Marketing Musings | Johnny Molson

Most people don't need what you are selling right now. So, why are you ignoring them?LinkedIn research can be found here:

Resources from this episode:Read Prof. Koenigsberg's article at HBR: Jamie Adamchuck from UE Coaching: frankly, they don't build 'em any better than Steve Rae: LESS

...it's the thing IN the thing that makes it work.The media does not make the message work. The message makes the media work.

Research from Les Binet and Peter Field: book, The Long and the Short of it: Ritson article on price promotions:

See the full article at:molsonpartners.com

tl/dl: Probably never

Strategy must come before tactics, but people rarely do that. Why is it such a controversial idea?

Generations, defined as like-minded groups that share a birth range, don't exist.This important information has been uncovered by research from BBH-Labs: you believe "Millennials" act as a predictable group with the same values and habits, you'll be surprised to learn your belief may be flawed.

You have numerous things you want people to "know" about your business. But what matters is what's remembered.

Andy Warhol predicted that everybody would have a "Marketing Funnel" one day.It's today.www.molsonpartners.colm

When "the best" isn't an option...that'll do will do

Columbia University says you know 600 people: 150 of them you'd call a casual acquaintance: definition of a "Representative Sample:" average person watches 5 hours 21 minutes of video daily: says 41 minutes is spent watching YouTube: reports you watch 3 hours 27 minutes of live TV: they say 69% of the population reads the newspaper: spend over an hour each day listening to the radio: while you're listening to stuff online: I find this interesting. But remember, I'm media agnostic:

Here are some ways to have a really good sale - - - if you're into that kind of thingwww.molsonpartners.com

Are you using a charity to goose your sales? That's weird.www.molsonpartners.com

I haven't met you, but I already know you have an "awareness" problem.

If you focus, what will you sacrifice?

Maybe instead of starting your ad with the negative stuff a customer is experiencing...future-fy your ad. I'll show you how.

Links mentioned in this episode:See the full article here Visit "A Page That Doesn't Do Anything" on FacebookWall Street Journal article about P&G pressure for online advertising to be more transparent about visitors and bots.Think With Google PDF acknowledges 50% of ads are not seen. Forbes article on companies dropping digital and seeing no decrease in revenueWizard Of Ads site to search for a digital expert

Sign up for Martinis and Marketing: about Dr. Gerald Zaltman's research from Harvard McDonald's "carrots" taste-test study:

Links from this episode:E. St. Elmo Lewis on WikipediaHow Brands Grow by Byron Sharp