five principles for marketing success
DESCRIPTION
5 things to do...and not do...to market your innovationsTRANSCRIPT
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Five Principles for Marketing Success
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sparking results5 things to do...and not do...to market your innovations
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What percentage of gross revenues should a growing
company in a competitive industry earmark for marketing?
Pop Quiz
4Principle #1
An afterthought A guidepost
Focus on Marketing Early/Often
Don’t put marketing last. Integrate it into every aspect of your business.
5Principle #1: Focus on Marketing Early/Often
6Principle #1: Focus on Marketing Early/Often
$150B+ company
20% of value attributed to “brand” asset
Their brand vision shapes everything: product design, naming, advertising, operations, customer experience, etc.
660% increase in stock price over the 2000s...
7Principle #1: Focus on Marketing Early/Often
8Principle #2
All things to all people The best option for targeted groups
Prioritize Your Audiences
If you try to say too much to too many, you end up conveying too little to too few.
9Principle #2: Prioritize Your Audiences
Which audiences:
• can benefit most from our product/expertise?
• are “ready” to appreciate its value, to finance its purchase, to integrate it into their operations?
• offer a good balance between the cost to reach...and the value they’ll return?
10Principle #3
What you want to say What they want to hear
Hone Your Positioning
No one really cares about what you do.They care about what you can do for them.
11Principle #3: Hone Your Positioning
Brand Category
Brand Promise
BrandCredentials
What are we—in terms that are meaningful to our target audiences?
How do we make life better for our key audiences?
Why should you believe we can deliver on that promise?
12Principle #3: Hone Your Positioning
Starbucks is a third community between home and work...
...that offers a welcome respite
for busy people where they can get what they want, how they want it.
13Principle #4
Data dumping Story selling
Turn Emotion into Motion
You can’t just deliver the facts. You have to sell the story.
14Principle #4: Turn Emotion into Motion
15Principle #4: Turn Emotion into Motion
16Principle #5
The “silver bullet” tactic The ongoing relationship
Create Connection Plans
The only one way to reach your audience is to realize there’s never only one way.
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According to Forrester Research, what percent of the decision has
been made before a buyer contacts a company about its
products or services?
Pop Quiz
18Principle #5: Create Connection Plans
Websites/landing pages
PR/social media/content marketing
Virtual/actual events/conferences
Print advertising
Search marketing
Email/digital/direct marketing
Prospect/customer experience
19Principle #5: Create Connection Plans
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We hope this information sparks some new insights for you.
Questions, please call Jill Adams at (860) 676-2300, x100 or Marc McFarland at (860) 676-2300, x126 for more information.