These two types of marketing were coined by me: "Teaching Frogs How To Drink Beer" in 2006 and "Get Them Off The Raft Marketing" in 2008. And now for the first time anywhere, they are compared and contrasted.

As an MBA from The Wharton School (University of Pennsylvania) - and don't blame Wharton for my knowledge! - I learned what many people call Institutionalized Marketing. Throw enough against the wall and hope it will stick. Spend millions of dollars on TV or print ads or "building a brand" or making people "feel good" with the HOPE that people will remember which one to purchase, and you'll know what I mean.

I call that "Teaching Frogs How To Drink Beer" (I write it out each time because "TFHTDBM" doesn't mean much and cutting it short to "Frogs Marketing" would REALLY be confusing!).

"Bud-weis-er." Can't you hear the frogs burping that near the pond in those old commercials. And after tens of millions of dollars were spent on that campaign, sure... we still remember it. But do we remember it when standing in front of the refrigerated case at the store?

Do we remember: "wait... it's not the one with the Blue Ribbon and it's not the one with the Rocky Mountain cold water... oh, right... the frogs were chirping "Budweiser" so THAT must be the beer I should buy."

Hard to tell.

But entrepreneurs can't afford to do that. Teaching Frogs How To Drink Beer Marketing is only for the largest companies, those who have millions to throw at TV and print advertising, HOPING to build an image in your mind.

But for MOST of us, we need Get Them Off The Raft Marketing. Picture this:

You're on a cruise ship in the middle of the ocean. There next to your HUGE ship is a man on a raft. Clearly he's been baking in the hot sun for WEEKS. Blister upon blister, cracked lips, bright red skin, he can hardly see (he's blinded by the sun so badly), and he's delirious.

You yell down to him, "C'mon, get on the ship" and he says, "No!"

Now... HOW MUCH of your time and energy must you expend to get him OFF the Raft and into the cruise ship because YOU know that it's better for him?

I work with a lot of theaters (and with many others in my consulting). Many of them would rather stay on the Raft than come onto the ship, even though they know that the marketing they are doing isn't working - they're used to the familiar even though they have many empty seats to sell.

But... you can drag the delirious, sunburned man OFF the Raft (after all, we CAN commit people against their will in certain circumstances), but you CANNOT do that with your clients and customers!

Get Them Off The Raft Marketing requires Web 2.0 sensitivities. YOU must change - you can't get your clients and customers to change. If you present an offer and it isn't acted upon favorably, YOU must change: find another way to make the offer. It's YOUR fault that you haven't stated your case in a way that was important enough for the buyer to see why your way was the correct way.

And forget Interruption Marketing: you know... they're watching a program and BANG... you're in their face screaming about your product or service.

And Shoe Leather Marketing isn't much better. These days with international attention on many of our products and services, we couldn't possible walk and talk with all the people we need.

And one more: You don't want Not Knowing Marketing either. As an example, how many times have you been to a restaurant, ordered a lot of good food, had a wonderful dessert, paid the bill and tip, and left? And how many times has the restaurant found out who you are with a way to invite you back?

Never? That's what most people say. That's Not Knowing Marketing - they had NO idea who you were... and that's not the way to run your business.

Go to large communities of gathered people, get to know them, and when the time is right, let them know what you have to offer. Get them to Know, Like, and Trust You: THEN you'll succeed in their buying from you, getting their friends to buy from you, and then doing it all over again.

It's paying dividends, and this Hub will show you even more ways to make that work!

Let These Marketing Segments Generate Some Ideas For You!

1. Direct Response Marketing: Direct Response Marketing always has an Offer and a deadline. Unless you have millions of dollars for institutional advertising, you should be using DR Marketing to get your message across. Below are some of the Best Direct Response Books Ever - Scroll Down To Amazon Showing Dan Kennedy Books!

2. Top Notch System Building and CRM Program: Read below what Entrepreneur Magazine says in March 2008 about SaaS programs and then ask me further about how to track all of your clients, customers, prospects, AND put your marketing on Auto-Pilot! You should never handle the repetitive activities of marketing by hand - set up a system and let it do them for you.

3. Targeted Marketing: Once you are tracking the buying patterns of your clients and customers, you'll want to target marketing directly for them. Don't waste time and money in a scatter shot approach when you can go directly to the targeted people you want and deliver the message that THEY want to hear!

4. Internet is the Media, NOT the Message: Some people get confused: Internet Marketing is no more a business for you than TV or Newspaper marketing is: they are just media to consider. And the power of the Internet needs to be harnessed for you, and with these tools it will be. And one prime example is capturing names and email addresses of people who visit your site. Capture names on a name capture page with little content OR capture names when you offer a free report or newsletter, but the most important "thing" you own in a business is the LIST.

