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In Praise of the Purple Cow

In Praise of the Purple Cow. Written By: Seth Godin Presented By: Adrianne Johnson. Product Pricing Promotion Positioning Publicity Packaging Pass along Permission. New P to the list- Purple Cow!. “Five P’s” – Choose Handful. Cows In Marketing?. Brown Cow- See them many times

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In Praise of the Purple Cow

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  1. In Praise of the Purple Cow Written By: Seth Godin Presented By: Adrianne Johnson

  2. Product Pricing Promotion Positioning Publicity Packaging Pass along Permission New P to the list- Purple Cow! “Five P’s” – Choose Handful

  3. Cows In Marketing? • Brown Cow- • See them many times • Boring, do not stick out, even if the best cow • PurpleCow- • Shines even among excellent cows • It is remarkable • Must be a leader

  4. Stand out from the herd!

  5. Stand Out I: Going Up! Schindler Elevator Corp. – The Purple Cow • Turned every floor into an express • Changed the way elevators were sold The Sad Truth About Marketing Just About Anything • Most people can’t buy your product • Old Rule: Create safe products and combine them with great marketing. Average products for average people • New Rue: Create remarkable products that the right people seek out

  6. Stand Out II: Mail Call “Zip+4” • Game changing innovation • Singled out a few early adopters • Lesson: More crowded the marketplace busier customers more you need a Purple Cow Why there are so few Purple Cows- • Thought that opposite of remarkable is “bad” • Rare because people are afraid  Point: Boring always leads to failure!

  7. Stand Out III: The Color of Money Dutch Boy Paint – New can • Marketing where the marketer changes the product, not the ads. Why It Pays to Be a Purple Cow • Don’t have to be great all the time to enjoy benefits • Must do two things after creating something remarkable: 1) Milk the cow for everything it’s worth 2) Build environment where a new Purple Cow will be invented to replace the new one in time

  8. 10 Ways to raise a purple cow • Differentiate your customers • Pick one underserved niche to target • Create two teams: inventors and milkers • Have e-mail addresses of the 20% of the customer base that loves what you do • Do “unsafe” things every time you have the chance • Explore the limits • Think small • Do things that are “just not done” in your industry • Ask, “why not?” • Tell the truth inside your company and to your customers

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