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The latest report from what is now a 7 year research effort.

The latest report from what is now a 7 year research effort. Through Intense Investment of . Time Money Effort. Anyone can make a sale of just about anything. Our Mission is to show you how to Sell MORE with LESS Effort.

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The latest report from what is now a 7 year research effort.

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  1. The latest report from what is now a 7 year research effort.

  2. Through Intense Investmentof Time Money Effort Anyone can make a sale of just about anything

  3. Our Missionis to show you how toSell MORE with LESS Effort.

  4. How to moreEFFECTIVELY andEFFICENTLY Sell• Your BRAND• Your IDEAS• Your Product• Your Service• Your Self

  5. Today’s program is based on: data onConsumer,IndustrialandB to Bmarketing.1,337 Advertisements 12,424 Brands 4,129 B-to-B Customers 294,732 Consumers 3,846 Industrial Customers 3,057 Sales Reps

  6. The wisdom of 2,000+ academic studies PLUS Original Quantitative Research

  7. Data Proven Means Reliable & Reproducible

  8. The TRUTH IS Long Shots Do Win

  9. In the USA 1 in a Million Can happen about 250 times a day!

  10. Using Data means tilting the odds In your favor! Instead of praying for long shots.

  11. ACT 2 There Are Three Types of Marketing

  12. MEANINGLESS Marketing Say Nothing • Does Nothing

  13. MINDLESS Marketing Tricks • Fads • Gimmicks • Marketing tricks • Borrowed interest • Promotions over products • The Ultimate Trick = Cash

  14. MEANINGFUL Marketing Genuine • Authentic • Sustained • The “drama” of your offering • The story of what makes you meaningfully great.• “Customer driven ideas”

  15. MEANINGFUL Marketing Is about BRAND believers It’s about believing in the brand’s point of difference.

  16. Mindless and MeaningLessS.O.S. - Same Old Stuff “The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educational backgrounds, coming up with similarideas, producing similar things, with similarprices and similar quality.” From the Book Funky Business

  17. Ease of Execution Mindless Marketing • Easiest to execute • Only involves sales/marketing MEANINGFUL Marketing • Harder to do • Changes to product/service • R&D, Manufacturing, Operations

  18. Mindless MeaningfulPrice Value It’s Cheap - Buy More - Buy Lots

  19. Mindless MeaningfulImpulse PurchaseConscious Choice Who would you be most loyal to?

  20. Mindless MeaningfulBorrowed Interest Authenticity Which will be available long term?

  21. Mindless MeaningfulHype Substance

  22. Mindless MeaningfulShort Term Enduring Both can sell today -- one endures.

  23. Mindless MeaningfulGimmick Focused Product Focused It’s Cheap - Buy More - Buy Lots

  24. Mindless Trick #1 Foot in the Door or “low balling” Fundraising • Small request (answer 4 questions) • Large request (give money) 34% GAVE Money versus 19%

  25. Mindless Trick #2 Door in the Face or “Concession” Donate Time With kids • Huge request (2 hours weekly) • Concession (2 hour zoo trip) When huge then concession 50% agreed When concession only 17% agreed

  26. Mindless Trick #3 Monkey See, Monkey Do Stopping on street and looking up • 1 person = 4% looked up • 5 people = 18% looked up • 15 people = 40% looked up Sadly • Auto, Plane Accidents, Suicides

  27. More Mindless Tricks • Remembering Names • Meeting over food (Pavlovian) • Scarcity • Power of authority - Jay walker (suit vs. not) - 3.5 times more likely to follow suit

  28. The Bottom Line Meaningful Marketing Mindless Marketing 1 Long Term Success 2 Price Discounting Needed 4 1

  29. The Defense of Mindless We use Mindless Marketing just to get customers attention. Then we convert to a MEANINGFUL relationship through the wonder of our product/service.

  30. Every marketing effort is a blend MeaningfulMindless

  31. The Defense of Mindless “If” your product/service is really WONDERFUL then tell that to CUSTOMERS!

  32. Mindless MEANINGFUL Works Short Term Works Short Term Works Long Term More Profitable

  33. Why is MEANINGFUL Marketing So Important Today

  34. It’s Madness Odds of Winning New Product/Service Success 15 % Venture Capital Investment 10 % Slot Machine 32 %

  35. 100% 80% 60% 40% 20% 0% 2000 (.Com’s) 1985 1961 1971 1977 The Long Term Trend is Ugly New Product SUCCESS Rate Journal of Marketing Research & Merwyn Research

  36. Information ExplosionToday’s Customers Are Short of Bandwidth• 40,000 Grocery Store Items• 120,000 New Books/Year• 3,000 Advertisements/Day“Humanity publishes as many words each week as did all of human history up to 1800.”New York Times

  37. Customer ChangesToday’s Customers Are Smarter.Increasing Education• 1960 -- 4 in 10 graduated High School• Today 8 out of 10 graduate

  38. Customer ChangesToday’s Customers Are Wiser.Increasing Age • 1960 - 18 million adults age 65+ • 2000 - 37 million adults age 65+ • 2040 - estimated 74 million

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