Showing posts with label al ries. Show all posts
Showing posts with label al ries. Show all posts

Monday, October 24, 2011

iRadioLIVE: U.S. News Update & Management Tweets for 10/24/11 (via http://iRadioLIVE.com: Talk Radio's Answer to iHeartRadio.com)

@iRadioLIVEnow:
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Thursday, April 29, 2010

NEW VIDEO STREAMING: Thursday 4.29.10 9pm (DWP Workers Drinking In Strip Clubs? A Deming 14 Point Management Issue)

Here's a great opportunity to apply Deming's 14 points ("Methods for Management of Quality & Productivity) to the City of Los Angeles & DWP municipal operations. Today, it was announced in the news that DWP workers were busted drinking booze in strip clubs while on the clock. This is not a new story to Zuma Dogg as he has heard a lot of stories about not just drinking during work hours, but over all NON-work, goofing off, sitting in your cars/trucks/under tree in park/et al. I've blogged about it. Not just DWP, but A LOT of city workers in different areas. Parking enforcement and Library workers have given me quite an earful on this the topic of "impossible to fire goof-offs." NOT SUPPOSED TO FIRE, SUPPOSED TO INSPIRE. But actually, it's a little more than inspiration, although the 14 points, are always inspiring. The W. Edwards Deming Institute presents it's, "Out of the Crisis" seminar (which is what it is, for L.A...."a crisis"), right here in at CRISIS CENTRAL, DOWNTOWN LOS ANGELES. So help stimulate the local economy and it will count under, "tourism." JUNE 9-7th. SEMINAR DETAILS HERE. AND NOW, listen to the video loop, now streaming about the DWP worker/Deming issue and other things. ANOTHER SHOW TO FOLLOW (BOTTLE CAP) THIS ONE, SOON!



BLOG POST: INTERPRETING DEMING'S 14 POINTS - "It is well done." - Dr. W. Edwards Deming - READ IT HERE - http://ow.ly/1F1RW

YouTube: DEMING TEACHING 14 PTS TO CLASS http://ow.ly/1F1NN, http://ow.ly/1F1NO, http://ow.ly/1F1NP , http://ow.ly/1F1NQ, http://ow.ly/1F1NR

http://HumanAwarenessTraining.com
You can scream for waste reduction and added transparency, OR...you can scream HOW to do it.
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Tuesday, April 27, 2010

HUMAN AWARENESS TRAINING BLOG: Marketing Strategy with "Marketing Warfare" Co-Authors Al Ries & Jack Trout

HAT: Human Awareness Training: "Dr. W. Edwards Deming, Tony Robbins and "Ries & Trout" are the three most influential consultants (the team of "Ries & Trout" counting as one) that I have come across in life. Before I ever heard of Deming or Robbins, it's was Ries & Trout who initially inspired me and set me on the HAT path."- HAT founder ZD

Al Ries and Jack Trout were the first authors/consultants to jump off the bookshelf, when I was just getting started in radio, and they have done more to shape my strategic thinking than anything else. They are international legends in the radio industry, and industry in general -- consulting the "who's who" of Fortune 500 companies and their brands including Proctor & Gamble and just about every top of mind brand that you can think of (or their competitor).

Their other books include, "Positioning: The Battle for the Mind", "Bottom Up Marketing", "Focus", "22 Immutable Laws of Marketing", Origin of Brands among other marketing staples.

Again, if you are reading this, ZD feels you will have a major strategy and creativity breakthrough after reading this material based on their concepts.

And not to name drop, but yes...ZD has spent numerous hours over the years interview Mr. Ries and Mr. Trout, on-air and in industry trade publications, and you can rest assured, both authors are very pleased with this representation of their material, and what is about to be presented actually sent a HUGE wave throughout the radio and record industry to the point where it is now a given that these strategies are being implemented. Again, as you read this, I'm sure you will be able to apply it to your career, as well.

