big rules of marketing
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Big Rules of Marketing Engage, Share
@ShahinKhan
Big Rules of Marketing
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Big Rules of Marketing Engage, Share
@ShahinKhan
Everyone Likes Good MarketingThey call it inspirational, clever, educational, entertaining, … !Bad Marketing, however, is called “Marketing”
Big Rules of Marketing Engage, Share
@ShahinKhan
Good Marketing is when• Customers’ genuine needs meet
Product’s real capabilities !
whether or not there is a marketing department
Big Rules of Marketing Engage, Share
@ShahinKhan
Customers Need to1. Get it
!1. Buy it
!… They almost always get it!
Big Rules of Marketing Engage, Share
@ShahinKhan
YOU!• The only way to make it about you,
is to make it about them
Big Rules of Marketing Engage, Share
@ShahinKhan
Want to Change the Rules?!Start with changing your own rules!
Big Rules of Marketing Engage, Share
@ShahinKhan
2 Kinds of Launch to Avoid1. Seinfeld Launch
◦ “A launch about nothing!” !
2. Ingmar Bergman Launch ◦ “I know this is important but I don’t get it!”
Big Rules of Marketing Engage, Share
@ShahinKhan
A - Compelling Vision
B - Existing Credibility
D – Rollout Program
C - Revenue Roadmap
4 Steps to Thought Leadership
Big Rules of Marketing Engage, Share
@ShahinKhan
A Vision Must Be:1. Inspiring
!2. Inevitable
Big Rules of Marketing Engage, Share
@ShahinKhan
Competitive Advantage Must Be• Indisputable • Easy to understand • Hard to copy
Big Rules of Marketing Engage, Share
@ShahinKhan
Intuitively linked to benefit Travel in Safety
Limited-‐Slip Differential
“Four Wheel Drive”
Easily supported by feature
Message for example:
Big Rules of Marketing Engage, Share
@ShahinKhan
3 Rules of Naming• At least one person must love it • It must not get in the way of sales • It’s a name, not a password!
Big Rules of Marketing Engage, Share
@ShahinKhan
3 Kinds of Customer References• Well established • Up and coming • Unexpected
Big Rules of Marketing Engage, Share
@ShahinKhan
The Arrow Needs a Tip• Lead with one message
Big Rules of Marketing Engage, Share
@ShahinKhan
Top 3 Requirements of Good Marketing• Understand the Customer • Understand the Product • Understand the Competition • …
Big Rules of Marketing Engage, Share
@ShahinKhan
Thank you!
Big Rules of Marketing Engage, Share
@ShahinKhan
Marketing = Love, Light, Generosity• Love your customers and your product • Be generous • Shine a light on customer needs
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