Big Rules of Marketing Lessons from Successful (and Failed) Marketing Strategies

1. Big Rules of Marketing
Big Rules of Marketing
@ShahinKhan
1
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2. Big Rules of Marketing
Everyone Likes Good Marketing
They call it inspirational, clever,
educational, entertaining, …
!
Bad Marketing, however, is called “Marketing”
@ShahinKhan
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3. Big Rules of Marketing
Good Marketing is when
• Customers’ genuine needs meet
Product’s real capabilities
!
whether or not there is a marketing department
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4. Big Rules of Marketing
Customers Need to
Get it
1.
!
Buy it
1.
!
… They almost always get it!
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5. Big Rules of Marketing
YOU!
• The only way to make it about you,
is to make it about them
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6. Big Rules of Marketing
Want to Change the Rules?
!
Start with changing your own rules!
@ShahinKhan
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7. Big Rules of Marketing
2 Kinds of Launch to Avoid
1.
Seinfeld Launch
◦
2.
“A launch about nothing!”
!
Ingmar Bergman Launch
◦
@ShahinKhan
“I know this is important
but I don’t get it!”
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Big Rules of Marketing
4 Steps to Thought Leadership
A - Compelling Vision
C - Revenue Roadmap
B - Existing Credibility
D – Rollout Program
@ShahinKhan

9. Big Rules of Marketing
A Vision Must Be:
1.
Inspiring
!
2.
Inevitable
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10. Big Rules of Marketing
Competitive Advantage Must Be
• Indisputable
• Easy to understand
• Hard to copy
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Big Rules of Marketing
Intuitively linked to benefit
Message
Easily supported by feature
@ShahinKhan
Travel
in
Safety
for example:
“Four
Wheel
Drive”
Limited-­‐Slip
Differential

12. Big Rules of Marketing
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!
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13. Big Rules of Marketing
3 Kinds of Customer References
• Well established
• Up and coming
• Unexpected
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14. Big Rules of Marketing
The Arrow Needs a Tip
• Lead with one message
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15. Big Rules of Marketing
Top 3 Requirements of Good Marketing
•
•
•
•
Understand the Customer
Understand the Product
Understand the Competition
…
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Big Rules of Marketing
Thank you!
@ShahinKhan

17. Big Rules of Marketing
Marketing = Love, Light, Generosity
• Love your customers and your product
• Be generous
• Shine a light on customer needs
@ShahinKhan
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