Marketing 101: The Power of Marketing市场营销101 ：电力市场营销

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Article source: http://small-business-web-site.blogspot.com/ . 文章来源： http://small-business-web-site.blogspot.com/ 。 Used with author's permission. 用作者的许可。

When you hear the word "marketing" what comes to mind?当你听到“推销”到什么呢？ More business or wasted money?更多的企业或浪费钱吗？ If your experience with marketing or advertising has been less than positive your cynicism may be well founded.如果您的经验，市场营销或广告已不到积极的冷嘲热讽可能是有道理的。 Yet, have you ever noticed a competitor with a mediocre product and a healthy business?然而，你曾经注意到一个竞争者与平庸的产品和一个健康的企业？ The difference is often marketing.差异往往是市场营销。

Some say they've never done marketing and don't need to because of good word- of-mouth.有些人说，他们从来没有做市场营销和没有必要，因为良好的口碑。 Positive word-of-mouth is great, but not enough if you're serious about growing your business.积极的口碑是伟大的，但还不够如果你认真对待您的企业越来越多。 Others do invest in marketing yet treat it as a necessary evil.别人投资，营销尚未把它当作一种必要的罪恶。 The problem with that mindset is that it's driving with the brakes on.这个问题与心态是，它的动力与刹车。 Those people sabotage their efforts by making poor decisions, taking half-measures and often resisting anything innovative.这些人破坏他们的努力，使穷人的决定，采取彻底的措施，往往抵制任何创新。

When asked about the "one big key" to marketing success I reply that there's nothing more important than a "marketing mindset".当被问到“一大关键” ，以市场营销的成功我的回答，有没有更重要的是“市场营销观念” 。 A marketing mindset is an attitude, a way of thinking, that values and embraces the power of marketing.营销观念是一种态度，一种思维方式，即价值观和拥抱的力量，市场营销。 If you look at the companies and brands that are most successful -- Nike, Microsoft, Virgin, Trump, Saturn, Kenneth Cole, etc -- you'll find someone at the top with a marketing mindset.如果你看一下公司和品牌，是最成功的-耐克，微软，美属维尔京，特朗普，土星，肯尼思科尔等-你会发现有人在顶端与营销心态。 People like Trump, Cole, and Virgin's Richard Branson may have it instinctively.人们喜欢特朗普，科尔和维珍的理查德布兰森可能有它本能。 For most, however, it's a learned attribute.对于大多数然而，这是一个教训属性。 So, if you don't have a marketing mindset yet, keep reading and start to get one.所以，如果你没有营销的心态还保持阅读，并开始获得的。

Follis Fact #1福利斯实况＃ 1
You need a Marketing Mindset.你需要一个营销理念。

Attracting vs. Chasing吸引与舞伴

A guy sees a beautiful woman in a bar, tracks down her name and number, calls her up and says, "Hi, my name is Joe and I'm great in bed."一个人看到了美丽的女人在酒吧，跟踪了她的名字和电话号码，呼叫她说， “嗨，我的名字是乔和我在床上大。 ” That's cold calling.这是冷战要求。 Another guy sees a beautiful woman in a bar and gives her a napkin that says, "I'm Bill and I'm great in bed."另一个人看到了美丽的女人在酒吧和给她餐巾指出： “我比尔和我在床上大。 ” That's direct marketing.这是直接营销。 A third guy sees a beautiful woman in a bar, has his ex-girlfriend go up to her and say, "See that cute guy over there? He's my ex, his name is Tom, and he's really great in bed."第三个家伙看到了美丽的女人在酒吧，有他的前女友去了她说， “看到可爱的家伙在那里？他是我前，他的名字是汤姆，他真是太棒了在床上。 ” That's PR.这是公关。 Last guy walks into a bar, a beautiful woman approaches him and says, "Hi, my name is Courtney and I hear you're really great in bed."最后的人走进一间酒吧，一个美丽的女人的办法他说， “嗨，我的名字是考特尼和我听到你真是太棒了在床上。 ” That's effective marketing.这是有效的营销。

