Marketing lessons from Tim Pethick

Tim Pethick CEO of Nudie Juice has some good lessons in marketing for us all:

For decades marketers have known "consumers have become more discerning" yet they treat them the same way
1. Marketers talk AT consumers rather than WITH them
2. Consumers are "trading up" they want mini-indulgences
3. Get people talking "word of mouth"
Getting the BRAND message across

Australians are "increasingly unhappy with, and ignoring, advertising"
81% say they are taking less notice of advertising
66% said advertising was boring and repetitive
75% say stereotypes proliferate
Source: Eye on Australia 2003

The lessons Tim has learned:

To challenge conventional wisdom

• Just do it!
• There are always more reasons not to Think big!
• If you don't think you can you can't
• Enjoy the ride (and others will too)
• Focus on the customer
• Be the best don't compromise
• Size doesn't necessarily matter
• Don't focus on the competition or you will lose

Branding the nudie way:

• Make your product remarkable
• Make it fun
• Make it positive
• Don't rely on traditional advertising
• Give it (positive) attitude
• Engage the consumer maximum dialogue;maximum involvement
• The principal elements of Tim's nudie success:

* Integrity of the product
* Product difference
* Brand
* Passion
* I didn't know what couldn't be done industry outsiders think differently