What Influenced Jobs and Wozniak To Create The Macintosh &

How Graphic Artists Can Use Marketing Principles

To Generate More Customers

By Dan Jenkins – Marketing Professor & President of The Grapple Hook Group

CultureCulture

Set of Beliefs

Set of Beliefs

CultureCulture

CultureCulture

Set of Beliefs

What is the Culture of What is the Culture of Graphic Artists?Graphic Artists?

Culture - Silicon Valley Mid Culture - Silicon Valley Mid 70’s70’s

Northern California - Northern California - CultureCulture

Northern California - Northern California - CultureCulture

Northern California - Northern California - SurroundingsSurroundings

Northern California - Northern California - CultureCulture

Northern California - Northern California - DesignDesign

Eichler Homes TTC…….

Northern California - Northern California - DesignDesign

Northern California – Northern California – Music & Lights Music & Lights

Grateful Dead– RecordingGrateful Dead– Recording

Northern California - Northern California - CultureCulture

Northern California - Northern California - CultureCulture

Free Speech

Northern California - Northern California - CultureCulture

Northern California - Northern California - CultureCulture

Northern California - Northern California - CultureCulture

Northern California - Northern California - CultureCulture

Jobs & Wozniak Jobs & Wozniak InfluencesInfluences

High LevelEngineers

IBM - CultureIBM - Culture

Chico State - CultureChico State - Culture

Culture….Work PlaceCulture….Work Place

It is OK to Off Center

Influences of Steve JobsInfluences of Steve Jobs

Influence of Steve JobsInfluence of Steve Jobs

Influence of Steve JobsInfluence of Steve Jobs

Science Article - Science Article -

“ “Efficiencies of Animals and Humans”Efficiencies of Animals and Humans”

“ “Efficiencies of Animals and Efficiencies of Animals and Humans Equipped with Humans Equipped with

Tools”Tools”

“Bicycle For The Mind”

Steve WozniakSteve Wozniak

“The Hacker”

Wozniak InfluencesWozniak Influences

Ham Radio - “Go Farther” – “Connect People”

Steve Wozniak – The Steve Wozniak – The CalculatorCalculator

Smaller, Faster, Easier To Use

Steve WozniakSteve Wozniak

Personal Computer

So….So….How Did Apple Hook How Did Apple Hook

Graphic Artists?Graphic Artists?

Increased MemoryIncreased Memory

What Is Marketing?What Is Marketing?

1.1. Acquiring CustomersAcquiring Customers

2.2. Keeping CustomersKeeping Customers

Marketing Is………Marketing Is………

History of Marketing – History of Marketing – Fur TradeFur Trade

Types of MarketingTypes of Marketing

Types of MarketingTypes of Marketing

Promotional Marketing Promotional Marketing Today?Today?

Marketing Principals Marketing Principals

Graphic Designers Can UseGraphic Designers Can Use

Marketing Marketing Strategy….ImportantStrategy….Important

Step 1…. Define… Step 1…. Define… a) Who You Are a) Who You Are b) What Do You Dob) What Do You Do

““Innovative Technology That IsInnovative Technology That IsUsed to Make Lives Used to Make Lives & Companies Better& Companies Better””

““We Make Bicycles for the We Make Bicycles for the BrainBrain””

Marketing Strategies For Marketing Strategies For Graphic DesignersGraphic Designers

What is Your Service?.. What is Your Service?.. Accurately DescribeAccurately Describe

What Does Service Specifically What Does Service Specifically Do For Customers? Do For Customers?

What Makes Your Service So What Makes Your Service So Good?Good?

Start With VisionStart With Vision

What Does it Replace ?

Marketing Mix - 4 P’sMarketing Mix - 4 P’s

1.1. Product or ServiceProduct or Service

2.2. PricingPricing

3.3. PlacementPlacement

4.4. PromotionPromotion

Product or Service Choices – Product or Service Choices – Which Ones and Why?Which Ones and Why?

1.1. TrendsTrends

2.2. Personal ConnectionPersonal Connection

3.3. Replaces Existing ProductsReplaces Existing Products

4.4. Make The World a Better Make The World a Better

PlacePlace

Graphic Services.. Graphic Services.. Which Ones to Sell and Why?Which Ones to Sell and Why?

a) Replaces What? .. b) What Does It Do For Consumers?

Marketer’s CreedMarketer’s Creed

In God We Trust…..In God We Trust…..

Everyone Else Must Bring Everyone Else Must Bring Marketing DataMarketing Data

What Hair AttributesWhat Hair AttributesDo They Have In Common?Do They Have In Common?

What do they have in What do they have in common?common?

Some Other Marketing Some Other Marketing Principles / Trends…Principles / Trends…

Sustainability and SafetySustainability and Safety Improving Lives / BusinessImproving Lives / Business

Know Your Marketing Know Your Marketing Environment Environment

What’s HappeningWhat’s Happening

Out Out There?There?

Marketing Environment - Marketing Environment - CompetitionCompetition

Marketing Environment - Marketing Environment - CompetitionCompetition

What Are You Going To Do?

Consumer Marketing Consumer Marketing ResearchResearch

Ethnographic Research

Target Marketing

Core Principal

Target Markets for Steve JobsTarget Markets for Steve Jobs

Crossover Marketing Crossover Marketing TechniquesTechniques

Crossover Marketing Crossover Marketing TechniquesTechniques

Crossover Crossover Marketing Marketing

TechniquesTechniques

Willie Nelson

Crossover Crossover Marketing Marketing

TechniquesTechniques

South Side

Crossover Crossover Marketing Marketing

TechniquesTechniques

North Side

Crossover Crossover Marketing Marketing

TechniquesTechniques

Apple - Product PositioningApple - Product Positioning

Product PositioningProduct Positioning

Promotion – Presentation Promotion – Presentation SkillsSkills

1. Must Create a Story

Promotion – Presentation Promotion – Presentation SkillsSkills

2. Sense of Purpose

Presentation Skills &Presentation Skills &Preparation Preparation

Visualize Plan Create

3.

Promotion – Presentation Promotion – Presentation SkillsSkills

At the End of Day….. Steve JobsAt the End of Day….. Steve Jobs

• It’s What Did They Learn?

• How Did They Feel?

• Did You Motivate?

Core Principal

Thank You!Thank You!