The document compares marketing executives to drug dealers on several criteria used in their work. It shows that drug dealers often know their market better by being present in the community, focus on immediate benefits over features, create scarcity, offer exclusive deals, and provide 24/7 customer service. The overall intent was to provoke discussion about how marketing can improve its understanding of customers and be more responsive to their real needs and experiences through new approaches.

1. WHO IS THE BETTER MARKETER?
A comparison between marketing executives and drug dealers

2. WHAT IS
THE VALUE
OF OUR
WORK?
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3. BSI – We grow businesses 2018 | Page: 3

4. 22%
ROCKETS
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5. 48%
AVERAGEBSI – We grow businesses 2018 | Page: 5

6. 30%
DISASTER BSI – We grow businesses 2018 | Page: 6

7. WHY?
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8. BSI – We grow businesses 2018 | Page: 8

9. Show us outstanding
(digital) cases in our
industry!
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10. CASES
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11. STRATEGY
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12. BOARD
Please present as if you explain it to:
Grandma Neighbors Garbage man
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13. LAUNCH
YaY…

14. RESULT
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15. BSI – We grow businesses 2018 | Page: 15

16. NO
ROI
AHEAD BSI – We grow businesses 2018 | Page: 16

17. SEVEN
DIGIT
INVEST BSI – We grow businesses 2018 | Page: 17

18. MY
PERSONAL
GIFT FOR
THEM
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19. BSI – We grow businesses 2018 | Page: 19

20. Sehr geehrter Herr Dr. Andres,
wir bitten Sie in zukünftiger Korrespondenz von der
Aussendung von Büchern an unseren Vorstands-
vorsitzenden Dr. xxx Abstand zu nehmen und….

21. WHAT‘S THE
PROBLEM?
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22. YOU ARE WORKING WITH THE WRONG PRODUCT
ON THE WRONG PART OF THE BRAIN
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23. Coolidge effect

24. EXCITEMENT PLEASURE
fueled by dopamine and anticipation
is all about appetite
SATISFYING PLEASURE
releases opiate-like endorphins
and feelings of peace and euphoria
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25. LET‘S COMPARE
TWO KINDS OF
MARKETERS!
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26. Company: Ufilever*
Position: Executive Director
Category: Packaged Goods
Education: MBA, PhD
Income: 230k
Company: Mafia
Position: Pimp
Category: Drugs
Education: left school early
Income: 210k
*Be aware: Fictitious characters BSI – We grow businesses 2018 | Page: 26

27. HOW DO THEY
PERFORM ON
SOME CRITICAL
FACTORS?
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28. GOAL
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29. MAKING MONEY
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30. REPUTATION COUNTS BSI – We grow businesses 2018 | Page: 30

31. CONVERSION IS EVERYTHING!

32. MARKET
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33. KNOWS EVERYBODY
IN THE DISTRICT
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34. KNOWS FOCUS
GROUPS ONLY
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35. WHITE SPOTS –
CLOSE UNFULFILLED NEEDS

36. PRODUCT
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37. FOCUSES ON IMMEDIATE BENEFITS
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38. FOCUSES ON PRESENTING FEATURES
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39. DELIVER ONE
CLEAR BENEFIT

40. QUANTITY
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41. CREATES SCARCITY
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42. CREATES ABUNDANCE
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43. EXCLUSIVENESS –
LET THEM FEEL SPECIAL
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44. MERCHANDISING
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45. FIRST ONE IS FREE
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46. FIRST ONE HAS A
DISCOUNTED PRICE
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47. FREEMIUM –
MAKE THEM ADDICTS

48. SERVICE
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49. 24 HOURS
AVAILABLE
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50. BSI – We grow businesses 2018 | Page: 50

51. OVERDELIVER –
EXCEED EXPECTATIONS

52. COMMUNICATION
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53. RECOMMENDATION
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54. ADVERTISINGBSI – We grow businesses 2018 | Page: 54

55. SOCIAL PROOF –
SHOW TESTIMONIALS

56. WHO IS THE
BETTER
MARKETER?
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57. We were asked to present the current status of the marketing industry in the form of a
presentation at various conferences and internal workshops. The provocative discussion of the
current circumstances in our industry was explicitly desired. After a long consideration we chose
the comparison between a fictitious marketing board and a drug dealer. This comparison should
compare both positions on the basis of different criteria. The distance to the consumer and the
detachment of the industry from agencies, consultancies and their customers was only a side
effect. This article was discussed with us by agencies and companies for months. The view of pure
amusement and self-reflection up to angry bewilderment surprised us. The central statement of
this article was not to be insulting or even offensive. Rather the lacking proximity to the customer,
to the circumstances of the life and purchase phases and deepened needs of users were brought
up for discussion. The contrast and the exaggerated version were only conveyed playfully, without
referring to one or a few brand companies. The value of the work within brand-leading companies
should continue to be at the forefront of all efforts to take account of change in the marketing
industry, better understand direct insights into the needs of customers and pay far more attention
to them. At the same time, it should be attempted to change the leadership of marketing today on
the basis of new approaches and to define the effect patterns better and more specifically. We ask
you to understand the contribution as a humorous discussion and not to process it too narrowly.
Thank you.
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