Bob Greene Quotes

Our job as marketers and leaders, is to create vibrant pockets, not to hunt for mass.

Mass marketing means appealing to the masses which means appealing to the average.

What marketers used to do is make average products for average people. That's what mass marketing is. They would ignore the geeks, and - God forbid - the laggards. It was all about going for the center. I don't think that's the strategy we want to use anymore.

Mass demand has been created almost entirely through the development of advertising.

I ignore Hallmark Holidays. And this comes from a guy who has sold a million Opus greeting cards.

If you're trying to get into the sports business, you really have to find a niche.

Figure out your niche and maximize it.

Targeted marketing has existed for as long as there's been marketing.

The marketing department uses many advanced techniques to match products and buyers in a way that mximizes profits. For example, they give away keychains.

Network marketing itself is always one-on-one. It's also called relationship marketing. You can't recruit en masse through thousands of e-mails.

I always point people to the article '1,000 True Fans' by Kevin Kelly. If you choose your thousand ideal customers or readers properly and find the single author blog that targets that audience, you never have to do any more marketing. You're done. That is a lesson that very few product developers and marketers have learned, and it's unfortunate.

Consequently, pictures are aimed at certain audiences, whether it be a teen comedy or an action movie or whatever. It's unfortunate, because while it may lead to big opening grosses, a lot of pictures that are a little different and don't fit so neatly into either a niche market or a high-concept marketing approach can get lost in the shuffle. That's one unfortunate thing.

OLD: Be No.1 or No.2 in Your Market. NEW: Find a Niche, Create Something New.

Advertising. The movies do it. TV does it. Why don't you do it?

Traditional sales and marketing involves increasing market shares, which means selling as much of your product as you can to as many customers as possible. One-to-one marketing involves driving for a share of customer, which means ensuring that each individual customer who buys your product buys more product, buys only your brand, and is happy using your product instead of another to solve his problem. The true, current value of any one customer is a function of the customer's future purchases, across all the product lines, brands, and services offered by you.

Sex is not required to sell my film. My name is enough.

I was always curious why certain marketing worked and some marketing did not.

I really want people to read the book, and bookstores never sold an issue of Eightball because nobody knew what it was.

Good advertising is written from one person to another. When it is aimed at millions it rarely moves anyone.

The business (and person) who tries to be everything to everyone ends up being nothing to anyone.

A new book is just like any new product, like a detergent. You have to acquaint people with it. They have to know it's there. You only get to be number one when the public knows about you.

I think that American salesmanship can be a weapon more powerful than the atomic bomb.

If you have more money than brains, you should focus on outbound marketing, If you have more brains than money, you should focus on inbound marketing.

The sign brings customers.

Great marketing cannot sell a pedestrian product very well.