why Marketing matters all the Time! (Apple vs @SamsungMobile)

I wanted to get back to my roots and write about marketing today. So everyone knows by now that Apple came out with a new phone called “iphone 6” and a payment system called “Apple Pay”. Fanboys love it and all Android users say its lame. One of my friends on facebook posted this image:

iphone vs samsung

So this is where marketing comes to play and why it matters all the time.  Yes, the Android might have all the features in 2012 what the iphone 6 now has in 2014. So I am here to tell you all of that stuff doesn’t matter. It’s all about marketing.  Marketing is NOT a product features game (like the list in the image). If it was so many companies would be out of business right now.

MARKETING is all about conveying the FEELING of your product. That’s why beer commercials don’t tell you whats in the beer, they just show everyone having a great time with the hottest girls. Apple makes sure they point out all of their features but they also make sure that you know this is going to change your life forever. (It might not, but it just might)

Also, Apple has BRAND equity and a lifestyle attached to it. Samsung makes phones, tv’s, refrigerators, watches, laptops, speakers, cameras, washers, dryers, etc. A brand that has these many line extensions will not succeed in the cell phone war for the long term. They might do well but they will never surpass Apple in brand equity. I am not saying anything new here, this is just marketing 101. This is why amazon’s phone did not work.

Think about branding and culture, Tim Cook, Steve Jobs, Woz, “geniuses” are synonymous with Apple. Who does Samsung have?

Manpreet Jassal

@MJASSAL

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Marketing with Peter Drucker

I was listening to Jack Trout this weekend and he quoted Peter Drucker ( who is hailed by BusinessWeek as “the man who invented management”)

I really liked what he said and I am a little bias since I am a marketer but its true.  Right now marketing and innovation seems to be number 5 or 6 right after sales, finance, production, and technology.  I hope organizations start realizing this simple concept once again.

“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

– Peter Drucker

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Manpreet Jassal

@MJASSAL

Communication is key

Communication is key to success.  The richest and most successful people in the world know how to communicate. Even Warren Buffet said the one of the best things he ever did was take a Dale Carnegie speaking course which helped him out a lot. I totally agree.

For me, I joined a local toastmasters club at my work.  Great environment to learn, practice, network and nourish your speaking skills.

Here are two that I came across…

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Manpreet Jassal

@MJASSAL

How Vanguard does “social media” better than most companies @Vanguard_Group

I started investing last year after doing many months of research on where I should put my money. I ended up going with Vanguard and could not be happier. I am a big fan of indexing and fortunate enough to have Vanguard index funds in my 401k at work. (BTW, I recommended that everyone have index funds in their 401k – you can thank me after 25 yrs)

Being a marketer, I definitely follow Vanguard on Twitter and Facebook to see how a financial powerhouse like them use social media.  To my surprise, they are awesome. Social media is all about customer engagement but most companies use it as just another distribution channel. Social is all about engaging with your user base.  Getting feedback, answering questions and thanking your users from time to time is what its all about! Of course you want to push your content through social channels but it should only be about 20% of what you should do.  Vanguard has it all right.  I have asked questions through twitter, commented on Facebook, asked for some SWAG through these channels and received a response within 24 hours (and also my swag within a week). They always end the conversation with saying thank you to me for engaging with them.  They do A LOT more but I would encourage you to engage with them to find out for yourself.

The best surprise so far:  I received a thank you card from them for engaging on Facebook. Which is a great idea and was shocked to see it in the mail.  Even more shocking they gave me an extra blank thank you card with a note saying:

“Pay it forward! Use this extra note to thank someone who has inspired you to be a better investor!”

Image

How cool is that?  I would of never expected to get anything from them but it was cool to get a handwritten note mentioning my Facebook interaction signed by the person who I was connecting with at Vanguard. 

Vanguard my hat goes off to you for making me a better marketer. Keep on doing your thing.. I will always be a customer and a fan.

Thank you for doing social right! #Vanguarding

@MJASSAL

The Future of Marketing is bright! (and some factoids)

The future of marketing is bright, very bright!

I am fortunate enough to work for the largest technology research company in the world: Gartner

The biggest Symposium in the company’s history happened last week and I got to be a part of it. Met the worlds most insightful and sought after analysts. Attended some amazing sessions on future tech/marketing progress. Very cool week.

Marketing is going to be ruling technology. Its fascinating. Marketing is leading the way and technology has not other choice but to follow and keep up.

New emerging role: Chief Marketing Technologist 

Some of my favorite factoids of the week from the Symposium: 

  • Google’s ad revenue surpasses the entire U.S. print industry
  • Amazon’s warehouse space would fill over 700 Madison Square Gardens
  • 55% of consumers share their purchases on a social site
  • Truth in advertising: only 14% trust advertising
  • Google pockets half of all mobile ad spending
  • Greatest obstacle to digital transformation: lack of vision to define corporate strategy

@MJASSAL

@ThePitch_AMC is a great show for all ad agencies. That’s it, really.

