marketing seminar eng

© 2007 IDEAS. All Rights Reserved. Grateful acknowledgement is made to L. Ron Hubbard Library for permission to reproduce selections from the copyrighted works of L. Ron Hubbard. HUBBARD, L. Ron Hubbard, are a trademarks owned by RTC and are used with its permission. I/A 09072601EU

Drs. Marc J. De Turck

BASICS BASICS OF OF MARKETINGMARKETING

Based on the Works of L. Ron Hubbard


MARKETING:

“The conceiving and packaging and the moving of a specific product into public hands. It means to prepare and take to and place on the market in such a way as to obtain maximum potential and recompense.”

L. Ron Hubbard, Management Series, Vol. 3 p. 174 “Marketing, Promotion and Dissemination Defined”.*


“Marketing includes all actions from before the beginning of the production right on through to its use by the customer and its word-of-mouth promotion by the public. Your first step is you’ve got to have a product to market that will market. And you have to groom that product up so you can market it.”

L. Ron Hubbard, Management Series, Vol. 3“Marketing Series 8, More on Marketing Basics” p. 190


WHAT IS PR? WHAT IS MARKETING?

“Though you will hear people refer to them as if they were interchangeable, the purposes and tools of PR versus Marketing are very different.

In application, PR creates understanding and acceptance of you and your clinic as a leading name. Marketing creates a demand for and sells your healthcare products and services.”

From the book KEYS TO PRIVATE PRACTICE SUCCESS by Harvey Schmiedeke.


PROMOTIONPROMOTION

PROMOTION:

“To make something well known and well thought of. In our activities it means to send something out that will cause people to respond…

“Promotion is the art of offering what will be responded to. It consists only of what to offer and how to offer it that will be responded to.”

L. Ron Hubbard, Management Series, Vol. 3“Marketing Series 2, Marketing, Promotion and Dissemination Defined” p. 174


DISSEMINATION:“Spreading or scattering broadly. By disseminating we

mean making broadly known the materials, services and results of the organization through books, promotional materials, films, or other media or activities, including word of mouth.”

L. Ron Hubbard, Management Series, Vol. 3, “Marketing Series 2, Marketing, Promotion and Dissemination Defined” p. 174


“The Marketing Bureau motto is CREATE WANT!

“The PURPOSE of marketing is to CREATE WANT and to SELL SOMETHING.”

L. Ron Hubbard, Management Series, Vol. 3“Marketing Series 3, Marketing Hat” p. 175


“To find out what people want or will accept or will believe, one does SURVEYS.”

L. Ron Hubbard, Management Series, Vol. 3

“Marketing Series 4, Surveys are the Keys to Stats” p. 177


“Promo done without survey, magazine ads without survey, fliers without survey, you are going it blind…

“Working without surveys, you could spend thousands a month on promotion and lose it all.

“Or working WITH surveys, you could spend hundreds on promotion and make hundreds of thousands.”

L. Ron Hubbard, Management Series, Vol. 3“Marketing Series 4, Surveys are the Key to Stats” p. 178


“It takes surveys. It’s no good flying blind or trying to guess at it. You won’t KNOW until you survey.”

“So your first question on all promotion is, ‘Am I absolutely sure, before I invest any money in this promotion (make-up, printing, postage) that people will consider what I am promoting valuable enough to exchange their hard-won valuables for it?’ ”

“The answer lies in the results of your survey. Promotion is always, always, always based on surveys, and it must include the exchange factor.”

“The real test of good promotion is: Are you getting an effective exchange? The exchange may be communication, it may be goodwill, but - are you getting exchange?”


So what are you going for in promotion?

“RESPONSE is the key word here. Whether it’s in terms of services sold or commodities sold or communication or goodwill, it’s response that is the test of all promotion.”

RESPONSES

“In order to get response you’ve got to first find out what people want. You’ve got to find out what people consider valuable. When you know what people want and what they consider valuable, you know what they will respond to.”

PROMOTION


SURVEY BUTTONS ARE NOT THE MESSAGE

“The difference between survey buttons and the message in a promo piece must be crystal clear to those working in promotion and marketing.

