SKI on Marketing

Avoid the Left Turn

Jeff SKI Kinsey — Tue, 13 Oct 2009 12:16:58 -0400

So, you know Jerome. Who his is and where he likes to shop. What he wears and what books he reads. Even what college he attended.

Time to implement, or, as I prefer, time to execute the strategy and some number of tactics. The goal or vision is clear. However, the results are less than expected. Perhaps even counterproductive. Now what?

Time to understand Focus and the ability to avoid the "left turn."

Marketing a la Jerome

Jeff SKI Kinsey — Thu, 08 Oct 2009 21:11:52 -0400

In Crossing the Chasm by Geoffrey Moore, we learn about defining Jerome, or more accurately, multiple Jeromes to define our intended audience. Just as you cannot hit a goal for which you do not aim, you can't sell to someone you cannot identify as a buyer. The old, "find a need and fill it."

I touched briefly on Jerome in several posts on my throughput blog.

Recall that I define throughput as "More money in your pocket now, and even more money in your pockets in the future."

Marketing Framework

Jeff SKI Kinsey — Thu, 01 Oct 2009 13:06:39 -0400

Several years ago, I wrote the definitive business leadership guide, and in doing so, shared my basic framework for generating results.

It is called the "Purple Curve Effect." Let us start with my book as the primer for placing a framework around our marketing efforts. On a tight budget? A free PDF of the book is available for download:

www.xr.com/PCEfree

-ski

In the Beginning (of Marketing)

Jeff SKI Kinsey — Fri, 25 Sep 2009 19:50:45 -0400

Marketing is not Advertising.

Jeff 'SKI' Kinsey shares the basics of Marketing "Constraints Management" style. You can build widgets, or you can build Market Share!

"Here’s a very interesting Eli Goldratt analogy. If selling were the same as
shooting sitting ducks while they ate corn by the side of a lake, then
advertising would be the same as spreading corn for the ducks to see
and come ashore to eat. Marketing would be figuring out that ducks ate
corn in the first place." -Tony Rizzo

“How do we figure out what our targeted ducks like to eat?”

SKI goes on to tie the discussion to Geoffrey Moore's "Crossing the Chasm" and the "target-customer" scenarios a la "Jerome".