Attraction is the essence of marketing.诱惑的本质是营销。 When you create enough desire to get your prospect to come to you, they'll always be more predisposed to buying.当你创造足够的渴望得到您的前景来找你，他们就会永远是更倾向于购买。 That bares repeating.这巴雷斯重复。 When you create enough desire to get your prospect to come to you, they'll always be more predisposed to buying.当你创造足够的渴望得到您的前景来找你，他们就会永远是更倾向于购买。 The challenge, of course, is that your prospect is elusive prey.所面临的挑战，当然是你的前景是难以实现的猎物。 So, imagine the first rabbit hunters.因此，可以想象的第一兔猎人。 They'd exhaust themselves using spears and rocks until a more evolved Neanderthal got the idea of using carrots.他们会用尽自己使用长矛和石块，直到更多的尼安德特人进化了的想法，用胡萝卜。 Or, imagine the girl who desperately wants a date, but can't understand why she scares guys away when she chases them.或者，想象的女孩谁拼命想要的日期，但无法理解她为什么害怕球员离开时，她追他们。 Unfortunately, too many businesses act like that girl chasing for a date by putting lots into selling and nothing into marketing.不幸的是，许多企业采取这样的女孩追逐的日期到了很多销售和市场营销什么。

Follis Fact #2福利斯实况＃ 2
It's always better to attract than chase.它总是能够更好地吸引超过追截。

Expense vs Investment费用与投资

Those who don't understand marketing view it as an expense.这些谁不懂市场认为这是一项开支。 Those with a marketing mindset know it's an investment.这些与营销的心态不知道它的一项投资。 They know that, if done right, it can excite their prospects and produce a great return.他们知道，如果这样做的权利，它可以激发他们的前景和产生巨大的回报。 "Done right" means well- researched, well-managed, and generally handled by someone who knows what they're doing. “完成权”是指良好的研究，管理良好，一般由别人谁知道他们在做什么。 Regarding expense, being a small business is a bad excuse to do nothing.关于牺牲，作为一个小企业是一个糟糕的借口，什么也不做。 Start small, but do something.开始很小，但做一些事情。 There are plenty of cost-effective, non- traditional ways to do a test.有很多具有成本效益，非传统的方式做试验。 So, if you want to grow, you can't afford not to develop a marketing plan.所以，如果你想成长，你不能没有制定营销计划。

Determine your Objective and Budget确定您的目的和预算

Like building a house it starts with a solid foundation.就像盖房子的开始，奠定了坚实的基础。 Start with a clear objective.开始有明确的目标。 The more specific you make it, the better you can develop an effective plan to achieve it.更具体的你时，你可以更好地制定一个有效的计划来实现这个目标。 If your company has no marketing director to create a plan, get help.如果您的公司没有营销总监，以创建一个计划，得到帮助。 A marketing plan is critical and it involves the analysis of key market factors such as:营销计划是至关重要的，它涉及到分析市场的关键因素，如：

• the nature and traits of your product. •的性质和特点的产品。

• the exact audience you're targeting. •确切的观众您配置。

• the competitive environment. •竞争环境。

• the traits of your industry/category. •特点的行业/类别。

• the maturity of your business. •成熟的业务。

• timing. •时机。

Your marketing budget depends upon the analysis of these factors as well as your short and long term objectives.你的营销预算取决于分析这些因素，以及您的短期和长期目标。 For some businesses, 5% of annual sales is plenty to invest.对于一些企业， 5 ％的年销售大量投资。 For others, 10% may not be enough.对于其他人来说， 10 ％的可能是不够的。 Once the marketing goal is determined it's easier to determine the budget needed to achieve it.一旦市场营销的目标是确定它的易用性，以确定所需的预算来实现这个目标。

Have a Great Product有一个伟大的产品

At the risk of stating the obvious, a big key for marketing success is having a great product.在风险的说明很明显，一个大的关键是市场营销的成功有一个伟大的产品。 In his best-selling book, Purple Cow, marketing guru Seth Godin calls it, "being remarkable."在他的畅销书，紫色奶牛，营销大师塞思戈丁将其称为“被显着。 ” It's about having a product or service that's exceptional.它是一个产品或服务的例外。

Though many non-remarkable products may seem to do well because of great marketing, no long-term success can be achieved without a great product.虽然许多非显着的产品看起来可能做好，因为巨大的市场，没有长期的成功就不可能取得一个伟大的产品。 In fact, if a product is not great, great marketing will usually make it fail faster.事实上，如果一个产品是不是非常伟大的营销通常会使其失败得更快。 People will buy it, not like it, and never buy it again.人们会买，不喜欢这样，从来没有买它。

