Successful marketing programmes are not built on fads, they are built on trends. When a company is very successful you do not hear from them, when things start going wrong, they communicate, communicate, communicate… The situation is often the opposite of the way it appears in the media. Often its better to drop something than it is to attempt to “fix” it. Success often leads to arrogance, and arrogance to failureįailure with any given strategy is to be expected and accepted, and learned from. Unless you write your competitors’ plans, you cannot predict the future Here focus is critical, take the bold approach. In each situation, only one move will produce substantial results. When you admit a negative, the prospect will give you a positive, (think Marmite) You often have to give up something in order to get something else (where is it written that the more you have to sell, the more you sell?)įor every attribute, there is an opposite, effective attribute ( link with law of exclusivity, if you don’t have the word look at the opposite – not similar) There is often an irresistible pressure to extent the equity of the brand – more flavors (flavours), different markets, more options Sometimes the short term is the opposite of the long term Marketing effects take place over an extended period of time – much like alcohol, marketing activities have a different effect in the short & long terms. Overtime a category will divide and become two or more categories – Eg. If you are aiming for second place, your strategy is determined by the leader In the long run, every market becomes a two horse race The strategy to use depends on which rung of the ladder you occupy, are you brand position #1, #2, #3 etc… Two companies cannot own the same word in the prospects mind (cola = ? Coke or Pepsi?) The most powerful concept in marketing is owning a word in the prospect’s mind Marketing is not a battle of products, its a battle of perceptions It is better to be first in the mind of your (potential) customers than to be first in the marketplace If you cannot be the first in a category, develop a new category you can be first in In history we can remember the first man to walk on the moon, or the first home PC, but what was the second? If you want more then I recommend the book!īetter to be first than it is to be better. So here is the 22 laws as describes with a simple one line explanation (below). As I was thumbing through I realised that there was actually some great and practical ideas here so thought – I must but this on the blog! While waiting for a conference call, I noticed this book on my book shelf, and dug it out for a quick read – its been some times since I last looked at it.
But how do we do it? What can we learn from the giant international companies and brands? As a business we often need to undertake marketing as well as sales activity (short term and long term views).
0 kommentar(er)
