How to Win the Marketing War

1
How to Win the Marketing War

• By
• Tom Patty

2
Marketing A Matter of Perspective

• Consumer perspective
• I want to buy
• vs
• Business perspective
• I want to sell

3
What drives consumption?

• Desires
• Wants
• Needs
• (Like the wind that drives a sailboat)

4
Three Critical Elements

• 1. Target audience --Who has desires?
• (behavior, not demographics)
• 2. Benefits--How does it solve problem?
• 3. Value--What is really important?

5
Purchase Process

• 6. Love
• 5. Buying
• 4. Intention
• 3.Shopping
• 2. Consideration
• 1.Awareness

6
Things you can change

• 1. Product
• 2. Price
• 3. Place (distribution)
• 4. Packaging
• 5. Promotion

7
Tools to work with

• Advertising
• Publicity
• Internet web/search engine
• Word of mouth
• Point of purchase
• Brochures
• Etc. etc. etc.

8
Summary

• 1. Think like a consumer
• 2. Identify desires,needs wants
• 3. Identify target audience
• 4. Define benefits
• 5. Adjust value equation
• 6. Move thru purchase process
• 7. Utilize the right tools for the job