Purple Cow PR Course
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1) The document discusses the concept of the "Purple Cow" which represents being remarkable and standing out in order to get noticed in today's crowded marketplace. 2) It notes that consumers have less need for average products and shorter attention spans, so products and services must be remarkable to be noticed. 3) The author advocates finding ways to be remarkable, such as through new ideas, and targeting innovators and early adopters who can help spread ideas to the mainstream through word-of-mouth, rather than relying on traditional advertising alone.
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The document discusses how to get ideas to spread and be successful in marketing. It makes several key points:
1) Come up with something remarkable that is different from the ordinary in order to attract attention, as mass media no longer works and people ignore ordinary ideas.
2) Market directly to niche groups who care about the idea, rather than trying to appeal to the mainstream, as niche groups will spread the idea through word-of-mouth.
3) Be bold and unusual, as "bad and bizarre" ideas are more noticeable than "good" but boring ideas. Standing out is important for success.Buzzer @ WoM Marketing Conference Warsaw 2008
Buzzer @ WoM Marketing Conference Warsaw 2008Willem Sodderland
油
The document discusses the shift from traditional advertising to word-of-mouth marketing, highlighting the importance of consumer engagement and trust over push advertising strategies. It emphasizes that successful brands like Google thrive without extensive advertising while relying on customer recommendations, which are closely linked to growth. The text also outlines strategies for brands to adapt in this new marketing landscape, focusing on creating remarkable products and inviting customer participation.Crowdsourcing-future-advertising
Crowdsourcing-future-advertisingDerek Ari谷ns
油
Crowdsourcing is becoming more important for brands as consumers demand more involvement. To successfully crowdsource, brands must [1] keep participant groups small to ensure quality, [2] clearly define their goals to attract the right crowd, and [3] provide feedback to participants to respect their contributions and maintain engagement. When done right, crowdsourcing can produce fresh ideas to benefit brands.Marketing trends
Marketing trendsprateekjaiswal90
油
This document discusses marketing trends and the crisis in mass marketing. It notes that traditional advertising is declining in effectiveness, with people increasingly able to avoid ads and being bombarded by thousands per day. New trends include social media marketing, word-of-mouth marketing, and focusing on authenticity, transparency and changing customer behavior rather than just increasing sales. The new paradigm emphasizes finding influencers, democratizing advertising, and creating value at the edges through collective collaboration.Marketing
MarketingMarcus9000
油
Marketing involves identifying and satisfying customer needs in order to generate profits. It includes activities like market research, product development, pricing, promotion, and distribution. A key aspect is understanding different types of markets, including consumer markets of individuals and industrial markets of organizations. Marketing aims to be customer-oriented by anticipating trends and responding to changes in order to gain a competitive advantage.20180301 De 7 regels voor het succesvol verkopen van innovatieve producten sl...
20180301 De 7 regels voor het succesvol verkopen van innovatieve producten sl...Ikinnoveer
油
This document discusses seven rules for successfully selling innovative products: 1) Define a clear value proposition, 2) Determine appropriate value-based pricing, 3) Ensure sales channels are compatible, 4) Prepare sales teams, 5) Align sales incentives, 6) Appoint sales champions, and 7) Effectively communicate the product's value. It emphasizes that innovating products often require long-term strategies to gain adoption since they may represent new paradigms that change customer behavior.Product life cycle, new product development,diffusion and adoption ,packaging...
