This document provides guidance on effective marketing strategies. It emphasizes starting with something people want and making it accessible, memorable, and shareable. Specific tips include using a pricing curve to reach different customer segments, developing uniquely memorable marketing campaigns, and creating shareable content based on customer and competitor insights as well as the product's value. The overall message is that the best marketing focuses on understanding customers and providing them with something worthwhile.

1. CUT THE CRAP.
A GUIDE TO GETTING MORE BANG
FOR YOUR MARKETING BUCK.

2. A DISTILLATION OF THE BEST STUFF WE KNOW.

4. Before he became the most brilliant and famous man in the ad
business, David Ogilvy sold vacuum cleaners door to door.
Because of that, he never forgot that marketing is just a slightly
more scalable form of creating demand than door to door sales.

5. Creating demand:
Start with something people want.
Make it accessible
Make it memorable
Make it shareable

6. 1. MAKING YOUR PRODUCT OR SERVICE ACCESSIBLE:
NICHOLAS LOVELL AND THE CURVE.

7. How many new books were published in the UK last year?

8. 184,000

10. Freeloaders
Superfans
£
N
Fans

12. Blog post
The Master Class (paid)
£
N
The Curve Infographic
The Curve video trailer
The Curve book
The Curve poster
The Curve book Launch
Consulting with Nicholas

13. THINK ABOUT THIS FOR YOUR OWN BUSINESSES.
What does your curve look like?

14. MAKING YOUR STUFF MEMORABLE:
DAVE TROTT AND THE PROBLEM WITH MARKETING

15. Approximately 18.3 billion is spent on marketing each year.

16. 4% is remembered posi6vely
Approximately 18.3 billion is spent on marketing each year.

17. 4% is remembered positively
Approximately 18.3 billion is spent on marketing each year.
7% is remembered nega6vely

18. 4% is remembered positively
Approximately 18.3 billion is spent on marketing each year.
89% isn’t remembered at all.
7% is remembered negatively

20. Approximately £18.3 billion is spent on marketing each year.

21. Approximately £18.3 billion is spent on marketing each year.
That’s more than the GDP of Iceland

22. It’s hard to sell if you’re not remembered.

23. The first line of any marketing comms brief should be:

24. ‘HOW DO WE MAKE SURE THIS WORK IS
REMEMBERED?’

25. It could be valuable, entertaining, beautiful.

26. even honest.

27. Just make sure it stands apart.

28. XX X X X X O X

29. Being different is especially important for small businesses, because
they don’t have the budget to buy media.

30. It has to be earned.

31. THINK ABOUT THIS FOR YOUR OWN BUSINESSES.
What are you / could you develop that would position you differently
and make people pay attention?

32. Being remembered is necessary but not sufficient.

33. COMMUNICATING CLEARLY

35. 1. Connect

36. 1. Connect
2. Convey

37. 1. Connect
2. Convey
3. Convince

38. MAKING YOUR STUFF SEEN BY AS MANY PEOPLE AS
POSSIBLE:
MARK JOHNSTONE ON CREATING SHAREABLE CONTENT

40. 1. Customer insight
Product truth

41. 1. Customer insight
2. Competitor insight

42. 1. Customer insight
2. Competitor insight
3. Product truth

43. 1. Customer insight - People know razors are too expensive.
Product truth

44. 1. Customer insight - People know razors are too expensive
2. Competitor insight - Unnecessary ‘innovation’ developed only
to continue to justify price.

45. 1. Customer insight - People know razors are too expensive
2. Competitor insight - Unnecessary ‘innovation’ developed only to
continue to justify price.
3. Product truth - Inexpensive razors, delivered with character

46. 1. Video cost $4,500
2. > 22M views on Youtube alone
4. $4M turnover in first year (2012)
5. $120M turnover this year

47. 1. Video cost $4,500
2. > 22M views on Youtube alone
4. $4M turnover in first year (2012)
5. $120M turnover this year

48. 1. Video cost $4,500
2. > 22M views on Youtube alone
4. $4M turnover in first year (2012)
5. $120M turnover this year

49. 1. Video cost $4,500
2. > 22M views on Youtube alone
4. $4M turnover in first year (2012)
5. $120M turnover this year

50. THINK ABOUT THIS FOR YOUR OWN BUSINESSES.
Customer insight?
Competitor insight?
Product Truth?

51. IN CONCLUSION
The best marketing is to make things that people want
Provide different tiers so as many people as possible can get involved.
Some of them will market your business for you.
Establish your position in your market and stay true to it.
Continue to refer to your customer insight, competitor insight and product
truth.