Let’s Discuss Bottom-Up Marketing (Ries & Trout 1990) - Idea Diary Ep.215

In Episode 215 of Idea Diary - Today, I ramble about Al Ries and Jack Trout’s book, “Bottom-Up Marketing” from 1990!

Some Notes Below:

1. Go down to the frontline of the customer, and what they need, want and lifestyle trends
2. Monitor trends in customer lifestyle
3. Narrow focus on a tactic
4. Turn tactic into strategy, and tactics become the reason for business existing
5. Sell Strategy ideas to top management
6. Launch
7. Cut losses fast to change failure quickly

Tactics dictate the most effective strategy for a company - not the other way around.

A tactic is an idea, a combative mental angel that differentiates your product from all others in your category.

Marketing is the strategy of a business

A company organizes all marketing activities in an effort to maximize sales

A strategy is the big picture (where the company wants to go) while a tactic is the details (what to do to get there)

1. Start with customer
2. Narrow down your tactic
3. breakdown how to implement strategy with middle management
4. Sell the strategy to the top executives

Senior management of a company are generally the most isolated from the real world of the consumer

Middle managers are tempted to not focus on one tactic and try all kinds of tactics which can water down the entire strategy

It’s a mistake trying to get the customer to fit into your Strategy

Planning process should leave room to pivot and drop things that aren’t working.

Example of top-down marketing failures:

GM trying to make computers

Xerox trying to make computers

Car makers trying to make cars that customers don’t really want.

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#BusinessLifestyle #RiesAndTrout #BottomUpMarketing

"Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL’S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE.

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Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas.

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Website: https://www.valerieaiello.com

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