Big Rules of Marketing Engage, Share

@ShahinKhan

Big Rules of Marketing

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Big Rules of Marketing Engage, Share

@ShahinKhan

Everyone Likes Good MarketingThey call it inspirational, clever, educational, entertaining, … !Bad Marketing, however, is called “Marketing”

Big Rules of Marketing Engage, Share

@ShahinKhan

Good Marketing is when• Customers’ genuine needs meet

Product’s real capabilities !

whether or not there is a marketing department

Big Rules of Marketing Engage, Share

@ShahinKhan

Customers Need to1. Get it

!1. Buy it

!… They almost always get it!

Big Rules of Marketing Engage, Share

@ShahinKhan

YOU!• The only way to make it about you,

is to make it about them

Big Rules of Marketing Engage, Share

@ShahinKhan

Want to Change the Rules?!Start with changing your own rules!

Big Rules of Marketing Engage, Share

@ShahinKhan

2 Kinds of Launch to Avoid1. Seinfeld Launch

◦ “A launch about nothing!” !

2. Ingmar Bergman Launch ◦ “I know this is important but I don’t get it!”

Big Rules of Marketing Engage, Share

@ShahinKhan

A - Compelling Vision

B - Existing Credibility

D – Rollout Program

C - Revenue Roadmap

4 Steps to Thought Leadership

Big Rules of Marketing Engage, Share

@ShahinKhan

A Vision Must Be:1. Inspiring

!2. Inevitable

Big Rules of Marketing Engage, Share

@ShahinKhan

Competitive Advantage Must Be• Indisputable • Easy to understand • Hard to copy

Big Rules of Marketing Engage, Share

@ShahinKhan

Intuitively linked to benefit Travel  in  Safety

Limited-­‐Slip  Differential

“Four  Wheel  Drive”

Easily supported by feature

Message for example:

Big Rules of Marketing Engage, Share

@ShahinKhan

3 Rules of Naming• At least one person must love it • It must not get in the way of sales • It’s a name, not a password!

Big Rules of Marketing Engage, Share

@ShahinKhan

3 Kinds of Customer References• Well established • Up and coming • Unexpected

Big Rules of Marketing Engage, Share

@ShahinKhan

The Arrow Needs a Tip• Lead with one message

Big Rules of Marketing Engage, Share

@ShahinKhan

Top 3 Requirements of Good Marketing• Understand the Customer • Understand the Product • Understand the Competition • …

Big Rules of Marketing Engage, Share

@ShahinKhan

Thank you!

Big Rules of Marketing Engage, Share

@ShahinKhan

Marketing = Love, Light, Generosity• Love your customers and your product • Be generous • Shine a light on customer needs