Marketing is a social process of creating, offering, and exchanging products and services to satisfy needs and wants. It should provide value to customers rather than just focus on advertising or appearances. Creative marketing approaches like partnerships, viral campaigns, and analyzing customer needs can help provide value and attract users even with limited budgets. Success requires perseverance in learning from failures and getting the strategy right once.

1. A cura di
Farhad Alessandro
Mohammadi
is proud to announce...
Marketing,
Get Real!
No More BULLSHITS

2. What's “Marketing”?
Getting exposure?
Being talked about?
Selling the own product or service?
Getting new clients?
Investing substantial amounts of money in advertising?
...
I don’t care, my aim is a viral project.

3. Marketing is…
“a social process through which singles and groups
may obtain what they need, by means of creation , offer
and free trade of valuable products and services."
Philip Kotler

4. Marketing evolution
What it was:
- Marketing is advertising
- how do I sell my product to customers?
what it has been:
- Marketing is appearance
-How do I pack the product for customers ?
what It should be:
-Marketing is an integral part of productive process.

5. Focusing on value
“Marketing is that social and managerial process carried out to
satisfy needs and requests through processes of production and
trade of products and services. It’s the art and science of
identifying, creating and providing value to fulfill requests of a
specified market , thus generating a profit.”
Philip Kotler

6. In substance …
Are you providing value to your clients?
To get value you should provide value.
Do your clients perceive its importance?
Otherwise, they will offer nothing in exchange.
The primary goal you have to take care of is to provide and get
value.

7. Manifested and unexpressed needs:
we must consider the real market needs; what we
perceive as valuable may be unattractive for the market.

8. Have you caught your clients’ needs?
Bakeka’s top list:
Product – The ad automatically regains the first
position.
Suitable for business categories that publish lots of ads
(estate agencies, car dealerships..)
Reasonable costs
Actual and measurable results
So, why doesn’t it sell?

9. Product redefinition
- Addition of Premium ads
- Addition of posters and showcases
- Highlighting of showcase SEO component
The three products above mentioned are not changing the amount
of visits per ad (especially posters) , but the customer perceives a
higher value of the product itself and he is willing to purchase the
top list. The small dealer is affected by posters, because of their
positive results over the years.

10. Product communication:
Marketing is selling
How do you sell your product?
Are you employing suitable words?
What kind of levers are you using?
“Give me a place to stand, and I shall move the world”
Archimede

11. Product communication:
Publimedia Srl is an advertising agency based on offline
commerce. After they had entered the online field, they still
continued to adopt old selling methods, referring to visibility and
contacts.

12. Creative Marketing
In case of considerable amounts of money, it’s easy to get noticed.
But a good marketing campaign can be carried out even without
investing a lot: we can opt for “creative Marketing”.
Marketing is abstraction; it’s the ability of finding out suitable
connections.

13. Practically….
Let’s start by setting what do we need. How could we get it?
Do we compulsorily buy it? Is there an alternative?
Then we ought to analyze what could we offer in exchange.
Have I anything other than money?

14. How could we apply those theories?
A principle applied to On-line commerce can be: I made up an
app that has attracted a large user base, but I've failed in making
it profitable. Does anyone need this sort of user base?
Indeed, all users are aware that:
“If you are not paying for it, you’re not the customer; you’re the
product being sold”.

15. The clever bit
“haivogliadi.it”, a couponing website almost unknown, had a
brilliant idea: they have launched a facebook page labelled
“free gasoline” (highly viral) and 1000€ have been raffled for
people enrolled in the competition.
What about the result? Lots of new users to whom sending
emails, achieved by means of a quite ridiculous investment.

16. Long life to cooperation!
Are you taking a look around?
Are you speaking with people around you?
Are you listening as well?

17. Partnership with various Entities.
A possible method to get users is the one applied by Groupalia
group:
they signed agreements with several associations composed of
suitable members, thus they've considerably increased their
sales.

18. What’s the value of what I do?
Have you deeply analyzed your project?
Are you aware of who and what could be attracted by your idea?
As Andy Warhol argued: “You must guess what people consider
amazing in you in order to sell it”.
Obviously, you must consider the social utility of your product,
and, consequently, its possibility to get free resources and
funding.

19. The marketing of recycling
Ruzzle, the current word-game!
Ruzzle has satisfied the need of gaming and inventing
simultaneously. That's why it works:
– competition
– socialization
– non-simultaneous players
– never ending game
– playing time
– use of social networks.

20. Conclusion
Another strategy is represented by a combination of
perseverance with an attentive analysis of our own failures.
“It doesn’t matter how many times you fail. It doesn’t matter
how many times you almost get it right. No one is going to know
or care about your failures, and neither should you. All you have
to do is learn from them and those around you because… All that
matters in business is that you get it right once. Then everyone
can tell you how lucky you are."
Mark Cuban

21. FarAhead Consulting
Via Po,52 Torino
011 196 664 59
alessandro@farahead.eu
http://www.linkedin.com/in/farhadalessandromohammadi
http://www.slideshare.net/farhadalessandromoha
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www.farahead.eu