5. Email: Email marketing is a terrific method of staying in touch with your clients, customers, and prospects. Oh, sure... SPAM Filters are a pain and can keep many emails from reaching their targets. So it's imperative that you get "permission" from those who sign up with you (and you confirm their desire to hear from you) so that they treat you like a welcomed guest, and not a hostile pest.

6. Blogs: These have grown to the level of vital in any marketers arsenal. Search engines love the dynamic content and the sophisticated cataloging employed by these programs. And don't think of them simply as Web Logs where YOU have to do all the writing. Whole sites are now being constructed with (say) WordPress as the behind-the-scenes engine. Google loves them because they can spider them easily and YOU benefit with higher rankings. Most people will never know you've used Blog software to construct your site, but YOU will with your results.

7. Podcasts - Audio and Video: Audio and video are now easier than ever to add to your site. Give the audio in downloadable form AND let people listen directly from your site. And videos can attract great attention in Google, both on and off of YouTube. And these no longer have to be TV masterpieces: with the acceptance of YouTube and other video sites, people are getting used to 2 minute gems which quickly get your point across. Embed these in Blogs, use them on your websites, and have them as standalones: audio and video add a new dimension to your success.

8. Social Marketing: Read below what Entrepreneur Magazine says in March 2008 about Social Networking. If you are NOT using Social Marketing, you are missing huge audiences that are already gathered and chatting about the kind of business you have. So... would you rather go out to attract hungry crowds to your message OR take your message where they are already gathered? Take for example that silver-sided lunch wagon that pulls up to construction sites: should it expect the workers to walk a few blocks to its favorite parking spot OR should it take its food directly to the hungry crowd of workers (hey, that one is pretty obvious, don't you think!?). You need to do the same thing. And don't think of Social Marketing as just having a Facebook profile and Facebook page... it's Social Networking, Social Bookmarking, and Content Sites. If you don't know what those are, contact me and I'll help you.

Click Here For An Example of a Facebook Page Which Shows How To Take Your Message Through A Social Networking Site And Point It To Your Own Website!

9. Printed Materials: Web 2.0 Marketing (as this 21st Century marketing is often called) does NOT preclude direct mail printed materials. To the contrary, sending Direct Response Marketing Pieces that point people to your website or social marketing sites is a GREAT way to use printed materials. But DON'T waste your money on image pieces... unless you have millions to throw against the wall to see if it will stick!

10. Surveys: Read below what Entrepreneur Magazine says in March 2008 about Apple and how it LEADS with its marketing. It knows upfront how to marketing something before it even thinks what that "something" should be. And what better way to find out what your clients and customers want than to ASK them. Survey them. Let them know that you are thinking about some products and you want their input. When you get lots of people asking for the same thing, you'll have a ready market. So as I've told my clients for years: "My job is to find out what you want and then help you get it."

11. Articles and Books: Nothing positions you more quickly as an expert than authoring articles and books. And you don't even have to write all of them - there are experts available to do the heavy lifting for you. But get your name out there. Let people know that you are the one who "wrote the book" on that topic. And here's my own example: Above you'll see an Amazon ad to take you to Dream Inc, the book about 32 Philadelphia-area entrepreneurs and their million dollar secrets for success. In it, I tell the founding of StageMagazineOnline.com and am now the guy who "wrote the book" on how to start a paid membership website for the arts. You can do the same thing for your own activities.

12. Information Products: You must always think about your "back end" when creating a sales arena for yourself. Getting NEW clients and customers is VERY expensive compared to selling your presents clients and customers MORE. Information Products (like CDs, books, ebooks, DVDs, coaching information, etc) are all good Information Products that people desire (depending on your market). See the article below about Magician Eric Paul as an example.

13. PayPerClick Ads: Google has those little "classified ads" on the right side of their search results. When you input "keywords" looking for something like "BMW automobile" or "How To Edit html" into Google, it produces "natural results" (sometimes called "organic results") on the left side but on the RIGHT side, there are little ads. THOSE are Google AdWords. People pay to have them available to you, and everytime you click on one, you get closer to the answer you are looking for and someone has just paid Google anywhere from a few cents to a few dollars. It's called Pay Per Click advertising: you click, and someone else pays for it. But turn that around for when YOU need to advertise, and this can be VERY effective. But be careful: some people have begun a new "campaign" and spent hundreds of dollars because they weren't careful. Oh, one more thing: Google can only display your words when you give it Keywords. