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MARKETING
“Advertising            is the tax you
   pay for being unremarkable.”
                    Robert Stephens
                    (Founder of The Geek Squad)




 From Avoid Average and Kevin McMillan
Marketing versus Advertising
Promotion has many
problems.
  > The natural reaction and belief about advertising (ads)

  > Logo overload (the interruption strategy)

  > Can you afford to compete with the traditional methods?




What is your marketing plan and perspective?

________________________________________________

________________________________________________

________________________________________________


NOTES
________________________________________________

________________________________________________

________________________________________________

________________________________________________

________________________________________________

________________________________________________


                                3
Marketing versus Advertising
Before buying ads
for the masses...
  > IMPROVE your service, product, and/or experience

  > EDUCATE your audience (consistent, timely, tell your story)

  > EQUIP your “sneezers” for viral marketing (evangelists, news
    sources, social media)

  > GO to where your audience is (find the “right” people, unique
    arenas, look for the niches)




What can you do besides typical advertising?

________________________________________________

________________________________________________

________________________________________________


NOTES
________________________________________________

________________________________________________

________________________________________________

________________________________________________


                                5
Marketing versus Advertising
New tricks for an
old dog.
  > Always start with asking what the purpose is

  > Better design and ideas ( Who is Joanne Puleo? )

  > Honesty and humor




How can you market yourself in a unique way?

________________________________________________

________________________________________________

________________________________________________


NOTES
________________________________________________

________________________________________________

________________________________________________

________________________________________________

________________________________________________




                                7
Marketing versus Advertising
The main thing
about marketing:
  > It’s an attitude NOT an action (everything is marketing)

  > Marketing first. Advertising last.

  > Great things market themselves




What would change if you were thinking
about marketing each day?

________________________________________________

________________________________________________

________________________________________________


NOTES
________________________________________________

________________________________________________

________________________________________________

________________________________________________

________________________________________________



                                 9
Marketing versus Advertising
Where do we go
from here?
ALL MARKETERS ARE LIARS by Seth Godin
The power of telling authentic stories in a low-trust world.
Purchase/order it through THE BOOKSHELF and get 10% OFF.

RULES FOR REVOLUTIONARIES by Guy Kawasaki
The capitalist manifesto for creating and marketing new products and
services. Purchase/order it through THE BOOKSHELF and get 10% OFF.

STATUS REPORT by Kevin McMillan
The STATUS REPORT enables companies to explore their strengths and
weaknesses. The actual evaluation and report is a 100 point check-list
that covers 10 major areas of your company, service, and/or product in
areas such as brand, marketing, communication, and more.

ONE-ON-ONE with Kevin McMillan
Move from the theories and principles to the specifics with a private,
2-hour “one-on-one” session with Kevin McMillan. This consulting/
coaching time can cover any of your needs, questions, or ideas
concerning marketing, communication, service, design, and more.




WORKSHOPS
with Kevin McMillan COMING SOON
 Learn the “How To’s” behind marketing, communication,
    design, customer service, social media, and more.
                                 11
These monthly meetings are to encourage and equip leaders and
entrepreneurs who want to be EXTRAORDINARY. They combine an
interactive lecture with group discussion and cover a range of topics
including customer service, marketing, communication, and design.
Class size is limited in order to reach optimal discussion and feedback.
Go to www.AvoidAverage.com for more information or to register
online. Copyright © 2009 Avoid Average and Kevin McMillan.

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Marketing versus Advertising

  • 1. MARKETING “Advertising is the tax you pay for being unremarkable.” Robert Stephens (Founder of The Geek Squad) From Avoid Average and Kevin McMillan
  • 3. Promotion has many problems. > The natural reaction and belief about advertising (ads) > Logo overload (the interruption strategy) > Can you afford to compete with the traditional methods? What is your marketing plan and perspective? ________________________________________________ ________________________________________________ ________________________________________________ NOTES ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ 3
  • 5. Before buying ads for the masses... > IMPROVE your service, product, and/or experience > EDUCATE your audience (consistent, timely, tell your story) > EQUIP your “sneezers” for viral marketing (evangelists, news sources, social media) > GO to where your audience is (find the “right” people, unique arenas, look for the niches) What can you do besides typical advertising? ________________________________________________ ________________________________________________ ________________________________________________ NOTES ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ 5
  • 7. New tricks for an old dog. > Always start with asking what the purpose is > Better design and ideas ( Who is Joanne Puleo? ) > Honesty and humor How can you market yourself in a unique way? ________________________________________________ ________________________________________________ ________________________________________________ NOTES ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ 7
  • 9. The main thing about marketing: > It’s an attitude NOT an action (everything is marketing) > Marketing first. Advertising last. > Great things market themselves What would change if you were thinking about marketing each day? ________________________________________________ ________________________________________________ ________________________________________________ NOTES ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ 9
  • 11. Where do we go from here? ALL MARKETERS ARE LIARS by Seth Godin The power of telling authentic stories in a low-trust world. Purchase/order it through THE BOOKSHELF and get 10% OFF. RULES FOR REVOLUTIONARIES by Guy Kawasaki The capitalist manifesto for creating and marketing new products and services. Purchase/order it through THE BOOKSHELF and get 10% OFF. STATUS REPORT by Kevin McMillan The STATUS REPORT enables companies to explore their strengths and weaknesses. The actual evaluation and report is a 100 point check-list that covers 10 major areas of your company, service, and/or product in areas such as brand, marketing, communication, and more. ONE-ON-ONE with Kevin McMillan Move from the theories and principles to the specifics with a private, 2-hour “one-on-one” session with Kevin McMillan. This consulting/ coaching time can cover any of your needs, questions, or ideas concerning marketing, communication, service, design, and more. WORKSHOPS with Kevin McMillan COMING SOON Learn the “How To’s” behind marketing, communication, design, customer service, social media, and more. 11
  • 12. These monthly meetings are to encourage and equip leaders and entrepreneurs who want to be EXTRAORDINARY. They combine an interactive lecture with group discussion and cover a range of topics including customer service, marketing, communication, and design. Class size is limited in order to reach optimal discussion and feedback. Go to www.AvoidAverage.com for more information or to register online. Copyright © 2009 Avoid Average and Kevin McMillan.