THE "22 IMMUTABLE LAWS OF MARKETING" (Based on the book of the same name): by Al Ries & Jack Trout

1. THE LAW OF LEADERSHIP: It is better to be first than it is to be better.

2. THE LAW OF CATEGORY: If you cannot be first in a category, set up a new category you can be first in.

3. THE LAW OF THE MIND: It's better to be first in the mind than to be first in the marketplace.

4. THE LAW OF PERCEPTION: Marketing is not a battle of products, it's a battle of perceptions.

5. THE LAW OF FOCUS: The most powerful concept in marketing is owning a word in the prospect's mind.

6. THE LAW OF EXCLUSIVITY: Two companies cannot own the same word in the prospect's mind.

7. THE LAW OF THE LADDER: The strategy to use depends on which rung you occupy on the ladder.

8. THE LAW OF DUALITY: In the long run, every market becomes a two horse race.

9. THE LAW OF THE OPPOSITE: If you're shooting for second place, your strategy is determined by the leader.

10. THE LAW OF DIVISION: Over time, a category will divide and become two or more categories.

11. THE LAW OF PERSPECTIVE: Marketing effects take place over an extended period of time.

12. THE LAW OF LINE EXTENSION: There's an irresistible pressure to extend the equity of the brand.

13. THE LAW OF SACRIFICE: You have to give up something in order to get something.

14. THE LAW OF ATTRIBUTES: For every attribute, there is an opposite, effective attribute.

15. THE LAW OF CANDOR: When you admit a negative, the prospect will give you a positive. [This is an effective one, but council misuses it.]

16. THE LAW OF SINGULARITY: In each situation, only one move will produce substantial results.

17. THE LAW OF UNPREDICTABILITY: Unless you write your competitor's' plans, you cannot predict the future. [See Deming on how to adapt.]

18. THE LAW OF SUCCESS: Success often leads to arrogance to failure.

19. THE LAW OF FAILURE: Failure is to be expected and accepted.

20. THE LAW OF HYPE: The situation is often the opposite of the way it appears in the press.

21. THE LAW OF ACCELERATION: Successful programs are not built on fads, they are built on trends!

22. THE LAW OF RESOURCES: Without adequate funding and idea won't get off the ground.

ARE THESE GUYS GREAT, OR WHAT!!! And they are so bitter and cantankerous, just like ZD from being so aware of all the mistakes and we just can't believe these big corporations keep making them, and to me, these guys are a comedy duo!!!

Here are notes from Al Ries' "22 Immutable Laws of Marketing" seminar in NYC at the Doral Hotel (10/26/93):

PREVIOUS POSTS FROM THE HUMAN AWARENESS TRAINING BLOG:

NOW STREAMING: Dr. W. Edwards Deming on How To Fix A Broken System (Like L.A. City Hall) - INTRODUCTION to Qualtiy Management (Part 1)

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Monday, November 16, 2009

Monday Morning Marketing Strategy Seminar (The 3rd Most Important Blog Post I Could Ever Create Is About "Marketing Warfare" [based on "Art of War")

Whether it's trying to market the City of Los Angeles for business and tourism, or politicians running a campaign or even elected officials (like the mayor or councilmembers), if there is ONE THING that drives Zuma Dogg CRAZY and has fueled the bitterness and crankiness that was the driving force to schlep my ass downtown for years of council meetings, IT'S BAD MARKETING STRATEGY!!! I know the dummies who read this will not understand how any of this applies to municipalities and elected officials, but just read THIS FIRST, then read the below article and exclusive notes by ZD from these world-class consultants and authors who charge $50,000 a day for this information. Yes, ZD has a knack to instinctively apply this material in a way that even blows away the original authors themselves...so feel free to follow-up with questions if you would like specific applications to your own situation. To those of you who have been impressed by anything I've ever done...HERE IS THE BLUEPRINT THAT I HAVE USED EVERY DAY FOR EVERY COMMENT, ARTICLE, BLOG POST OR COMEDY SHOW I HAVE EVER MADE. THIS IS ONE OF THE THREE PART FILTER THAT EVERYTHING GOES THROUGH BEFORE IT COMES OUT OF MY MOUTH. I AM TRYING TO GIVE YOU THE MAGIC FORMULA FOR YOU TO USE YOURSELF.

HERE IT IS. IT'S 4 PARTS:

The link above "read this first" is Part One.

You've seen the "Interpreting Deming's 14 Points" article that I have posted many times that is Part Two.

THIS article (below) is Part Three. And Part 4 I will have to type from my original notes regarding the Marianne Williamson/Wayne Dyer/Steven M. Hawkins/Quantum Physics part.

