In 1916 Otto Rohwedder, a jeweller by profession, started work on his dream - designing a machine that would slice baked bread and thereby 'revolutionise the bakery industry.' 10 years later - including a disastrous fire that destroyed his blueprints - he was still some way from becoming the 'father of sliced bread'
So what was it that encouraged millions of sceptical Americans to change the habit of a lifetime and embrace the new technology?
In one word. Marketing
This 90 minute keynote presentation - using real life examples and 'stuff that works' - demonstrates the role marketing plays in the success of every business (even more relevant in today's economic climate). We discover what it was that changed Otto's fortunes (and how the saying 'the best thing since sliced bread' came into being) and why the Field of Dreams (build it and they will come) did not work for Kevin Costner or Otto Rohwedder and is therefore unlikely to work for us.
During this fast paced and highly informative presentation not only will we discover the role marketing has played in ensuring the success of everyday products including the wind up radio and mobile phone but how we can apply the same principles to our own marketing efforts.
There is no mystery to marketing once you understand how it works - we show you how.
We will demonstrate the power of the marketing mix
Show you how to exploit the emotional content of your product or service
Explain how to 'position' your product or service in the market-place
Consider the myriad of promotional opportunities now available - from leaflets to twittering
Learn how to set the 'right' price by understanding 'price pinching'
Look at different ways of getting the product to the customer or client
You will also discover that just as people reflect a particular image through their clothes, lifestyle or occupation, so do businesses. Your 'corporate image' is the umbrella under which all the different images of the business are collated. Image is everything. Using examples of 'the good, the bad and the ugly, we discover why it is important to get it right - especially now we are all buying in the global market place.
How to exploit the marketing mix
What makes a good product / service brand (the brand identity)
How to use T.I.R (Target audience, impact and repetition) to achieve long term advertising success
How to evaluate your marketing success
David Sewell
Independent Print Industry Association
‘We attended one of David’s marketing workshops and was sufficiently impressed to invite him to run a number of seminars at our annual exhibition in Telford– we were not disappointed’
This presentation will help you:
Identify your USP (Unique selling propositon) What it is that makes you different? Remember, if you are offering the same product or service as the next guy then one of you is not needed (is it you or them?)
Decide if you are aiming at too broad a target? Domino Pizza just do Pizza. Specialisation and Concentration is the key to success.
Adopt a brand name that means something more to the target customer than just a name (sell through your name)
Know what it is you are selling. Zig Ziglar calls it 'emotional logic' He says, no matter what you are selling, you won't sell it on reason alone
Set the 'right' price. Building value out of proportion to the price
Be timely with your messages. Know the best and worst times to spend money on advertising
Know the 3 most important words in advertising and how to use them
Check out our other keynote presentations:
