Posts Tagged ‘Apple’

Marketing Coca Cola: the Real Story behind the Real Thing and Manufactured Housing 

June 25th, 2014 No comments

It's an iconic brand found in over 200 countries around the world. For its first five years in existence, the formula included tiny amounts of cocaine. It was the original 'energy drink,' no wonder the short name for this product is "Coke."

For decades, Coca Cola held a wide lead over any other 'like' product. But the famous "Pepsi Challenge" gave them such a serious run for their money, that Coke's senior leadership did what was later seen as unthinkable, they changed the formula.

"New Coke" was born.

It was widely seen as one of the most bone-headed moves in corporate history.

In record time, the public clamor brought the return of "Classic Coke." What many forget is that in short order, Coca Cola was #1 again.

In more recent years, sugary drinks are under assault. "It's the Evil Thing" say health critics. What happened?

Coke's CEO said they were; "Slow. Not innovative and we lost our way."

Lessons for Manufactured Housing?

Those words by Coke's president should be etched into every manufactured housing professional's brain. It's a recipe for weakness, even for a world leading product like Coke! Before continuing, let's share CNBC's broadcast on the subject of Coca Cola's marketing and sales success.

Since it is true that a failure to innovate and be in tune with the market can be costly even to a major global brand such as Coca Cola, what does it mean to an owner, executive, manager or sales leader in manufactured housing? Do you see the point?

We can't afford the kind of mistakes that Coke can.

Creating Positive Associations

Coca Cola invests mega bucks not only in marketing their product, but also in understanding consumer psychology. They deliberately want to inspire emotions and establish positive associations in the minds and feelings of their customers.

This Coke commercial originally aired in 1971. Even though it is over 40 years old, it has had about 1.5 million visits on YouTube since it was posted 5 years ago.

Do you see all the 'feel good' that is going on in this promotion? Do you see the emotional connections they are seeking to establish with consumers?

Lessons for Manufactured Housing Pros

First, our industry must invest more in marketing, period. That investment ought to take place at the location, corporate, state and national levels.

Next, consider what Ken Segall of Apple marketing fame told us in his exclusive article for MHProNews,

Marketing and the Power of Love

We tell our clients and the live audiences at corporate or association events that ours is a complex, unique situation. Very few products face the challenges we do, but that is precisely why we have enhanced opportunities!

We must address heart issues as well as mind issues in our marketing and sales presentations.

It isn't enough for us to 'brand' a product, part of our problem is that we HAVE been branded, and negatively so! Therefore, we must UN-Brand and Re-Brand our products!

There are sound reasons why we used in our original logo and tag line these words, “Innovation, Information and Inspiration for Industry Professionals.”

As a unique industry, we need equally unique solutions.

On our site, you see dozens of quotes which include the names of the professionals who shared the comments. Each of these highlights certain needs, skills and results we've demonstrated over the years in driving results for clients in communities, retail, finance and other segments of the MH Industry.

So what we preach here isn't theory, it is proven in practice.

Even with all the head winds, Manufactured Housing is rising. But we could be doing so much more!

It begins with belief. An attitude. “Inspiration” if you will!

Then it must proceed to some innovations, because the same methods are sure to achieve the same results. If you want new, better results, then you must be willing to innovate!

Finally, information is needed on both the B2B and B2C levels that ties the inspiration and innovation together.

Think again about what Coke's CEO said a few years back, they were slow, lost their way and failed to innovate. Today, Coca Cola's leaders are responding to the new challenges to their product. When Pepsi challenged them, they tried something new, and even though it 'failed,' that 'failure' actually led to the successful rebirth of “Classic Coke.”

There are plenty of lessons for manufactured housing to be found in the story of the Real Thing. Because we have the Real Thing for Quality Living, and it just happens to be affordable. Good for us…

…when we put those advantages to work!

Go sell something! ##

L. A. "Tony" KovachL. A. 'Tony' Kovach | | Business and Public Marketing & Ads: B2B | B2C Websites, Contract Marketing & Sales Training, Consulting, Speaking: | | Office 863-213-4090 Connect on LinkedIN: 

Can Anyone Anywhere build the next Google?!

November 22nd, 2013 No comments

Vivek Wadhwa recently posted a column on LinkedIn with the provocative headline, Anyone, anywhere can start the next Google. Wadhwa is a “fellow” at the Arthur & Toni Rembe Rock Center for Corporate Governance at Stanford University.  Let's review some of his thoughts before commenting.

"A common excuse that entrepreneurs make for not being able to innovate is the lack of venture capital in their region. They argue that because investors are not ready to take a risk, they can’t succeed. Policy makers all over the world make the same excuse. So did legendary Indian entrepreneur Kiran Mazumdar-Shaw in a Linkedin post about “why India can’t produce a single Apple or a Google”."

"Access to venture capital may have been a problem as recently as a decade ago, but is no longer an inhibitor. The cost of developing world-changing startups has dropped dramatically. With the exponential advances in technologies such as computing, storage, and sensors, entrepreneurs can do what only governments and big research labs could do before: solve big problems."

"When Google was founded in 1998, for example, the DEC AlphaServer 8400, a minicomputer with the same processing power the iPad enjoys today, cost close to $1 million. Storage necessitated installing a server farm and rack upon rack of hard disks. It cost millions of dollars to start a technology company. Today, anyone can buy computing power and storage for practically nothing from companies such as Amazon and Google. The iPhone 5S is more powerful than the Cray supercomputers of yesteryear—which the U.S. placed tight export restrictions on. Today we carry supercomputers in our pockets and use them to check e-mail and make phone calls every now and then."

