Partners & Levit AdvertisingAbout our Advertising AgencyAdvertising Agency AttitudeAdvertising Agency ServicesAdvertising Agency PortfolioContact Our Advertising AgencyHome, Tiger.


  1.  About Partners & Levit
  2. The King of Our Jungle
  3. What an Attitude!
  4. What We Can
    Do For You
  5. Portfolio
  6. Contact Us




Seven Great Truths of Marketing

by Mark Levit

Management often maintains an internal view of its company or product. But a great marketer walks in the customer�s shoes. Here are seven considerations to help you be a great marketer:

1. Focus on the Customer Benefit

  • Have a defensible value proposition
  • Give customers a reason to buy
  • Avoid the �Product Orientation� trap
  • Don�t focus on product features
         �Example: The chemical formulation of Super Glue
           doesn�t matter

2. All Markets Can be Segmented

  • Markets are comprised of people (not industries or
     competitive products)
  • Most segments can be sub-segmented for additional
    profitability if you meet the customers� needs
  • In any market, some people want to pay more
  • In any market, some people can only afford to pay less

3. Have a Clear Strategy


    �Use economies of scale to leverage the company�s R&D into undeserved international markets� is better than:
    �Should we do more in Europe?�

4. Do a �Cocktail Napkin� Calculation

  • If everything worked as planned, what would the payoff be?
  • $10MM promo budget isn�t enough for a national US launch
         �10 percent is 26,000,000 people
         �That�s $0.26 per person
  • Worst-case scenario
  • Best-case scenario

5. Live and Die By Your Brand

  • Make sure the brand has meaning
         �An emotional attachment creates value for the customer
  • Manage all images and associations
  • Above all, consistency

6. Be Good to Your Channel and Your Channel Will
   Be Good to You

  • Nurture channel members��walk in their shoes��learn what
     motivates them
  • Think win-win: Develop appropriate incentives
  • Don�t be afraid to revise your plan
  • Honesty will take you a long way

7. Cute Advertisements Win Awards, Not Customers

  • There�s much more to promotion than broad based
     advertising�question the media plan
  • Before evaluating advertising or promotion ask:
     What�s the promotional task?

Find out more about the truths of marketing. Contact our managing partner Mark Levit, at 212.696.1200 for more information. 



    Advertising agency