Knoxville, Tennessee London, Kentucky

Our Goal: “To show you

marketing tools today that will impact your sales and profits

tomorrow.”

Advertising is NOT

Marketing…

Advertising Marketing

Strategic

• Interrupt• Engage• Educate

• Offer

Sales & Profits

Tactical

• Interrupt• Repetition

Top-of-MindAwareness

Equation

Process

Results

Tactic vs. Strategy

A TACTIC is…

…a print advertisement…a brochure…a radio/tv

commercial…a premium item…a promotional event

…etc.

A STRATEGY is…

…a plan designed to reach a desired outcome, which includes an outline of how specific tactics will be used to achieve it.

“Our business needs a newspaper/radio/Web/outdoor/

directory/etc. ad!”Tactical Response:Agency / Media Outlet

__ “How soon do you want to schedule?”

__ “When can we get your content?”

__ “Do you want to run more for a discount?”

Strategic Response:Marketing-focused

__ “Why?” And only after that is answered:

__ “Who is the audience?”__What is the desired result?”

Advertising Marketing

Strategic

• Interrupt• Engage• Educate

• Offer

Sales & Profits

Tactical

• Interrupt• Repetition

Top-of-MindAwareness

Equation

Process

Results

The Marketing Equation…

Interrupt Engage + Educate Offer = RESULTS!

1. Interrupt• The act of taking the viewer’s or

listener’s brain from Auto to Attentive activity.

Auto Attentive

Activator: a Familiar, Conflicting or

Emotionaltrigger

Our ongoing “auto-pilot” state of mind.

Our attentive “I am tuned-

in” state of mind.

2. Engage• Once Interrupted, the customer is giving you the opportunity to tell them

why your message is important and relevant to them.

Be quick and effective…

The “Engage” opportunity is Like this beach ball - when first engaged, the attention span is popped into the air, slows and begins a decent back to “Auto”!

3. Educate• Once Engaged, this is your

opportunity to identify the important purchase issues and how YOU can

best address them.

Take the customer to school…

To make it to this stage, the customer has indicated an interest and a possible relevance in your message. Build your case confidently!

4. Offer• Once Educated, here is your opportunity to

make a low-risk, common-sense Offer for the customer to take the next step toward

a purchase.

Make the next step easy…

Offer a contact number/e-mail “for even more free expert information” to facilitate the buying decision.

The Marketing Equation…

Typical print ad #1: designed for a newspaper, directory, handout or insert (or radio script).

The Equation IN action…

Interrupt ✔ Engage Educate

Offer

The Marketing Equation…

Typical print ad #2: designed for a newspaper, directory, handout or insert (or radio script).

The Equation IN action…

Interrupt ✔ Engage Educate

✔ Offer

Advertising Marketing

Strategic

• Interrupt• Engage• Educate

• Offer

Sales & Profits

Tactical

• Interrupt• Repetition

Top-of-MindAwareness

Equation

Process

Results

Which result is for YOU?Advertising: Interrupt + Repetition

= Top-of-Mind Awareness

__ “Great spot, but WHO was it for again?”

__ “Awareness” makes you part of the herd.

__ “Awareness” does not necessarily mean sales.

Marketing: Interrupt + Engage + Educate + Offer =

Sales & Profits

__ Uses creative activators to Interrupt, but also…

__ Uses relevency to Engage and Educate a targeted customer.

__ Invites the prospect to buy or shows the next step.

…AND Sales

is NOT Marketing!

ALSO know that Marketing drives Sales…not vice-

versa!• As with Advertising, it is critical to

understand Successful SALES is a result of a solid STRATEGY and MARKETING plan.

Are YOU Selling without a STRATEGY?

A wise man once said, “If you don’t know where you’re going,

then any road will get you there.”

Getting from “AND?” to “AhHa!”

Taking your marketing/ad style from “And?” to

“AhHa!”• Read your own ad copy. Is it full of obvious statements that most of your

competitors could say as well?

Examples: “Quality Service!” “Dependable Staff!” “Satisfaction Guaranteed!”… and any

other blinding flashes of the obvious that leave your customer saying, “And?” Identify and

eliminate!

The Equation vs. “And?”…

Typical print ad #1: designed for a newspaper, directory, handout or insert (or radio script).

“Me, me, me” is “wrong, wrong, wrong”!

Read your own ad copy. Is it full of YOU talking about YOU, versus what the customer has to gain through

buying

your product or service?

Examples: “We have 24,000 sq ft of warehouse space!” “We have been in

business for 20 years!” Identify and eliminate!

The Equation vs. “Me…”

Typical print ad #2: designed for a newspaper, directory, handout or insert (or radio script).

Instead, DEFINE what sets you apart from the

rest….

…and consistently promote YOUR

Unique Value Proposition!

If you can’t uncover a UVP, CREATE one – you’re one of the herd without it.

And Promote! Promote! Promote!

The Equation IN action…

Interrupt ✔ Engage Educate

Offer

The Equation IN action…

Interrupt ✔ Engage Educate

✔ Offer

“…don’t shoot the messenger!”Always remember that it’s the media

outlet’s job to DELIVER your tactical message, NOT to create

your Marketing Strategy.

Understand that most media outlets are the marketing equivalent of USPS,

FedEx, UPS, etc. Their skill sets are centered in delivery, NOT Strategy!

A quick recap…

• Advertising and Sales is NOT Marketing!

Strategy results in Tactics; not vice-versa. Tactics result in sales.

• The “Marketing Equation”Interrupt + Engage + Educate + Offer = Results

• Take your message from “And?” to “AhHa!”

Eliminate the “obvious” and “me, me, me”

Identify or create your Unique Value Proposition

• Don’t shoot the messenger…develop YOUR strategy

Strategy is YOUR responsibility – not the outlet’s

Knoxville, Tennessee London, Kentucky

Wishing you success in all you do!