"It cost more than a billion dollars to sequence a full human genome a decade ago. It costs less than three thousand dollars to do now. Soon it will cost less than a cup of coffee. Genome data are available from millions of people already; soon this will be in the billions. Anyone anywhere can now write computer code that compares one person’s DNA with another; learn what diseases people with similar genes have had; and analyze the correspondences between genomes and the effectiveness with which different medications or other interventions have treated a given disease."

"The same advances are happening with sensor-based devices. Sensors such as those in our iPhones cost tens of thousands of dollars a few years ago but now cost practically nothing. They are allowing us to build devices to monitor our health—so that we can prevent disease and dramatically reduce health-care costs. Entrepreneurs are building iPhone apps that act like medical assistants and detect disease; smart pills that we swallow in order to monitor our internals; and body sensors that monitor heart, brain, and body activity. Sensors are also being used to monitor soil humidity, pressure in oil pipelines, and traffic patterns. These are available to Indian entrepreneurs as readily as to scientists in U.S. research labs."

dare-to-soar-can-do-attitude-image-credit-wikicommons-poster-by-l-a-tony-kovach-posted-mhpronews-com- (1).png

"One device that I recently tested is by Alivecor. The prototype that Alivecor gave me worked with India’s $40 Aakash tablet. It provides the same information as expensive EKG machines do, and the data can be uploaded to the cloud and analyzed by software."

"An entrepreneur I know in Chile also built a water sanitization system that can help reduce the incidence of disease caused by waterborne viruses in the developing world as well as in the developed world. Alfredo Zolezzi’s $500 Plasma Water Sanitation System does what even the most expensive water sanitization systems don’t—kills 100% of the bacteria and viruses in water. This device can help save the millions of lives that are lost because of unsanitary water. It could also earn billions in revenue. Zolezzi built this with a small team in Chile—with no venture capital."

Wadhwa narrative of modern successes goes on, but you get the point.  

Millions of professionals in all industries and careers – including tens of thousands in MH – are limiting themselves through their thoughts, words and actions.


This is what Zig Ziglar famously and insightfully called 'cooked in a squat.' 

Do you know someone doing the same things the same as they did 10 years ago?  Chances are good, they are limiting themselves when they do so! ##

PS: Check our many Exclusive and Red Hot Featured Articles for November and see the other new stories at too.

L. A. "Tony" KovachL. A. 'Tony' Kovach | |
Business and Public Marketing & Ads: B2B | B2C
Websites, Contract Marketing & Sales Training, Consulting, Speaking: | | Office 863-213-4090

Connect on LinkedIN: 


January 20th, 2012 No comments

I heard someone the other day say,”In business today, you can no longer be average, you have to be remarkable.”

It’s true, but maybe not in how you may initially think. What does “remarkable” mean? I looked it up. Among the words in the definition were great, extraordinary, striking, unusual, uncommon, exceptional, phenomenal, super, unique, wonderful and miraculous.
Wow. How can my business be all that? There are very few companies in this world that are or have develop products that are all that. Apple comes to mind. My iPhone and iPad have changed the way I live. I have the internet, my emails, my work documents and much more right in my pocket. I find this to be remarkable. But does our industry have the “game changing” forces that technology companies have?
We at think the answer to that is 'yes.' Manufactured Housing can be as life changing for someone seeking quality affordable housing as that smartphone can be for me or others.
So how do I or how does my business become remarkable? Well, think about the literal definition of remarkable. “Worth making a remark about.” Get people to think and talk about your product or service.
Back to Apple for a minute. People didn’t know that they needed an iPhone until Apple told them they did and then my friends, clients and co-workers told me I did. Then I got one, and I’ve told countless others and now you about it. That’s remarkable.
At the 2012 Louisville Show, there were some 80 exhibitors, in booths side by side, each with a different message that they hoped attendees would remember and talk about long after the show was over. To do this, each had to find a way to make their product or service remarkable.
Think about Apple, or McDonald's or any product or service that comes rapidly to mind. What do they have in common? Among other things, marketing and advertising! If you are a company that exhibits at a show or event, what are you doing to stay on people's minds after the show? Are you promoting yourself via a popular Business 2 Business site such as Are you making sure that the people that saw you at the Show will remember you after the show?
If you are marketing to consumers, are you using the latest methods? Are you attracting the most qualified buyers? If you have business development challenges you can't solve in house, are you seeking the solutions and expertise needed to solve them?
When you are marketing and advertising properly, it doesn't cost, it pays! Or as great automotive promoter, magnate and pioneer put it so well:
"A man who stops advertising to save money,
is like a man who stops the clock to save time."
– Henry Ford
Exposure, along with a message that resonates with your prospects is the key. Concepts, ideas, products that spread, Win. Sell it to the people who are listening, the people who care and they’ll tell their friends and colleagues. That’s how you become REMARKABLE! # #
post by
Jeff Templeton
Business Development and Advertising or
Innovation – Information – Inspiration for Industry Professionals
Office – 954-217-2571
Cell – 954-593-8897


10 Ways to Get the Most Out of Technology

January 27th, 2011 No comments

The New York Times logoA recent article by Sam Grobart in the Technology section of the New York Times lists 10 things you can do to for a better experience with your computers, smartphones and assorted gadgets. And often at no cost.

“…the tech industry has given you the impression that making adjustments is difficult and time-consuming. It is not.”

From protecting your photos and files from theft, accidental loss or crashes to protecting your devices from viruses, this article is packed with good advice.

One piece of advice that I have been giving for a few years that also appears in the article is “STOP using Internet Explorer!” Using a modern browser like Firefox, Google Chrome or Safari will give you a better browser experience and offer you a wide variety of add-ons and features.

Firefox, Chrome and Safari are available for Mac and Windows – Firefox and Chrome are available in Linux versions as well.

Read the complete article at the New York Times »

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