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A marketing plan example

Recently, my 10-year old son announced that he wanted to own a Game Cube video game system. I made a deal with him. If he completed a 7-step "marketing campaign" with me as the target audience, I would buy him the system.

His first marketing effort, which he arrived at without any coaching, was to get all his classmates to sign a petition stating that Carson "needed" a Game Cube. As you can imagine, I took a dim view of this.

I explained to him that he needed to relate to MY interests as the purchaser, rather than his.  He thought it over and came up with a second, much more effective approach. He called up a father of a friend of his who already owns a GameCube. He then asked the father to explain why the Game Cube made HIS life easier. Then, my son put these thoughts into a homemade "brochure".

Needless to say, when he presented this brochure to me I was impressed. He had looked at the challenge from MY perspective, not his own.

Too many companies out there approach things using the I/Me/Mine approach: Here's why WE are so good at what we do. One of my greatest challenges is to get them to see that marketing efforts, derived from the buyer's perspective, are far more effective.

March 22, 2005 | Permalink


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» Ah, to be a marketer's kid from jason pettus [metafeed]
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Tracked on Mar 23, 2005 10:32:03 AM


I am always amazed at how many businesses ignore this simple and effective rule of thumb. My experience is that tech people often (but not always) make this mistake. They often talk about SPECIFICATIONS, which impresses them and their friends/collegues but not the average person.

Great tip that we all need to be reminded of from time to time.

Posted by: Erik Anderson | Mar 22, 2005 11:56:37 AM

Now that Carson has his GameCube (or assuming he does) what kind of marketing strategies is he using to get dad to buy some more games? Does he mix up his strategies to keep you excited about buying new games for him? :-)

Another common marketing error along the same lines that I see too often is from businesses that write feature-heavy pitches for their products. Somehow I doubt Carson would have much luck selling you on a GameCube by rattling off spec after spec ("Dad, it has two memory ports and four controller ports!"), but businesses do this every day. Yes, features are important, but benefits sell.

Posted by: Ed Kohler | Mar 28, 2005 10:10:39 AM


Posted by: JOHOE | Mar 21, 2006 1:32:27 PM

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