.
DEVELOPMENT
1. Web Tools
2. Content Management
3. Search Optimization
*Development is a piece to the puzzle…
not the strat...
Website Traffic
1. SEO
2. Social Media
3. Email Marketing
4. Off-line Channels
*Traffic Generation is a piece to the puzzl...
How To Stand Out In Over Crowded Markets
Marketing103 Event - November 4, 2010
Marketing103 Event - November 4, 2010
Marketing103 Event - November 4, 2010
Marketing103 Event - November 4, 2010
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Marketing103 Event - November 4, 2010

  1. 1. How To Stand Out In Over Crowded Markets
  2. 2. Virtually Every… Industry Product Service There Are Tons Of Companies Selling The Same Stuff
  3. 3. • Who does a potential customer buy from and why? • What is the deciding factor between you and a competitor? • What is the focus of a customer in this environment? 3 Very Important Questions To Ask What Do I Mean By Look-A-Likes In Over Crowded Markets?
  4. 4. • Who does a potential customer buy from and why? • What is the deciding factor between you and a competitor? • What is the focus of a customer in this environment? THE ANSWER IS… PRICE If the market is overcrowded full of look-a-likes, looking, acting, saying and selling the same way with virtually the same product or service the consumer can only differentiate each company by one thing… Price
  5. 5. Seth Godin Marketing Thought Leader Author of “The Purple Cow” The 5 P’s 1.Product 2.Positioning 3.Packaging 4.Pricing 5.Promotion In Today’s Over Crowded Markets the 5 P’s Are NOT Enough Anymore
  6. 6. What is a Purple Cow? SOMETHING WORTH TALKING ABOUT Even Though There Were New Cows Along The Way They Became Boring and Common – Losing Viewing Attention Fast. They could be… perfect, attractive, great personalities… but they’re still boring… Godin Says; What if there was a purple cow? That would be interesting for at least awhile. The overlying essence must be remarkable… something worth talking about.
  7. 7. What Can You Do To Stand Out In Your Over Crowded Market? STOP DOING WHAT EVERYONE ELSE IS DOING Be the Company Who Engages, Educates and Supports Your Market Helping Your Potential Customers Be Better Buyers Of Your Products
  8. 8. It’s Increasingly More Difficult To Get Someone’s Attention • Married • Children • Friends • Interests • Business • Sleep • Commuting
  9. 9. • DVR – TIVO • Satellite Radio • Voicemail Change In Consumer Behavior • Email Filters • No Call List • Print Decline Resulting In Privacy & Control From The Bombardment of Marketing Messages
  10. 10. Why Getting Your Markets Attention Is More Difficult Than Ever Paradox of Choice: Our prospects and customers never had so many choices at one time like they do NOW. Fragmented Focus: We are all connected at all times, consuming a lot of information at one time creates Continuous Partial Attention – a term coined by Linda Stone – Apple, Inc 1986-93 Speed of Technology: New communication tools, electronic equipment and appliances consumes our time and attention as never before. Information Overload: There’s never been a time in our history where information is a click away. New information is available everyday to our email, phones, Internet and TV. Disruption Overkill: A daily onslaught of emails, text messages, phones calls, and meetings consumes our time and energy to focus on one thing for a productive length of time.
  11. 11. Why Getting Your Markets Attention Is More Difficult Than Ever Paradox of Choice: Our prospects and customers never had so many choices at one time like they do NOW. Fragmented Focus: We are all connected at all times, consuming a lot of information at one time creates Continuous Partial Attention – a term coined by Linda Stone – Apple, Inc 1986-93 Speed of Technology: New communication tools, electronic equipment and appliances consumes our time and attention as never before. Information Overload: There’s never been a time in our history where information is a click away. New information is available everyday to our email, phones, Internet and TV. Disruption Overkill: A daily onslaught of emails, text messages, phones calls, and meetings consumes our time and energy to focus on one thing for a productive length of time.
  12. 12. Why Getting Your Markets Attention Is More Difficult Than Ever Paradox of Choice: Our prospects and customers never had so many choices at one time like they do NOW. Fragmented Focus: We are all connected at all times, consuming a lot of information at one time creates Continuous Partial Attention – a term coined by Linda Stone – Apple, Inc 1986-93 Speed of Technology: New communication tools, electronic equipment and appliances consumes our time and attention as never before. Information Overload: There’s never been a time in our history where information is a click away. New information is available everyday to our email, phones, Internet and TV. Disruption Overkill: A daily onslaught of emails, text messages, phones calls, and meetings consumes our time and energy to focus on one thing for a productive length of time.
