Archive for Marketing Quotes by Marketing Greats
David Packard on Marketing Departments
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“Marketing is too important to be left to the marketing department.”
My take: What a profoundly simple quote! And it’s so true. Really, should marketing be a department? If you’re in business, haven’t you chosen to market something? In addition, why do we need Chief Marketing Officers? Shouldn’t that responsibity fall in the CEO’s bucket?
Mr. Packard realized this. As Andrew Lock often says, “everything is marketing, and marketing is everything.” The box it’s delivered, the tone of your voice on the phone, your automated order confirmation emails, your sign on the building: it’s all marketing. And it’s too big, and too important, for any single department.
Your thoughts and reactions?
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David Ogilvy on Lying to His Wife
Posted by: | CommentsDavid Ogilvy, Advertising Legend
“Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.”
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My take: It’s hard to do regular quotes on marketing and for every one of them not to be David Ogilvy.
I think this has less to do with lying and more to do with not telling the complete truth. I don’t want my wife to not know that her shampoo might make her hair fall out. I don’t want to not know that my son’s crib has a faulty connection. I don’t want to not know what you already know but have chosen not to tell me.
It’s tempting to keep the ugly truths hidden. You could even say it’s your customers’ responsibility to figure out all the facts.
But all it takes is for me to find out one thing about your product that I don’t like and that I think you should have made clearer upfront, and I’ll never buy from you again. How does that sound?
Full disclosure is becoming less and less of a position and more of a prerequisite.
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Dr. Charles Edwards on Advertising the Facts
Posted by: | Comments“The more facts you tell, the more you sell. An advertisement’s chance for success invariably increases as the number of pertinent merchandise facts included in the advertisement increases.”
- Dr. Charles Edwards
My take: This is horse crap. There are tons of salesmen out there this very second spewing the facts about their product with very empty pockets. There are lots of companies producing products that they know people simply need, and yet they’re completely ignored.
Facts don’t sell; stories do. Moving your customers’ emotions sells. Facts may help retain customers, making them feel good about the decision to buy in the first place, but facts don’t sell.
Do you disagree?
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P.T. Barnum on Promotion
Posted by: | CommentsPT Barnum - The need for promotion
“Without promotion, something terrible happens ….. Nothing!”
- P.T. Barnum
My take: Kevin Costner got lucky. You can rarely simply build it and then see people coming from miles around. Even though the product itself should be its own best promotion, it still needs you to light the match and fan the flame.
Oh, and overnight promotion doesn’t work. Promotion that works is consistent and persistent. A dripping faucet, if you will.
This is part of a somewhat weekly series on Marketing Quotes by Marketing Greats. Read them all.
Nile Rodgers on Repetition
Posted by: | CommentsAny real record person knows that the number one most
Nile Rodgers - studio legend
powerful marketing tool when it comes to music is repetition.
- Nile Rodgers
My take: Do you really think half of the artists at the top of the charts would be there if some radio station hadn’t decided to just keep playing it until it became a hit? I mean, does the song get repeated because it’s good, or is it good because it gets repeated?
While the effect of repetition in a marketing strategy might be declining just a bit in the digital age, it’s still pretty powerful. Most people are on Twitter because it’s the new shiny object. Haircuts and fashion (ala Jennifer Anniston and Friends) become popular simply because of constant exposure. The space between #1 and #2 is infinity (just ask Tom Watson).
John Sculley on Marketing Data
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“No great marketing decisions have ever been made on qualitative data.”
John Sculley , former President of Pepsi and CEO of Apple, currently part of Scully Bros. LLC.
My take: Somewhere between an extremely educated guess and a gut feeling is where innovation greatness most often occurs. However, those great guesses and gut feelings are nurtured only by knowing your customer inside and out so that you know what it is they actually want and need.
This post is part of the weekly series Marketing Quotes by Marketing Greats, posted every Thursday at MarketingInProgress.com (beginning January 1, 2009). Read every marketing quote by a marketing great entry here.
Marketing Quote on Passion
Posted by: | Comments“He who has a thing to sell and goes and whispers in a well is not so apt to get the dollars as he who climbs a tree and hollers.” – author unknown
My take: Wow! The real question here is what are you willing to climb a tree and holler about? If you’re looking for a job, be sure it’s something holler-worthy.
This post is part of the weekly series Marketing Quotes by Marketing Greats, posted every Thursday at MarketingInProgress.com (beginning January 1, 2009). Read every marketing quote by a marketing great entry here.
Peter Drucker on Target Markets
Posted by: | CommentsPeter Drucker - Management Great
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
Peter F. Drucker
My take: When I first heard this idea from Seth Godin, I had trouble agreeing with it. It seemed to me that if you made a product great enough, you could pick from several target audiences. Since then, I’ve seen the light.
As a marketer, your job is to solve problems for your customers. Your product is just a means to that end. Your service is simply the vehicle.
This post is part of the weekly series Marketing Quotes by Marketing Greats, posted every Thursday at MarketingInProgress.com (beginning January 1, 2009). Read every marketing quote by a marketing great entry here.
Robert Collier on Success
Posted by: | Comments“Success is the sum of small efforts, repeated day in and day out.”
Robert Collier - Self-Help Expert
My take: The more you hear from truly successful people, the more they underscore Collier’s point above. What is your daily method of operation? Everyone is capable of doing something really big once, but very few of us are diligent enough to do the little things between now and then.
This post is part of the weekly series Marketing Quotes by Marketing Greats, posted every Thursday at MarketingInProgress.com (beginning January 1, 2009). Read every marketing quote by a marketing great entry here.
David Ogilvy on Content
Posted by: | CommentsDavid Ogilvy - Advertising Pioneer
“What really decides consumers to buy or not to buy is the content of your advertising, not its form.”
- David Ogilvy
My take: I think I would make this addition to Ogilvy’s observation: Advertising’s form makes consumers look and consider. Its content makes them buy.
Agree or disagree?
This post is part of the weekly series Marketing Quotes by Marketing Greats, posted every Thursday at MarketingInProgress.com (beginning January 1, 2009). Read every marketing quote by a marketing great entry here.
