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Who is the better marketer? A comparison between marketing executives and drug dealers

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We were asked to present the current status of the marketing industry in the form of a presentation at various conferences and internal workshops. The provocative discussion of the current circumstances in our industry was explicitly desired. After a long consideration we chose the comparison between a fictitious marketing board and a drug dealer. This comparison should compare both positions on the basis of different criteria. The distance to the consumer and the detachment of the industry from agencies, consultancies and their customers was only a side effect. This article was discussed with us by agencies and companies for months. The view of pure amusement and self-reflection up to angry bewilderment surprised us. The central statement of this article was not to be insulting or even offensive. Rather the lacking proximity to the customer, to the circumstances of the life and purchase phases and deepened needs of users were brought up for discussion. The contrast and the exaggerated version were only conveyed playfully, without referring to one or a few brand companies. The value of the work within brand-leading companies should continue to be at the forefront of all efforts to take account of change in the marketing industry, better understand direct insights into the needs of customers and pay far more attention to them. At the same time, it should be attempted to change the leadership of marketing today on the basis of new approaches and to define the effect patterns better and more specifically.
We ask you to understand the contribution as a humorous discussion and not to process it too narrowly. Thank you.

Publié dans : Marketing
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Who is the better marketer? A comparison between marketing executives and drug dealers

