Knoxville, Tennessee London, Kentucky
Our Goal: “To show you
marketing tools today that will impact your sales and profits
tomorrow.”
Advertising is NOT
Marketing…
Advertising Marketing
Strategic
• Interrupt• Engage• Educate
• Offer
Sales & Profits
Tactical
• Interrupt• Repetition
Top-of-MindAwareness
Equation
Process
Results
Tactic vs. Strategy
A TACTIC is…
…a print advertisement…a brochure…a radio/tv
commercial…a premium item…a promotional event
…etc.
A STRATEGY is…
…a plan designed to reach a desired outcome, which includes an outline of how specific tactics will be used to achieve it.
“Our business needs a newspaper/radio/Web/outdoor/
directory/etc. ad!”Tactical Response:Agency / Media Outlet
__ “How soon do you want to schedule?”
__ “When can we get your content?”
__ “Do you want to run more for a discount?”
Strategic Response:Marketing-focused
__ “Why?” And only after that is answered:
__ “Who is the audience?”__What is the desired result?”
Advertising Marketing
Strategic
• Interrupt• Engage• Educate
• Offer
Sales & Profits
Tactical
• Interrupt• Repetition
Top-of-MindAwareness
Equation
Process
Results
The Marketing Equation…
Interrupt Engage + Educate Offer = RESULTS!
1. Interrupt• The act of taking the viewer’s or
listener’s brain from Auto to Attentive activity.
Auto Attentive
Activator: a Familiar, Conflicting or
Emotionaltrigger
Our ongoing “auto-pilot” state of mind.
Our attentive “I am tuned-
in” state of mind.
2. Engage• Once Interrupted, the customer is giving you the opportunity to tell them
why your message is important and relevant to them.
Be quick and effective…
The “Engage” opportunity is Like this beach ball - when first engaged, the attention span is popped into the air, slows and begins a decent back to “Auto”!
3. Educate• Once Engaged, this is your
opportunity to identify the important purchase issues and how YOU can
best address them.
Take the customer to school…
To make it to this stage, the customer has indicated an interest and a possible relevance in your message. Build your case confidently!
4. Offer• Once Educated, here is your opportunity to
make a low-risk, common-sense Offer for the customer to take the next step toward
a purchase.
Make the next step easy…
Offer a contact number/e-mail “for even more free expert information” to facilitate the buying decision.
The Marketing Equation…
Typical print ad #1: designed for a newspaper, directory, handout or insert (or radio script).
The Equation IN action…
Interrupt ✔ Engage Educate
Offer
The Marketing Equation…
Typical print ad #2: designed for a newspaper, directory, handout or insert (or radio script).
The Equation IN action…
Interrupt ✔ Engage Educate
✔ Offer
Advertising Marketing
Strategic
• Interrupt• Engage• Educate
• Offer
Sales & Profits
Tactical
• Interrupt• Repetition
Top-of-MindAwareness
Equation
Process
Results
Which result is for YOU?Advertising: Interrupt + Repetition
= Top-of-Mind Awareness
__ “Great spot, but WHO was it for again?”
__ “Awareness” makes you part of the herd.
__ “Awareness” does not necessarily mean sales.
Marketing: Interrupt + Engage + Educate + Offer =
Sales & Profits
__ Uses creative activators to Interrupt, but also…
__ Uses relevency to Engage and Educate a targeted customer.
__ Invites the prospect to buy or shows the next step.
…AND Sales
is NOT Marketing!
ALSO know that Marketing drives Sales…not vice-
versa!• As with Advertising, it is critical to
understand Successful SALES is a result of a solid STRATEGY and MARKETING plan.
Are YOU Selling without a STRATEGY?
A wise man once said, “If you don’t know where you’re going,
then any road will get you there.”
Getting from “AND?” to “AhHa!”
Taking your marketing/ad style from “And?” to
“AhHa!”• Read your own ad copy. Is it full of obvious statements that most of your
competitors could say as well?
Examples: “Quality Service!” “Dependable Staff!” “Satisfaction Guaranteed!”… and any
other blinding flashes of the obvious that leave your customer saying, “And?” Identify and
eliminate!
The Equation vs. “And?”…
Typical print ad #1: designed for a newspaper, directory, handout or insert (or radio script).
“Me, me, me” is “wrong, wrong, wrong”!
Read your own ad copy. Is it full of YOU talking about YOU, versus what the customer has to gain through
buying
your product or service?
Examples: “We have 24,000 sq ft of warehouse space!” “We have been in
business for 20 years!” Identify and eliminate!
The Equation vs. “Me…”
Typical print ad #2: designed for a newspaper, directory, handout or insert (or radio script).
Instead, DEFINE what sets you apart from the
rest….
…and consistently promote YOUR
Unique Value Proposition!
If you can’t uncover a UVP, CREATE one – you’re one of the herd without it.
And Promote! Promote! Promote!
The Equation IN action…
Interrupt ✔ Engage Educate
Offer
The Equation IN action…
Interrupt ✔ Engage Educate
✔ Offer
“…don’t shoot the messenger!”Always remember that it’s the media
outlet’s job to DELIVER your tactical message, NOT to create
your Marketing Strategy.
Understand that most media outlets are the marketing equivalent of USPS,
FedEx, UPS, etc. Their skill sets are centered in delivery, NOT Strategy!
A quick recap…
• Advertising and Sales is NOT Marketing!
Strategy results in Tactics; not vice-versa. Tactics result in sales.
• The “Marketing Equation”Interrupt + Engage + Educate + Offer = Results
• Take your message from “And?” to “AhHa!”
Eliminate the “obvious” and “me, me, me”
Identify or create your Unique Value Proposition
• Don’t shoot the messenger…develop YOUR strategy
Strategy is YOUR responsibility – not the outlet’s
Knoxville, Tennessee London, Kentucky
Wishing you success in all you do!