Brand Busters PPT

Brand Busters 7 Common Mistakes Marketers Make By Chris Wirthwein Brad Stamulis

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1) Talking “Needs” Instead of “Wants” Need – Most Overused Word in technical marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],Consumer and packaged goods marketers have long been masters of getting to what people really want . Technical marketers can learn a lot from them . 1) Talking “Needs” Instead of “Wants”

2) Falling in Love with Your Product Instead of Your Customer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2) Falling in Love with Your Product Instead of Your Customer A product shot probably says less than you think it does. “ Do your bearings look different than anyone else’s? 2 Main Reasons People Buy Products: Elements of good copywriting: understanding your customers pain and opportunity Capture Opportunity Car: places you want to go Toothpaste: clean teeth more appealing Lorsban: grow peanuts that buyers want to buy Avoid Pain Car: don’t want to walk Toothpaste: save agony of dental repair Lorsban: avoid losing money from crop pests

3) Believing that Marketing is a Science or an Art Marketing is Bigger than Art or Science, it’s something that Encompasses Both. “Veer too far in one direction and you become silly or irrelevant.” Merriam-Webster defines marketing as: the process or technique of promoting, selling and distributing a product or service. Science - should play a huge role in your advertising , market research can tell you amazing things about your audience, including your products' worth and whether your message is reaching them. ,[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3) Believing that Marketing is a Science or an Art

4) Trying to Please Everyone In trying to appeal to everyone, marketers weaken their messages to the point where they end up appealing to no one. Studies show if you make a lot of claims in your ads your inviting greater skepticism than if you make just one strong claim. Narrow your focus. You want the sharpest tallest nail to make the strongest impression possible. Unlike Sales , marketing is as much about saying “No” as it is about saying “Yes”. You must weed out the people for whom the offer is not really right. ,[object Object],[object Object]

5) Forgetting that People Forget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

5) Forgetting that People Forget AIETA Model : On the consumers way to purchase. Steps can progress rapidly or slowly. ,[object Object],[object Object],[object Object],[object Object],So… Frequency Vs. Recency (or reach) Frequency theory states that exposing a person to your message less than 3 times is wasteful. Recency would rather have the message in front of more people at once. Both can work depending on the situation, as well as technical marketers can benefit from broader consumer marketing research studies. AIETA Model Awareness Interest Evaluation Trial Adoption

6) Believing Your Price is too High- Without Proof ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

6) Believing Your Price is too High- Without Proof ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

7) Believing You Must Sell Your Product on an Economic Basis Other Factors – ease of use, dependability, performance, innovation, or even profit – will trump ROI and actually lead to a sale. ,[object Object],[object Object],[object Object],[object Object]

7) Believing You Must Sell Your Product on an Economic Basis ,[object Object],[object Object],[object Object],[object Object],Address the economics when you have to, then quickly move to other aspects of your product that truly address the customer’s pain or problem.

Three Classic Rules of Great Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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