The Answer to All of Your Marketing Questions
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This presentation was delivered to The Idea Village entrepreneur class of 2010. We explore a series of marketing and advertising questions that the entrepreneurs asked of Tom Martin.
Transcript of The Answer to All of Your Marketing Questions
d e p e n d s
Questions for Marketing / Advert is ing Agency
• Where would the best places for us to adver3se be?
• What mediums are best in driving sales? Print, electronic, etc.
• Do catalogs work? When is it worth the expense to create and mail a catalog?
• Do I need to adver3se or is word-‐of-‐mouth direct calling right?
• What are the most effec3ve/economical forms of adver3sing?
• What strategy should we be taking for adver3sing with liDle or no money?
• Which marke3ng outlet works best for a beverage brand other than sampling?
• What is the most effec3ve way to generate online sales?
d e p e n d s
start with the f inish?
what is your bus iness goal?
how much can you afford to spend to reach that goal?
write a marketing plan
• what i s your bus iness goal?
• who is your audience?
• where is your audience?
-‐ media
-‐ in l i fe
• How can you connect with them?
• How can you extend that connect ion to bui ld a re lat ionship?
• How can you get them to inv i te others to p lay?
Where would the best places for us to adver3se be?
• where is your customer?
• MRI, Nielsen & Arbitron
• pay for it • ask the media
• talk to your customer
What mediums are best in driving sales?
• different for everyone• look for case studies• test• beware the false posi3ve
Do catalogs work? When is it worth the expense to create and mail a catalog?
• different for everyone• look for case studies• test• use a/b split tes3ng• start with direct mail -‐ something small, less expensive first
Do I need to adver3se or is word-‐of-‐mouth direct calling right?
• adver3sing = rapid scale but can lack believability
• WOM = believability but lacks rapid scale
• Nirvana is the perfect blend or having a big bank account
What are the most effec3ve/economical forms of adver3sing?
• the most relevant and targeted
• match medium to product/service
-‐ complex is hard to sell in 30 seconds
-‐ high involvement lends itself to print
-‐ emo3onal or trendy lends itself to tv*
* invest in quality -‐ nothing blows emo3on like poorly produced tv
What strategy should we be taking for adver3sing with liDle or no money?
make your product/service kick ass
Which marke3ng outlet works best for a beverage brand other than sampling?
• absolute would tell you print• firefly vodka would say WOM and Social
• coke would say adver3sing • others would tell you hand-‐to-‐hand is best
• if you can’t pull it through the channel, then you beDer find someone to push it through the channel for you
What is the most effec3ve way to generate online sales?
• Google crack• Natural SEO• both require category desire to exist• without category desire neither works at all
• be desireable• be findable
now what?
you’re smarter than you think. . . so think. . .
quit looking for “answers” and start focusing on “quest ions”
remember -- i t a lways depends
f ind experts that can help you when you need it
strategy
creation
execution
negotiat ion
The difference between art and advertising is discipline.
Coordinates
email: [email protected]: 504-558-7778
blog: HelpMyBrand.comtwitter: @TomMartin
web: www.z-comm.com
Facebook.com/TomMartinTalks
Digital Biz Card: Txt TomMartin to 50500
