Marketing
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What is Marketing?
Activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Dissemination of information aimed at influencing the opinions or behaviors of large numbers of people.
Deliberate, systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent.
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What is Marketing?
We persuade people: To believe
To think
To act
According to a desired outcome
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Marketing vs. Propaganda
Emotion vs. Intellect
Deception vs. Facts
Firmly held beliefs vs. New ideas
Known vs. Unknown
Safe vs. Exciting
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Is It Really That Different?
Marketing is influenced by• Psychology• Sociology• Market Research• Impartial Analysis• ExperienceChannels include:• Advertising• PR• Mass Media• Opinion/Emotion
Creating Your Brand Voice
• Start with your USP (unique selling proposition)
• Build a brand identity that delivers on your mission and vision
• Put it all together in a marketing plan
• Measure, Review and Revise
USP
• Fundamental and useful to make sure you are differentiated
• Summarizes your business and how it’s unique and valuable to your target market
• Answers the Q: How does your business benefit your clients better than any other business?
• Creates a slogan/tagline (perhaps)
USP’s that Lead to Taglines
• Pork. The other white meat.
• Melts in your mouth, not in your hands
• Like a good neighbor, State Farm is there
• 99.5% pure soap
• It takes a licking and keeps on ticking
• A diamond is forever
USP: Step 1
• Describe your target audience
USP: Step 2
• Explain the Problem You Solve
USP: Step 3
• List the Biggest Distinctive Benefits
USP: Step 4
• Define Your Promise
USP: Step 5
• Put it all together and synthesize
USP: Step 6
• Edit to just 1 sentence, if you can
When it Works:
• Head and Shoulders: "You get rid of dandruff” • Domino's Pizza: "You get fresh, hot pizza delivered to
your door in 30 minutes or less -- or it's free."• FedEx "When your package absolutely, positively has to
get there overnight”• Metropolitan Life: "Get Met, It Pays"
Giving Your Best Elevator pitch
Where USP’s come into focus
7 Tips for A Good Pitch
• Keep It Short and Sweet
• Edit Ruthlessly
• Skip Industry Jargon
• Say It In a Mirror
• Memorize It and Practice
• Show Your Passion
• Identify Your Desired Action
Just do it!