REMEMBER, I have a proven national reputation of blowing people away in a way that no one ever has before and producing creative results that you can measure with market research. HERE IS AS MUCH OF THE SECRET AS I CAN GIVE AWAY!!! If you dig what I do in any area (music, writing, comedy, YouTubes, public comment activism)...here's a big part of it. DON'T WORRY ABOUT HOW THIS APPLIES TO YOU AND YOUR SITUATION. IF YOU READ ALL THREE PARTS I REFER TO ABOVE...YOU WON'T HAVE TO THINK ABOUT IT. IT WILL JUST HAPPEN!

Meet "Marketing Warfare" Strategy Authors Al Ries & Jack Trout

Dr. W. Edwards Deming, Tony Robbins and "Ries & Trout" are the three most influential consultants (the team of "Ries & Trout" counting as one) in the legislative mind of Big ZD.

Al Ries and Jack Trout were the first authors/consultants to jump off the bookshelf, when I was just getting started in radio, and they have done more to shape my strategic thinking than anything else. They are international legends in the radio industry, and industry in general -- consulting the "who's who" of Fortune 500 companies and their brands including Proctor & Gamble and just about every top of mind brand that you can think of (or their competitor).

Their other books include, "Positioning: The Battle for the Mind", "Bottom Up Marketing", "Focus", "22 Immutable Laws of Marketing", Origin of Brands among other marketing staples.

Again, if you are reading this, ZD feels you will have a major strategy and creativity breakthrough after reading this material based on their concepts.

And not to name drop, but yes...ZD has spent numerous hours over the years interview Mr. Ries and Mr. Trout, on-air and in industry trade publications, and you can rest assured, both authors are very pleased with this representation of their material, and what is about to be presented actually sent a HUGE wave throughout the radio and record industry to the point where it is now a given that these strategies are being implemented. Again, as you read this, I'm sure you will be able to apply it to your career, as well.

www.ries.com, www.troutandpartners.com

THE "22 IMMUTABLE LAWS OF MARKETING" (Based on the book of the same name):

by Al Ries & Jack Trout

1. THE LAW OF LEADERSHIP: It is better to be first than it is to be better.

2. THE LAW OF CATEGORY: If you cannot be first in a category, set up a new category you can be first in.

3. THE LAW OF THE MIND: It's better to be first in the mind than to be first in the marketplace.

4. THE LAW OF PERCEPTION: Marketing is not a battle of products, it's a battle of perceptions.

5. THE LAW OF FOCUS: The most powerful concept in marketing is owning a word in the prospect's mind.

6. THE LAW OF EXCLUSIVITEY: Two companies cannot own the same word in the prospect's mind.

7. THE LAW OF THE LADDER: The stratefy to use depends on which rung you occupy on the ladder.

8. THE LAW OF DUALITY: In the long run, every market becomes a two horse race.

9. THE LAW OF THE OPPOSITE: If you're shooting for second place, your strategy is determined by the leader.

10. THE LAW OF DIVISION: Over time, a category will divide and become two or more categories.

11. THE LAW OF PERSPECTIVE: Marketing effects take place over an extended period of time.

12. THE LAW OF LINE EXTENTION: There's an irresistible pressure to extend the equity of the brand.

13. THE LAW OF SCARIFICE: You have to give up something in order to get something.

14. THE LAW OF ATTRIBUTES: For every attribute, there is an opposite, effective attribute.

15. THE LAW OF CANDOR: When you admit a negative, the prospect will give you a positive. [This is an effective one, but council misuses it.]

16. THE LAW OF SINGULARITY: In each situation, only one move will produce substantial results.

17. THE LAW OF UNPREDICTABILITY: Unless you write your comeptitors' plans, you cannot predict the future. [See Deming on how to adapt.]

18. THE LAW OF SUCCESS: Success often leads to arrogance to failure.

19. THE LAW OF FAILURE: Failure is to be expected and accepted.

20. THE LAW OF HYPE: The situation is often the opposite of the way it appears in the press.

21. THE LAW OF ACCELERATION: Succesful programs are not built on fads, they are built on trends!

22. THE LAW OF RESOURCES: Without adequate funding and idea won't get off the ground.

ARE THESE GUYS GREAT, OR WHAT!!! And they are so bitter and cantakerous, just like ZD from being so aware of all the mistakes and we just can't believe these big corporations keep making them, and to me, these guys are a comedy duo!!!

Here are notes from Al Ries' "22 Immutable Laws of Marketing" seminar in NYC at the Doral Hotel (10/26/93):

America's largest almost always means America's first. (Advil was first in ibuprophen market.)