Case in point: Ever see an exciting teaser for an upcoming movie?例子：曾经看到一个令人兴奋的玩笑话为即将举行的电影吗？ It can make a lot of people run out and buy a ticket.它可以使很多人失去和买票。 The problem starts a couple of weeks later when folks see the movie, hate it, and then spread the word.这个问题开始在几个星期后，当人们看电影，恨它，然后口耳相传的。 Before you know it, the movie's gone.在您知道，影片的消失了。 Here's another case.这里的另一起案件。 Remember New Coke?请记住新的焦炭？ If not, you're not alone.如果没有，你并不孤独。 It didn't last long.它并没有持续多长时间。 Despite the marketing muscle that Coke put behind it, the Coke- drinking public decided they were quite happy with the old Coke.尽管营销肌肉可口可乐抛弃它，焦化饮用水公众决定他们很乐意与旧的焦炉。 Another case involves a new tropical hotel.另一起案件涉及到一个新的热带酒店。 Eager to jump-start his business the owner got tour directors and travel writers to check it out and hopefully generate some good buzz.急于启动他的生意的老板参观了董事和旅行作家，检查出来，希望创造一些良好的喧嚣。 Problem was, the hotel wasn't finished.问题是，酒店没有完成。 Had he waited a couple more months he would've gotten great reviews.他等待了几个多月了，他将得到巨大的评语。 Now he'll be lucky if those tour directors and writers give him another shot.现在，他会很幸运，如果这些旅游董事和作家给他一杆。

If businesses spent less energy trying to sell their product and more on improving it, they'd have more success in the long run.如果企业花更少的能源试图出售其产品和更多的改进，他们希望有更多的成功，从长远来看。

Follis Fact #3福利斯实况＃ 3
Great marketing will make a bad product fail faster.大市场营销将一个坏的产品失败得更快。

When product, client, and marketing are all exceptional the results can be a beautiful thing -- even if it doesn't start off that way.当产品，客户和营销都是特殊的结果可以是一个美丽的东西-即使它不先这样。

"Let me get this straight...you want my commercial to start with my competitor's tagline?" “让我得到这个直...你希望我的商业开始与我的竞争对手的标语？ ”

That was the company president's response when I presented the concept.这是公司总裁的反应时，我提出了这个概念。 I guess I couldn't blame him.我想我不能责备他。 Recommending that he put $350,000 behind a TV spot that began with his main competitor's tagline may not have seemed like the smartest idea.建议他把三十五点○○○万美元后面电视广告开始，他的主要竞争对手的标语可能没有看起来最聪明的想法。 Yet, I knew my concept was strong -- if I could articulate it.然而，我知道我的概念是强大的-如果我能阐明它。 But, before I continue, let me step back and explain the scenario.但是，在我继续，让我退后一步，说明情况。

Sorrell Ridge Fruit Spreads was an unknown all-natural "spreadable fruit" product (ie. jam) that had been selling in health food stores.索雷尔岭果品价差是一个未知的全天然“涂抹果实”产品（即每小时）已出售的保健食品商店。 Now, the tiny brand was ready to battle the big guys on the grocery shelves of America.现在，小品牌准备战斗的大个子的食品货架上合众国。 The main competitor and undisputed leader in the category was Smucker's.主要的竞争对手和无可争议的领导者中的类是Smucker的。 Smucker's had a 30-year history during which it built one of the strongest, most positive brand images in history. Smucker经历了30年的历史在这期间它建立一个最强，最积极的品牌形象的历史。 Their tagline, "With a name like Smucker's it has to be good", was famous and endeared by the American public.他们的口号： “有了一个名字一样Smucker的它是好的” ，是著名的和22日由美国公众。 What's more, their ad budget was about 20 times that of tiny Sorrell Ridge.更重要的是，他们的广告预算约20倍，微型索雷尔岭。 To say we needed a kick-ass campaign is an understatement.如果说我们需要一个球，屁股运动是轻描淡写。 But Smucker's was vulnerable.但是Smucker的是脆弱的。 Their preserves were mostly high fructose corn syrup, refined sugar, and little fruit.他们大多保持高果糖玉米糖浆，精制糖，并没有取得成果。 Sorrell Ridge, on the other hand, was all fruit.索雷尔岭，另一方面，是所有水果。 It was a big competitive difference and the stage was set for a classic David vs. Goliath battle.这是一个很大的差异和竞争的阶段定为一个典型的大卫与巨人战斗。 So, back to our meeting...因此，回到我们的会议...

"You want my commercial to start with my competitor's tagline?" “你希望我的商业开始与我的竞争对手的标语？ ”

"The idea here isn't to promote Smucker's tagline, it's to dismantle it," I replied passionately. “当时的想法是不以促进Smucker的口号，它的拆除它， ”我回答充满激情。 The president's eyebrows raised.布什总统的眉毛提出的问题。 I then walked him through the simple 30-second TV spot which opened with the Smucker's tagline filling the screen...然后我走到他通过简单的30秒电视广告开始与Smucker的标语填补了屏幕...

