A quick look at reasons why marketing and advertising efforts often fail ... and a few things you can do to maximize success.

1. WHY YOUR MARKETING ISN’T
WORKING …
…and what you should do about it.

2. YOU DON’T KNOW WHO YOU’RE
SPEAKING TO WITH
1.

3. “We’ve identified our audience.”
7/12/2017 3
“It’s anyone who might buy
whatever it is we’re selling!”

4. YOU’RE COVERING WHAT YOU THINK
IS MOST IMPORTANT.
2.

5. “Okay, so here’s what we want you
to cover ….”
7/12/2017 5

6. “Oh, and don’t forget …”
7/12/2017 6

7. YOU’RE NOT
ACCOUNTING FOR
CONSUMER
SKEPTICISM.
3.

8. WHAT YOU CAN DO.

9. DEVELOP A ROADMAP
A.K.A.
YOUR CREATIVE BRIEF

10. Website
Blog posts Digital
Advertising
Social
Media
Promo
Direct Mail
Promo
Email
CORE
MESSAGE
PULL PUSH
Develop a CORE MESSAGE based on real CONSUMER INSIGHT.
Earned Media
7/12/2017
Prepared exclusively for Allianz Global
Assistance, 2016

11. PUT THE MARKETING FUNNEL
WHERE IT BELONGS …
(A MUSEUM.)

12. Forget the passive descriptions and
list of features. To succeed in your
mission, you must inspire action by
communicating the clear, “what’s in it
for me” benefits of doing so.
ADVOCACY
ACTION
AWARENESS
The 3-Stage Rocket of Effective MarketingTM
Start by employing sufficient thrust to get
off the ground, distance yourself from
competing messages and escape the
cluttered, noisy “me-too” atmosphere of
the marketplace.
Great brand experiences extend the
reach of the mission, by inspiring
constituents to launch efforts within
their own orbits of influence.
Jtaylordirect.com
We believe in the propulsive power of the rocket
rather than the passive qualities of a funnel.

13. jtaylordirect.com
@jtaylordigital
john@jtaylordirect.com