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How to Win the Marketing War By Tom Patty. Marketing: A Matter of Perspective Consumer perspective: “I want to buy” vs Business perspective “I want to.

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Presentation on theme: "How to Win the Marketing War By Tom Patty. Marketing: A Matter of Perspective Consumer perspective: “I want to buy” vs Business perspective “I want to."— Presentation transcript:

1 How to Win the Marketing War By Tom Patty

2 Marketing: A Matter of Perspective Consumer perspective: “I want to buy” vs Business perspective “I want to sell”

3 What drives consumption? Desires Wants Needs (Like the wind that drives a sailboat)

4 Three Critical Elements 1. Target audience --Who has desires? (behavior, not demographics) 2. Benefits--How does it solve problem? 3. Value--What is really important?

5 Purchase Process 6. Love 5. Buying 4. Intention 3.Shopping 2. Consideration 1.Awareness

6 Things you can change 1. Product 2. Price 3. Place (distribution) 4. Packaging 5. Promotion

7 Tools to work with Advertising Publicity Internet: web/search engine Word of mouth Point of purchase Brochures Etc. etc. etc.

8 Summary 1. Think like a consumer 2. Identify desires,needs wants 3. Identify target audience 4. Define benefits 5. Adjust value equation 6. Move thru purchase process 7. Utilize the right tools for the job

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