The Marketing Makes the Advertising Work

1. The Marketing Makes the Advertising Work DAVE BUCHHOLZ, President David & Associates Hastings, Nebraska TeamDavid.com

2. Marketing • It is not a battle of products • It is a battle of perceptions • It’s not what’s true that matters… • It’s what people THINK is true that matters

3. What is a brand? • It is NOT a logo • It is NOT a jingle • It is NOT an ad campaign • It IS a relationship • It IS consistent & predictable • It IS distinct and special • It IS an experience • It IS a promise fulfilled • It IS a problem solved

8. The Tough Questions • Is there really a market for this…or is it simply something you would like to do? • Do you expect to make a living from this? For how many people? • Have your family & friends told you this is a good idea? Any research besides best wishes from people who wouldn’t tell you that you had a bad idea? • Who is your audience? (“Everybody” is not an acceptable answer…) • How many of these people are there? Where are they? How do you reach them? Can you describe them?

9. The Tough Questions • What’s important to them? How do they think? • Do they have a current provider? What do they like/dislike about their current provider? • If they don’t use your product/service, what makes you think they need it? What problem do you solve for your customer? • Where do you fit in the competitive landscape? What is your point of difference? Is it enough to make a difference? • Can you describe your reason for being in business in 25 words or less? • Are you prepared to invest in marketing/advertising??

10. Selling vs. Marketing • SELLING: Concentrates on seller • MARKETING: Focused on customer • SELLING: What can I get you to buy? • MARKETING: What problem can I solve for you? • SELLING: A deal you can’t refuse • MARKETING: I’ve got something that can help you • SELLING: Selling what I have in stock • MARKETING: Stocking what people want to buy

11. Selling vs. Marketing • SELLING: Getting rid of what you have • MARKETING: Offering what people want • Offering the right product at the right place at the right price and the right time to the right people • Who determines what’s right? • THE CUSTOMER!!

12. The Unique Selling Proposition (USP) • One distinct idea that sets you apart • Many possible USPs • Choose yours based on what you do best—and your competitive position • Best to choose one that fills a void—and upon which you can deliver • Should be concise and easily communicated • Use it everywhere • Consider “preemptive” marketing

13. The Law of Leadership First in a category is almost always better than being better Reis & Trout

14. The Law of Category If you can’t be first in a category, find a new category in which you can be first Reis & Trout

15. The Power of Owning One Word There is incredible power in owning a word or concept in the mind of the marketplace Reis & Trout

16. Price vs. Value • Why do people buy where they buy? • Price is only an issue sometimes.. • Other issues: Quality, selection, service, location, convenience, personality, status, comfort, security, confidence, uniqueness, etc. • Your job as a marketer is to educate your customers that they’ve made a good decision • You must provide logical reasons for them to justify their emotional buying decisions

17. Features vs. Benefits • When someone buys a 1/4” drill bit, what are they REALLY buying? • The question every consumer asks: What’s in it for me? • Translate benefits for the customer; do not expect them to make the leap • Benefits change depending on your audience • When someone buys your product or service, what are they REALLY buying?

18. How to create benefit statements • Use the “So What” test • Use “you’s” • Explain what is gained…or not lost • Emotional benefit supported by logical reasoning • Use short, easy to understand words • Use action verbs (for more info…or…) • Don’t deny customers’ current satisfaction. Build on it. • Link benefits for impact • Communicate value

19. 3 Ways to Build Your Business • Get more customers • Increase the frequency of purchases from existing customers • Increase the average purchase from existing customers • Two of the three ways to increase your business have to do with the people who are already doing business with you! • MORAL: Take care of your existing customers!

20. What type of advertising is best? • Reaches the people you want to reach • Does so in the most cost-efficient manner (reduced waster) • Does so in the most effective manner (share of mind/response) • Emphasizes the most important point—logically • Helps people envision using your product/service • Reinforces your USP • Isn’t clever for cleverness’ sake

21. What advertising can’t do • Make a bad product successful; in fact, it can help a bad business go out of business faster • Overcome poor customer relations, a bad location or sell a product that nobody wants • Sell a product the second time—the customer experience will determine that

22. Ask yourself… • Who is my audience? • Do they really want what I’m offering? • Is it important to them? Why? • Why should they believe what I’m saying? • Am I offering something that will be perceived as an excellent value?

23. 5 Ideas to Take Home • Waves of postcards • Line item for goodwill advertising • Bounce-back coupons • Don’t discount your core product/service • Create your USP…and use it!

24. Quick!What is this ad selling?

26. Quick!What is this ad selling?

29. THANK YOU! Dave Buchholz DAVID & ASSOCIATES Hastings, NE TeamDavid.com