MEET TODAY’S RECIPROTY LEADER JON TURINO
May 06, 2013
ReciProty would like to support its
members who are making a difference in our business and local communities. ReciProty is a free online
platform that allows members to meet locally to get the help, support, and
business opportunities they need.
Today’s ReciProty Leader is Jon Turino from Jon Turino Marketing + Connections. Jon
specializes in helping businesses grow with better marketing strategies. He has
earned recognition by sharing leads and assisting other ReciProty members with
resources to help them thrive in their business pursuits. We are pleased to
share more information about Jon and one of his blogging articles with our
readers. For additional articles written by Jon Turino, please visit the
blogging section at the bottom of ReciProty’s Home Page: http://www.reciproty.com/blogs
Tell us more about yourself and your company.
I have 40+ years of marketing
experience in the high tech software and capital equipment industries and have
run both a seminar and consulting firm and an insurance and financial services
firm. I have now turned my attention to
helping small business grow through better marketing strategies. I’m the author of three books – and working
on a fourth – and my passion is helping small business owners avoid the
mistakes I’ve made, and seen others make, so that they can grow their
businesses more efficiently and effectively.
How can you help other small to moderate businesses?
them sort out who their real target markets are, how to develop and refine
messages that will resonate with those target markets and select the right
media for delivering those messages to those target markets. I’ve found that
many small business owners fall for the “tactic of the day” trap or tend to use
“spray and pray” marketing methods without doing any serious research or
strategic planning. I offer tools and services to help them get that job done
quickly, painlessly and at a very reasonable cost.
Name one value added benefit your company can offer our members.
years of knowledge and experience that will help them avoid common mistakes and
use their marketing time and money in the most effective and efficient manner.
Because I have experience as an owner of two small successful businesses I
think that that knowledge, coupled with empathy for my clients, is probably the
highest valued added thing that I bring to the table.
What is the value of becoming a member of www.reciproty.com?
I get a tremendous amount of exposure to
the other members as well as the opportunity to refer those other members to
people and businesses who ask me for help.
out his site, please visit: http://jonturino.com
contact Jon email @: email@example.com
His site’s progress
can also be followed on: LinkedIn®: http://linkedIn.com/in/jonturino
We now had the
opportunity to get to learn more about Jon and his company, Jon Turino Marketing + Connections. We are excited about having this chance to share one
of his blogs with our readers. Additional blogs written by Jon can be found at: http://www.reciproty.com/blogs
Markets, Messaging and Media by Jon Turino
There are probably as
many models for marketing strategy development as there are marketing
strategists. Many are based on the producer oriented four P’s model of
Product, Price, Promotion and Place. There are also two “four C’s” models. Plus
another model recently
described in the Harvard Business Review, reinterprets the four P’s
model by evolving products to Solutions, place to Access, price to Value, and
promotion to Education—SAVE, for short.
Without making any
judgments about the appropriateness of any of the models as a proper framework
for developing a marketing strategy, I like to ask three critical questions at
several key points in the strategy development process. I call them the 3 M’s –
Markets, Messaging and Media, none of which seem to get much attention in the
traditional marketing models.
By markets I mean
asking ourselves the questions that will make sure we understand who our real
target markets are. If we don’t know that, we risk falling prey to “spray and
pray” tactics that are woefully expensive and inefficient. Who is most likely
to become a customer for the product or service that we are promoting as a
solution? We really need to know that to market effectively.
The next of the three
M’s is messaging. By messaging I mean making sure that the messages we develop
for delivery to our real target markets truly resonate with those people. We
need to create messages that stir both brains and bellies, where we “go for the
guts” to arouse primal instincts that will incite the fulfillment of the
prospects’ needs, wants and desires. Think in terms of the hierarchy of needs
here – creating messages that will resonate with both the physical and
psychological parts of the target market prospects.
Then there are lots
of media choices available for getting those messages to the markets we’ve
identified. Print, broadcast, telemarketing, Internet, social media, text
messaging. We need to ask ourselves which ones will be most effective in
delivering our messages. We need to make sure that the delivery mechanism
technology is compatible with the kinds of technology that our target markets
are comfortable in using to absorb messages. Texting might be perfect for the
techno-savvy but is it right for the elderly? We need to think about this
during each phase of the marketing strategy development process.
I like to think of
the three M’s as tools to help keep marketing strategy development in the right
context regardless of the model, template or method used to put the formal
strategy together. We can’t lose sight of who we’re trying to market to, what
messages will move them toward a purchasing decision and how we’re going to get
those message across to them. No matter what product, price, promotion, place,
solution, access, value and education constraints we are dealing with.
About the Author
Turino is a seasoned marketing professional who can help you identify your real
target markets. He can assist with and developing messages that will resonate
with the members of those markets and help you select the best media for
delivering those messages. His specialties include marketing strategy development,
high impact relationship building, public relations, Internet marketing,
networking, presentation development and coaching, team building and
ReciProty is a new and unique
community networking website that re-establishes the community support system
of yesteryear with a 21st century twist. By organizing and
harnessing global resources and funneling them to a local level, ReciProty is
taking our Community Service, Business Networking, Small Business Resource and Online Marketing opportunities to the Next Level!
To check out the site, please
visit: www.reciproty.com Hear testimonials from the members
The site’s progress can also be
small business resources