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Five Principles for Marketing Success

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sparking results5 things to do...and not do...to market your innovations

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What percentage of gross revenues should a growing

company in a competitive industry earmark for marketing?

Pop Quiz

4Principle #1

An afterthought A guidepost

Focus on Marketing Early/Often

Don’t put marketing last. Integrate it into every aspect of your business.

5Principle #1: Focus on Marketing Early/Often

6Principle #1: Focus on Marketing Early/Often

$150B+ company

20% of value attributed to “brand” asset

Their brand vision shapes everything: product design, naming, advertising, operations, customer experience, etc.

660% increase in stock price over the 2000s...

7Principle #1: Focus on Marketing Early/Often

8Principle #2

All things to all people The best option for targeted groups

Prioritize Your Audiences

If you try to say too much to too many, you end up conveying too little to too few.

9Principle #2: Prioritize Your Audiences

Which audiences:

• can benefit most from our product/expertise?

• are “ready” to appreciate its value, to finance its purchase, to integrate it into their operations?

• offer a good balance between the cost to reach...and the value they’ll return?

10Principle #3

What you want to say What they want to hear

Hone Your Positioning

No one really cares about what you do.They care about what you can do for them.

11Principle #3: Hone Your Positioning

Brand Category

Brand Promise

BrandCredentials

What are we—in terms that are meaningful to our target audiences?

How do we make life better for our key audiences?

Why should you believe we can deliver on that promise?

12Principle #3: Hone Your Positioning

Starbucks is a third community between home and work...

...that offers a welcome respite

for busy people where they can get what they want, how they want it.

13Principle #4

Data dumping Story selling

Turn Emotion into Motion

You can’t just deliver the facts. You have to sell the story.

14Principle #4: Turn Emotion into Motion

15Principle #4: Turn Emotion into Motion

16Principle #5

The “silver bullet” tactic The ongoing relationship

Create Connection Plans

The only one way to reach your audience is to realize there’s never only one way.

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According to Forrester Research, what percent of the decision has

been made before a buyer contacts a company about its

products or services?

Pop Quiz

18Principle #5: Create Connection Plans

Websites/landing pages

PR/social media/content marketing

Virtual/actual events/conferences

Print advertising

Search marketing

Email/digital/direct marketing

Prospect/customer experience

19Principle #5: Create Connection Plans

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We hope this information sparks some new insights for you.

Questions, please call Jill Adams at (860) 676-2300, x100 or Marc McFarland at (860) 676-2300, x126 for more information.

jill.adams@adamsknight.com marc.mcfarland@adamsknight.com