8 rules seminar

Copyright 2005 Giannini O'Connor LLC

Mastering Marketing


Eight Simple Rules

Rule #1: Know your Audience


Understanding One’s Audience can lead to

uncovering:• Geography• Brand Preference• Media Exposure• Media Preference


Use this information to convey what your client is buying, not

what you’re selling.• Youth, not surgery.• Safety and status,

not cars.• A brighter future, not

education.• “Wow, your house is

beautiful,” not furniture.

• “Your husband must really love you,” not jewelry.


Use this information to match the media to the

message.• Trust common sense in recognizing what media is appropriate. (Philly Inquirer or Daily News?)

• Media exposure does not necessarily mean it’s effective.

• Media effectiveness can be age-specific.

• Different media can dictate a different approach for the same message. (Example: magazine versus billboard.)

Persistent Patience Pays

Rule #2: Marketing is a marathon, not a sprint.


Rule #2 Rules of Thumb

• Selective exposure makes people more sensitive to messages about things they need or want.

• Micro-target & mix the media, you’ll look like you’re everywhere.

• People don’t need the product just because you’re selling it.

• It takes 7-10 exposures for the average person to truly absorb an advertising message.

It’s the relationship…

Rule #3: People value a relationship, but do not want to be sold to.


You should be…• A trusted advisor.• A resource for

information.• A source of

comfort and understanding.

What about price?

Rule #4: Instead of price think total cost and total value.


How it adds up.

• Even when money is no object for the initial purchase, customers will become unhappy if there are hidden or recurring costs that were not disclosed.

• Ease of purchase and use are part of the cost.• Be aware of the inverted law of supply and

demand.

Value starts with price but is earned with the intangibles.

– Exclusivity– Status– Getting the best.– What money can’t buy.– Security.

…the show that never ends.

Rule #5: Make it an experience, not just a product

or service.


Create an experience and customers will…

• Will keep coming back.• Tell/bring their friends.• Be willing to pay a premium• Create a buzz.

Keep going to the well.

Rule #6: The best source of new business is existing

customers.


Look in two directions

• Anyone who has purchased from you more than once is willing to refer you.

• People like to talk.• A referral is worth 1000 ads.

• Maintain consumable sales.• Sell across product offerings.

(Customers who bought X often buy Y.)

Yes, you’re the expert.

Rule #7: Use your expertise to position yourself as the

expert.


Expert power

• People like to be associated with a known expert.

• If you teach them, they will buy. • Experts get articles published, get quoted in

the newspaper, and get asked to speak at events...which leads to awareness...which leads to sales.

Talk the talk, walk the walk, and keep walking.

Rule #8: After the sale, the product and its image must

continue to live up to expectations.


Marketing Management Basics


Start with the marketing plan

• Goals• Budget• Vision• Positioning• Competitive Analysis• Customer Analysis• Cash-flow projections


Budget

• START with a budget, then do the rest of your plan.

• A low budget is OK.• No business can

succeed without a logical marketing budget.


Vision• Without vision, nothing new ever

happens.• If you don’t know

where you’re going, you’ll never get there.

• Vision helps you focus.


Media Review


Print Advertising– ROP (run of paper) display ads– Classified– Inserts/coupons– Special Sections– FSI (free-standing inserts)– Wrapper advertising


Electronic Advertising

• Radio (AM and/or FM)

• Television– VHF/UHF:

hundreds of channels

– Cable channels: a whole new world!


Website Marketing

• Website (eCommerce)

• Banner ads• Opt-In marketing• Co-op• Multi-media


Outdoor Advertising

• Billboards– Vinyl– Poster

• Transit Advertising• Shelter Advertising


Direct Response

• Direct Mail• Co-op Advertising• Telemarketing• OPC (off-premise contact)• Referral programs/Giveaways


Sales Promotion

• Coupons• Discounts• In-store promotion

(continuity programs)


Event Marketing

• Grand Openings• Sponsored Events

(local race, etc.)

• Trade Shows• Conferences


Marketing Collateral• Brochures• Promotional Items• Sales Material• Product data• Manuals• ‘Leave’ pieces• Always use ‘features and

benefits’!


Press Relations

• Public Relations (press releases)• Marketing Public Relations

(creation of story/event)• Expert Activity


Sales & Distribution

• Direct Sales• Rep./Distributor Sales• Location Sales• Telesales• Catalog Sales• Internet (online) Sales


Sales Distribution

• Is there opportunity?

• Can I compete?• Can I win?• Is it worth it?

Courtesy Dave Cincera of Millrace Resources


Q&A

8 rules seminar

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