If you can't be first in your catagory, set up a new catagory. Ameliah Weheart was the 3rd person to fly around the world, but was the 1st female to do so. (Lindburgh was the 1st; can anyone remember the second? Probably not, and that's the point)

K-MART was only in markets with populations over 50,000. So what was Wal-Mart's strategy? Open stores in markets with under 50,000. [Was that an effective strategy? Would most people have thought to be the first one to go for the smaller market, or would most people have tried to go after K-MART's larger 50,000+ population base?]

The only thing that matters about your product is what your customers think about your product. Honda vs. Toyota: In Japan, Toyota beats Honda because in Japan if you say "Honda" people think motorcycles. [How do you think Harley-Davidson automobiles would do?]

NEW COKE: Out of a survey of 200,000 people, NEW COKE was chosen "best tasting" compared to Classic Coke and Pepsi. What happened? [People don't make decisions based on logic, they make decisions based on emotions and marketing shapes that.]

Owning a word in the prospect's mind is the number one most important thing!!! You will benefit from the "halo effect". (You will get credit for all the product's category benefits.)

THE LAW OF SEVEN: In any given product category, people seem to be able to hold seven positions in their mind. Seven toothpastes add up to 90% of the market.

MATCH THE PRODUCT TO THE ADVERTISING: The marketing strategists told Prego Sauce to, "add starch, we're going with the word 'thick'." New Jersey bank was told to, "add more tellers, you're going to be known as the 'fastest bank'."

Things don't converge, they diverge. [See "Origin of Brands" link on Ries site or call ZD.]

Line extention suffers from the hockey stick effect: Short term up, then long term down.

BENEFITS OF BEING A SPECIALIST:

1) Can focus on one product, one benefit, one message.

2) Can become the expert and the best. (halo effect, too.)

3. Can become the "generic term". [Xerox it and hand me a Kleenex and don't foget to get some Ziplock bags.]

Specialists: Banana Republic, Victoria's Secret

Generalists: Macy's

Toys R Us formula:

1) Narrow the focus.

2) Buy in depth.

3) Buy cheap.

4) Dominate the catagory.

5) Own the positon.

BLOCKBUSTER VIDEO and STAPLES copied this formula and strategy.

You can't have both sides of the teeter-totter: You can't own the high quality AND low price position in the prospect's mind. They will give you one or the other. (Hello ELEGANT DENSITY!)

MARKET RESEARCH CANNOT BE USED TO PREDICT NEW OPPORTUNITIES TO CREATE A NEW CATAGORY TO BECOME FIRST (See also: Deming): Market research said there was no demand for "Thera-flu". [When AT&T did market research as to how to better improve telephone service, no one said, "I want to be able to send pages of letters over the phone. However, someone predicted the demand for a fax machine.]

FADS: Fast take off, fast decline.

TRENDS: Slow take off, accelerated growth and maturity.

HERE'S THE ARTICLE AS IT APPEARED IN A BILLBOARD RADIO TRADE BASED ON THE SEMINAR:

Marketing Strategy: In the marketplace, the only thing that matters about your product is what people think about your product. Ultimately, the identity your customers attach to your product will determine your level of success. For any product to become a success, it must create a unique position and become a specialist. Focus on one narrow message and one benefit. Become the expert and dominate the catagory. Stay narrow in focus and broad in appeal.

Toys R Us and Blockbuster Video used this strategy to "own the position" as did Staples and a host of niche outlets that were first in the market and first in the consumer's minds.

When creating an identity, remember, people don't react to intellect, they react to emotions. McDonalds and Hallmark know this, so do Hollywood movie makers and radio/tv talk show hosts. Entertainers are among the highest paid and highest valued members of society. (However shallow, or not.) Entertainers are really good sales people. They do what any good salesperson/politician must do -- make the prospective client feel good about their product. (And again, you do this through emotion, not logic.)

Think about the reason people turn on the radio anyway. [This article was created for radio industry.] Chances are they are stuck in traffic or stuck at work. Either way, users want to change the way they are feeling (mood). That is what advertisers, salespeople and the highest paid entertainers do, and that is what all marketers/politicians/whatever occupation must do -- create a unique, instantly recognizable identity that affects the listener (voter) at an emotional level and makes them feel good.

In today's crowded marketplace it is becoming much tougher to define and maintain your position. The key to remember is to fit the product to the position (strategy). In other words, develop a strategy and work backward to make the product/issue/politician fit the campaign.

For example, Prego's advertising agency told them, "Add starch to the recipe, we're going with the word, 'thick'." Another agency told their client (a bank) to, "add more teller windows, we're going with a five minute guarantee."

You must articulate a compelling, believable message and deliver it consistently. Nobody taps you on the shoulder and tells you when it's time to adjust (innovate). You must take it upon yourself to create new demands. You do this by educating your audience about your product and services.

Remember, the more you specialize (narrow the focus) the bigger you become. This is a tough concept for a lot of people to believe in. [Back then it was tougher, now it seems obvious...I HOPE!] You have to jump in with a leap of faith and realize time and time again this immutable concept proves to be true.

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Saturday, September 26, 2009

Zuma Report "Week In Review" (A lot of NEW Content...New Blog...New Perspective...NEW!)

A lot of new content from Friday and this week in general. Here's the Zuma Report "Week in Review" re-cap thread so you can review it all in one place.

ELECTION STRATEGY: Zuma Dogg Writes Christine Essel Campaign Speech (based on his own probing interview with her on the phone.)

The Challenge For Chris Essel in CD 2 City Council Run-off with Assmeblymember Paul Krekorian

My Argument AGAINST Nutty City Charter Ballot Amendment Cutting City Council Salaries in HALF!

Neighborhood Council Summit To Address A Host of Wide Ranging Issues at "Action Summit"

Why City Attorney Carmen Trutanich Has To Read Deming's 14 Points (Quality & Productivity) According To Daily News Report

If I Learned ONE THING Speaking With Politicians During Elections...

Zuma Dogg's NUMBER ONE CALL For City Hall Reform (And I Don't Care If You Don't Like It!)

Zuma Dogg Calls For The Community To Turn Their Backs On BIG MONEY"Professional Office Jumping" Elected Officials: Treat Them like "Blood Diamonds"

He has brought awareness to the city processes like nobody else. I must take the time to tell him.

"Zuma Dogg, who is smarter than and knows more about city government than most Council members, has become something of an urban folk hero"

Chris Essel To Debate Krekorian On Kevin James KRLA

Should Zuma Dogg Endorse Either Christine Essel or Paul Krekorian, or neither?

More Downtown Real Estate Bankruptcy As City Council Stand Helpless And Cowardly As City Heads Toward Bankruptcy Iceberg (Drop The Bond Rating)

STAPLES CENTER PRESENTS SPAM EMAIL FOR: MICHAEL JACKSON -- THIS IS IT (The PAID Movie)

Zuma Dogg Activist Training Excersice: Watch This Video (Especially City Council Clowns Who Only TALK About Compassion)

ZUMA REPORT: Marketing Strategy...IT'S EVERYTHING IN PRODUCT AND POLITICS

"Zuma Dogg, The City Hall Era" (4/4/06-9/22/09)...LET THE NEW ERA BEGIN!

ZumaReport.com


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Wednesday, September 23, 2009

ZUMA REPORT: Marketing Strategy...IT'S EVERYTHING IN PRODUCT AND POLITICS

[If you have been enjoying what Zuma Dogg has been saying over the past three years, and want to know what has been going into every sentence of every public comment and everything I have ever said...IT MUST MAKE IT THROUGH THIS "MARKETING STRATEGY" FILTER FIRST! If I am trying to get these clowns running the city to be more like Zuma Dogg, here is the first thing these clowns need to read.]

Meet "Marketing Warfare" Strategy Authors Al Ries & Jack Trout (based on Sun-Tzu, "Art of War.")

Dr. W. Edwards Deming, Tony Robbins and "Ries & Trout" are the three most influential consultants (the team of "Ries & Trout" counting as one) in the legislative mind of Big ZD.

Al Ries and Jack Trout were the first authors/consultants to jump off the bookshelf, when I was just getting started in radio, and they have done more to shape my strategic thinking than anything else. They are international legends in the radio industry, and industry in general -- consulting the "who's who" of Fortune 500 companies and their brands including Proctor & Gamble and just about every top of mind brand that you can think of (or their competitor).

Their other books include, "Positioning: The Battle for the Mind", "Bottom Up Marketing", "Focus", "22 Immutable Laws of Marketing", Origin of Brands among other marketing staples.

Again, if you are reading this, ZD feels you will have a major strategy and creativity breakthrough after reading this material based on their concepts.

