Download - 8 Rules Seminar
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Copyright 2005 Giannini O'Connor LLC
Mastering Marketing
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Copyright 2005 Giannini O'Connor LLC
Eight Simple Rules
Rule #1: Know your Audience
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Copyright 2005 Giannini O'Connor LLC
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Copyright 2005 Giannini O'Connor LLC
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Copyright 2005 Giannini O'Connor LLC
Understanding One’s Audience can lead to
uncovering:• Geography• Brand Preference• Media Exposure• Media Preference
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Copyright 2005 Giannini O'Connor LLC
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.
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Copyright 2005 Giannini O'Connor LLC
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.)
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Persistent Patience Pays
Rule #2: Marketing is a marathon, not a sprint.
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Copyright 2005 Giannini O'Connor LLC
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.
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It’s the relationship…
Rule #3: People value a relationship, but do not want to be sold to.
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Copyright 2005 Giannini O'Connor LLC
You should be…• A trusted advisor.• A resource for
information.• A source of
comfort and understanding.
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What about price?
Rule #4: Instead of price think total cost and total value.
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Copyright 2005 Giannini O'Connor LLC
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.
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…the show that never ends.
Rule #5: Make it an experience, not just a product
or service.
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Copyright 2005 Giannini O'Connor LLC
Create an experience and customers will…
• Will keep coming back.• Tell/bring their friends.• Be willing to pay a premium• Create a buzz.
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Keep going to the well.
Rule #6: The best source of new business is existing
customers.
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Copyright 2005 Giannini O'Connor LLC
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.)
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Yes, you’re the expert.
Rule #7: Use your expertise to position yourself as the
expert.
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Copyright 2005 Giannini O'Connor LLC
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.
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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.
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Copyright 2005 Giannini O'Connor LLC
Marketing Management Basics
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Copyright 2005 Giannini O'Connor LLC
Start with the marketing plan
• Goals• Budget• Vision• Positioning• Competitive Analysis• Customer Analysis• Cash-flow projections
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Copyright 2005 Giannini O'Connor LLC
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.
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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.
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Copyright 2005 Giannini O'Connor LLC
Media Review
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Copyright 2005 Giannini O'Connor LLC
Print Advertising– ROP (run of paper) display ads– Classified– Inserts/coupons– Special Sections– FSI (free-standing inserts)– Wrapper advertising
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Copyright 2005 Giannini O'Connor LLC
Electronic Advertising
• Radio (AM and/or FM)
• Television– VHF/UHF:
hundreds of channels
– Cable channels: a whole new world!
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Copyright 2005 Giannini O'Connor LLC
Website Marketing
• Website (eCommerce)
• Banner ads• Opt-In marketing• Co-op• Multi-media
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Copyright 2005 Giannini O'Connor LLC
Outdoor Advertising
• Billboards– Vinyl– Poster
• Transit Advertising• Shelter Advertising
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Copyright 2005 Giannini O'Connor LLC
Direct Response
• Direct Mail• Co-op Advertising• Telemarketing• OPC (off-premise contact)• Referral programs/Giveaways
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Sales Promotion
• Coupons• Discounts• In-store promotion
(continuity programs)
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Event Marketing
• Grand Openings• Sponsored Events
(local race, etc.)
• Trade Shows• Conferences
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Marketing Collateral• Brochures• Promotional Items• Sales Material• Product data• Manuals• ‘Leave’ pieces• Always use ‘features and
benefits’!
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Press Relations
• Public Relations (press releases)• Marketing Public Relations
(creation of story/event)• Expert Activity
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Sales & Distribution
• Direct Sales• Rep./Distributor Sales• Location Sales• Telesales• Catalog Sales• Internet (online) Sales
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Copyright 2005 Giannini O'Connor LLC
Sales Distribution
• Is there opportunity?
• Can I compete?• Can I win?• Is it worth it?
Courtesy Dave Cincera of Millrace Resources
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Copyright 2005 Giannini O'Connor LLC
Q&A
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Copyright 2005 Giannini O'Connor LLC