This document discusses the relationship between marketing and engineering. It notes that marketing is too important to leave just to the marketing department and that marketing is a contest for people's attention. It suggests that engineers should educate marketers on technical jargon when presenting concepts and ideas to focus on the overall concept rather than just technical details.
Jargon:B:What is Jargon? When is it valuable?Clear communication depends on audienceMarketing needs from Engineer two things: Technical Jargon, Benefit of productBring in design engineer to mktg brief- close gap of jargonL: Connects us- VerificationAll fields, Not Specific to ENGCollaborationWork through the cloudENG + MKT need to be sold….benefit over competitorAudience perceptionJargon to non-technical groupFamiliarityB: Trusting both sides, pick out valueTwo needs from EngTransfer Knowledge; Job complete?Audience =jargon ; Common denominatorThrow around jargon
L: What are engineers thinking?Needs fixing/needs improvementSkeptical/hard sellOK WITH Technicalities/detailsEinstein quote –refer to slideImpede project/My wayConfidence to hand overB: Best Buy Example / smart buyerHollywood approachEngineers, genius ideasPromotional fluff, bring value or wasted dollarsAll sizzle no steakMarketing –benefit, Eng- ProofL: DP QuoteConfidence- eng. can mkt, mktg can eng.Conflict/compromise/partnersEmpower message to launch effectively – join forces
B: Best Buy Example / smart buyerHollywood approachEngineers, genius ideasPromotional fluff, bring value or wasted dollarsAll sizzle no steakMarketing –benefit, Eng- ProofL: DP QuoteConfidence- eng. can mkt, mktg can eng.Conflict/compromise/partnersEmpower message
L: DP QuoteConfidence- eng. can mkt, mktg can eng.Conflict/compromise/partnersEmpower message
B: Need both sides of the brain to complete equationRight brain: creative, intuitive, visual--refer to slideVacation exampleLeft brainers “Just the facts ma’am”L: JokePracticality v flashyBest buy exampleDesigners, mathematician, creatorsMKT- tough job – perceived valuePoll: toothpaste-colgateBias/decisions/emotionalB: MKTG needs ENG, ENG needs MTKGLogical v emotional, but all things emotionalSupporting details to procure the sell- Pull value for explosive launchConfidence in each other to advance
B: Why is marketing important?Impulse buy v project driven purchasesCommoditized productsConstant and memorable collateral is key along with compellingBuyer- weighs facts, makes comparison, only buy back on his requirementsGrasp attention with benefit, fluffRefer to best buy- never would have drawn in w/out mktgMust have supporting backup- no teasing, superficial fluffBuy our product, become and advocate