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Naked MarketingThe Bare Essentials Robert Grede

Marquette University Press

Library of Congress Cataloging-in-Publication Data Grede,Robert. Nakedmarketing:thebareessentials/Robert Grede.2nded. p.cm. Includesindex. ISBN-13:978-0-87462-019-1(pbk.:alk.paper) ISBN-10:0-87462-019-8(pbk.:alk.paper) 1.Marketing.I.Title. HF5415.G6572005 658.8dc22 20050375842005byRobertGrede Milwaukee,Wisconsin www.thegredecompany.com

The paper used in this publication meets the minimum requirements of the American National Standard for Information Sciences Permanence of Paper for Printed Library Materials, ANSI Z39.48-1992.

Marquette University Press Milwaukee, Wisconsin 53201-3141 All rights reserved. www.marquette.edu/mupress/

OutlinePreface to the Second Edition ..9 Introduction ................................ 11 Whythisbookwaswrittenandwhatitcandofor you,thesmallbusinessoperator 1 Que Es Marketing? .................. 13 Thepurposeofmarketingistosatisfyneedsand wants 2 Knowing Your Market .......... 17 Usinginexpensiveresearchtoknowwhoyourcustomersareandwhattheywant Primaryvs.SecondaryResearch~17 AdvertisingResearch~21 MediaResearch~21 3 Long-Term Planning ............... 23 Alookintothefuture~23 TheMarketShareMatrix~26 TheFourPsofMarketing~28 4 Defining Your Market ........... 31 Whoareyourcustomersandwhyshouldtheywant tobuyyourproducts? TheBuyingProcess~31 MaslowsHierarchyofNeeds~32 FindingYourMarketNiche~33 DemographicsandPsychographics~34

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5 How to Develop A Strategic Marketing Plan ............37 ThebasicsofyourStrategicMarketingPlan TheBenefitsofPlaning~37 SampleMarketingPlanOutline~38 6 Establish an Image for Your Firm ........................................ 51 Decidewhoyouareandprojectthatimagetothe public Q ,S&P~51 TheMissionStatement~54 DifferentiatingYourProduct~58 TheTotalApproach~60 NameAwareness~63 CommunicatingYourImagetoCustomers~64 ChoosinganAdAgency~65 7 IdeasHow to Get Them, How to Use Them ......................... 71 Applyingyourimaginationtothemarketingplan TheFourIs~71 StealGoodMarketingIdeas~73 AHalfBubbleOffPlumb~74 Testimonials~75 8 Ten Commandments of Good Copywriting ................................... 81 Captivateyourcustomerswithwordsthatcapture theirattentionandsellproduct 9 Layout and Design ................... 91 Usingvisualelementstomaximizeyour advertisingimpact IllustratingYourAd~91 LayingOutTheCopy~93 Billboards~94

Contents

10 How to Make the Most of Media .............................. 97 Marketingyourcompanyusingmassmedia NewspaperAdvertising~98 MagazineAdvertising~99 RadioAdvertising~99 TelevisionAdvertising~100 CableTelevision~102 Out-of-HomeAdvertising~102 Reachvs.Frequency~103 FlightingandFrontLoading~105 MultipleImpressions~106 TheWorldWideWeb~107 11 Using Publicity to Stretch Your Marketing Budget.......... 111 Gettingyournameinthepaperwithouthavingto payforit WhatShouldBePublicized~112 ChoosingaPublicRelationsAgency~114 BeaGoodNeighbor~115 12 Introducing a New Product................................ 117 Improvingyourchancesforsuccess TheProductLifeCycle~117 InnovateorPerish~119 TheRightProduct~120 TheRightTiming~121 TheRightPeople~122 13 Personal Selling ................... 125 Coordinatepersonalsellingasapartof your marketingmix Huntingvs.Farming~125

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ThatAll-ImportantSalesForce~130 SalesLetterswithImpact~133 MailingLists~138 14 Retailing .................................. 141 Tipsforincreasingthenumberofcustomerswho visityourstoreaswellastheamounttheyspend ImpulsePurchasing~142 TheShoppingExperience~145 BuildingTraffic~146 AddLuxury~148 GiftCertificates~150 15 Inexpensive Marketing Tactics That Work .................................... 153 Avarietyofsimple,yeteffective,marketingtactics thatreturnagreatprofit BusinessCards~153 CollateralMaterial~153 DoorHangers~154 Forms~154 OnHoldCommercials~155 CustomerQuestionnaire~155 SponsoraLittleLeagueTeam~156 Uniforms~157 16 Tricks of the Trade Show .... 161 Tactics to maximize your companys trade show experience BuildingYourBooth~162 AttractingTraffictoYourBooth~163 SomeDosandDonts~163

Contents

17 How to Establish Your Marketing Budget ..................... 167 Howmuchshouldyouspendonpromotingyour business? AffordableMethod~167 Percent-of-SalesMethod~167 ShareofVoiceMethod~169 ObjectiveTaskMethod~169 18 Summary .................................. 171 Glossary......................................... 175

Preface to the Second EditionherearereasonswhythisSecondEditionof NakedMarketingisbetterthanthefirst. Notbecauseitexplainstheprinciples ofmarketinganybetter.Itdoesnt.Theprinciples remainthesame.Andthiseditionstripsawaythe mystiqueaswellasthefirst. Not because the graphics are any better.They are,butthatsnotthepoint(thoughImuchprefer thiscovertotheFirstEdition). Thepointis,timeschange.Backin1997when thebookwasfirstprinted,theWorldWideWebwas arelativelynewphenomenon.SimplyhavingaWeb presence(in1997,manysmallcompaniesdidnot) wasimportant.TheSecondEditionexaminesWeb marketinginmoredepth,includingthelatestand greatestmethodsofpromotingyourfirmthere. ThereisalsoanewsectiononDefining Your Market tohelpyoubetterpositionyourproducts (thebuzzwordisbranding)byunderstandingyour customersbuyinghabits.Iveaddedinformation onnewproductdevelopment.Andtheresanew section on Retailing for those who toil in those trencheseveryday. Otherwiseitsthesamebook.

