My Secret Sauce by Cesar Prato AMA Chapter FIU Miami October 1st 2014
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Presentation made by Cesar Prato Churromania Marketing and Business Development Director to the American Marketing Association Florida International University Chapter Industry Night on October 1st 2014
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Semelhante a My Secret Sauce by Cesar Prato AMA Chapter FIU Miami October 1st 2014
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My Secret Sauce by Cesar Prato AMA Chapter FIU Miami October 1st 2014
- 1. SHARING MY César Prato Marke5ng & Business Development Churromania October 1st 2014
- 2. T H E M A R K E T I N G D I L E M M A
- 3. All the Tools I need aGer many years should be the Tools you need for the next few years.
- 4. Immutable Laws of 22 Marketing
- 5. # 1 # 2 If you can‘t be first in this category, set up a new category you can be first in. It is better to be first than to be better.
- 6. # 2 2 If If you you can‘can‘t be be first first in in this this category, category, set set up up a a new new category category you you can can be be first first in. in.
- 7. Marke1ng is about Selling more products and services in more shapes & sizes to more people more frequently in more places at the highest possible price! Sergio Zyman
- 8. EZTRATEGO® Creative Hispanic Marketing Shift in marketing paradigms! Conventional Creative Tools Numbers Ideas Innovation Reapplication Invention Progress Step by step Quantum leaps Organization Departmental Entrepreneurial Target Consumer mind Consumer heart Culture Corporate Cool / fun
- 9. Most People in Business are either Hunters or Skinners Hunters are passionate and Scarce
- 10. There are many more Skinners than Hunters
- 11. Those who Hunt and then Skin the animal are the Chosen Few
- 12. But Marke1ng has both the SoK and Hard Side The Subjective The Objective
- 13. You will always be held accountable on the HARD side
- 14. NEW REVENUE • New Clients • New Products • New Segments • New Distribu1on • New Territories INCREMENTAL REVENUE • More Revenue per user • Upselling & Cross Selling • Strategic Pricing • Cost Reengineering Marke5ng CUSTOMER RETENTION • Loyalty Programs • Win Back Strategies • Incen1ve Programs • Churn Control
- 15. But on the soK side Marke1ng is about IDEAS AND GREAT IDEAS CAN CHANGE THE WORLD
- 16. Adver1sing IDEAS, Media IDEAS, Packaging IDEAS, Concept IDEAS, Business IDEAS, etc.
- 17. CMO = Chief Idea Officer in the Company (Build yourself a Crea5ve Reputa5on)
- 18. Constant IDEA genera5on is ESSENTIAL to Marke5ng
- 19. You must Discipline Yourself to Generate IDEAS on a DAILY basis.
- 20. Remember Da Vinci’s Sketch Book?
- 21. On average 1 out of 10 ideas is a BIG Idea! Big IDEAS always find a way to grow…!
- 22. Big Ideas lead to a NEW WAY of doing… …things that DISRUPT the Status Quo!
- 24. DISRUPTIVE idea5on need DISRUPTIVE execu5on Strategy + Innova5on + Crea5vity
- 26. Blue Ocean = Instant Disrup5on
- 33. It’s seeing what everybody sees and thinking what nobody is thinking! Copy Design Concepts Art Content Products
- 40. I Have a Dream
- 41. I Have a Plan
- 42. I Have a 3 step Plan
- 43. Brand Primal Code • Crea1on Story • Creed • Icons • Rituals • Pagans • Sacred Word • Leaders
- 44. 1. Creation Story Two guys named Steve who started building personal computers in their parent's garage. Founded in Eugene, Oregon by track and field coach Bill Bowerman and a middle-distance runner Phil Knight. Bowerman manufactured running shoes in his home using liquefied rubber and his wife’s waffle iron. Jim Casey borrows $100 from a friend to start the American Messenger Company in Seattle, Washington.
- 45. 2. Creed what you believe in 2. Creed what you believe in Just Do It! Just Do It!
- 46. 2. Creed what you believe in Just Do It!
- 47. 3. Icons All belief system have icons - quick flashes of meaning that sum up who you are and what you're about.
- 48. 4. Rituals
- 49. 5. Pagans All belief systems have a set of non-believers.
- 50. 5. Pagans All belief systems have a set of non-believers.
- 51. 6. Sacred Words Double Tall, Sugar Free, Vanilla Soy Extra Hot Latte
- 52. 7. Leader
- 54. BYOMP Build Your Own Media PlaZorms
- 55. Content Product More Content BRAND PUBLISHING
- 56. Imagine a Nursery with 20 babies all born in the US
- 57. 2 of them are white babies
- 58. The other 3 are black babies
- 59. 3 more are asian babies
- 60. The remaining 12 are hispanic babies!
- 63. VERY SOON
- 67. T H E M A R K E T I N G D I L E M M A
- 69. Marke5ng gives you The FREEDOM! To play many roles
- 70. these adjectives should permeate branded utilities… GENUINELY USEFUL INTERACTIVE HELPFUL INTERESTING RELATIONAL …but they aren’t the only end goal… FREEDOM TO…
- 71. …the goal is also to invoke and convey brand attributes… invoke HAPPINESS create RELAXATION convey CARE prove EFFICIENCY be SUPPORTIVE FREEDOM TO…
- 72. …and to… catalyze ENGAGEMENT increase PURCHASES attract CUSTOMERS inspire SHARING change THE WORLD =) FREEDOM TO…
- 74. IMAGE MANAGEMENT PERSONAL BRAND STRATEGY REPUTATION & CREDIBILITY COMMUNICATIONS AND ABILITY TO INFLUENCE SPECIALIZED VALUE PRICE CONTINUOUS IMPROVEMENT PROMOTION AND NETWORKING HIGH PERFORMANCE LEADERSHIP
- 75. NOT SO César Prato Marke5ng & Business Development Churromania October 1st 2014 ANYMORE!