Jump Start Your Marketing Brain: Scientific Advice and Practical Ideas
Autor Doug Hall, Jeffrey Stamp Sergio Zymanen Limba Engleză Paperback – 31 mai 2005
This is a powerful new approach to marketing that will multiply the impact of every dollar invested. Comprehensive research by Doug Hall details marketing initiatives that will deliver sustained success. What makes this book's teaching more reliable and reproducible than others is its foundation on hard data reflecting customer, industrial, and business-to-business marketing, not "guru opinions." After reading Jump Start Your Marketing Brain, readers will know how to more effectively and efficiently market and sell their brand, their services, their products, and even themselves!
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Specificații
ISBN-13: 9781578602056
ISBN-10: 157860205X
Pagini: 320
Dimensiuni: 146 x 226 x 19 mm
Greutate: 0.46 kg
Editura: Clerisy Press
ISBN-10: 157860205X
Pagini: 320
Dimensiuni: 146 x 226 x 19 mm
Greutate: 0.46 kg
Editura: Clerisy Press
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Recenzii
“Doug Hall is one of the most dynamic and intense people I have ever met. Known for his ‘Eureka! Ranch,’ Doug is regarded as one of America’s Top Business Innovation Experts. One of the real treasures of this book is its layout. The left side of the page ‘is data-proven truth, distilled into a single sentence at the top of the page.’ On the right side of the page are practical ideas. I am talking about the kind of practical ideas that you will wear out at least two highlighters marking the points that apply to you. Folks, this book is exactly what you are looking for when you need some ideas and you want to sell more with less investment of time, money, and resources.” —Jack Covert, 800-CEO-READ
“An extraordinary synthesis of the academic and the pragmatic— making this a Wheel of Marketing for a new generation.” — John Ruffley, marketing director, Masterfoods USA
“Jump Start Your MARKETING Brain is the new and ultimate marketing reference book on how to create, develop, market, and manage brands strategically for the twenty-fi rst century. It details how to make a real difference in the marketplace and how to actively nurture brands for permanent growth. It’s a masterpiece!” —Ilene Quilty, Group Director, Johnson & Johnson
“This book takes all of the mystery out of marketing and replaces it with a systematic and logical system. For anyone who takes their marketing role seriously, this book is a must read.” —Kip Knight, VP International, eBay
“Why We Like This Book: Hall has concocted a valuable formula for making marketing more meaningful by addressing marketing issues head-on with quantifiable research data and turning those numbers into useful ideas that can improve the way marketers sell. While creating a winning marketing plan, the author also delves into the psychology of selling, the wisdom of numerous historical figures inside and outside the industry, and the many techniques that have brought others marketing success.” —Soundview Executive Book Summaries
“Now you can base your marketing tactic decisions on proven data (instead relying on your gut): Data heaven. If you love research data and smack your lips over campaign results metrics just like candy, you’re going to eat this book up. (Plus, the footnotes citing each study are useful when trying to convince your boss to let you do great marketing.) According to one study cited in the book, ‘purchase interest in a target subject declined from 53 percent to 38 percent when irrelevant information was added to the concept.’ So, we’ll stop writing what we think about the book here lest we decrease your interest, and let you move on to reviewers’ opinions. . . .” —Marketing Sherpa
“Jump Start Your MARKETING Brain is a superb resource for anyone considering, studying, or employed in the complex business of commercial marketing regardless of the products or services
involved.” —Midwest Book Review
“This book does offer a meaningful benefit to its potential customers. It is clearly based on solid research. And it is presented in a format that makes it user-friendly. It presents significant findings and explains the nature of the research from which they are derived. It then shows readers how to apply them to their marketing challenges.” —Cecil Johnson, Knight Ridder Newspapers
“The contents of Jump Start Your MARKETING Brain are based on a sound premise: Marketing should be guided on hard evidence and not on ‘guru opinions.’ While this doesn’t sound like such a profound observation, the bulk of marketing books are based on selective case studies, cherry-picked examples, opinions by ‘experts’ presented as less than bulletproof facts, and based on logic. This is what Jump Start Your MARKETING Brain does. Any book that attempts to build marketing actions on actual data deserves a second look and perhaps a place in any marketer’s bookshelf.” —Marketing Research Magazine
“An extraordinary synthesis of the academic and the pragmatic— making this a Wheel of Marketing for a new generation.” — John Ruffley, marketing director, Masterfoods USA
“Jump Start Your MARKETING Brain is the new and ultimate marketing reference book on how to create, develop, market, and manage brands strategically for the twenty-fi rst century. It details how to make a real difference in the marketplace and how to actively nurture brands for permanent growth. It’s a masterpiece!” —Ilene Quilty, Group Director, Johnson & Johnson