Product life cycle, new product development,diffusion and adoption ,packaging...VARSHA RATHOD
油
The document discusses the product life cycle and its four stages: introduction, growth, maturity, and decline. It explains that in the introduction stage, sales and profits are low as the goal is to create product awareness and trial. In the growth stage, sales rapidly rise as the goal is to maximize market share by offering extensions and penetrating the market. The maturity stage sees peak sales and profits as the goal is to maintain market share. Finally, in the decline stage, sales and profits fall as the goal is to reduce costs and retain loyal customers.Brand Busters PPT
Brand Busters PPTbradstamulis
油
The document outlines 7 common mistakes that marketers make: 1) Focusing on customer "needs" rather than their "wants". 2) Being too in love with their product rather than understanding customers. 3) Viewing marketing as only science or art rather than both. 4) Trying to please everyone rather than focusing their message. 5) Forgetting that frequent repetition is needed due to how quickly people forget messages. 6) Believing their price is too high without proof. 7) Relying solely on economic arguments rather than other factors like ease of use. The document advocates understanding what customers want emotionally and focusing marketing messages accordingly.Advertising myths
Advertising mythsEugenia Tukbaeva
油
The document discusses 5 common myths about advertising. Myth 1 is that advertising usually increases brand and product sales, but successes are rare due to competition. Myth 2 is that advertising's effects persist for decades, yet effects typically fade quickly. Myth 3 is that the most effective appeal is clear information with strong arguments, but emotion is actually most effective. Myth 4 is that customers care about the advertiser, but really only care about themselves. Myth 5 is that ads must be totally unique to succeed, yet using established templates can also be effective.Case Study_ Swiffer SWOT Analysis.doc
Case Study_ Swiffer SWOT Analysis.docJohnny Schaefer
油
Swiffer is a market leader in the quick clean industry due to its parent company P&G's vast resources which allowed heavy promotion and innovation through new product lines. However, some extensions have hurt perceptions of quality. While Swiffer's low price increases trial rates, traditional cleaning methods are cheaper long-term. Environmental concerns and claims about product safety pose risks to Swiffer's brand image if not addressed. Emerging automated cleaning technology and increased competition for the remaining 25% market share also threaten Swiffer's dominance.Advertising presentation
Advertising presentationtafrinp
油
The document discusses various aspects of creative planning and strategy development for advertising. It covers the importance of creativity in advertising, how to plan creative strategies by considering different perspectives, the creative process models, inputs that fuel creativity, developing major selling ideas, and using techniques like unique selling propositions and positioning to craft advertising campaigns. It also provides examples of famous advertising slogans and discusses finding inherent drama and creating brand images through creative strategies.Advertising The basics
Advertising The basicsNathaniel William Hawley
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The document discusses various advertising techniques, both overt and covert. It defines advertising and explains how it works to promote products and services. Overt techniques discussed include repetition, shock tactics, using sex, stereotypes, and appealing to needs, fears and aspirations. Covert techniques include product placement in films and TV, sponsorship, plugging products in stores, and promotional plugging on talk shows. The document asks the reader to devise an advertising campaign using overt and covert techniques for a selected product, considering the target audience.The lean launchpad - Entrepreneurship, research and innovation, Supelec 2014
The lean launchpad - Entrepreneurship, research and innovation, Supelec 2014Daniel Jarjoura
油
The document discusses the distinction between startups and large companies, emphasizing that startups are temporary organizations aiming to discover scalable business models. It outlines three types of startups and critiques traditional business schools' approaches to entrepreneurship education. The document also highlights key components of successful startups, including customer development and value propositions.Entrepreneurship, Research and Innovation - Supelec 2014
Entrepreneurship, Research and Innovation - Supelec 2014Daniel Jarjoura
油
This 112 slide presentation introduces key concepts about startups including:
- Startups search for a business model while large companies execute established models.
- Traditional business schools focus on strategies for large companies, while startups require a different approach centered on customer development, agile processes, and pivoting based on validated learning rather than upfront planning.
- The business model canvas is introduced as a tool to conceptualize the key elements of a startup business model, including customer segments, value propositions, channels, and revenue streams.Customer Centric Innovation Marketing
Customer Centric Innovation MarketingDr. Ute Hillmer (PhD)
油
The document discusses innovation marketing and creating segmented customer experiences for successful innovation diffusion. It covers key topics such as:
1. The differences between innovation and traditional marketing and why innovation marketing requires a changed approach.
2. Success factors for an innovation diffusion strategy include favorable innovation characteristics, a business strategy based on customer insight that recognizes different customer profiles, and a communication strategy tailored to profiles.