With a name like Smucker's it has to be good.同一个名字一样Smucker的必须是良好的。

The announcer began: "For 30 years Smucker's has been telling us they have to be good. But in fact, Smucker's Preserves is mostly corn syrup, refined sugar, and only some fruit."播音员开始的： “ 30年来Smucker的已经告诉我们，他们必须良好。但事实上， Smucker的保留主要是玉米糖浆，精制糖，只有一些成果。 ” At the mention of each ingredient a pair of hands popped up from the bottom of the TV screen and patched over the last line of type, "it has to be good," with a succession of modifications starting with "it's probably good", to "it might be good," and finally, "is it really so good?"在提到每种配料的一双双手突然从底部的电视屏幕上，并修补了最后一行的类型， “它必须是好的， ”有继承的修改开始， “这可能好” ，以“可能是好的， ”最后， “真的那么好？ ” We then cut to the Sorrell Ridge jar as the announcer explained that "Sorrell Ridge is 100% fruit."然后，我们切断的索雷尔岭罐子的播音员解释说， “索雷尔岭是100 ％水果。 ” The final stake in the heart was our tagline which played directly off Smucker's:最后股权的心脏是我们口号发挥直接关闭Smucker的：

Sorrell Ridge.索雷尔岭。 With 100% fruit, it has to be better. 100 ％水果，它会更好。

Holding my breath, I glance over at the Sorrell Ridge president who now looked like a kid on Christmas morning.我的呼吸控股，我一眼以上的索雷尔岭总统谁现在像一个孩子在圣诞节早晨。 I then presented a "50 cents off" coupon ad with side- by-side visuals of each jar positioned under their respective tagline.然后我就提出了“ 50美分关闭”优惠券的广告与并排的视觉效果每个罐的位置根据各自的口号。 Like the TV, it was simple, but compelling, and he loved it.像电视，这是很简单，但引人注目的，他喜欢上了它。 But now came the legal questions.但是，现在出现了法律问题。 Could we even do it?我们甚至可以做到这一点吗？ After some nail-biting delays, and a few minor copy changes, the lawyers gave us the green light.经过一番扣人心弦的延误，和几个小副本的变化，律师给我们开了绿灯。 But not without stern warnings that there was no guarantee that Smucker's wouldn't sue.但是，没有严厉的警告，没有任何保证Smucker的将不起诉。 To the president's credit, he pulled the trigger on the campaign and we held our breath.总统的信用，他扣动扳机的运动，我们举行了我们的呼吸。

We didn't have to hold it long.我们没有给它长期持有。 Sales spiked and within the month were up a full 90%.销售额上升，并在本月内有完整的90 ％ 。 Our thrilled client immediately doubled his media spending by scraping together every dime he could muster.我们立即兴奋客户增加了一倍他的媒体支出的每一起刮毛，他可能会鼓起。 When the dust finally settled 12 months later, Sorrell Ridge had a 50% national increase while sales for the entire jams category increased only 3.5%.当尘埃最终解决12个月后，索雷尔岭有50 ％的国家增加，而销售额为整个果酱类仅增长3.5 ％ 。 The Harvard Business Review wrote it up as a case study and Forbes wrote it up as a 2-page feature.在哈佛商业评论写道它作为一个案例研究和福布斯写了2个页面的功能。 My partner and I got covered in a dozen trade publications and appeared live on CNBC.我的伙伴和我涉及的十几个贸易出版物，而且似乎活在CNBC表示。 And, despite all our legal fears, Smucker's never did take action.而且，尽管我们的所有法律的恐惧， Smucker的从来没有采取行动。 Everything we said was true and obviously Smucker's knew it.我们所说的一切是真的，显然Smucker的很明白这一点。 Though they probably could've tied us up in court, the last thing they needed was more press.虽然他们可能会捆绑我们已经在法庭上，他们最需要的是更多的新闻。 We simply had a better product and we got the message across in an exciting way.我们只是有更好的产品和我们得到的讯息在一个令人兴奋的方式。

Follis Fact #4福利斯实况＃ 4
The better your product, the better your marketing can be.好您的产品，更好地您的营销才能。

© 2005 John Follis. © 2005约翰福利斯。 All rights reserved.保留所有权利。

For John's booklet: How to Attract and Excite Your Prospects: A Guide for Getting the Best Marketing Results, visit: http://www.follisinc.com/booklet.htm对于约翰的小册子：如何吸引和激发你的前景：指南得到最好的营销结果，请访问： http://www.follisinc.com/booklet.htm

For consulting info, visit: Marketing Therapy: http://www.follisinc.com/therapy.htm咨询信息，请访问：营销疗法： http://www.follisinc.com/therapy.htm

For speaking info, visit: Follis Speaking: http://www.follisinc.com/speaking.htm发言的信息，请访问：福利斯说： http://www.follisinc.com/speaking.htm

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