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Presentation made by Cesar Prato Churromania Marketing and Business Development Director to the American Marketing Association Florida International University Chapter Industry Night on October 1st 2014
Citation preview
SHARING MY
César Prato Marke5ng & Business Development
Churromania
October 1st 2014
T H E M A R K E T I N G D I L E M M A
All the Tools I need aGer many years should be the Tools you need for the next few years.
ImmutableLaws
ofMarketing
22
# 2If you can‘t be first in this category, set up a new category you can befirst in.
# 1
It is better to befirst than to be better.
# 2If you can‘t be first in this category, set up a new category you can befirst in.
# 2If you can‘t be first in this category, set up a new category you can befirst in.
Marke1ng is about Selling more products and services in more shapes & sizes to more people more frequently in more places at the highest possible price!
Sergio Zyman
EZTRATEGO® Creative Hispanic Marketing
Business Plan! Confidential! 25!
Shift in marketing paradigms!Conventional Creative
Tools Numbers Ideas
Reapplication Invention
Step by step Quantum leaps Entrepreneurial Departmental
Innovation Progress
Organization Consumer mind Consumer heart Target
Culture Corporate Cool / fun
Most People in Business are either Hunters or Skinners
Hunters are passionate and Scarce
There are many more Skinners than Hunters
Those who Hunt and then Skin the animal are the Chosen Few
But Marke1ng has both the SoK and Hard Side
The Subjective The
Objective
You will always be held accountable on the HARD side
NEW REVENUE
• New Clients • New Products • New Segments • New Distribu1on • New Territories
INCREMENTAL REVENUE
• More Revenue per user • Upselling & Cross Selling • Strategic Pricing • Cost Reengineering
CUSTOMER RETENTION
• Loyalty Programs • Win Back Strategies • Incen1ve Programs • Churn Control
Marke5ng
But on the soK side Marke1ng is about IDEAS
AND GREAT IDEAS CAN CHANGE THE WORLD
Adver1sing IDEAS, Media IDEAS, Packaging IDEAS, Concept IDEAS, Business IDEAS, etc.
CMO = Chief Idea Officer in the Company
(Build yourself a Crea5ve Reputa5on)
Constant IDEA genera5on is ESSENTIAL to Marke5ng
You must Discipline Yourself to Generate IDEAS on a DAILY basis.
Remember Da Vinci’s Sketch Book?
On average 1 out of 10 ideas is a BIG Idea!
Big IDEAS always find a way to grow…!
Big Ideas lead to a NEW WAY of doing…
…things that DISRUPT the Status Quo!
DISRUPTIVE idea5on need DISRUPTIVE execu5on
Strategy + Innova5on + Crea5vity
BLUE OCEAN STRATEGY
Blue Ocean = Instant Disrup5on
It’s seeing what everybody sees and thinking what nobody is thinking!
Copy
Design
Concepts
Art
Content Products
What to Communicate
I Have a Dream
I Have a Plan
I Have a 3 step Plan
Brand Primal Code • Crea1on Story • Creed • Icons • Rituals • Pagans • Sacred Word • Leaders
1. Creation StoryTwo guys named Steve who started building personal computers in their parent's garage.
Founded in Eugene, Oregon by track and field coach Bill Bowerman and a middle-distance runner Phil Knight. Bowerman manufactured running shoes in his home using liquefied rubber and his wife’s waffle iron.
Jim Casey borrows $100 from a friend to start the American Messenger Company in Seattle, Washington.
2. Creedwhat you believe in
Just Do It!
2. Creedwhat you believe in
Just Do It!
2. Creedwhat you believe in
Just Do It!
3. IconsAll belief system have icons - quick flashes of meaning
that sum up who you are and what you're about.
4. Rituals
5. PagansAll belief systems have a set of non-believers.
5. PagansAll belief systems have a set of non-believers.
6. Sacred WordsDouble Tall, Sugar Free, Vanilla Soy Extra Hot Latte
7. Leader
BYOMP Build Your Own Media PlaZorms
Content More Content Product
BRAND PUBLISHING
Imagine a Nursery with 20 babies all born in the US
2 of them are white babies
The other 3 are black babies
3 more are asian babies
The remaining 12 are hispanic babies!
VERY SOON
T H E M A R K E T I N G D I L E M M A
Marke5ng gives you The FREEDOM! To play many roles
GENUINELY USEFUL INTERACTIVE HELPFUL INTERESTING RELATIONAL
these adjectives should permeate branded utilities…
…but they aren’t the only end goal… FREEDO
M TO…
invoke HAPPINESS create RELAXATION convey CARE prove EFFICIENCY be SUPPORTIVE
…the goal is also to invoke and convey brand attributes…
FREEDO
M TO…
catalyze ENGAGEMENT increase PURCHASES attract CUSTOMERS inspire SHARING change THE WORLD =)
…and to…
FREEDO
M TO…
PERSONAL BRAND
STRATEGY
IMAGE MANAGEMENT
REPUTATION & CREDIBILITY
COMMUNICATIONS AND ABILITY TO INFLUENCE
SPECIALIZED VALUE
PRICE
CONTINUOUS IMPROVEMENT
PROMOTION AND
NETWORKING
HIGH PERFORMANCE LEADERSHIP
NOT SO
César Prato Marke5ng & Business Development
Churromania
October 1st 2014
ANYMORE!