Numero Uno...
Marketing
What’s the one question you need to ask yourself before you spend a cent on advertising and marketing?
The answer is... What is my positioning?
This is your most important decision because it will determine your marketing message.
For example... Dove did not go to market as a really good soap.
Dove went to market as a product for dry skin.
Scheweppes did not go to market as a soft drink.
Scheweppes went to market as a mixer.
And then there is the television commercial for Libra Invisible Pads...
They did not go to market as a superior product for women.
They went to market as sticky things that your boyfriend can use to pretend that he is a Star Wars warrior whilst eating a banana.
Gosh... I wonder how much that marketing message cost.
Keep your powder dry.
Warren Cottis