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“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
“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.
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
“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?”
“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.”
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
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)
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?
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
“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
“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
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?
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.
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.)
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.
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.
“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”.*