Insights From TED Marketing
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The document outlines key marketing insights from various thought leaders, emphasizing the importance of differentiation, focusing on passionate advocates, and the need for clarity in messaging. It highlights strategies like reducing product offerings to enhance brand focus and understanding consumer gaps through experimentation. Furthermore, it discusses the significance of brand adaptability and public involvement in modern marketing dynamics.
Insights From TED Marketing
- 3. At Quarry we’re always growing, always looking to the future of our industry and always learning from its thought leaders. Here are the lessons we uncovered in the TED Marketing Series.
- 4. • Position your product (or service) as a “Purple Cow” – be different. • Speak to those with “Otaku” – this is the passionate group who are listening. These are your advocates. • Put the passionate fringe first. Treat them extraordinarily and know they will help you to grow! SETH GODIN: Get Your Ideas to Spread See full video here
- 5. • Cut. Proctor & Gamble found that reducing offerings increased sales. Cut to build brand focus and craft expertise. • Concretization. Be explicit in the impact of the action. Teach the buyer how their world will change with a clear message. • Categorization. Humans naturally categorize. Understand and leverage those biases; your competition is already decided. SHEENA LYENGAR: How to Make Choosing Easier See full video here
- 6. • There is no perfect product, only perfect products. • A single product solves different problems for different groups of problems. • There are gaps between what people desire and what we think we desire. You have to experiment. MALCOM GLADWELL: Product Positioning See full video here
- 7. • Be a leader, be bold, stand out and be unafraid to be ridiculed for trying something new. • Embrace your first follower (early adopters) as an equal; he teaches people how to follow; he turns an individual into a leader. • Foster the growth of your followers, as it is their followers who help you reach your tipping point. DEREK SIVERS: How to Start a Movement See full video here
- 8. • Force = Mass * Acceleration. The larger a brand, the more baggage it has, and the harder it is to shift. Separate brands within a company to focus on the right message. • Heisenberg’s Uncertainty Principle. The act of observing changes the result. Watched customer feedback isn’t the same as natural observation. • The Second Law of Thermodynamics. Your brand will disperse; the control will move into the hands of the public. Marketing is no longer a monologue. DAN COBLEY: What Physics Taught Me about Marketing See full video here