The document provides 20 points about marketing that entrepreneurs should understand. It notes that marketing problems are solved through ideas, positioning is a measure of success, brands are valuable assets, and advertising agencies have changed. It emphasizes the importance of knowing your unique selling proposition and differentiating yourself from competitors. The document stresses that marketing is not just promotion but building a brand, and that results are not always easy to measure. It encourages learning from other successful companies and having a vision beyond focus groups.

1. ________________________________
Marketing | Branding | Creative | Production
917.373.8512
Why & Brand Insights
Discovery Workshop!
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2. Marketing
An overview for:
Entrepreneurs
Start-Ups
Small Businesses

3. Quest to Competitive Advantage
RATIONALE:
This will allow you to begin the process which will help you learn how
best to advertise/communicate/be competitive within the market. Why
are you in business in the first place?
PURPOSE:
Strategic planning to create a marketing program to benefit the
business. Develop a definable direction to market your business.
OBJECTIVE:
Understand the dynamics of the changing marketplace for (Product or
Service) and how you can capture a dominant share of the market.

4. Websites
maximized:

5. Websites maximized:
– Television & Print Synergy
– Your website should not stand alone:
Part of the bigger plan.
– You’ve got 6 seconds to impress a new visitor
– Landing page is your 15 second pitch.
– What are you projecting to your audience?
– Conventional navigation vs. unconventional:
In both cases, pay attention.
– How does your audience perceive your image?
– You don’t have to build it all at once.
– There are 200 million websites & counting.
– Display your passion for your business.
– Before you start the project, make sure someone’s in
charge.

6. For us:
Marketing =
Marketing
Communications.

7. Main tools of marketing communications:
1) Traditional Advertising: Print, Broadcast
2) Collateral: Brochures, Catalogues, Flyers
3) Traditional Direct: Mailers
4) Point-of-Sales: In the stores
5) Exhibitions: Trade Shows, Store Windows
6) Guerrilla: Nontraditional/Performance
7) Internet: Websites, Banner Ads, Results Based Ads, Search Engines
(SEO), Social Media, Social Engagement, Blogs, Viral, E-Mail
8) Public Relations
9) Corporate Identity Systems: Logos – Marks & Logotypes,
Business Cards, Letterhead, Graphic Standards

8. Marketing =
creating the tools
+ deploying them.
But why?

9. Marketing =
Awareness
Awareness Sells!

10. Understanding marketing:
A practical approach.
Ask yourself:
What do people
think of my
company?

11. People think of your company
What is your brand recognition?:
Positively.
Negatively.
Or not at all.

12. Marketing ≠ sales.
Shaping peoples’
impressions to
drive sales.
Marketing =

13. Marketing that’s all image fails.
Goal:
3-D picture of
your company
that gets noticed,
standouts & is unique.
Marketing that’s all information fails.

14. For entrepreneurs/start-ups:
Marketing is not a luxury.
Because if you
don’t market
yourself. . .

16. 20 things everyone
should understand
about marketing:

17. (1) Marketing problems are
solved by ideas.
- Ideas come first.
- Creative follows.
- Use briefs.

18. Creative Development Brief
Objective What do we want to accomplish –
expectations?
Who Are You The single most important fact you wish
to communicate important to your
customer.
Competition Who are thay, and what are they doing?
Target Reach Who is the target audience?
Obstacles Marketing problems or issues.
Identity 3 primary attributes that represent the
personality (Cause) of the company,
product or service. Strengths that
appeal to your customers.
Promise Clear statement of what the company
promises to accomplish. Your Purpose!
Differential Points of differentiation from
competition.
Unique Selling Point The “So What”? The “Why”
Imperatives Mandatory messages instructions, tone,
limitations, legal considerations, testing ,
and time table.

19. (2) You must know
your USP.
– Unique Selling Proposition.
– Answer “So What?”- “Why?”.
– Quietest car in the world.
– Lucky you if you have one.
– You can invent one but only if
it’s plausible, e.g. Signature
Programs – “The Combo Loan”.

20. (3) Positioning is a true
measure of marketing
success.
– Positioning = owning a clear niche
in the mind. Top-of-Mind.
– Clearer you are about what your
company is, the clearer your
position can be.
-- Establishes how your perceived in
the market.

