Marketing 101 – More than Super Bowl ads.

Marketing 101
Marketing 101

Marketing 101 – Watching the Super Bowl every year, you’d think that you will see “marketing” with all those big budget commercials. Those entertaining moments are the result of the marketing process, sometimes. Often they are attempts to be different or funny that don’t resonate with the customer, and then they don’t work. These Super Bown advertisements are not Marketing 101.

You can do better. Marketing your business is easy. Just follow a few simple steps.

1. Marketing 101 – Who is the current customer? Answer these simple questions:
  • Age
  • Male or female
  • Income
  • Geographic area or neighborhood
  • Essential factors (car owner, student, mom)
  • Why did they select your business for the first time?
  • Why do they come back?
 2. Marketing 101 – Build your business by targeting the following groups:
  • Current customers (by creating more revenue per person)
  • New customers like the existing customers (a good target for ads)
  • A whole new group of individuals likely to become customers (after you’ve reached the first two categories above. Going off on advertising tangents is an expensive mistake.)
3. Marketing 101 – Communicate to each of the groups targeted in Step 2 as follows:
  • Pick one logo, one color scheme, and one tagline and put it on EVERYTHING. Your money farther when people can identify you.
  • For current customers, use low-cost gifts with purchase for buying new products or services and loyalty punch cards. Loyalty plans increase visits and sales.
  • Get all the attention you can from potential customers. Things like car wraps, signs on the building, cards, and postcards work well.
  • Do not buy ads unless you know, really know that you will be reaching the right people.
4. Marketing 101 – For every marketing effort, including a trackable feature, like a special offer. Always measure the results of every special offer.
5. Marketing 101 – Make sure that your website is user-friendly. Don’t bury important information, like the phone number, to look techno-cool. People will click off!

My name is Robert Curry, and I am an Author, CEO Coach, Keynote Speaker, and Turnaround Specialist. Over the past 20 years, I have worked with more than 70 companies taking their businesses from Loses to Profits.

Please click on the links below to read my other articles about business like this one – Marketing 101 – More than Super Bowl ads.

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I have recently published two books about turnarounds: “From Red to Black – A Business Turnaround” and “The Turnaround.” Both books are true stories about turnarounds of real companies that I have turned around during my career. In both books, I have shared all my Profit Improvement Recommendations (“PIR’s”). PIR’s helped to grow sales, reduce expenses, improve cash flow, and most importantly, strengthen the management teams.

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From Red to Black & The Turnaround
"From Red to Black" & "The Turnaround"

To our clients, past, present, and future:

I am Bob Curry, an author, and owner of CEO Results Coaching. It is incredible how often we hear a similar message and experience the same issues from new clients. Owners/CEOs feel like they are on an island with no one to turn to for advice. Unfocused employees are draining the company of its energy and funds, and sales teams have forgotten how to close deals. These clients say, in a desperate tone, “Bob, this just isn’t what I envisioned.” Our role is to refocus their efforts, so they can resurrect the original passion and vision that motivated them to start their company. The results, sales, and profits increase sales and profits, plus the ability to manage growth successfully.