10 Habits of World-Class Marketers Entrepreneur Quest 2009 Mike Barzacchini mike@mikebarzacchini.com 1
“But, I’m not a marketer.” (or worse, “I’m a marketing expert!”) mike@mikebarzacchini.com 2
Marketing is not the brochure. It’s not the Web site, either. Or the TV commercial, newspaper ad or billboard. mike@mikebarzacchini.com 3
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When was the last time you saw a TV commercial from: mike@mikebarzacchini.com 5
“Amazon.com puts improving the customer’s experience ahead of near-term profits. Rather than spend on TV ads, the company plows Amazon’s marketing budget into free shipping on orders over $25. That resulted in a shipping loss last year, but it also helped recharge sales, which grew 42% in the recent holiday quarter while profits more than doubled”. -- Business Week, 2008. mike@mikebarzacchini.com 6
So what is marketing? mike@mikebarzacchini.com 7
The clear, strategic articulation of the true thing that makes your business distinct in its industry and meaningful and valuable to its customers. mike@mikebarzacchini.com 8
So, then, what’s world-class? Unique Engaging Valuable Remarkable Effective Authentic Audience-focused mike@mikebarzacchini.com 9
The Prospects Protest Marketing Experiments (marketingexperiments.com) I am not a target; I am a person: Don’t market to me, communicate with me. mike@mikebarzacchini.com 10
The Prospects Protest Marketing Experiments (marketingexperiments.com) Don’t wear out my name, and don’t call me “friend,” until we know each other. mike@mikebarzacchini.com 11
The Prospects Protest Marketing Experiments (marketingexperiments.com) When you say “sell,” I hear “hype.” Clarity trumps persuasion. Don’t sell; say. mike@mikebarzacchini.com 12
The Prospects Protest Marketing Experiments (marketingexperiments.com) I don’t buy from companies; I buy from people. mike@mikebarzacchini.com 13
The Prospects Protest Marketing Experiments (marketingexperiments.com) And here’s a clue: I dislike companies for the same reason I dislike people. Stop bragging. It’s disgusting. mike@mikebarzacchini.com 14
The Prospects Protest Marketing Experiments (marketingexperiments.com) And why is your marketing “voice” different from your real “voice”? The people I trust don’t patronize me. mike@mikebarzacchini.com 15
The Prospects Protest Marketing Experiments (marketingexperiments.com) In all cases, where the quality of the information is debatable, I will always resort to the quality of the source. My trust is not for sale. You need to earn it. mike@mikebarzacchini.com 16
The Prospects Protest Marketing Experiments (marketingexperiments.com) Dazzle me gradually: Tell me what you can’t do, and I might believe you when you tell me what you can do. mike@mikebarzacchini.com 17
The Prospects Protest Marketing Experiments (marketingexperiments.com) In case you still don’t “get it,” I don’t trust you. Your copy is arrogant, your motives seem selfish, and your claims sound inflated. If you want to change how I buy, first change how you market. mike@mikebarzacchini.com 18
10 World-Class Marketing Habits mike@mikebarzacchini.com 19
1. Have a single focus Decide what business you are in. Develop a marketing mindset. Do one thing. Do it well. Niche matters. mike@mikebarzacchini.com 20
VS. mike@mikebarzacchini.com 21
“Wal-Mart Outpaces a Weak Economy” -- NY Times , February 18, 2009 “Family Dollar profit jumps 33%” -- MarketWatch, April 9, 2009 mike@mikebarzacchini.com 22
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Be who you are…brilliantly. mike@mikebarzacchini.com 24
2. Embrace your customer Whom do you serve? What do you want them to do? Why should they care? mike@mikebarzacchini.com 25
Customized perks “Baby me” packages for expectant parents, which include a onesie and “womb service” menu items such as pickles and ice cream. Cat lovers get baskets of cat toys and treats at check-in and they can request litter boxes and a "Meow-ow Box" first- aid kit. -- Business Week 2008 mike@mikebarzacchini.com 26
Because half of its customers are women, TrueValue remodeled many stores to be more female-friendly. Moving gardening items to the front of the store and offering a wider selection of paint and bath fixtures. Average transaction size has increased by double digits in the remodeled stores. Segment leaders like Lowe’s have taken a similar approach . mike@mikebarzacchini.com 27