“This book takes all of the mystery out of marketing and replaces it with a systematic and logical system. For anyone who takes their marketing role seriously, this book is a must read.” —Kip Knight, VP International, eBay
“Why We Like This Book: Hall has concocted a valuable formula for making marketing more meaningful by addressing marketing issues head-on with quantifiable research data and turning those numbers into useful ideas that can improve the way marketers sell. While creating a winning marketing plan, the author also delves into the psychology of selling, the wisdom of numerous historical figures inside and outside the industry, and the many techniques that have brought others marketing success.” —Soundview Executive Book Summaries
“Now you can base your marketing tactic decisions on proven data (instead relying on your gut): Data heaven. If you love research data and smack your lips over campaign results metrics just like candy, you’re going to eat this book up. (Plus, the footnotes citing each study are useful when trying to convince your boss to let you do great marketing.) According to one study cited in the book, ‘purchase interest in a target subject declined from 53 percent to 38 percent when irrelevant information was added to the concept.’ So, we’ll stop writing what we think about the book here lest we decrease your interest, and let you move on to reviewers’ opinions. . . .” —Marketing Sherpa
“Jump Start Your MARKETING Brain is a superb resource for anyone considering, studying, or employed in the complex business of commercial marketing regardless of the products or services
involved.” —Midwest Book Review
“This book does offer a meaningful benefit to its potential customers. It is clearly based on solid research. And it is presented in a format that makes it user-friendly. It presents significant findings and explains the nature of the research from which they are derived. It then shows readers how to apply them to their marketing challenges.” —Cecil Johnson, Knight Ridder Newspapers
“The contents of Jump Start Your MARKETING Brain are based on a sound premise: Marketing should be guided on hard evidence and not on ‘guru opinions.’ While this doesn’t sound like such a profound observation, the bulk of marketing books are based on selective case studies, cherry-picked examples, opinions by ‘experts’ presented as less than bulletproof facts, and based on logic. This is what Jump Start Your MARKETING Brain does. Any book that attempts to build marketing actions on actual data deserves a second look and perhaps a place in any marketer’s bookshelf.” —Marketing Research Magazine
Extras
PRACTICAL IDEAS
HOW NOT to find unique ideas: Focus groups are the worst way to find big, bold ideas. Customers can only tell you the world as they know it. Quality guru W. Edwards Deming once said, “Customers can’t say what new product or service would be desirable three years from
today. New ideas are generated by imagination, risk, innovation, trial and error by the producer.”
How TO FIND unique ideas: Take personal responsibility for the challenge. Get personally involved in your category and in categories near your category. Seek out the “thought leaders” in your industry. Who are the retailers, salespeople, consumers, customers, or even members of the media who are most aware of where categories are going? Seek them out and ask about tomorrow. Ask them what they anticipate the future looking like in three years, five years, and ten years. Don’t be bashful. Just ask those involved in your industry for their ideas and insights. Listen especially closely to those ideas that contradict your established thinking. Radical ideas, different ideas offer the greatest potential for helping you realize meaningful growth.
Think NEW TO THE WORLD, Not New to You. It’s common to confuse “new to our company” with new to the world. Customers don’t care whether you’ve never offered a certain type of product or service before. They’re interested only in what you can do that NO ONE ELSE CAN DO.
NEW PRODUCTS AND SERVICES THAT ARE CONCEPT EXTENSIONS GROW SALES AND PROFITS, AND CAN HELP GROW YOUR PARENT BRAND
The most obvious reason to pursue new products and services is to grow sales and profits. However, if we’re smart about it, we can also use them to grow our existing businesses. Note that concept extensions are not the same as concept variations, which might represent other flavors or sizes. Concept extensions belong in separate categories.
Research shows that the introduction of new products and services can revitalize customer perceptions of an existing Flagship brand. Research was conducted on the “halo” effect on the parent brand of introducing line extensions (new flavors or varieties of the same product) as well as new concept extensions (leveraging the Flagship Brand’s Overt Benefit in NEW PRODUCT CLASSES).
After just a twenty-five-second exposure to ideas for line extensions or concept extensions, consumers’ attitudes toward the parent brand improved significantly. Important, too, is that the attitude improvement remained even a week later to those shown the ideas for concept extensions.
Net: When you introduce concept extensions, i.e., take your trademark and benefit into new categories, you place a sustainable halo over your existing brand. Research also shows that in the event that the concept extension is a failure, there is less risk of a negative effect on the parent brand’s image. Customers don’t appear to blame the parent brand for the failure of a concept extension. Net: With Concept Extensions you gain a positive halo for your Flagship Brand with less risk of damaging that brand in the event of a failure.
