Air Date: 12-20-2012| Episode: 268
This week on IAQ Radio we explore marketing, branding and website development with our guest Dan Droz. Mr. Droz is president of Droz and Associates (drozmarketing.com), a strategic marketing firm with extensive experience in the cleaning, chemical and restoration/maintenance services market, and for 17 years, served as adjunct professor of Design Management at Carnegie Mellon University (CMU) where he founded the nation’s first Interdisciplinary Product Development Program, directed the Design For Business Program and taught innovation strategy, business practice, and marketing accountability. ..
Full Description:
This week on IAQ Radio we explore marketing, branding and website development with our guest Dan Droz. Mr. Droz is president of Droz and Associates (drozmarketing.com), a strategic marketing firm with extensive experience in the cleaning, chemical and restoration/maintenance services market, and for 17 years, served as adjunct professor of Design Management at Carnegie Mellon University (CMU) where he founded the nation’s first Interdisciplinary Product Development Program, directed the Design For Business Program and taught innovation strategy, business practice, and marketing accountability.
Dan is the recipient of numerous regional and national awards for marketing, design and product development, including recognition by the American Marketing Association last week, as “Marketer of the Year” in 7 out of 10 industry categories as well as “Grand Marketer of the Year”. His innovative ideas on branding, marketing and design have been featured in over 100 articles and books including the New York Times, Wall Street Journal and Tom Peter’s books and tapes. In 1996, he was recognized as one of seven outstanding alumni of Harvard University at the 25th anniversary of Carpenter Center for the Visual Arts for his contribution to Design Education and leadership.
Z-Man’s Blog
The DroZone
Dan Droz is undoubtedly a “wicked smaht “and creative marketing guru who shared his skills and experience with IAQradio’s audience. As a former client, who was sufficiently satisfied with his service and work products that I referred and recommended him to others; I can attest to his talents and those of his staff. In the 1990’s, when Dan’s firm was providing marketing and PR services for RIA, it was his PR associate Kitty Julian who landed Brian Spiegel and I on Good Morning America where we along with Ron Hazelton GMA’s Home Improvement Editor, filmed a lengthy hands-on water restoration segment.
Nuggets mined from today’s episode:
Definitions:
·Advertising- paying a medium to get your message out. Components of advertising include: frequency, reach, impact
·Marketing is not a sale, marketing is everything done to create the predisposition to buy, create mindshare.
·Price is an estimate of value.
·Selling- receiving a commitment to buy.
·Positioning- differentiating from competition.
·Branding was a logo or a name, now branding is giving a product or company human characteristics. The promise to solve a problem.
Marketing Tips, Recommendations & Guidance:
* Consumers have more choices, consumers are sensitive to inauthentic messages. Consumers require truthfulness and transparency.
* Separating from the pack by focusing. Specificity, potential customers don’t believe that you do everything well. If you say you are the world’s best at solving a problem (and customer believes it), they will also believe you are skilled at many other things. Declaring war on an enemy, (dirt, mold, insects, etc.) establishes awareness of a problem.
* Sell intangibles buy offering confirmation, before & after photos, warranty, certificate of completion, etc.
* High probability selling, if you can’t get a seat at the bar you’re wasting your time.
* Make a good first impression with vehicles, uniforms and marketing materials. Make customer’s commitment easy by lowering customer’s risk and fear factors.
* Alternatives to lowering the price- by increasing the value of the product through blind pricing where a bundle of additional benefits are included in the price or providing incentives to buy now.
* Authenticity is a powerful marketing tool. Authenticity works well when incorporated into logo or used in a tagline. Be careful to use compatible/ matching images and words.
Be sure to check out the videos and self evaluation marketing quizzes on https://drozmarketing.com/
Today’s Music: The Marketing Mix, (Business studies take on Paparazzi by Lady Gaga) by ShearerToon
Z-Man signing off