I am glad #ThePitch came back for a 2nd season on AMC.  I think its a great way for agencies (I worked for 2 in my past life) to see what works and what doesn’t.  The best part of the show is the briefing and of course the Pitch.  The creative process is great as well.  The part that I do not like is the personal stories of everyone.  I do not want to sound rude but most marketers and advertisers watch the show for the agency content not how many kids the ad exec has.

I remember the last episode of the young ad agency executives from mischievous studios, who were specialists in viral videos getting it wrong.  As soon as I heard one of them say, its all about “entertainment” I had a feeling they were not going to win.  The simple reason why: its not all about entertainment.  Its about SELLING. 

The holy grail in marketing: Entertaining the consumer while subliminally selling your product creating brand equity.   

Sell

Ad agencies are here to sell the product.  That is their #1 goal.  Entertainment is part of the goal but not the goal itself. Many agencies are forgetting the sales part. Do some research and you will find that the majority of ad agencies who win creative awards do not hold on to the client for long because while the ad might have entertained, the sales were very weak.

Overall, love the show and I hope it keeps on going even though the ratings are low.  I am sure it costs them very, very little to produce the show so it works.  I also love interacting with people via twitter while the show is on… very cool. Keep it going AMC!

@MJassal

Jim Rohn is too gooood!

My favorite from Jim Rohn:

Leadership & Management

jr_seated_1

“The challenge of leadership is to be strong, but not rude; be kind, but not weak; be bold, but not a bully; be thoughtful, but not lazy; be humble, but not timid; be proud, but not arrogant; have humor, but without folly.”

“We must learn to help those who deserve it, not just those who need it. Life responds to deserve not need.”

“My mentor said, ‘Let’s go do it’, not ‘You go do it’. How powerful when someone says, ‘Let’s!'”

“Good people are found not changed. Recently I read a headline that said, “We don’t teach people to be nice. We simply hire nice people.” Wow! What a clever short cut.”

“Managers help people see themselves as they are; Leaders help people to see themselves better than they are.”

“Learn to help people with more than just their jobs: help them with their lives.”

Leaders, whether in the family, in business, in government, or in education, must not allow themselves to mistake intentions for accomplishments.

Managers help people to see themselves as they are. Leaders help people to see themselves better than they are.

Leaders must not be naive. I used to say, “Liars shouldn’t lie.” What a sad waste of words that is! I found out liars are supposed to lie. That’s why we call them liars — they lie! What else would you expect them to do?

We must learn to help those who deserve it, not just those who need it. Life responds to deserve not need.

My mentor said, “Let’s go do it,” not “You go do it.” How powerful when someone says, “Let’s”!

Leaders must understand that some people will inevitably sellout to the evil side. Don’t waste your time wondering why; spend your time discovering who.

When dealing with people, I generally take the obvious approach. When someone says, “This always happens to me and that always happens to me. Why do these things always happen to me?” I simply say, “Beats me. I don’t know. All I know is that those kinds of things seem to happen to people like you.”

We could all use a little coaching. When you’re playing the game, it’s hard to think of everything.

A good objective of leadership is to help those who are doing poorly to do well and to help those who are doing well to do even better.

As a leader you should always start with where people are before you try to take them to where you want them to go.

Quotes by Jim Rohn, America’s Foremost Business Philosopher, reprinted with permission from Jim Rohn International ©2011.
As a world-renowned author and success expert, Jim Rohn touched millions of lives during his 46-year career as a motivational speaker and messenger of positive life change.
For more information on Jim and his popular personal achievement resources or to subscribe to the weekly Jim Rohn Newsletter, visit www.JimRohn.com

My humble advice to @Microsoft

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Microsoft recently came out with a new OS and tablet (surface) and the world was like “Umm.. ok, thats cool.”  The problem is Microsoft has taken the brand equity in our minds as an old software company for enterprises to utilize.  The cool factor does not apply to Microsoft at all and in my humble opinion the only way to fix it:

INVENT SOMETHING!

You have to stop copying what Apple is doing and make your own devices/solutions that will revolutionize the way people live their lives.  Just like what Microsoft did with Windows 95 and bought the power of user friendly computing to every household. As a marketer when I see the surface tablet ads, it does not leave an impression with me.  I forget the whole ad in seconds and move on to look at my iphone.  When I played around with it I asked myself what does this do that I already do not do with my ipad?  Answer: Nothing.

I am not an expert on technology (at least not yet) but in marketing (also positioning) you have to build a product that no one else has done before (a revolutionizing product) and take the first position category in someones mind. We know Microsoft has money, now all they have to do is get trendspotters, futurists and top minded technologists in a room to give is the next best thing!

Manpreet Jassal

@mjassal