Be Different or Be Dead: Marketing in The Storm

By Roy Osing

Marketing 101 is in serious trouble. Its effectiveness is extremely limited.

If you are practising traditional text book marketing, this book is your wake-up call. You are subjecting your organization to extreme risk.

Why? The playground for organizations today is not what it used to be.

Today's environment is NOT relatively stable, predictable, and slow changing, where a handful of competitors tussle for business. Where customers dutifully accept what organizations produce with little recourse if they object and are dissatisfied.

It's anything but.

The Storm is today's world: turbulent, chaotic, powerful, violent and life-threatening. Where a plethora of hungry and aggressive competitors fight to live or die; where people are connected, well informed and engaging.

Storm consumers wield their power and punish companies who don't live up to their expectations; they change their minds in a heartbeat and move to greater value and a better deal.

The Storm denies traditional marketing which is not "made to work" in the current set of dynamics. Doing more of the same-old, same-old marketing practices destroys value and kills businesses.

Companies need a completely fresh and different approach. One that is completely in synch with new world realities.

One that is a revolutionary change from where we are in marketing today as opposed to a more gentle incremental shift in thinking which really doesn't result in much change at all.

Storm Marketing throws out the old and creates the new. It asks "What does Marketing have to look like to thrive on and survive The Storm"? NOT "How can present marketing practices be modified and adapted to changes in our operating environment?"

The Storm demands disruptive thinking.

In his latest book, Roy presents his new platform for Storm Marketing; the essential marketing competencies organizations must take on and consistently demonstrate if they are to weather the maelstrom.

Start the Storm Marketing journey TODAY.

• Language: English
• Publisher: BookBaby
• Release date: Jul 15, 2013
• ISBN: 9781483502236

Book preview

9781483502236

Storm Chart

Scuttlebutt

The Storm

Storm Marketing

SERVE People; Stop Flogging at Them

Learn about PEOPLE not Markets

Segment to Discover People DiFFERENCES

Dig for SECRETS; Needs Don’t Matter

Create EXPERIENCES for People; Forget Products

Package VALUE for Experiences

BE the ONLY Ones who do What You Do

Use a SHOTGUN to Satisfy a Person’s Itch

Pricing: Race to the TOP; Avoid Bottom-Feeding

Don’t Forget The Unworthy

Move FIRST; the Fast Follower is still a Copycat

Prevent People from Leaving; Don’t Fuss over Competitors Entering

Earn 100% of each Person’s Pie

Shun the Tool of Sameness

Create Killer Fan Loyalty

The Calm after the Storm

About Roy

More of Roy’s Work

Scuttlebutt

"Roy nails it again! Marketing in The Storm discusses the unusual disturbance of the once normal conditions of the business atmosphere, manifesting itself by winds of unusual force or direction.

Today’s business is often accompanied by a rebellious climate of uncertainty, new rules, procurement, trust and lack of client know-how. He’s scary correct with his insights. Read it and maybe survive." -- Frank Palmer CEO DDB Canada

Osing shouts out a convincing argument for smart marketers to heed: Take the time to respect your customers' uniqueness, or get tuned out. -- Lori Leavitt Evans, Serial Entrepreneur and President, Lori Leavitt Evans Consulting

The Storm

The Sea: rogue waves - heaving tumultuous water - howling winds - black menacing clouds - deafening thunder - crackling lightning - violent and frightening.

Competition: burgeoning - hungry - desperate.

The environment: random - unpredictable - uncertain - anxious - chaotic - hysterical – angry.

Customers: fickle – demanding - intelligent – powerful - vocal, who speak their truth about how organizations serve them - socially connected - environmentally concerned - socially responsible - technology-savvy - opinionated - price conscious - value-driven.

The Internet: an engaging and connected world - a voice for everyone.

Welcome to The Storm; the landscape facing entrepreneurs and business people today.

What’s the path to succeed and survive The Storm?

There is no simple answer, but there are some navigation buoys to observe in the maelstrom:

Stay close to your customers. Open yourself to them. Attach yourself to them as they experience a fast moving and uncertain world. Move with them. Respond to how they deal with their reality. It’s like riding a bucking bronco. Hang on. Go with the forces that drive you.

Pick a course of action based on the best information you have available to you at the time.

Move from that course FAST, when things change.

Stay focused. Be nimble.

The Storm dictates that customer-obsessed MARKETING is vital to the success and survival of any