The Secret Sauce To Success In A Competitive Market

The Digital Slice Podcast is brought to you by The Friedman Group, LLC

Join Brad Friedman and John Gumas as they chat about how your small business can stand out and compete with larger businesses in the same space.

John Gumas is a veteran of the branding, advertising, and interactive marketing industry, John founded Gumas Advertising in 1984. Today, the award-winning firm is consistently named one of the top branding and interactive marketing firms by the California Business Times. John is recognized as one of the country’s foremost authorities on Challenger Brand Marketing®. He is the author of two books “Marketing Smart” and “Challenger Brand Marketing” which describe how challenger brands can effectively develop marketing strategies to take on their larger competitors. In addition, John has been an adjunct professor of branding, advertising, and interactive marketing, a sought-after speaker, and a regular columnist for several publications and blogs.

In this Episode:

• John talks about what it means to be a “Challenger Brand.” A term he trademarked. .
• John explains the 5-step process he takes his clients through.
• John tells us all outbound marketing should be done to people who don't know who you are.
• John talks about the Challenger Brand not having enough money to create the perfect marketing program.
• John also talks about being hugely in favor of using vehicles that we can track.

Quotes from this Episode:
“Don't go head to head. That's the first thing I'd tell you to do because if you go head to head, the person with the most resources wins.” – John Gumas
“Guessing is the most dangerous thing a Challenger Brand can ever do.” – John Gumas
“Not once in 40 yers has what our customers thought they need to say to get a prospective new customer to use them, been what that prospective customer needs to hear them say.” – John Gumas
“So you really need to understand what your prospect needs to hear to get the conversation started.” – John Gumas
“So what they need to do is create the ideal marketing program based on the resources they have to spend.” – John Gumas
“The strategy now is how do you sell without selling?” – John Gumas

Resources:

John Gumas:
LinkedIn: John Gumas
LinkedIn: Gumas Advertising
Facebook: Gumas Advertising
X: John Gumas
Instagram: Gumas Advertisng
YouTube: Gumas Advertising
Website: Gumas Advertising

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Brad Friedman

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Books
“Brad Friedman on Digital Marketing,” by Brad Friedman
“The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
“100 Livestreaming & Digital Media Predictions,” by Ross Brand with a chapter by Brad Friedman

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