Springwise.com mike@mikebarzacchini.com 28
Springwise.com mike@mikebarzacchini.com 29
Springwise.com mike@mikebarzacchini.com 30
What do you know about your customer? How can you tailor your product or service to deliver a unique and relevant experience that creates value and builds a lasting relationship? mike@mikebarzacchini.com 31
3. Position your business for success What is your position in the market? Envision the position you want to hold Make a plan Claim it mike@mikebarzacchini.com 32
“In an over ‐ c ommunicated world, you must over ‐ s implify your message to be heard.” Ries and Trout 1972 mike@mikebarzacchini.com 33
Identify an effective value proposition mike@mikebarzacchini.com 34 Marketingexperiments.com
Express an effective value proposition 1) Ask yourself: “Why should my ideal prospect (the group you intend to serve) buy from me instead of a competitor?” 2) Compare your answer with the claims of your main competitors. 3) Refine your value proposition until you can articulate it in a single, instantly credible, sentence. 4) If you had just 10 words with which to describe why people should buy from your company instead of someone else, what would you communicate? mike@mikebarzacchini.com 35 Marketingexperiments.com
What unique position does your business hold in the marketplace? mike@mikebarzacchini.com 36
4. Be distinct and unique Don’t forget to “moo.” mike@mikebarzacchini.com 37
We have now moved into an era where markets are largely satisfied, and to be noticed a product and its marketing need to be remarkable to be seen at all, let alone to sell. mike@mikebarzacchini.com 38
Old rule: Create safe products and combine them with great marketing. Average products for average people. New rule: Create remarkable products that the right people seek out. mike@mikebarzacchini.com 39
“How did Dutch Boy Paint stir up the paint business? It's so simple, it's scary. They changed the can.” -- Fast Company mike@mikebarzacchini.com 40
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What are your purple cows? mike@mikebarzacchini.com 42
5. Discover whom you need to know and start the conversation mike@mikebarzacchini.com 43
Rank the most important element of your direct marketing campaign: ___Copy ___List ___Offer mike@mikebarzacchini.com 44
Avoid waste: “Don’t waste my time. Don’t waste your money.” Don’t sell lawn care to condo owners. mike@mikebarzacchini.com 45
Use expert resources: •Melissadata.com •Accudata.com •MyEmma.com •Exacttarget.com mike@mikebarzacchini.com 46
Springwise.com mike@mikebarzacchini.com 47
Who needs to be in your conversation? How do you reach them? mike@mikebarzacchini.com 48
6. Deliver authentic experiences We live in the experience economy mike@mikebarzacchini.com 49
Rainforest Café Chuck E. Cheese Legoland Benihana Disney Fair Oaks Farms Starbucks mike@mikebarzacchini.com 50
Springwise.com mike@mikebarzacchini.com 51
Springwise.com mike@mikebarzacchini.com 52
What experiences does your business deliver? mike@mikebarzacchini.com 53
7. Create value Communicate something of value Special reports Whitepapers Expertise Ideas Hints and tips Samples Demos mike@mikebarzacchini.com 54
Spotlight Graphic Solutions Daytrotter.com Marketing Experiments Elmer’s Costco Panera Bread Freegreen.com mike@mikebarzacchini.com 55
Springwise.com mike@mikebarzacchini.com 56
Springwise.com mike@mikebarzacchini.com 57
Springwise.com mike@mikebarzacchini.com 58
Math says Denny's free breakfast a good deal for the company, too – walletpop.com mike@mikebarzacchini.com 59
8. Integrate One channel won’t work Don’t put all of your messages in one basket More ≠ Better Better = Better mike@mikebarzacchini.com 60
www.rimarketing.com mike@mikebarzacchini.com 61
mike@mikebarzacchini.com 62 openlearn.open.ac.uk/
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Average American Surfed 2,554 Pages in March Source: Nielsen Online mike@mikebarzacchini.com 64
9. Have a plan. Work the plan Test and learn Track and measure mike@mikebarzacchini.com 65
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