In this episode, Michael White, SVP and Group Account Director from Young & Rubicam, San Francisco, enlightens us with the 5 imperative marketing concepts that all businesses, large or small must understand and apply to successfully market their products or services. As a small business owner it is important to understand that size is irrelevant when dealing with marketing essentials because they are applicable to ANY business and should be considered and planned for in order to thrive and sustainably grow your business over time.

These 5 imperative marketing concepts must be carefully examined, researched, planned, tested and implemented by every small business at a scale that is best suited for each individual entity. Listen as Michael, a seasoned advertising and marketing guru, shares his extensive knowledge and valuable insights having tried, tested and witnessed the effectiveness of these 5 imperative marketing concepts, on brands like Chevron, Nestle, Burger King and Sprint to name a few.

In this episode, you’ll hear:

  • About the importance of having a unique selling proposition
  • Why you must define your target audience through qualitative research
  • About having a cost-effective approach to media
  • Valuable tips to try, track, measure your marketing channels and KPIs
  • Why you must focus on creating emotional connections with your branding

Links and resources mentioned on this episode:


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