Canadian marketing guru and radio icon Terry O'Reilly visited the ATB Entrepreneur Centre in Edmonton, Alberta to introduce his latest book: Marketing Lessons from Under the Influence. Terry shared valuable, intriguing and hilarious stories on different marketing and advertising initiatives from industry and from his very own personal experiences. Terry began his talk by asking a fundamental question which most people get wrong...
What business are you really in?
Terry says that until we answer that question correctly, our marketing will always lack focus. What we sell and what people buy are almost always two different things. Terry continued to explain: Molson isn't in the beer business. It's in the party business. It knows the solution it offers is social lubrication; Nike isn't in the shoe business. It's in the motivation business; The one thing Coke sells in all its advertising is happiness.
Terry talked about the value of an elevator pitch and purple chickens. His book includes a chapter entitled: Bieber in a Blender!
Terry O'Reilly's new book Marketing Lessons from Under the Influence is a crash course in marketing thinking, strategy and execution for entrepreneurs who can't afford a big downtown advertising agency to guide them. It's a collection of Terry's insights and marketing lessons from his many years on radio.
The sold-out, casual event allowed the audience to ask Terry questions and advice on their entrepreneurial endeavours and careers. B3 Canada co-founders Josephine Yam, CEO, and Angelo Narciso, COO, were privileged to grab a moment with Terry for questions, autographs and the inevitable selfies.
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