What 21st Century Marketers Can Learn from:

‘52 Chevys and Dinah Shore

And Marketing Truths from:

Guy Kawasaki – Enchantment

Seth Godin - Tribes

Students may download PowerPoint at the ASU SBTDC slideshare site:http://www.slideshare.net/hlawrenc/what-21st-century-marketers-can-learn-from

Who their target market was – 30 somethings in 1950s

Knew what their target market wanted

Knew Intangible Benefits sold better than Tangible Features

Sold “The American Dream”

Chevrolet Knew:

1952 World War II had only been 7 years Majority of American males had been in the

war Most born in the 1920s Grew up in the 1930s Great Depression

American attitude was the Allies won because of the U.S.

1946 Government introduced the G.I. Bill 1950s Government spent billions on

Interstate highways

A Little Background on Ancient History

Undergone challenges unknown in our generation Great Depression World War II

G.I. Bill created greatest number of educated professionals in U.S. History Growing Middle Class Large amounts of

Discretionary Income Wanted peace, stability, and

prosperity and STATUS

Target Market:

Fit the “ideal” Girl Next Door every man wanted to marry and help raise a family

Already known radio singing personality during the War Unlike “pinup girls” she was the wholesome

girl next door Men wanted to marry her…Women wanted to

be seen like her.

Why Dinah Shore

The First Video

Commercial ran from 1952 through early 1960s virtually unchanged except the model and color Television

Message ran consistently throughout to the target market

How Long

Had NOTHING to do with physical features Appeal was completely Intangible Appealed

to: Patriotism Need for prosperity and use of disposable

income Open road thanks to new Interstate Offered a “way of life” via a Chevrolet

http://www.asbtdc-asu.com/21st-century-marketers-52-chevys-dinah-shore-who/

What Worked

30 Somethings grew into 40 somethings and move to other GM products

The new 30 somethings were Korean war

Ford was coming out with new products

LESSON: Nothing works forever. Marketers are always looking for next “big thing”

Why it Stopped Working

KNOW who your target market is (best potential customer)

KNOW what their INTANGIBLE needs and wants are (and how your product or service SATISFIES)

KNOW Channel of communications your target market prefers to use

KNOW how to craft a COMPELLING STORY that touches the target market so they identify with your brand

DELIVER via a variety of media channels

Lesson for 21st Century Marketers

Text book point “Customer Satisfaction – the Value Proposition that MOVES customers from mere Satisfaction to COMMITMENT for customer retention

Apple vs Dell

The Value Proposition

Company Must Be Enchanting

Key from Guy Kawasaki you must: CREATE A DESIRED VALUE OFFERING COMMUNICATE THE VALUE OFFERING TO THE

TARGET DELIVER THE VALUE OFFERING

Article on Creating Value Propositions http://www.asbtdc-asu.com/how-to-write-a-valu

e-proposition-for-your-small-business/

Value Offering

Tribes and Seth GodinA New Marketing Paradigm?

Porter’s concept of the Matrix 1. MUST know your CORE COMPETENCIES (what

you do VERY WELL) 2. IF Core competency is better than

COMPETITION: Then you have a DISTINCTIVE COMPETENCY seen by

your customers over your competition 3. You INVEST in your Distinctive Competency

because it creates what you really want! SUSTAINABLE COMPETITIVE ADVANTAGE

Competitive Strategy Matrix

PROSPECTORS APPLE ANALYZERS ANDROID DEFENDERS BLACKBERRY! REACTORS Standard Cell phones

Tie these to smartphones and tablet industry

Finally: Miles & Snow’s Strategy Types

Why It Matters: http://www.mobile-ent.biz/news/read/infogra

phic-the-average-smartphone-user-spends-97-via-mobile-web/019141