And not to name drop, but yes...ZD has spent numerous hours over the years interview Mr. Ries and Mr. Trout, on-air and in industry trade publications, and you can rest assured, both authors are very pleased with this representation of their material, and what is about to be presented actually sent a HUGE wave throughout the radio and record industry to the point where it is now a given that these strategies are being implemented. Again, as you read this, I'm sure you will be able to apply it to your career, as well.

www.ries.com, www.troutandpartners.com

THE "22 IMMUTABLE LAWS OF MARKETING" (Based on the book of the same name):

by Al Ries & Jack Trout

1. THE LAW OF LEADERSHIP: It is better to be first than it is to be better.

2. THE LAW OF CATEGORY: If you cannot be first in a category, set up a new category you can be first in.

3. THE LAW OF THE MIND: It's better to be first in the mind than to be first in the marketplace.

4. THE LAW OF PERCEPTION: Marketing is not a battle of products, it's a battle of perceptions.

5. THE LAW OF FOCUS: The most powerful concept in marketing is owning a word in the prospect's mind.

6. THE LAW OF EXCLUSIVITEY: Two companies cannot own the same word in the prospect's mind.

7. THE LAW OF THE LADDER: The stratefy to use depends on which rung you occupy on the ladder.

8. THE LAW OF DUALITY: In the long run, every market becomes a two horse race.

9. THE LAW OF THE OPPOSITE: If you're shooting for second place, your strategy is determined by the leader.

10. THE LAW OF DIVISION: Over time, a category will divide and become two or more categories.

11. THE LAW OF PERSPECTIVE: Marketing effects take place over an extended period of time.

12. THE LAW OF LINE EXTENTION: There's an irresistible pressure to extend the equity of the brand.

13. THE LAW OF SCARIFICE: You have to give up something in order to get something.

14. THE LAW OF ATTRIBUTES: For every attribute, there is an opposite, effective attribute.

15. THE LAW OF CANDOR: When you admit a negative, the prospect will give you a positive. [This is an effective one, but council misuses it.]

16. THE LAW OF SINGULARITY: In each situation, only one move will produce substantial results.

17. THE LAW OF UNPREDICTABILITY: Unless you write your comeptitors' plans, you cannot predict the future. [See Deming on how to adapt.]

18. THE LAW OF SUCCESS: Success often leads to arrogance to failure.

19. THE LAW OF FAILURE: Failure is to be expected and accepted.

20. THE LAW OF HYPE: The situation is often the opposite of the way it appears in the press.

21. THE LAW OF ACCELERATION: Succesful programs are not built on fads, they are built on trends!

22. THE LAW OF RESOURCES: Without adequate funding and idea won't get off the ground.

ARE THESE GUYS GREAT, OR WHAT!!! And they are so bitter and cantakerous, just like ZD from being so aware of all the mistakes and we just can't believe these big corporations keep making them, and to me, these guys are a comedy duo!!!

Here are notes from Al Ries' "22 Immutable Laws of Marketing" seminar in NYC at the Doral Hotel (10/26/93):

America's largest almost always means America's first. (Advil was first in ibuprophen market.)

If you can't be first in your catagory, set up a new catagory. Ameliah Weheart was the 3rd person to fly around the world, but was the 1st female to do so. (Lindburgh was the 1st; can anyone remember the second? Probably not, and that's the point)

K-MART was only in markets with populations over 50,000. So what was Wal-Mart's strategy? Open stores in markets with under 50,000. [Was that an effective strategy? Would most people have thought to be the first one to go for the smaller market, or would most people have tried to go after K-MART's larger 50,000+ population base?]

The only thing that matters about your product is what your customers think about your product. Honda vs. Toyota: In Japan, Toyota beats Honda because in Japan if you say "Honda" people think motorcycles. [How do you think Harley-Davidson automobiles would do?]

NEW COKE: Out of a survey of 200,000 people, NEW COKE was chosen "best tasting" compared to Classic Coke and Pepsi. What happened? [People don't make decisions based on logic, they make decisions based on emotions and marketing shapes that.]

Owning a word in the prospect's mind is the number one most important thing!!! You will benefit from the "halo effect". (You will get credit for all the product's category benefits.)

THE LAW OF SEVEN: In any given product category, people seem to be able to hold seven positions in their mind. Seven toothpastes add up to 90% of the market.

MATCH THE PRODUCT TO THE ADVERTISING: The marketing strategists told Prego Sauce to, "add starch, we're going with the word 'thick'." New Jersey bank was told to, "add more tellers, you're going to be known as the 'fastest bank'."

