Episode 10 – SOSTAC – PR Smith (Paul Smith)

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In this episode we will be talking with someone that has help thousands, if not millions of organisations reach their goal in a simple and structured way, interested? Well, allow me to introduce to you Mr Paul Smith, or should I say PR Smith, a trainer, advisor, mentor and coach of integrated marketing, creativity and innovation, a founding CIM e-marketing (as it was called) senior examiner, so he knows a thing or two from the inside.

With at least 6 books to his name in 7 different languages and a personal passion for great sposrtsmanship, he is the creator of what was voted as one of the top 3 business models of all time by CIM – The SOSTAC Marketing Planning System.

And if that doesn’t float your boat, hold on, as there is another top tip to help you with your studies – all about real life! But honestly, if you’re not interested in this episode then what the hella re you doing here, I’d love to know!

Takeaways
– KISS (Keep it simple Stupid). If something can be simplified and demystified to make it easier to understand, then why wouldn’t you do that! PR Smith clearly has a passion for doing this, leading to creations such as SOSTAC.

– SOSTAC was actually born out of frustration in that all marketing or business plans were difficult to implement and almost impossible to understand. What frustrates you within your industry and is there anything you can do about it?
SOSTAC is that flexible that it can be applied to almost anything:
Health and Safety Plans
Security Plans
Life Plans
Wedding Plans
Listen back to this episode 9.48 (show notes)

– Brands can learn a lot from the world of sport, or sportsmanship as they increasingly need to represent more than just their functional benefits, such as:
Integrity,
Friendship,
Loyalty,
Honour
To build that relationship with customers and create loyalty.
greatsportsmanship.org – take a look. It’s a great cause and one we should all get behind. Take a look at the TedEx Talk – How Sportsmanship Can Save the World: PR Smith gave back in 2012, still prevalent today and lets all get behind this great cause.

– Always use data ethically, but also intelligently (as PR Smith pointed out, if it was just ethical, it could mean the end of the human race!

Top Tip – ‘It’s Life, Real Life’
The assignments are usually structured in a way that tries to focus your learning around an actual organisations (preferably one you work for), not Wonka Industries or Ollivander’s Wand Shop which should give you an insight into where I’m going with this top tip!

Not only does this mean that as part of your research can you start to learn from the wealth of information you can gather by asking the right people internally, at your company. What products or services do you sell? How Many? Which are the most popular? What is the structure of the company? What are the corporate objectives?

And then dig a little deeper, understand the history, core values, strengths, weaknesses, opportunities and threats, turnover, long term objectives, the deeper your knowledge the more comprehensive and meaningful your answers within an assignment will be.

But adding real context to your answers doesn’t stop there are utilising an array of real life examples from your industry and beyond can help to back up any statements you may be trying to make, it also shows that you have understood the assignment, gone in-depth with your research and can apply the practical as well as theory based context to your answers.

Try to remember this is more about lifelong learning than just simply passing an assignment. And the Pro Tip – Start to build a portfolio of examples that could be used in your answers be it in a diary with a real life pen and paper, on a laptop or even your smart device, just somewhere where you can refer back to them, not just for your assignment but also as best practice example which may help you further on in you career. And as a starter, try subscribing to some Marketing based newsletter, such as the one sent out by Marketing Week, where you can also read past guest Mark Ritson’s column, which is always with a read… and also a listen if you want to go back to episodes 6 and 7 – just a little plug there!

Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License

Links

PR Smith: https://prsmith.org
SOSTAC: https://www.sostac.org
The Great Moments of Sportsmanship Programme: http://www.greatmomentsofsportsmanship.com

Books:
Books by PR Smith:
https://prsmith.org/books/
Influence – The Psychology of Persuasion: https://amzn.to/2r8tj87
Digital Sense: https://amzn.to/2KkprIS

Apps:
Garageband:
https://www.apple.com/uk/mac/garageband/
Mematic: http://www.mematic.net
Shazam: https://www.shazam.com/gb

Model: 
Urbany and Davis Three Circles:
https://prsmith.org/2015/09/10/beware-customers-see-your-competitive-advantage-differently/
https://hbr.org/2007/11/strategic-insight-in-three-circles

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