'Your Marketing Sucks.' Author Mark Stevens Embarks on National Speaking Tour; Stevens Declares His Marketing Manifesto.Business Editors PURCHASE, N.Y--(BUSINESS WIRE)--Sept. 2, 2003 Does Your Marketing Suck? Millions of companies "do" marketing everyday. But are they increasing sales and making money? Probably not! MSCO MSCO Military Sealift Command Office MSCO Modeling and Simulation Coordination Office , a Westchester-based marketing firm, today announced that Mark Stevens - best selling author of "Your Marketing Sucks."(Barnes & Noble #1, Business Week Best Seller) and president of MSCO - is launching a national speaking tour. Stevens, who has persuaded top companies that their marketing does indeed suck, will show other companies how to do the same. The tour kicks off with the following dates in 2003: -- September 9, 2003, American Marketing Association The American Marketing Association, one of the largest professional associations for marketers, has 38,000 members worldwide in every area of marketing. For over six decades the AMA has been the leading source for information, knowledge sharing and development in the marketing profession. in Eugene, Oregon -- September 24, 2003, American Marketing Association in Los Angeles, California -- October 7, 2003, Advertising Club of Cincinnati (AAF AAF abbr. Army Air Forces ), in Cincinnati, Ohio “Cincinnati” redirects here. For other uses, see Cincinnati (disambiguation). Cincinnati is a city in the U.S. state of Ohio and the county seat of Hamilton County. -- October 28, 2003, American Marketer of the Year Awards, Atlanta, Georgia -- November 5, 2003, American Marketing Association in Des Moines, Iowa -- November 19, 2003, American Marketing Association in San Diego, California Mark Stevens will present his "Marketing Manifesto" which states the following: 1. Stop thinking that marketing has to be creative. It has to sell goods and services In economics, economic output is divided into physical goods and intangible services. Consumption of goods and services is assumed to produce utility (unless the "good" is a "bad"). It is often used when referring to a Goods and Services Tax. . Sometimes the least creative marketing - Wal-Mart's advertising - is the most effective. 2. Throw out the idea that advertising should be entertaining. Unless you are in the entertainment business, you don't get paid to entertain the public. You're supposed to be selling them. 3. If your advertising agency submits its work for Clio Awards The Clio Awards are given to reward creative excellence in advertising and design. They are awarded in a number of fields, including: TV, Print, Outdoor, Radio, Integrated Campaign, Innovative Media, Design, Internet, Content & Contact, and Student work. , fire the agency. Clio's are granted on the basis of Hollywood entertainment standards that have nothing to do with sales. You hire advertising agencies to help you sell; not to win their industry's version of the Oscar. 4. Reverse-engineer the marketing process. The first step you should take is to talk to the salespeople and then work your way back to the strategy. Salespeople are the ones who get the phones hung up on them and the doors slammed in their faces. They'll tell you what works and doesn't work. 5. Engage in zero-base marketing. Instead of simply adding or subtracting x percent from your budget for advertising, public relations, brochures, websites each year, start by questioning which of those initiatives you don't need. If they don't generate results measured in the growth of your business, kill them. Dead! 6. Insist on a Marketing Moratorium. Halt every marketing initiative you are paying for (unless something is absolutely vital to keeping your doors open) and re-think what you're spending and why you're spending it. The Moratorium should last from a day to a week. You'll go back in the marketplace wiser... and likely richer. 7. Next time someone tells you to build your company's "mind share," tell him a sucker may be born everyday but you're not one of them. (Try taking mind share to the bank.) 8. Every time you think about spending any money at all on marketing, ask yourself a simple question, "Will this proposed initiative help to grow my business?" If you cannot measure the impact it will have on business growth, don't spend the money. Doing anything else is equivalent to throwing thousand dollar bills out the window. 9. Get an infomercial MBA MBA abbr. Master of Business Administration Noun 1. MBA - a master's degree in business Master in Business, Master in Business Administration . Madison Avenue Madison Avenue, celebrated street of Manhattan, borough of New York City. It runs from Madison Square (23d St.) to the Madison Bridge over the Harlem River (138th St.). In the 1940s and 50s, some of the major U.S. may sneer at them - "Oh they're just so pedestrian" - but infomercials move products and they move them well....and they move them cheaply Any marketer who can't learn from an infomercial is a closed-minded dilettante dil·et·tante n. pl. dil·et·tantes also dil·et·tan·ti 1. A dabbler in an art or a field of knowledge. See Synonyms at amateur. 2. A lover of the fine arts; a connoisseur. adj. . (Not a businessperson!) 10. Stop engaging in marketing that sucks. Any fool can do that... and no one's ever grown a business wasting dollars that way. It's time It's Time was a successful political campaign run by the Australian Labor Party (ALP) under Gough Whitlam at the 1972 election in Australia. Campaigning on the perceived need for change after 23 years of conservative (Liberal Party of Australia) government, Labor put forward a to apply the same hard-ass discipline that you require of accounting, finance, inventory management and production to the art and science of marketing. About "Your Marketing Sucks." In "Your Marketing Sucks.," Mark Stevens shows how to conceive an innovative, effective marketing strategy--like Bill Gates' battle cry of "putting a computer on every desk and in every home"-- and then monitor the results. The idea is to spend your marketing budget only in ways that will give you a measurable return on your marketing dollars. This is essential reading for anyone who wants to build their business, from small business owners to Fortune 500 chief marketing officers marketing vast product lines. For more information please visit, www.yourmarketingsucks.com. About MSCO MSCO (Mark Stevens & Company) is a strategic marketing consulting firm Noun 1. consulting firm - a firm of experts providing professional advice to an organization for a fee consulting company business firm, firm, house - the members of a business organization that owns or operates one or more establishments; "he worked for a based in Purchase, New York Purchase, New York is a hamlet of the town of Harrison, in Westchester County. Its Zip code is 10577. Purchase is home to Purchase College, which is part of the State University of New York system, Manhattanville College, a private liberal arts college, and the headquarters . The company is known for its FLEXIBLE ASYMMETRICAL MARKET ASSAULT(SM) PROCESS (FAMA FAMA Fire Apparatus Manufacturers Association FAMA Floor Acquisition Multiple Access FAMA Fundación para el Apoyo a la Microempresa (Spanish) FAMA Federal Agriculture and Marketing Authority (Malaysia) ) which represents a sweeping re-engineering of the traditional marketing approach that has been 'the standard" for more than a century. Services to clients include creation and placement of advertising, public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most , sales promotion, marketing research, interactive media and graphic design, strategic planning and direct marketing. For more information, please visit www.msco.com or call 914-251-1500. |
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