3. Different customer profiles exist within markets, from innovators to conservatives, and have distinct characteristics. Successful innovation marketing requires understanding these profiles and communicating differently to each.22
22prateekjaiswal90
油
The document discusses marketing trends and new paradigms. Traditional mass marketing is showing declining returns, while social media that facilitates word-of-mouth is on the rise. The new paradigm focuses on innovating to change social behavior rather than just selling products, finding influencers to spread ideas virally, and decentralizing control to engage customers.Creativity and innovation
Creativity and innovationiqra hafeez
油
Creativity and innovation in marketing involves coming up with new ideas and implementing them. Elements of creativity include advertising, public relations, and sales promotions. Effective creativity in these areas connects with the target audience, communicates benefits, and persuades people. It uses techniques like surprise, interesting information, and highlighting benefits. Creativity can build brand values by reinforcing feelings and creating new attitudes. The process of innovation involves generating ideas, screening them, testing feasibility, implementing ideas, and commercializing new products or services. Innovation is important for companies to improve, enter new markets, and adapt to changes.Ad
Purple Cow PR Course
- 1. Purple Cow Transform Your Business by Being Remarkable.. Seth Godin
- 2. 油
- 3. The Purple Cow While a Black and White cow might be interesting after seeing hundreds in field after field you stop to notice them If you saw a Purple Cow that would be interesting and you would notice and probably talk about it ..................... because it is different and Remarkable Something Remarkable is worth talking about ........... new, exceptional, interesting (more of the same is just invisible)
- 4. The Changing Consumer TV- Industrial Era Consumer Consumer demand influenced by heavyweight big budget advertising Average products generate demand through advertising Post-Consumption Consumer Consumers dont really need a whole pile Savvy consumers Attention span of satisfied consumers is less To be noticed products must be Remarkable products
- 5. Product Cycle Innovators Early Adopters Laggards Challenge is to progress through the cycle Early & Late Majority
- 6. Advertising? It was easier to reach people before The key was to drive products into the key volume stage of the product cycle The ideal was to trigger the idea virus Less media\interests than now It is now easier to switch channel now People need less low needs are satisfied Poor attention span Not working now as it did before
- 7. TV Industrial Age Before Ordinary Products Advertise to anyone Fear of failure Long product cycles Small Changes After Remarkable Products Advertise to Adopters Fear of fear Short\medium cycles Big Changes
- 8. Its Safer to be Risky .... By being remarkable you will stand out , being safe does not achieve this Advertising needs to be remarkable to be noticed You need to engage with your audience in a credible way by creating stories PR is the perfect vehicle for this
- 9. 油
- 10. Possibilities: new thinking Instead of improving a product or service to satisfy standard behaviour can we look at a product for different behaviour If your product or service is no longer remarkable reduce investment in it and concentrate on New Product Development Stand out at every opportunity
- 11. Product Cycle Innovators Early Adopters Laggards Challenge is to progress through the cycle Early & Late Majority People who love new products, even who dont need them, adopters would have more needs but willing to spend a premium Need to trust products and will rely on others experimenting 1 st hard to get to these through advertising
- 12. Product Cycle Curve ? Must be remarkable to attract innovators and early adopters Flexible enough and understood so that innovators\adopters can spread word to the majority Ideas that Spread , Win (Idea Virus = an idea that spreads) Sneezers are the innovators\adopters who are willing to spread the news Would a slogan help them spread the news Target the relevant niche is better that targeting the masses
- 13. Effect on Advertising Strategy Adverts to the masses is rarely the way to go no budget will be sufficient Sniper specifically targeted adverts can be powerful Google adwords are a key example Advertise to sneezers with influence where possible Differentiate your customers Target the profitable sector Those who are the sneezers Design remarkable adverts that will appeal to them
- 14. Niche Targeting In a crowded marketplace that it is largely serviced it may be possible to identify a niche that is largely un-serviced Develop a product\service specifically for this niche Market to the niche
- 15. The Problem with the Cow Fear the purple cow is often rare because there is a fear of being different Being remarkable means it is likely that many will not like it Standing out can feel very risky Play it safe Obey the rules Follow the norms Stay within the lines In tough times be risk averse Avoid criticism
- 16. Purple Cows Movies: Blair Witch Project, My Big Fat Greek Wedding TV: The Office Media device: Sky Plus Advertising: Hunky Dorys Politicians: Barack Obama Weddings on Line: Weddingdates.ie Coffee: Starbucks Candles: Jo Malone Hotels: Cork International Airport Other ?
- 17. Benefits of the Purple Cow Fear has most playing it safe Fewer Purple Cows out there ! Fluid Marketplace Rewards are greater Milk the Cow when established Invent another cow immediately risk again after breakthrough
- 18. Role of PR Advertising is no longer reaching the target audience effectively Innovators and Early Adopters can be reached effectively through PR Editorial is generally believed and read more than adverts multiplier x 4 Remarkable products will generate talking points
- 19. Purple Cow Process ? No Rules Go for the Edges Investigate all of them Go for the profitable ones Be too expensive\cheap\big\small\spicy\loud \offensive\complicated\simple ..... too something Be Remarkable\outrageous Leave the designers design (pick the right maverick) dont hinder or you will get the camel Use sneezers for feedback
- 20. Summary Remarkable wins The Purple Cow Reduced role of advertising Importance of innovators & early adopters Importance of sneezers Make it easy for sneezers - simplicity Importance of PR How to be remarkable?
- 21. Purple Cow: Seth Godin
- 22. Cork - (021) 4271234 Dublin (01) 6336790 www.fuzion.ie