kellogg marketing scholars
Post on 21-Oct-2014
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Scott Markman gave a speech to the Kellog Marketing Scholars on April 10th.TRANSCRIPT
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The Monogram GroupChicago and CharlotteBoldly Repositioning & Creating Brands
Lunch Keynote Presentationto Kellogg Marketing ScholarsApril 10, 2011
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Let’s start with a quick exercise:
America is ____________.
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So who we are in the United States of America?
Let’s develop a quick snapshot.
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We’re a melting pot of very diverse ethnic groups, and it’s been that way since 1776.
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We anchor our beliefs in values that put individual freedoms on a pedestal.
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In some respects that takes our country into some very interesting debates...
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...but also has lead to a strong culture of innovation and entrepreneurship.
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We firmly believe the USA is the greatest country on earth, but we’re scared to death our time has passed.
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We firmly believe the USA is the greatest country on earth, but we’re scared to death our time has passed.
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We love our sports...
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...we live our religion...
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...and we increasingly argue, and argue, and argue over politics.
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We’re pretty darn insular (if it isn’t happening in one of the 50 states...)
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Our style of communication can be a bit direct (let’s call it blunt and in-your-face).
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Our style of communication can be a bit direct (let’s call it blunt and in-your-face).
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And lastly, we are not a “pub” society.
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And lastly, we are not a “pub” society.
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So now that you have an idea of who we are, what’s the best way to sell to us?
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Selling to Americans Reality #1:
Expect a metric ton of competitors. What’s worse, every company is a specialist and everyone plays to win.
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Selling to Americans Reality #2:
Beyond The Melting Pot, there are also profound regional differences to consider...y’all.
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Selling to Americans Reality #3:
In the corporate world, two words strike fear in everyone’s heart:
Sarbanes-Oxley.
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Selling to Americans Reality #4:
Forget direct competitors. There’s a fierce battle for share of your prospect’s mind from every direction. Start with Wal-mart and segue into the soccer carpool.
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Selling to Americans Reality #5:
Because we’re overworked, overscheduled and over communicated with, we use email and voice mail as a moat around our castle.
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So now that we’ve touched upon a few of the cold, hard realities, what recommendations do we have?
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Leverage your Britishness while addressing their Americanness.
Selling to Americans Recommendation #1:
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Selling to Americans Recommendation #2:
Use B2C branding and marketing principles to sell to your B2B prospects.
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Selling to Americans Recommendation #3:
Conduct research on your buyers and influencers to anticipate their question:
“What’s in it for me?”
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Use top notch client service as a differentiator. Don’t just rely upon product innovation and superiority alone.
Selling to Americans Recommendation #4:
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Personalize your communications and deliver them personally.
Selling to Americans Recommendation #5:
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Have a strategy and stick to it. For example, don’t do social media just because it’s trendy and inexpensive, and the intern can do it.
Selling to Americans Recommendation #6:
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Don’t be discouraged. It’s a tough crowd but this country is a huge opportunity...that’s why you’re here.
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Thank you for your time.The Monogram GroupWillis (Sears) Tower
233 S. Wacker Drive, Suite 410Chicago, Illinois 60606 USA
Tel: +1 312-726-4300Fax: +1 312-726-4308
www.monogramgroup.comwww.monogramgroup.com.cn
Scott Markman, [email protected]