  13. 13. Why Getting Your Markets Attention Is More Difficult Than Ever Paradox of Choice: Our prospects and customers never had so many choices at one time like they do NOW. Fragmented Focus: We are all connected at all times, consuming a lot of information at one time creates Continuous Partial Attention – a term coined by Linda Stone – Apple, Inc 1986-93 Speed of Technology: New communication tools, electronic equipment and appliances consumes our time and attention as never before. Information Overload: There’s never been a time in our history where information is a click away. New information is available everyday to our email, phones, Internet and TV. Disruption Overkill: A daily onslaught of emails, text messages, phones calls, and meetings consumes our time and energy to focus on one thing for a productive length of time.
  14. 14. Why Getting Your Markets Attention Is More Difficult Than Ever Paradox of Choice: Our prospects and customers never had so many choices at one time like they do NOW. Fragmented Focus: We are all connected at all times, consuming a lot of information at one time creates Continuous Partial Attention – a term coined by Linda Stone – Apple, Inc 1986-93 Speed of Technology: New communication tools, electronic equipment and appliances consumes our time and attention as never before. Information Overload: There’s never been a time in our history where information is a click away. New information is available everyday to our email, phones, Internet and TV. Disruption Overkill: A daily onslaught of emails, text messages, phones calls, and meetings consumes our time and energy to focus on one thing for a productive length of time.
  15. 15. We must all bear in mind that, "at the end of the day, the ability of the average consumer to even remember advertising twenty-four hours later is at the lowest level in the history of advertising", according to the US Advertising Research Foundation. Supply OF Market Attention Is Severely Limited Demand FOR Market Attention Is Growing By The Minute
  16. 16. Stop Doing What Everyone Else Is Doing Create Quality Content Your Market REALLY WANTS Build Authority and Expertise In Your Market
  17. 17. Print To Screen
  18. 18. Three VERY Important Questions Business Owners, Company Executives and Marketing Managers MUST Ask About Their Business Websites Is Your Website Telling Or Selling? Why Is This Important To Know? How Do You Know The Apple & Orange Difference?
  19. 19. How Do You Know If You Have A Brochure Website? Websites That Don’t Engage, Educate & Support Site Visitors With Useful Problem Solving Content SITE LACKS USEFUL CONTENT Websites That Tell Don’t Generate Targeted Email Lists Of Interested Buyers and Customers SITE LACKS LEAD GENERATION STRATEGIES Website Doesn’t Provide Any TRUE Payoff To The Site User Beyond Product Features SITE LACKS BENEFITS FOR THE VISITOR
  20. 20. Like TV & Radio Commercials, Magazine Ads and Direct Mail speak at the reader, viewer or Visitor, not allowing for a two-way interaction. BROCHURE SITES ARE ONE-SIDED Two Way Interaction Can Be…  BLOGS  FORUMS  MEMBERS ONLY  WIDGETS  COMMENTS  RSS FEEDS
  21. 21. Not everyone who comes to your site is ready to buy. Without a strategic marketing strategy to interact with site visitors, you miss out on those who buy LATER. BROCHURE SITES DON’T MARKET TO VISITORS Marketing From Your Site Is…  Premium Content  Video Streaming  Podcasts  Entertainment  PDF Downloads  Target Specific  Solve Problems  Expert Positioning
  22. 22. Brochure sites generally have overview product Information without sharing “insider” content the visitor can consume, nor does it create a positive experience. BROCHURE SITES ARE BROAD & GENERAL Your Website Creates An Experience…  Support  Advice  News  Customer Service  Entertainment  Events
  23. 23. You Build Trust And Credibility From Your Website And The Internet Through The Development Of Your Own Expertise. AUTHORITY = Expert Content + Marketing Strategy AUTHORITY GENERATES TARGETED AND HYPER-RESPONSIVE LEADS LEADS GENERATE SALES
  24. 24. OK, SO NOW WHAT?
  25. 25. • MARKETING • DESIGN • DEVELOPMENT 3 Keys To Your Business Website
  26. 26. MARKETING 1. Target Audience 2. Content Creation 3. Lead Generation 4. Tracking & Reporting
  27. 27. DESIGN 1. Brand 2. Usability 3. Interaction *Design is a piece to the puzzle… not the strategy and not the starting point.
  28. 28. DEVELOPMENT 1. Web Tools 2. Content Management 3. Search Optimization *Development is a piece to the puzzle… not the strategy and not the starting point.
  29. 29. Website Traffic 1. SEO 2. Social Media 3. Email Marketing 4. Off-line Channels *Traffic Generation is a piece to the puzzle… not the strategy and not the starting point.
  30. 30. How To Stand Out In Over Crowded Markets

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