Finished - Let's Market!
A new Marketing campaign is being launched...
This is the coming out for
a product that is now stable.
It is the first time that Marketing can promise what manufacturing can
It is time to take a fresh approach to delivering our message.
The components of
Marketing are: Research, Development, Productizing, Quality
Control - All from the customers point of view.
The Basics - Definitions
Each department of any
group activity has a particular objective. Department C
takes the results of Department B, applies energy, and
enables or strengthens the ability of the Department D to
produce its product.
Example 1: the objective
of Engineering is to develop a product of the correct
quality that can be sold for the correct price for the
chosen public. Production and Quality Control can then
deliver a product that will be received by a receptive
public. The name and goodwill of the company will be
enhanced and the coffers filled for the next
Example 2: The objective
of Finance is to gather and allocate assets so that
Engineering and Production can produce the products so that
the organization can continuously meet the its immediate and
long term goals.
Example 3: Management
takes a qualified idea from the Idea person or the public,
aligns them to the policies of the group and sets the
objectives for other departments.
Marketing also has an
objective. In particular it is: Create "Want"
It is the sole objective
of Marketing to create "Want" in the mind of the customer.
Want is created through
the correct application of the results of customer surveys
that search for "buttons." The message is then composed to
hit the buttons.
People who "know" are not
the public that needs to be communicated with.
Buttons are fickle and
need to be researched just as parts have to be researched
for a product. Find out what the audience knows and doesn't
know, what they need and don't need, what they want and
People who "know" create
marketing that doesn't hit buttons.
Research for the Marketing
Plan begins at the same time as the research for the
It is just as much work
and the results are in the details.
Sales then works off of
Marketing that creates
"branding" or a squishy "need" or anything else but
want-pure craving desire-does not result in
Example: Current Xerox
If any company could rely
upon branding, it would be Xerox.
Instead, they produce ads
that hit every button a manager is interested in.
They are well surveyed,
well targeted ads which create a want for their product.
They make the prospect
want to do something.
After the successful
marketing, Sales then merely needs to contact, handle
lingering considerations and bring the client to an
understanding of what they are signing for.
Problem: People want to
create. People want tools that enable them to create.
identifies the buttons that make people want to have the
solutions that your product provides and which you are
trying to sell.
Error: If Marketing
creates something besides "a client wanting our product,"
then salespeople have to do the marketing as well as the
sales. Each sale becomes a chore.
Well accepted companies
create Goodwill and well accepted products create Branding.
Marketing creates Positioning.
What does the set of
potential users expect from their tools?
What do they associate
those expectations with?
Do we align ourselves with
Does the resulting ad
reflect that alignment accurately?
What do the surveys
What did the Instant
Impression Survey say?
- Insist that Marketing
Finds, Strengthens or Creates Want and Demand for a product
that is available.
- Ask, "How does this ad
turn the client from a two-timing, discount-seeking,
confused-by-technology-choices, part-of-the-mob into a
focused individual who wants our product?"
- Does it attract, interest
and deliver our message?
- Does this campaign make us
more well known and more well thought of?
- Will the public associate
this ad with the competition rather than with
- Does the #1 competitor use
the same message or did they previously have that image?
Does the prospect survey show that the prospects associate
the message with us or the competition?
- Are we wasting energy by
fighting the #1 company or do we use their energy to enhance
- Ask, "What buttons did the
surveys show need to be hit in our ads?"
- How did the follow-up
survey prospects react to the ad?
- Did the survey indicate
that after seeing the ad that the client associated their
problem with our solution?
...and wanted our solution?
Or did the ad just make us feel good?