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!