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Marketing legends are not born with outstanding strategies. They are influenced, molded, and formed through experiences, success, and failures throughout their lifetime.
They have put in the time, developed the expertise, and earned the experience to be creative thought leaders who offer knowledge that can help others achieve more within their careers.
Looking at the many marketing thought leaders' backgrounds, overarching principles, and values, the following have genuinely insightful and valuable things to say.
THE MARKETING LEGENDS
1. Philip Kotler: Societal Marketing Concept.
He is respectfully called the Father of Modern Marketing. He is credited with first proposing the societal marketing orientation or concept in an article published in the Harvard Business Review in 1972. The societal marketing concept takes and upholds the belief that marketers have a greater social responsibility than just simply satisfying customers and providing them with superior value.
-Identify key stakeholder groups, including employees, local communities, customers, the wider public, and the government.
-Consider the impact of their actions on all stakeholders.
-Make sure that marketing activities do not damage the environment and are not hazardous to broader society.
Societal marketing is believed to be the most sustainable marketing strategy.
2. John Caples: The Headline Must Be Simple, Direct and Something Readers Want.
John Caples is legendary in direct-response advertising, admired for coming up with one of the most brilliant ad headlines of all time – "They Laughed When I Sat Down At the Piano But When I Started to Play!"
Variations of this line are very popular and extensively used as it really commands attention for the readers to read the rest. According to Caples, "To impress your offer on the mind of the listener or reader, it is necessary to put it into simple and brief language. You have to hit them where they live in the heart or the head."
Headlines should catch the reader's interest. Beginning headlines with 'how to,' 'why,' 'this,' 'because,' or 'advice' is a fail-safe method. People are curious to learn what's new and exciting. And the best way to show them that you have something new and exciting is to tell them right away by stating the benefits in the headline and arousing their curiosity. Don't keep them guessing.
3. Walt Disney: The Tiniest of Details Matter
With his strong belief that the smallest of details can create a huge positive impact, Walt Disney devoted attention to enhancing the minutest detail providing a meaningful and unique experience that generates loyal followers.
His advice is, "Whatever you do, do it well. Do it so well that when people see you do it they will want to come back and see you do it again and they will want to bring others and show them how well you do what you do."
The tiniest readjustments, an iota of change to how products are marketed can create a large positive impact. Learn from the master of transformation, creativity, and innovation, don't be afraid to experiment and try.
Steve Jobs: Create Experiences
Pioneering event marketing, Jobs deeply believes in the power of storytelling in creating meaningful customer experiences. He wanted to show people who use Apple products that they are trailblazers, harbingers, brilliant and accomplished.
Key takeaway. The way to get people's attention with marketing is not to talk about features or what a product does, it is to convey feelings and communicate what your company is and what your company is about. The marketing content should be something people strive for, aspire and dream to be.
Estée Lauder: Influencers Make the Brand
Lauder was the lone woman on Time magazine's 1998 list of the 20 most influential business geniuses of the 20th century.
The foremost reason for the success of Estee Lauder is the free samples. Understanding the power of putting products into the hands of those who could authentically share the brand’s message, Lauder provided free products to friends, family, and acquaintances so they could spread the word effectively and enthusiastically.
Key takeaway. Establish relationships with people who can influence your target market. Word of mouth is still believed to be the most effective marketing form. Expand your reach by creating campaigns that are mutually beneficial and drive positive results.
The teachings and insights of the above-mentioned marketing geniuses will and can dramatically build and maintain a company's brand and reputation and drive customer engagements.
In a world where business competition is tough and can be aggressive, engaging customers is very important to business survival, growth, and sustainability.
Marketing is the key.