{"id":58,"date":"2012-04-26T16:44:45","date_gmt":"2012-04-26T16:44:45","guid":{"rendered":"http:\/\/www.janusdialogs.com\/?p=58"},"modified":"2014-03-06T16:27:28","modified_gmt":"2014-03-07T00:27:28","slug":"tools-of-the-trade","status":"publish","type":"post","link":"http:\/\/www.janusdialogs.com\/?p=58","title":{"rendered":"Tools of the trade"},"content":{"rendered":"<p>A few \u201ctools of the trade\u201d for <a title=\"Of Gods and Janitors\" href=\"http:\/\/www.janusdialogs.com\/?p=53\" target=\"_blank\">caretakers<\/a> of marketing events and experiences:<\/p>\n<p><a href=\"http:\/\/en.wikipedia.org\/wiki\/SWOT_analysis\"><strong>SWOT<\/strong><\/a><strong> | <\/strong>Helps to determine the competitive advantage (or disadvantage) that one faces as well as the challenges and possible opportunities to pursue.<\/p>\n<ul>\n<li><strong>S<\/strong>trength<\/li>\n<li><strong>W<\/strong>eakness<\/li>\n<li><strong>O<\/strong>pportunity<\/li>\n<li><strong>T<\/strong>hreat<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/en.wikipedia.org\/wiki\/STEP_analysis\"><strong>STEP<\/strong><\/a> | Used to build an assessment and context of the landscape in general, and competitive landscape in particular. This is the realm in which change and Janus Moments occur.<\/p>\n<ul>\n<li><strong>S<\/strong>ocial<\/li>\n<li><strong>T<\/strong>echnical<\/li>\n<li><strong>E<\/strong>conomic<\/li>\n<li><strong>P<\/strong>olitical<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/en.wikipedia.org\/wiki\/Marketing_mix\" target=\"_blank\">Marketing Mix (the P\u2019s) <\/a>| When I started business school there were four, then 6, then 7. These are the way to differentiate your product or solution.<\/p>\n<ul>\n<li>Product<\/li>\n<li>Packaging<\/li>\n<li>Price<\/li>\n<li>Promotion<\/li>\n<li>Placement\/Physical evidence<\/li>\n<li>People (sales)<\/li>\n<li>Process<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>TRDOM<\/strong> | Successful marketing means a lot of things to a lot of people \u2013 brand, leads, etc. But I have found that the phrase TRDOM to be both memorable and helpful in ensure effective marketing<\/p>\n<ul>\n<li><strong>T<\/strong>argeted | Who are you trying to reach and with what message, call to action? What are you trying to do? This should include a targeted <em>Audience<\/em> and <em>Objective<\/em>.<\/li>\n<li><strong>R<\/strong>elevant | How are you being relevant to their needs, wants, desires. Is your <em>Message<\/em> and <em>Medium<\/em> appropriate and compelling?<\/li>\n<li><strong>D<\/strong>ifferentiating | How are you different from other solutions, alternatives? What makes you stand out.<\/li>\n<li><strong>O<\/strong>rchestrated | Are all the marketing, sales, and execution touch points aligned?<\/li>\n<li><strong>M<\/strong>easured | How do you know you are reaching your objective?<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A few \u201ctools of the trade\u201d for caretakers of marketing events and experiences: SWOT | Helps to determine the competitive advantage (or disadvantage) that one faces as well as the<\/p>\n","protected":false},"author":2,"featured_media":150,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4,30,7],"tags":[],"class_list":["post-58","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","category-all","category-social-technical-economic-political"],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.janusdialogs.com\/wp-content\/uploads\/2012\/04\/FB-200x200-v3.jpg?fit=200%2C200","jetpack_shortlink":"https:\/\/wp.me\/p2huoI-W","jetpack_sharing_enabled":true,"jetpack_likes_enabled":false,"_links":{"self":[{"href":"http:\/\/www.janusdialogs.com\/index.php?rest_route=\/wp\/v2\/posts\/58","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.janusdialogs.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.janusdialogs.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.janusdialogs.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/www.janusdialogs.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=58"}],"version-history":[{"count":9,"href":"http:\/\/www.janusdialogs.com\/index.php?rest_route=\/wp\/v2\/posts\/58\/revisions"}],"predecessor-version":[{"id":935,"href":"http:\/\/www.janusdialogs.com\/index.php?rest_route=\/wp\/v2\/posts\/58\/revisions\/935"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.janusdialogs.com\/index.php?rest_route=\/wp\/v2\/media\/150"}],"wp:attachment":[{"href":"http:\/\/www.janusdialogs.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=58"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.janusdialogs.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=58"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.janusdialogs.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=58"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}