Entrepreneurial Marketing: Introduction

Kauffman Founders School, Entrepreneurial
Marketing, Anita Newton, Intro I’ve spent my career in marketing. Along the
way I’ve had the great fortune of managing $1 billion advertising budgets, and I’ve
also tried to stretch $1,000 over the entire year. I’ve worked with Fortune 500 brands
and build‑it‑in‑your‑basement startups. I’ve negotiated deals with the NFL, Oprah
and every major network. And as I’ve worked with companies, both large and small, what
I realized in terms of marketing is certain patterns emerged. I created this framework
to help make sense of the many marketing activities and tactics you can choose with the goal of
building brand awareness, generating interest and growing sales in the marketplace. My name
is Anita Newton. I’m a marketer. And I help companies grow.
I see companies fail because they don’t spend the upfront time really understanding who
is their customer, what problem are they really solving. Unlike ten years ago you had to have
a big budget and an army of people. Today all you need is a really good product that
meets a customer need, a few people who are smart, willing to hustle and some basic marketing
tactics and you can take over the world.

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