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Five Principles for
Marketing Success
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sparking results
5 things to do...and not do...to market your innovations
Pop Quiz
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What percentage of
gross revenues should a growing
company in a competitive industry
earmark for marketing?
Principle #1
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Focus on Marketing Early/Often
Don’t put marketing last. Integrate it into
every aspect of your business.
An afterthought
A guidepost
Principle #1: Focus on Marketing Early/Often
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Principle #1: Focus on Marketing Early/Often
Their brand vision shapes everything:
product design, naming, advertising,
operations, customer experience, etc.
$150B+ company
20% of value
attributed to
“brand” asset
660% increase in
stock price over
the 2000s...
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Principle #1: Focus on Marketing Early/Often
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Principle #2
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Prioritize Your Audiences
If you try to say too much to too many,
you end up conveying too little to too few.
All things to all people
The best option for targeted groups
Principle #2: Prioritize Your Audiences
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Which audiences:
• can benefit most from our
product/expertise?
• are “ready” to appreciate its
value, to finance its purchase,
to integrate it into their
operations?
• offer a good balance between
the cost to reach...and the value
they’ll return?
Principle #3
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Hone Your Positioning
No one really cares about what you do.
They care about what you can do for them.
What you want to say
What they want to hear
Principle #3: Hone Your Positioning
Brand
Category
What are we—in terms that are
meaningful to our target audiences?
Brand
Promise
How do we make life better for
our key audiences?
Brand
Credentials
Why should you believe we can
deliver on that promise?
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Principle #3: Hone Your Positioning
Starbucks is a third community
between home and work...
...that offers a welcome respite
for busy people where they
can get what they want, how
they want it.
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Principle #4
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Turn Emotion into Motion
You can’t just deliver the facts.
You have to sell the story.
Data dumping
Story selling
Principle #4: Turn Emotion into Motion
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Principle #4: Turn Emotion into Motion
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Principle #5
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Create Connection Plans
The only one way to reach your audience is
to realize there’s never only one way.
The “silver bullet” tactic
The ongoing relationship
Pop Quiz
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According to Forrester Research,
what percent of the decision has
been made before a buyer
contacts a company about its
products or services?
Principle #5: Create Connection Plans
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Websites/landing pages
PR/social media/
content marketing
Virtual/actual
events/conferences
Print advertising
Search marketing
Email/digital/direct
marketing
Prospect/customer
experience
Principle #5: Create Connection Plans
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We hope this information sparks some
new insights for you.
Questions, please call Jill Adams at
(860) 676-2300, x100 or
Marc McFarland at (860) 676-2300,
x126 for more information.
jill.adams@adamsknight.com
marc.mcfarland@adamsknight.com