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RESOURCES

A Few GENERATOR Suggestions:
· A simple product is often perceived as better. To be seen as 'simple', a product must first be seen as 'complete'.
· Products are perceived in the context of similar products against a background of the buyers' experiences. Purchasing choices are based on who controls that context - seller, buyer, or competition. Good marketing creates favorable context.
· To generate successful ideas, collaboration must provide support for individual imagination. Groups don't have ideas, people do.
· More spending doesn't make marketing better - it's not how much you spend, it's what you say. Further, a good marketing plan should be powered by a reasonable marketing budget ("about 5% of Gross Margin") - see below.

"What Is A Reasonable Marketing Budget?"
Greg E. Stine, a highly respected marketer and CEO of Polaris, Inc., wrote a great article about this (read it on his company's website). He determined the figure was "about 5% of Gross Margin". [Gross Margin = Revenue - Cost of Sales]
A very short excerpt (I highly recommend reading the entire article):
"This makes sense… because companies with high margins [like software companies] need more marketing (as a percentage of total revenue) to push their unique products and services successfully into the market, which requires powerful branding. They also have a business model able to provide the marketing budget. Companies with low margins typically are selling near-commodity products and services and there is less of a need (as a percentage of total revenue) for marketing or honestly, differentiation.
"If you want to increase your margins, and thus your profits, you may want to increase your marketing budget."

Recommended reading: "The Wizard of Ads" by Roy H. Williams

On testing and message:
Alex Hiam, founder of INSIGHTS for Marketing (and author of Marketing for Dummies and The Portable MBA in Marketing), says. "For most companies money is tight, and there are plenty of so-called marketing experts out there pushing canned, unfocused, or poorly executed ideas. Test all new marketing ideas and methods on a small scale, with less than 1 percent of your gross revenues, and scale them up only when you find a formula that works.
"It's not the numbers that differentiate a great marketing plan, by the way," Hiam adds. "It's the honesty and strength of the core message. Do you have something important to offer, and do you explain it well, to the right people, and make that message easy for them to find?"

And a good idea without a home:

Best Buy Presentation Box. Best Buy Presentation Box (Profile)


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"It isn't that they can't see the solution;
it is that they can't see the problem."
G.K. Chesterton