1 / 12

The Purple Cow Notes

The Purple Cow Notes. p. 1-26. Additional P’s. Positioning Identifying a market niche for a brand, product or service utilizing placement strategies Price, promotion, distribution, competition Publicity Managing the public’s perception of a subject A component of promotion

chavez
Download Presentation

The Purple Cow Notes

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. The Purple Cow Notes p. 1-26

  2. Additional P’s • Positioning • Identifying a market niche for a brand, product or service utilizing placement strategies • Price, promotion, distribution, competition • Publicity • Managing the public’s perception of a subject • A component of promotion • Finding ways to attract public interest

  3. Additional P’s • Pass Along • WOM Marketing (word of mouth) • Referral Marketing • Email Marketing • Social Media sites (Facebook, Twitter, etc.) • Permission • Asking permission to send information to prospective customers • Mostly used by online marketers • Marketing centered around obtaining customer consent to receive information from a company

  4. The New P - Purple • Idea behind the Purple Cow • The book is about the why, the what and the how of remarkable • Remarkable Marketing is the art of building things worth noticing right into your product or service

  5. The New P - Purple • The postconsumption consumer is out of things to buy • We have what we need, we want very little, and we’re too busy to spend a lot of time researching something • Why you need your product to be a purple cow

  6. Before, During and After • Before advertising, there was word of mouth • During advertising, the magic formula is if you advertised directly to the consumer, sales would go up

  7. The Greatest Thing Since Sliced Bread • Wonder bread was more of a success than Frederick Rohwedder due to marketing • A good product with lousy marketing had very little chance of success • The packaging & advertising helped this new invention succeed

  8. Why You Need a Purple Cow • Tombstone pizza example • Invent a product everyone wants, advertise it to the masses and make a lot of money • Aspirin example • Initially very easy to market – everyone would want pain relief • Hard to market a product in a saturated market where there are hundreds to choose from

  9. Why You Need a Purple Cow • If an audience doesn’t have the money to buy what you’re selling, you don’t have a market • If an audience doesn’t have the time to listen to understand your pitch, you’re invisible • The world has changed. There are far more choices, but there is less and less time to sort them out

  10. TV-Industrial Complex • Concept: • Find a large market niche that’s growing and not yet dominated • Build a factory • Buy a lot of TV ads • The ads will lead to retail distribution and sales • Sales will keep the factory busy and create profits

  11. TV-Industrial Complex • Revlon & Cap’n Crunch examples • TV commercials are the most effective selling medium ever devised

  12. TV-Industrial Complex • The original beetle • Sales languished until the use of brilliant advertising • On the basis of great TV advertising, the original beetle was profitable in the US for more than 15 years • Original beetle TV industrial vs. new beetle Purple Cow

More Related