Yastrow Effect Random thoughts on Marketing- circa 2005

1. /pd Manifesto
WHY MARKETING PROGRAMS FAIL ?
A Strange Collection of Random Thoughts.
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2. /pd Manifesto
What is Marketing ??
“Great marketing often satisfies a human need” - David Porter
“Great marketing touches an emotion while speaking to a
perceived need on the part of the audience” - Erick Blackwelder
“Marketing CONNECTS people. It is this connection that
relationships are built upon and sustained.” -RantingRic
“Engage with consumers such that the effective resonation is far
beyond just a sale, rather taking both partners to a newer higher
level..“ - MikeB

3. /pd Manifesto
Why Market ??
“Marketing resonates with me if it is a lifestyle that
is being sold” - Freeman
“We want fancy mp3 players - ipods. We want
fancy tv's - sony. We want cheap computers - dell.”
- Chuck
“Marketing to me - sell me a lifestyle that is high-
quality cool” - Freeman
“.. our "true needs," ...our continued changing needs
to improve our quality of life, our emotional
futures”- wendy

4. /pd Manifesto
We’re try’n to get there….Successfully !!
“The key to growth is the introduction of higher
dimensions of consciousness into our awareness” -
Tom Asacker
“Engage the heart and the brain--both sides of each--
and the gut. It's not marketing that's great” -
Dr. Pam Brill
“Great marketing touches an emotion while speaking to
a perceived need on the part of the audience” -Erick
Blackwelder
“marketing programs that succeed listen to the
consumers first, then meet that need and cater to it.” -
Chuck

5. /pd Manifesto
………..continued
We’re try’in to get there….. Successfully !!
“Effective marketing hits you at a gut level - you know it when
you see/hear it “ - Bruce Houghton
“A great ad is one that sends you to the store to buy the
computer or the shoes (Apple or Nike?)” -MikeB
“I believe there needs to be congruency from the boardroom to
the cabinet.” - MikeB
“What if we started to view marketing as an emotional science?
See our consumers as part of our extended family?” - wendy

6. /pd Manifesto
WHY MARKETING PROGRAMS FAIL ??
“I believe that lack of creativity is often a major factor. It's
easy for companies to get stuck in a rut with a "this is the way
we've always done it" mindset.” - John Fries
“MOST MARKETING PROGRAMS FAIL BECAUSE
THEY TREAT CUSTOMERS AS BUYERS, AND NOT AS
PARTNERS ON A SHARED QUEST.PERIOD.” -
Jayakumar.T.H.
“Most marketing programs stand on the surface, they are
obsessed with image and have little impact on the company´s
culture. They don´t reach the heart of the business.” - Felix
Gerena

7. /pd Manifesto
WHY MARKETING PROGRAMS FAIL
“The biggest reason I see for marketing programs failing, is that
they start with the marketing TACTIC first...and THEN try to
figure out how to make it work.” - Dean Jackson
“My point is simply this... put the marketing talk to one side and
be objective about our actions - we each genuinely know when
we're right/wrong... have done good/bad... whatever.” - g
“Biggest marketing problem: Going against the grain of customer
status quo mindsets”-Elisha
“One of the reasons that we are "off" advertising, I'd contend, is
that Clients & Agencies jointly lack the balls to do Truly Great-
Provocative Work!” -tom peters

8. /pd Manifesto
Whewwwww.. !!! So what did I learn eh ??
“Inauthentic organizations reproduce inauthentic
marketing programs” -Connie Sartain
“If they, the marketing programs, do not listen to the
consumers in the first place, they fail.”- Chuck
“there's all the "made a connection" but it isn't "pure
and personal." This works until your competition
makes a more pure connection…”- Terry Rock
“Its a big step to treat a prospect, a customer or even
a client as a partner, those brave enough to delve
into this area can reap highly valuable rewards (and
I speak not of money.)” - Steve Gray

9. /pd Manifesto
You meddled my brain.. Now What am I to think ?=
“Great marketers engage hearts and minds--and noses.“ -
Dr. Pam Brill
“In the universe I work in, marketing program fail because the
‘marketor’ failed to implement the program aimed at the
‘marketee’. It may be different in your universe – if so, I would
love to know.” - Brian Taylor
“Sorry, I'm not interested in award-winning marketing. I'm
interested in hearing the cash register ring.” - MikeB

10. /pd Manifesto
TheYastrowEffect !!!
“The real issue with transparency is marketing related -
your company's values shine through, for better or
worse, whether you want them to or not.” -Steve
Yastrow
“You can't buy great marketing. You have to do it.
(through performance and delivery)”- Steve Yastrow
“all focus on the distance/barrier between sellers and
customers ... interesting ... any examples of
organizations that aren't guilty of this?” -Steve Yastrow

11. /pd Manifesto
WHY MARKETING PROGRAMS FAIL
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