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13 Virtues of MEANINGFUL Marketing

13 Virtues of MEANINGFUL Marketing. Inspired by Ben Franklin’s 13 Virtues. “I conceived a bold and arduous project of arriving at moral perfection.” . Inspired by Ben Franklin’s 13 Virtues. He wished to live without fault. He thought he knew right from wrong.

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13 Virtues of MEANINGFUL Marketing

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  1. 13 Virtues of MEANINGFUL Marketing

  2. Inspired by Ben Franklin’s 13 Virtues “I conceived a bold and arduous project of arriving at moral perfection.”

  3. Inspired by Ben Franklin’s 13 Virtues He wished to live without fault. He thought he knew right from wrong. However he soon found that the task was more difficult than he had imagined.

  4. Inspired by Ben Franklin’s 13 Virtues “I concluded that contrary habits had to be broken, and good ones acquired and established before we can have any dependence on improved conduct.”

  5. Inspired by Ben Franklin’s 13 Virtues “I thought it would be wise to not distract my attention by attempting all at once but to fix my attention on one at a time.” Once a week for 13 Virtues 13 times 4 cycles = 52 weeks

  6. 13 Virtues 1. Temperance 8. Justice 2. Silence 9. Moderation 3. Order 10. Cleanliness 4. Resolution 11. Tranquility 5. Frugality 12. Chastity 6. Industry 13. Humility 7. Sincerity

  7. Virtue #1LEARNEvery week becomequantifiably smarter regarding your customers and your vocational craft.

  8. “Learning takes time. Top leaders make learning a DAILY activity. Doctors, accountants and nurses are required to attend continuing education.” Jim Kouzes

  9. Learning CHALLENGE #13 Separate Studies• Adults taught about new products • Tested on learning • Those with the least prior knowledge were the MOST ACCURATE.The More You Know The Less You’ll GROW!

  10. Learning CHALLENGE #2540 Matched Pairs - Buyers/Sales People• Industrial Products • Sales People with LEAST Experience - Had MOST Accurate knowledgeThe More You Know The Less You’ll GROW!

  11. “Essentially what you want to do in business is to be able to go in every morning and say today I can do better than I did yesterday. And, the only way you are going to do that is if you know more.” Drayton BirdFormer Vice Chairman Ogilvy Direct

  12. Challenge Yourself To Learn More - Know More Each Week • About your customers • About your vocational craft At a minimum every 6 months • January 1 & July 4th

  13. This Means• Being open to “letting go of where you are”• Learn Innocently• Read - Talk - TryLet Meaningful Marketingspark your learning…But make it onlythe beginning! 100 Data Proven Truths

  14. Virtue #2PIONEERLead your marketplace and leave copying to those without the brains or courage to be original.

  15. PioneerImpact of order of entry1st to Market 100 %2nd To Market 71 %3rd to Market 58 %4th to Market 51 %Profit differences are probably even greater!

  16. PioneerBox Office RevenuesOriginal Movie100 % Sequels 67 % 2nd Sequels 43 %Profit differences are probably even greater!Stars rarely get paid less money.

  17. Pioneer The # 1 “wish” of buyers/resellers Generate Incremental Sales

  18. Pioneer Top Driver of Consumer Recall NEW NEWS

  19. Pioneering is about NEWS. • THE FIRST ______________ • THE ONLY ______________ • (Make a legal claim) • Customers loveNEWS & hope

  20. Pioneering is about NEWS. • No one ever made it into the Business Hall of Fame on a record of “line extensions” • Leaders create NEW MARKETS, • New Categories and Do stuff that matters. • Tom Peters

  21. New News About Brand New Target Audience, Problem or Occasion Result: No one cares unless there is a drought. Real dunk tanks are more fun! • Pitch Burst - the reverse dunk tank. • Advantages overa real dunk tank: • conserves water • less expensive • saves time What other targets could Pitch Burst focus on?

  22. INDOORS! BARS, RESTAURANTS & ADULT BEVERAGE COMPANIES! Focus on the one place Pitch Burst can go that a real dunk tank can’t: That opens up a new, lucrative market:

  23. New Application New Target Audience, Problem, or Occasion Carl Brown - Inventor, Multi Purpose Accessory Sink Upon flushing a toilet, the MPAS funnels normally wasted, clean water to a convenient sink, conserving water and promoting sanitation.

  24. Idea #3 - Self Watering Plant Pot Idea #2 - Dog Bowl Idea #1 - Hotels That Are “Green” “Toilet” Sink New Target Audience, Occasion or Problem

  25. It’s easy to find the courage to CHANGE when your survival is at risk.

  26. Real Courage & Leadershipis when you pursue change when you don’t have to.

  27. Virtue #3OVERTNESSLet a customer say NO because what you offer doesn’t apply to them.But NEVER let a customer say NO becausethey don’t understandwhat OVERT BENEFIT you’re offering.

  28. OvertnessTracking of Survival of 900 Products Being OBVIOUS about benefit • 75% greater odds of successWhen less “work” is required to understand. You’ll Sell MORE with LESS Effort.

  29. OvertnessAlignment of NAME with benefit• Doubles correct “recall”

  30. OvertnessPictures Communicate the Benefit

  31. Classic story...What is it?

  32. Restaurant! Confusion is not asuccess strategy.

  33. Virtue #4CLARITYStrive for self-evident clarity in all communications.

  34. ClarityTracking of survival of 900 Products Simple and Easy To Understand • 70% greater odds of success • 5th Grade Level Wins

  35. ClarityTracking of survival of 900 Products SPECIFIC/NUMERIC Benefit • 52% greater odds of successTell customers what they will receive with the same numeric precision as you explain price.

  36. Examples of specifics • “Cut Cold Sore • Healing Time • In Half”

  37. Examples of specifics • “Now you can • Shave your • Legs half • As often”

  38. Telling Your REAL Story Island Winds has manufactured wind chimes, with the same design, since the late 70’s. Peter Baker, owner

  39. 20 Years of Wind Chimes • 10 Years of Growth • Competition Cloned Him - Made them “pretty” • 10 Years of Compounded Declines • Peter was preparing to copy or give up Recommended Telling the TRUTH WITH GREAT CLARITY. Peter Baker, owner

  40. A CLEAR Meaningful Difference! Nor’easter Chimes • Made for the North Atlantic • Real Steel, Wire & Bolts • Not spring breeze chimes • On/off switch Peter Baker, owner

  41. When you don’t havea quantifiable advantagethen the root cause of your business problem may not bemarketing.

  42. Virtue #5FOCUSEliminate the irrelevant.

  43. Focus10 Separate Experiments• Two ads tested #1 - Meaningful Information #2 - Irrelevant info added• Purchase interest declined - From 53% to 38%

  44. FocusDo ONE THING GREAT • 60% greater odds of success

  45. The Power of Do One Thing Great! • Free tasting of 24 flavors of jam.

  46. The Power of Do One Thing Great! • Free tasting of 6 flavors of jam.

  47. The Power of Do One Thing Great! • 24 flavors • 2 % Bought

  48. The Power of Do One Thing Great! • 6 flavors • 12 % Bought • 24 flavors • 2 % Bought

  49. “Etc!” No Focus

  50. No Focus

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