The first thing to understand is that they are NOT the same thing.

The message is the communication, the thought, the significance you want to get across to an audience or public.

A button is what is used to get the public’s agreement to hear the message”.


SURVEY BUTTONS ARE NOT THE MESSAGE

That’s the secret of promo that gets response.

The first thing about it to understand is that SURVEY BUTTONS ARE NOT THE MESSAGE.” - LRH


Button vs. Message

COMPANY

PUBLIC

1. Survey

2. Buttons

4. Response


SAMPLE

Headline: Now Save $$ On Tires Button: Without Losing a Day’s Pay!! Message: American Frame & Axle Announces 1: Expanded Hours – 7 a.m. to 7 p.m. 2: Drop it off after work, pick up 7 a.m. the next day. 3: 2 Fully Operational Heavy Vehicle Alignment

Racks Ready to Service You Any Time of the Day.

Instruction: Call Now! (813) 247-5981


THE SEVEN POINTS OF AN AD

1. What is it? 2. How valuable is it? 3. What does it do? 4. How easy is it to do it? 5. How costly is it? 6. How do you acquire it? 7. Where do you get it from?

HCO PL 10 FEB 65, AD AND BOOK POLICIES (OEC Vol 2:266)


DRILL

1. Write an ad using the Seven Points of an Ad.

Survey your ad with others in the room.

Rewrite the ad after the survey.


“Then in any promo piece, be it an ad, brochure, a flier, a pamphlet, a poster, you follow the line of:

“1. Attract.” “2. Interest.”

“3. Get your message across.”


SAMPLE OF BUSINESS SURVEY

Hello my name is______________ I’m doing a marketing survey for a group of_______________ in your area. Can I ask you a few questions to get your opinion on (your industry or category of product or service)?

1. What is the most important characteristic you feel a (type of business, professional person, or product) should have? (If they give more than more answer, say “Out of those, which one stands out as most important?”)

2. What do you dislike the most about (type of business, professional person, or product)? (If they answer “cost” or “price”, ask “What do you dislike the second most?”)

3. What would cause you to choose one (product, service, professional person) over another if you had never (used, done business with, gone to) either one?

4. If you had (benefit of product, service, or profession), how would that charge your (business, job, lifestyle, etc)? Would you be able to do anything you’re not doing now?


SAMPLE OF BUSINESS SURVEY

5. If you get rid of a particular (list of types of problems which your service or product solves) once and for all, what would it be?

5a. How does having that problem affect your attitude toward your (business, job, life, etc.)?

6. When I say the words (things you would position with), what activity instantly comes to mind?

END OF THE SURVEY


HOW TO TABULATE A SURVEY

The final tabulation of a survey is very simple… 1. count all the surveys. 2. establish various categories of answers

for each question by listing answers briefly as you go through the surveys.

3. Soon you will be able to merely mark a slant by each category, the slant meaning one more answer of a similar nature.


HOW TO TABULATE A SURVEY

4. Soon you will be able to merely mark a slant by each category of answer. Let’s say you had 1,500 answers of a similar nature to one question and your total number of surveys is 2,500. this means 60 percent gave that similar type of answer (1500/2500).

5. You then list each question and under that question list the categories of answers and the percentage from the highest to the lowest.

6. the only mistake you can make is not to realize the similarity of answers and so have a great diversity of categories. - LRH


Positioning:

“Old advertising tech is worn out… they have a new tech called positioning. “This means putting a subject (like shaving cream) into a relative position with other products. People only remember, they say, by relating one thing to another.”

“A position is where you put a product in somebody’s life or mind and in relation to other products.”

L. Ron Hubbard, Modern Management Technology Defined, “Positioning” p. 398

*


“Fast communication is most easily done by comparisons…

“So we get a law which is this:

“THE UNFAMILIAR IS RAPIDLY INTRODUCED OR

COMMUNICATED BY COMPARING IT TO A FAMILIAR.”

