When it comes to taking your idea from the idea stage, putting it into a product and trying to get it into the marketplace - that marketing is key. The best product- poorly marketed, isn’t going to do nearly as well as a poor product that’s brilliantly marketed.
Todays Topic: Marketing
It's very true, that sometimes it’s not the best product that wins the market. It's the product that people know about that’s good.
My college declared major was originally painting. I wasn’t going to own a briefcase so the happy upside is that you can learn it. Ten minutes before this call I opened an email and I’ve been asked to present at a marketing conference about how we do some of the marketing that we do. It wasn’t my first genetic gene.
There are some people that think if you put your product up there that people will magically find it, you’re still driving traffic. I was talking to the founders of RocketHub in November, a crowd sourcing site, and it’s a marketing function. It’s driving the traffic and the message about the product. So, while it may look like it’s about funding and other things , but it’s still the same core issue of marketing.
If you’re studying marketing then I suggest you study Dan Kennedy and Bill Glazer. They used to have a business together and then Dan bought Bill out. He’s brilliant about the languaging. He’s old school when it comes to consumer marketing in terms of the methods but I’ll tell everyone right now what’s working for marketing is pretty much old school. It may have some new technology twists, but at its core it’s the same.
It’s a marketing skillset yone needs to develop. When you’re talking to large retail it’s important to remember that it’s just a nuance of your target market. Actually in the new product arena, you'll have multiple audiences that you’re selling to or marketing to.
The first target audience is the consumer, which is your website sales.
Then when you start talking about selling to a retail store the audience changes to the buyer for that store or the owner for a small store. So the concern of the retail buyer will be different than that of the consumer.
It’s really important to keep in mind your audience and that you have different audiences. Whenever you’re marketing or selling something, it’s important to keep in mind the Tony Robbins quote of ‘let your prospect determine your presentation.’
Who your prospect is that you’re marketing to has a certain set of concerns, a certain set of thinking, that you actually have to speak to.
For your marketing language, segment your audiences and write messages that are specific to them. By that I mean the retail buyer has one message from you and the consumer has another message. That will be beneficial.
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