21. (4) Brands are worth
a fortune.
– A brand = sum total of all the
impressions & experiences
associated with a company or
product.

22. (5) When you answer the
phone, you’re creating
an ad.
– Everything you do is branding
reverberating around
everything you do;
Least to greatest.

23. (6) Your logo is going to say
something, but not
necessarily what you
want it to say.
– Abstract vs. representational.

26. (7) Taglines are really hard
to do well.
– Most are platitudes.
– Be specific to the product & what
customer gets (Answer the “so
what”
– Best are well told & memorable.
– Express your cause, and/or USP.

27. Melts in your mouth, not in your hands.
When it absolutely, positively has to be
there overnight.
The ultimate driving machine.
We bring good things to life
Examples:

28. (8) Advertising agencies are
not what they used to be.
– Then: 80% of every marketing
dollar spent on traditional
advertising.
– Now: less than 20%.

29. (9) If you do hire an agency,
ask to see the real
portfolios.
– Even in the major leagues,
everyone isn’t a star.

30. (10) B2B is the marketing
world’s slum.
– B2B marketers beware.
– B2B marketers see the
opportunity.

31. (11) Talking to yourself is
dangerous to your
company’s health &
boasting is a waste of your
money.
– Don’t make assumptions it will lead you
away from the solution
– Know your customers.
– People don’t care how wonderful
you are.
– They care about what’s in it for them, so
what is you business purpose from their
POV.

32. (12) It costs more to acquire
a new customer than it
costs to keep an old one
happy.
– Old 80/20 rule applies.
– Build a program.
-- Social engagement

33. (13) Sometimes there are
good reasons not to talk
about your product.
– Differentiate yourself by
transcending yourself.

34. (14) You can misconstrue
exactly what you’re
selling.
– Especially when others are
selling something similar.
– What you make does not
always equal what you sell.

35. (15) It can get expensive.
– Main reason: it takes time.
– Development & production time.
– Time to work.
– Rule of thumb:
2 – 25% of sales.

36. (16) It never ends
& it’s not easy.
– Introduce.
– Inform.
– Remind.
– Changes.
– Trouble.
– Many start-ups tempted to do it
themselves…

37. (17) If you can’t outspend the
competition, you’d
better outsmart them.
– Do what they’re not doing.
-- Find a point of differentiation and
make it meaningful.
– Make offers. Develop unique
signature ideas
– Remember Yamaha.

38. (18) Not all results are easy
to measure.
– Some have never been easier.
– Some are as hard as ever.

39. 20 things everyone in this room should understand about marketing:
(19) It pays to study
companies that do it
beautifully.
– There aren’t many.
– Apple, Mini, Ralph Lauren.
– Two books:
Jerry Della Femina: From Those Wonderful
Folks Who Brought You Pearl Harbor
David Ogilvy: Ogilvy On Advertising

40. 20 things everyone in this room should understand about marketing:
(20) A camel is a horse
created by a committee.
– No guts, no glory.
– Focus groups can mislead – there
only qualitative a guide.
– Everyone is born with an opinion.
– More art than science.

41. (1) Marketing problems are solved by ideas.
(2) You must know your USP.
(3) Positioning is a true measure of marketing success.
(4) Brands are worth a fortune.
(5) When you answer the phone, you’re creating an ad.
(6) Your logo is going to say something, but not necessarily what you want it to say.
(7) Taglines are really hard to do well.
(8) Advertising agencies are not what they used to be.
(9) If you do hire an agency, ask to see the real portfolios.
(10) B2B is the marketing world’s slum.
(11) Talking to yourself is dangerous to your company’s health & boasting is a waste of
your money.
(12) It costs more to acquire a new customer than it costs to keep an old one happy.
(12) Sometimes there are good reasons not to talk about your product.
(14) You can misconstrue exactly what you’re selling.
(15) It can get expensive.
(16) It never ends.
(17) If you can’t outspend the competition, you’d better outsmart them.
(18) Not all results are easy to measure.
(19) It pays to study companies that do it beautifully.
(20) A camel is a horse created by a committee.

42. So What Does It Mean 2 U?
• Actionable Insights
• Opportunity To Be Successful
• Opportunity to Standout & Get Noticed
• Opportunity To Build Your Business
• Raving fans that proselytize for you