Marketing

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What is Marketing?

Activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Dissemination of information aimed at influencing the opinions or behaviors of large numbers of people.

Deliberate, systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent.

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What is Marketing?

We persuade people: To believe

To think

To act

According to a desired outcome

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Marketing vs. Propaganda

Emotion vs. Intellect

Deception vs. Facts

Firmly held beliefs vs. New ideas

Known vs. Unknown

Safe vs. Exciting

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Is It Really That Different?

Marketing is influenced by• Psychology• Sociology• Market Research• Impartial Analysis• ExperienceChannels include:• Advertising• PR• Mass Media• Opinion/Emotion

Creating Your Brand Voice

• Start with your USP (unique selling proposition)

• Build a brand identity that delivers on your mission and vision

• Put it all together in a marketing plan

• Measure, Review and Revise

USP

• Fundamental and useful to make sure you are differentiated

• Summarizes your business and how it’s unique and valuable to your target market

• Answers the Q: How does your business benefit your clients better than any other business?

• Creates a slogan/tagline (perhaps)

USP’s that Lead to Taglines

• Pork. The other white meat.

• Melts in your mouth, not in your hands

• Like a good neighbor, State Farm is there

• 99.5% pure soap

• It takes a licking and keeps on ticking

• A diamond is forever

USP: Step 1

• Describe your target audience

USP: Step 2

• Explain the Problem You Solve

USP: Step 3

• List the Biggest Distinctive Benefits

USP: Step 4

• Define Your Promise

USP: Step 5

• Put it all together and synthesize

USP: Step 6

• Edit to just 1 sentence, if you can

When it Works:

• Head and Shoulders: "You get rid of dandruff” • Domino's Pizza: "You get fresh, hot pizza delivered to

your door in 30 minutes or less -- or it's free."• FedEx "When your package absolutely, positively has to

get there overnight”• Metropolitan Life: "Get Met, It Pays"

Giving Your Best Elevator pitch

Where USP’s come into focus

7 Tips for A Good Pitch

• Keep It Short and Sweet

• Edit Ruthlessly

• Skip Industry Jargon

• Say It In a Mirror

• Memorize It and Practice

• Show Your Passion

• Identify Your Desired Action

Just do it!