MarketingWhat I’ve learned from
Marketing is a war of perceptions
not products or brands
A company’s main concern should be
Marketing
Marketing doesn’t create needs, it provokes
desire & motivation
Make sure your marketing footprint is
coherent
& keep a step forward
Break the
Keep some mystery aro
und your bran
d
A Brand should be easy
to remember
benefitsPresent your brand or product through
not features
Spend time defining your differentiation
Describe your positioning in 1 sentence
Choose different colors than the competition
It’s better to create
a new brand rather than having several sub-brands
A product line should have
one target only, not everyone
Make sure your brands’ names
are different, not similar
Combine your
talents with
complementary brands
Figure out what your
complementary products are
Collect good practices from others
& add your own touch
Segment your customers by profitability
Make sure you
perceive your brand the same way
your customers do
Educate your prospects & clients…
…for F R E E
Go to the field & learn from your clients
Ask people WHY they buy from you
Hold
in-store
eventsafter
hours
Find out what you’re great at
& stick to it
Transform your brand into an
experience
Involve your audience into your projects We love to feel important
Play with your
customer’s senses
Tease & reward your audience
Get personal & truly care about your clients
Don’t lie, don’t hide
Find out your target’s
common interests
Show you value customer’s feedback
Start a blog to keep your audience in the loop
Let every employee know about yourstrategy
Ask your new employees to
do a SWOT of your company
The choice of distribution channel makes the success
Don’t try to be everywhere… or you won’t be anywhere
Don’t overlook
any detail
Focus on 2 or 3 metrics that you check every week
TEST everything
AuthorJérémie Lorrain
Co-Founder of nail art company Úñica. French, Fashionista, Blogger, Entrepreneur,
Businessman, Model, Salesperson, Ambitious, Very Open-minded, People and Opportunity-
Oriented.
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