why marketing matters

Marketing for Breakfast

Welcome to FISPALIVEWelcome to FISPALIVEAtlanta 2014Atlanta 2014

Why Should You Care About Marketing

What is Marketing?

Every single touch of your customer or prospective market.

Advertising, PR, social, physical, WOM, service, collateral, products, company, charity, website, employees, trucks, clothes, smells, attitudes, experience, every little thing with your company attached to.

Marketing is verbal and non-verbal communications

What is a Brand?

About 1K of memory about you.

What is a Brand?

Brands work not because they have clever logos or taglines, not because they run a lot of ads, but because something about their story and their promise resonates with deeply held cultural beliefs. "People like us do things like this/buy things like this/like things like this," is the mark of a brand (a comedian, a clothing line, a store) that has become part of the zeitgeist, at least for a portion of the population. Most of all, it's, "people like us treat others like this."

Coke wanted to teach the world to sing

Emotional connection

AT&T Reach Out (1980s)what it felt like to use the phone!

AT&T Reach Out (2003)

http://tomfishburne.com/2012/09/marketing-worth-sharing-google-keynote.html

Why Worry about Branding?

A strong brand position makes selling so much easier: Better quality leads: Your customers self-select if they’re a fit or not. Quickly qualify prospects: Your sales people can qualify their leads faster, and prioritize where to invest their time and attention. More referrals: It’s easier for partners to remember and refer your services.

Cause Marketing

You have to WOW your employees First.

Internal Marketing(Communication)Is a big piece!

Communicate value to Marketplace

What’s your Super Power?

Positioning 101

BTW, ENGAGE

GROWTH HACKINGGROWTH HACKING

Jon Spoelstra's book, Marketing Outrageously.

In every department, you should be asking, "What would it take to make this the # 1 CLEC or ISP in the state (or #1 dept.)?"

Because Spoelstra spent his career in the NBA, his example is "What would it take to have the best team in the NBA?" The answer could be a new Michael Jordan and Scottie Pipin.

But the answer needs to get to the heart of the problem with a sky is the limit thinking.

What's it gonna take?

What is the biggest obstacle to mega success for Your Company?

Service Provider Forum 2013

What do Buyers care about?

Buyers care about THEMSELVESTheir Business GoalsTheir Business Problems

They don’t want your ProductThey want a Solution.That delivers a desired OutcomeSell Outcomes!

WHY DEMO?

MAKE THIS DAY MATTER!

What Can RAD-INFORAD-INFO Do For You?

• Marketing• Strategy• Sales Training• Sales Quarterbacking• Circuits, bandwidth