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How to Win the Marketing War

Discover the keys to winning the marketing war with insights from Tom Patty. Explore the crucial differences between consumer desires and business perspectives. Unveil the driving forces behind consumption - desires, wants, and needs. Learn the three critical elements of marketing success: targeting the right audience, offering valuable benefits, and understanding the importance of value. Navigate the purchase process from awareness to love, ensuring your products resonate with consumers. Explore the tools at your disposal, from traditional advertising to the power of word-of-mouth. Transform your approach by thinking like a consumer, identifying target audiences, defining benefits, and utilizing the right tools to reach your marketing goals.

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How to Win the Marketing War

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  1. How to Win the Marketing War By Tom Patty

  2. Marketing: A Matter of Perspective • Consumer perspective: “I want to buy” vs • Business perspective “I want to sell”

  3. What drives consumption? Desires Wants Needs (Like the wind that drives a sailboat)

  4. Three Critical Elements 1. Target audience --Who has desires? (behavior, not demographics) 2. Benefits--How does it solve problem? 3. Value--What is really important?

  5. Purchase Process 6. Love 5. Buying 4. Intention 3.Shopping 2. Consideration 1.Awareness

  6. Things you can change • 1. Product • 2. Price • 3. Place (distribution) • 4. Packaging • 5. Promotion

  7. Tools to work with • Advertising • Publicity • Internet: web/search engine • Word of mouth • Point of purchase • Brochures • Etc. etc. etc.

  8. Summary 1. Think like a consumer 2. Identify desires,needs wants 3. Identify target audience 4. Define benefits 5. Adjust value equation 6. Move thru purchase process 7. Utilize the right tools for the job

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