Things don't converge, they diverge. [See "Origin of Brands" link on Ries site or call ZD.]

Line extention suffers from the hockey stick effect: Short term up, then long term down.

BENEFITS OF BEING A SPECIALIST:

1) Can focus on one product, one benefit, one message.

2) Can become the expert and the best. (halo effect, too.)

3. Can become the "generic term". [Xerox it and hand me a Kleenex and don't foget to get some Ziplock bags.]

Specialists: Banana Republic, Victoria's Secret

Generalists: Macy's

Toys R Us formula:

1) Narrow the focus.

2) Buy in depth.

3) Buy cheap.

4) Dominate the catagory.

5) Own the positon.

BLOCKBUSTER VIDEO and STAPLES copied this formula and strategy.

You can't have both sides of the teeter-totter: You can't own the high quality AND low price position in the prospect's mind. They will give you one or the other. (Hello ELEGANT DENSITY!)

MARKET RESEARCH CANNOT BE USED TO PREDICT NEW OPPORTUNITIES TO CREATE A NEW CATAGORY TO BECOME FIRST (See also: Deming): Market research said there was no demand for "Thera-flu". [When AT&T did market research as to how to better improve telephone service, no one said, "I want to be able to send pages of letters over the phone. However, someone predicted the demand for a fax machine.]

FADS: Fast take off, fast decline.

TRENDS: Slow take off, accelerated growth and maturity.

HERE'S THE ARTICLE AS IT APPEARED IN A BILLBOARD RADIO TRADE BASED ON THE SEMINAR:

Marketing Strategy: In the marketplace, the only thing that matters about your product is what people think about your product. Ultimately, the identity your customers attach to your product will determine your level of success. For any product to become a success, it must create a unique position and become a specialist. Focus on one narrow message and one benefit. Become the expert and dominate the catagory. Stay narrow in focus and broad in appeal.

Toys R Us and Blockbuster Video used this strategy to "own the position" as did Staples and a host of niche outlets that were first in the market and first in the consumer's minds.

When creating an identity, remember, people don't react to intellect, they react to emotions. McDonalds and Hallmark know this, so do Hollywood movie makers and radio/tv talk show hosts. Entertainers are among the highest paid and highest valued members of society. (However shallow, or not.) Entertainers are really good sales people. They do what any good salesperson/politician must do -- make the prospective client feel good about their product. (And again, you do this through emotion, not logic.)

Think about the reason people turn on the radio anyway. [This article was created for radio industry.] Chances are they are stuck in traffic or stuck at work. Either way, users want to change the way they are feeling (mood). That is what advertisers, salespeople and the highest paid entertainers do, and that is what all marketers/politicians/whatever occupation must do -- create a unique, instantly recognizable identity that affects the listener (voter) at an emotional level and makes them feel good.

In today's crowded marketplace it is becoming much tougher to define and maintain your position. The key to remember is to fit the product to the position (strategy). In other words, develop a strategy and work backward to make the product/issue/politician fit the campaign.

For example, An ad agency told their client (a bank) to, "add more teller windows, we're going with a five minute guarantee."

You must articulate a compelling, believable message and deliver it consistently. Nobody taps you on the shoulder and tells you when it's time to adjust (innovate). You must take it upon yourself to create new demands. You do this by educating your audience about your product and services.

Remember, the more you specialize (narrow the focus) the bigger you become. This is a tough concept for a lot of people to believe in. [Back then it was tougher, now it seems obvious...I HOPE!] You have to jump in with a leap of faith and realize time and time again this immutable concept proves to be true.

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Sunday, March 9, 2008

LA Daily Blog EXECUTIVE NEWSWIRE: Dr. Deming, Ries & Trout and Innovation Strategy

Thanks to everyone who checked into LA Daily Blog this first week! (#12 on Blog Net News Ranker for State of California Most Influential Blogs.)

Here are some blog posts from the Zuma Dogg archives that I wanted to post for new readers. With the City of Los Angeles and State of California facing a HUGE budget crisis...here is the LA Daily Blog solution blueprint:

The Executive Strategy Newswire of previous posts on Innovation & Strategy. Featuring LA Daily Blog "Hall of Fame" authors Dr. W. Edwards Deming (Quality and Productivity) and Al Ries & Jack Trout (Marketing Strategy).




zumadogg@gmail.com
zumatimes.com
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