  1. 1. WHO IS THE BETTER MARKETER? A comparison between marketing executives and drug dealers
  2. 2. WHAT IS THE VALUE OF OUR WORK? BSI – We grow businesses 2018 | Page: 2
  3. 3. BSI – We grow businesses 2018 | Page: 3
  4. 4. 22% ROCKETS BSI – We grow businesses 2018 | Page: 4
  5. 5. 48% AVERAGEBSI – We grow businesses 2018 | Page: 5
  6. 6. 30% DISASTER BSI – We grow businesses 2018 | Page: 6
  7. 7. WHY? BSI – We grow businesses 2018 | Page: 7
  8. 8. BSI – We grow businesses 2018 | Page: 8
  9. 9. Show us outstanding (digital) cases in our industry! BSI – We grow businesses 2018 | Page: 9
  10. 10. CASES BSI – We grow businesses 2018 | Page: 10
  11. 11. STRATEGY BSI – We grow businesses 2018 | Page: 11
  12. 12. BOARD Please present as if you explain it to: Grandma Neighbors Garbage man BSI – We grow businesses 2018 | Page: 12
  13. 13. LAUNCH YaY…
  14. 14. RESULT BSI – We grow businesses 2018 | Page: 14
  15. 15. BSI – We grow businesses 2018 | Page: 15
  16. 16. NO ROI AHEAD BSI – We grow businesses 2018 | Page: 16
  17. 17. SEVEN DIGIT INVEST BSI – We grow businesses 2018 | Page: 17
  18. 18. MY PERSONAL GIFT FOR THEM BSI – We grow businesses 2018 | Page: 18
  19. 19. BSI – We grow businesses 2018 | Page: 19
  20. 20. Sehr geehrter Herr Dr. Andres, wir bitten Sie in zukünftiger Korrespondenz von der Aussendung von Büchern an unseren Vorstands- vorsitzenden Dr. xxx Abstand zu nehmen und….
  21. 21. WHAT‘S THE PROBLEM? BSI – We grow businesses 2018 | Page: 21
  22. 22. YOU ARE WORKING WITH THE WRONG PRODUCT ON THE WRONG PART OF THE BRAIN BSI – We grow businesses 2018 | Page: 22
  23. 23. Coolidge effect
  24. 24. EXCITEMENT PLEASURE fueled by dopamine and anticipation is all about appetite SATISFYING PLEASURE releases opiate-like endorphins and feelings of peace and euphoria BSI – We grow businesses 2018 | Page: 24
  25. 25. LET‘S COMPARE TWO KINDS OF MARKETERS! BSI – We grow businesses 2018 | Page: 25
  26. 26. Company: Ufilever* Position: Executive Director Category: Packaged Goods Education: MBA, PhD Income: 230k Company: Mafia Position: Pimp Category: Drugs Education: left school early Income: 210k *Be aware: Fictitious characters BSI – We grow businesses 2018 | Page: 26
  27. 27. HOW DO THEY PERFORM ON SOME CRITICAL FACTORS? BSI – We grow businesses 2018 | Page: 27
  28. 28. GOAL BSI – We grow businesses 2018 | Page: 28
  29. 29. MAKING MONEY BSI – We grow businesses 2018 | Page: 29
  30. 30. REPUTATION COUNTS BSI – We grow businesses 2018 | Page: 30
  31. 31. CONVERSION IS EVERYTHING!
  32. 32. MARKET BSI – We grow businesses 2018 | Page: 32
  33. 33. KNOWS EVERYBODY IN THE DISTRICT BSI – We grow businesses 2018 | Page: 33
  34. 34. KNOWS FOCUS GROUPS ONLY BSI – We grow businesses 2018 | Page: 34
  35. 35. WHITE SPOTS – CLOSE UNFULFILLED NEEDS
  36. 36. PRODUCT BSI – We grow businesses 2018 | Page: 36
  37. 37. FOCUSES ON IMMEDIATE BENEFITS BSI – We grow businesses 2018 | Page: 37
  38. 38. FOCUSES ON PRESENTING FEATURES BSI – We grow businesses 2018 | Page: 38
  39. 39. DELIVER ONE CLEAR BENEFIT
  40. 40. QUANTITY BSI – We grow businesses 2018 | Page: 40
  41. 41. CREATES SCARCITY BSI – We grow businesses 2018 | Page: 41
  42. 42. CREATES ABUNDANCE BSI – We grow businesses 2018 | Page: 42
  43. 43. EXCLUSIVENESS – LET THEM FEEL SPECIAL BSI – We grow businesses 2018 | Page: 43
  44. 44. MERCHANDISING BSI – We grow businesses 2018 | Page: 44
  45. 45. FIRST ONE IS FREE BSI – We grow businesses 2018 | Page: 45
  46. 46. FIRST ONE HAS A DISCOUNTED PRICE BSI – We grow businesses 2018 | Page: 46
  47. 47. FREEMIUM – MAKE THEM ADDICTS
  48. 48. SERVICE BSI – We grow businesses 2018 | Page: 48
  49. 49. 24 HOURS AVAILABLE BSI – We grow businesses 2018 | Page: 49
  50. 50. BSI – We grow businesses 2018 | Page: 50
  51. 51. OVERDELIVER – EXCEED EXPECTATIONS
  52. 52. COMMUNICATION BSI – We grow businesses 2018 | Page: 52
  53. 53. RECOMMENDATION BSI – We grow businesses 2018 | Page: 53
  54. 54. ADVERTISINGBSI – We grow businesses 2018 | Page: 54
  55. 55. SOCIAL PROOF – SHOW TESTIMONIALS
  56. 56. WHO IS THE BETTER MARKETER? BSI – We grow businesses 2018 | Page: 56
  57. 57. We were asked to present the current status of the marketing industry in the form of a presentation at various conferences and internal workshops. The provocative discussion of the current circumstances in our industry was explicitly desired. After a long consideration we chose the comparison between a fictitious marketing board and a drug dealer. This comparison should compare both positions on the basis of different criteria. The distance to the consumer and the detachment of the industry from agencies, consultancies and their customers was only a side effect. This article was discussed with us by agencies and companies for months. The view of pure amusement and self-reflection up to angry bewilderment surprised us. The central statement of this article was not to be insulting or even offensive. Rather the lacking proximity to the customer, to the circumstances of the life and purchase phases and deepened needs of users were brought up for discussion. The contrast and the exaggerated version were only conveyed playfully, without referring to one or a few brand companies. The value of the work within brand-leading companies should continue to be at the forefront of all efforts to take account of change in the marketing industry, better understand direct insights into the needs of customers and pay far more attention to them. At the same time, it should be attempted to change the leadership of marketing today on the basis of new approaches and to define the effect patterns better and more specifically. We ask you to understand the contribution as a humorous discussion and not to process it too narrowly. Thank you. BSI – We grow businesses 2018 | Page: 57

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