22 Unchange Laws of Marketing.
Rule 3. The Law of Memory
Be first in memory rather than first in the market
The world’s first Personal Computer was the MITS Altair 8800.
The law of leadership leads us to think that
the MITS Altair 8800 (unfortunately to choose this name)
It must be the number one brand in personal computers.
this product does not exist with us.
Du Mont invented the first commercial television set.
Duryea introduced the first car,
Hurlay sold the first washing machine.
All do not exist.
So is there anything wrong with the rule of leadership discussed in chapter 1?
No, but the law of memory has modified it.
Be in the first place in the customer’s memory rather than the first in the market.
Being first in the market is just the result of getting into memory first.
IBM was not the first company in the market
with a high-powered mainframe computer.
The Remington Rand Company was the first to market with the UNIVAC machine.
But a combined marketing effort made IBM take first place
in the customer’s memory and won.
The law of memory follows the Law of perception.
If marketing is a battle of perception,
not of product,
then memory plays a decisive role in the market.
Every year thousands of entrepreneurs fail
because of this law.
Some people have ideas or concepts that
they believe will (or can) revolutionize an industry.
The problem is how to get this point of view
or idea into the minds of prospective customers.
marketing The approximate solution to the problem is money.
It is the source for creating products or services,
along with resources,
holding press conferences,
attending trade shows,
and direct mail marketing programs.
(Chapter 22: Law of Potential).
this leads to a realization that
the crux of marketing is the same:
This is not true.
More money has been wasted on marketing than on any other human activity
(with the exception of government activities, of course).
You cannot change a thought that
It has already formed in your mind.
It is like confronting the enemy’s stronghold.
The Wang Company was the first company in word processing parts,
but the world has moved away from this machine
and into the electronic computer.
Wang Company did not respond to this change.
Instead of investing millions of dollars in developing personal computers
Wang pursued a job in a company that made word processing units.
Xerox was the first copier company
and then tried again to get into the computer business.
Twenty-five years later,
despite spending $2 billion,
Xerox is still nowhere near the computer business.
You want to change a word on the computer,
just type it overwrite or delete it.
If you want to change a mind,
Once a thought has been formed,
it is very rarely changeable,
or it can be said that it cannot be changed.
you waste your time trying
to change an already formed perception in the customer’s mind.
That speaks to the secret of an idea that
can flash in a person’s mind.
Today, you have never heard of a person.
Tomorrow, that person becomes famous.
This “blinking sensation” is not an unusual phenomenon.
If you want to make a strong impression on someone,
you can’t get inside their mind
and then slowly create a favorable perception over time.
The mind doesn’t work that way.
You have to jump into the mind.
The reason you have to jump in
instead of dodge is
because people don’t like to change their mind.
Once they got the impression how it is.
What kind of person do they think you are,
take it to heart.
You can’t be someone else in their mind.
One of the secrets of marketing is the role of money.
with a few dollars a miracle can be done.
The next day,
millions of dollars could not save a company that
It was going downhill.
When you have a good head,
even with a little money you will go far.
Apple flew high in the computer field
with a $91,000 contribution from Mike Markkula.
The name Apple got into the mind of consumers
because it was a simple and memorable name.
on the other hand,
First, there were five personal computer companies rushing in at once: Apple II,
MITS Altair 8800,
and Radio Shack TRS-80.
Wondering which name is the simplest and easiest to remember?