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Introductions a marketing consultant,Ifrequentlyencountersuccessfulbusinessmenandwomen mystifiedbytherolemarketingplaysintheir businesses.Theyunderstandtheneedforit;they understandtheresultswhenitissuccessful;buttoo oftentheyareconfusedbyhowitworks. Thetruthis,thereisnomoremystiquetomarketingthanthereistopublishing,banking,architecture, oranyotherprofessionrequiringimaginationand intelligent application. Mystique is more applicable to things like acupuncture, hypnosis or romance.Marketingissimplyafunctionalspecialty, like accounting. All companies in all industries requireitinsomeformoranother. Butmarketingismorethanjustafewadsinthe newspaper.Mediaadvertisingisbutoneformof promotion,whichisonlyasmallpartofanoverall marketingprogram. Typically,anentrepreneurbeginshisorherbusinesswithagoodidea:abettermousetrap,abetter waytoservicehisclientsthanhiscompetitorsdo. Andfrequently,thefounderisaspecialistinhisor herindustry,agoodtechnician,engineer,ordesigner. Butseldomagoodmarketerforthecompany. Asthefirmgrowsandcompetitionincreases,so growstheneedtofocuslessontheproductand moreonthecustomer.Theneedforthisshiftin focusisfarmoreevidentintodaysmarketplacethan inyesterdays. Over the past several decades, the marketing functionhasundergoneevolutionarychange.During the 1950s and 1960s, marketing was fairly simple.There were fewer product categories and fewerproductsfromwhichtochooseineach.There werefewmediavehicles:televisionwasjustcoming

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Naked Marketing

of age, there were only two dozen major weekly magazines,andFMradiohadyettobeheard. In the 1970s, alternative radio, UHF television,specialinterestmagazines,andthegrowing sophistication of direct mail brought greater diversitytothemarketingmix.Marketersbeganto specializeandfocusonnichemarkets,onnarrow promotionalmethods,andonspecificindustries. Successful products spawned product extensions intorelatedcategories.Newcategoriesdeveloped almostovernightasconsumersdemandingsocial changealsosoughtmorediversityanduniqueness intheirlives. The1980ssawtheconglomerationofthemarketingindustrywiththeadventof mega-agencies likeSachi&Sachi,McCannWorldwide,andDarcy McManusBentonandBowles.Asaresult,many skilledmarketingexecutiveswhoweredownsized outoftheindustryformedboutiqueagenciesand beganspecializingintheirparticularpromotional forte.Nichemarketingbecamemorefocused. The1990sofferedanevenmoreperplexingset ofmarketingandpromotionaloptions:hundreds ofcabletelevisionchannels;radiostationsfeaturing shockjocksandChristianCoalitions;magazinesfor everypursuit,profession,orperversion;directmail techniquesthatpinpointaparticularcustomerby bothdemographicsandlifestyle. AndnowtheInternet! In response to accelerating change, guerrilla marketing,toutedasthepanaceaforsmallbusiness, fosteredtheneedtogetinandgetoutof themarket quicklywithaslittleexpenseaspossible.Anoble undertaking,buttotallyfutileifyourstrategyis ill-planned,yourunderstandingof yourcustomers faulty,oryourproductmessageunclear.Guerrilla marketingeventuallylostfavorasthesolesolution for small business and is now merely one tactic amonganarsenalavailabletotheastutebusiness owner.

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Today, a greater variety of pitfalls awaits the uninitiated.Forthisreason,beforeyouspendtwo nickelsonmarketing,itisimportanttounderstand howthosenickelsshouldbespent.Youneedtounderstandthesimplefundamentalsof themarketing process.Thisisnottosuggestyou,asasmallbusinessperson,shouldnowconcentrateyourefforts onlearningawholenewfield,orabandonyourarea ofexpertise.Rather,withanunderstandingof the basicsofmarketing,youcanbetterplanyourstrategy andincreaseyourcompanyssalesandprofits. Naked Marketing can help you arrive at that understanding. It explains the marketing function insimpletermsandoffersreal-lifeexamplesand effectivetechniquesusefulinalmostanybusiness. Itsahandytoolforanyonewhowantstogetmarket-smartquicklyandpainlessly.

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Que Es Marketing?

isten to any ad man, brand manager or marketing executive for more than a few minutes, youd think they were talking a foreign language. Forward integration. Backward channeling.Psychographics(conjuresupimagesof AlfredHitchcock).Grossratingpoints.Quintile analysis.Postpurchasepreferences. Thisismarketing? Itneedssimplifying.Throwawayallthatfluff (stripthemystique,if youwill)andaskyourself Whatisthisthingcalledmarketing? Mydictionarydefinesmarketingas theofferi