HOW NOT to find unique ideas: Focus groups are the worst way to find big, bold ideas. Customers can only tell you the world as they know it. Quality guru W. Edwards Deming once said, “Customers can’t say what new product or service would be desirable three years from
today. New ideas are generated by imagination, risk, innovation, trial and error by the producer.”
How TO FIND unique ideas: Take personal responsibility for the challenge. Get personally involved in your category and in categories near your category. Seek out the “thought leaders” in your industry. Who are the retailers, salespeople, consumers, customers, or even members of the media who are most aware of where categories are going? Seek them out and ask about tomorrow. Ask them what they anticipate the future looking like in three years, five years, and ten years. Don’t be bashful. Just ask those involved in your industry for their ideas and insights. Listen especially closely to those ideas that contradict your established thinking. Radical ideas, different ideas offer the greatest potential for helping you realize meaningful growth.
Think NEW TO THE WORLD, Not New to You. It’s common to confuse “new to our company” with new to the world. Customers don’t care whether you’ve never offered a certain type of product or service before. They’re interested only in what you can do that NO ONE ELSE CAN DO.
NEW PRODUCTS AND SERVICES THAT ARE CONCEPT EXTENSIONS GROW SALES AND PROFITS, AND CAN HELP GROW YOUR PARENT BRAND
The most obvious reason to pursue new products and services is to grow sales and profits. However, if we’re smart about it, we can also use them to grow our existing businesses. Note that concept extensions are not the same as concept variations, which might represent other flavors or sizes. Concept extensions belong in separate categories.
Research shows that the introduction of new products and services can revitalize customer perceptions of an existing Flagship brand. Research was conducted on the “halo” effect on the parent brand of introducing line extensions (new flavors or varieties of the same product) as well as new concept extensions (leveraging the Flagship Brand’s Overt Benefit in NEW PRODUCT CLASSES).
After just a twenty-five-second exposure to ideas for line extensions or concept extensions, consumers’ attitudes toward the parent brand improved significantly. Important, too, is that the attitude improvement remained even a week later to those shown the ideas for concept extensions.
Net: When you introduce concept extensions, i.e., take your trademark and benefit into new categories, you place a sustainable halo over your existing brand. Research also shows that in the event that the concept extension is a failure, there is less risk of a negative effect on the parent brand’s image. Customers don’t appear to blame the parent brand for the failure of a concept extension. Net: With Concept Extensions you gain a positive halo for your Flagship Brand with less risk of damaging that brand in the event of a failure.
Notă biografică
Doug Hall has been named one of America's top experts on business growth by "Inc. Magazine," "A&E Top 10," "CIO Magazine," "The Wall Street Journal" and "DATELINE NBC." Doug started his entrepreneurial career at the age of twelve developing and marketing a line of learn to juggle kits and magic tricks. After earning a degree in chemical engineering, he joined Procter and Gamble, where he rose to the rank of Master Marketing Inventor and in one twelve-month period developed and introduced a record nine new business initiatives. After ten years at P&G he retired to pursue his vision of the American dream. With three credit cards for financing and his basement as his office, he founded what is today known as the Eureka! Ranch. Doug's focus on data-proven methods has earned the Eureka! Ranch an 88% client repeat rate since its founding in 1986. A national study found the average U.S. household uses 18 products or services that Doug and his team have helped develop. Following six years of R&D, Doug founded Merwyn Technology. Merwyn is a patent-pending computer model that helps managers make smarter marketing and business development decisions. "Fortune Small Business" magazine named Merwyn "one of the top emerging technologies in America." Today, Doug is on a quest to share his data-proven wisdom with owners of businesses of all sizes. The Canadian TV show "Venture" had this to say about Doug: "Hall is a corporate Robin Hood. He takes from his big corporate clients and gives to small businesses. This super consultant helps entrepreneurs rebuild their businesses." Doug and his family split their time between a 170-year-old homestead in Cincinnati, Ohio, USA, and a 140-year-old farmhouse in Springbrook, Prince Edward Island, Canada. Doug can be reached at doug@doughall.com.
Cuprins
Marketing Brain IQ Test
Foreword by Sergio Zyman
Introduction
Marketing Strategy
Marketing Message
Mindless Marketing
Selling
Leadership & Teamwork
Meaningful Marketing vs. Mindless Marketing
Technical Appendix
Answers to Marketing Brain IQ Test
Doug Hall's Current & Future Books
Eureka! Ranch Services
Thank You
Index
Doug Hall Bio