L. Ron Hubbard, Management Series, Vol. 3“Marketing Series 5, PR Series 30, Positioning, Philosophic Theory” p. 181-182


BEFORE

AFTER


Before & After


POSITIONING, PHILOSOPHIC THEORY

“There is an excellent booklet called: “The Positioning Era” put out by Ries Cappiello Colwell, Inc., 1212 Avenue of the Americas, New York, NY 10036, which has been reprinted and issued as HCO PL 13 Sept. 88R, Marketing Series 24, THE POSITIONING ERA. It is an excellent book”. – LRH

HCO PL 30 January 1979, POSITIONING, PHILOSOPHIC THEORY


THE POSITIONING ERA

“The little booklet on this is proved below – “The Positioning Era,” written by Jack Trout and Al Ries, published by

Ries Cappiello Colwell, Inc., 1212. It is a vital tool.” – LRH

HCO PL 13 Sept. 88R, Marketing Series 24, THE POSITIONING ERA


1. THE LAW OF LEADERSHIP

“It’s better to be first than it is to be better.

The basic issue in marketing is creating a category you can be first in. it’s the law of leadership. It’s better to be first than it is to be better.”


THE LAW OF LEADERSHIP

What’s the name of the first person to fly the Atlantic Ocean solo? Charles Lindbergh, right? What’s the name of the second person to fly Atlantic Ocean solo? Not so easy to answer, is it?

Niel Armstrong was the first person to walk on the moon. Who was second?

George Washington was the first president of the United States. Who was second?


DRILL

Find a category that you can be first in.


DRILL

1. Write down a list of attributes for your business.

2. Pick the best attribute that communicates what your business is or does. __________________


2. THE LAW OF THE CATEGORY

If you can’t be first in a category, set up a new category you can be first in.

The most successful computer company of the seventies and eighties next to IBM was Digital Equipment Corporation. IBM was first in computers. DEC was first in microcomputers.

Many other computer companies became rich and famous by following a simple principle: If you can’t be first in a category, set up a new category you can be first in.


NUMBER TWO STRATEGY

“Most companies are in the No. 2,3,4 or even worse category. What then?

“simply stated, the first rule of positioning is this:

You can’t compete, head-on against a company that has a strong, established position. You can go around, under or over, but never head-to-head.”


The classic example of No. 2 strategy is AVIS. But many marketing people misread the AVIV story. They assume the company was successful because it tried harder.

Not at all. Avis was successful because it related itself to the position of Hertz. Avis preempted the No. 2 position. (if trying harder were the secret of success, Harold Stassen would be President.)

*preempted: to take the place of something else.


Most marketplaces have room for a strong No. 2 company provided they position themselves clearly as an alternative to the leader…


3. THE LAW OF THE MIND

It’s better to be first in the mind than to be first in the marketplace.

The law of mind follows from the law of perception. If marketing is a battle of perception, not product, then the mind takes precedence over the marketplace.

For example, IBM wasn’t first in the marketplace with the mainframe computer. But thanks to a massive marketing effort, IBM got into the mind and won the computer battle early.


4. THE LAW OF PERCEPTION

Marketing is not a battle of products, it’s a battle of perceptions.


5. THE LAW OF FOCUS

The most powerful concept in marketing is owning a word in the prospect’s mind.

A company can become incredibly successful if it can find a way to own a word in the mind of the prospect. Not a complicated word. Not an invented one. The simple are best, words taken right out of the dictionary.


MARKETING:

“The conceiving and packaging and the moving of a specific product into public hands. It means to prepare and take to and place on the market in such a way as to obtain maximum potential and recompense.”

L. Ron Hubbard, Management Series, Vol. 3 p. 174 “Marketing, Promotion and Dissemination Defined”.*


The Emotional tone scale

4.0 Enthusiasm

3.3 Strong interest

3.0 Conservatism

2.5 Boredom

2.0 Antagonism

1.5 Anger

1.1 Covert Hostility

1.0 Fear

0.5 Grief

0.05 Apathy

L. Ron Hubbard, The emotional tone scale


3

Reference Materials

marketing seminar eng

Documents

ron hubbard library

marketing series

management series

thecopyrighted works

grateful acknowledgement

purpose of marketing

marketing hat

marketing basics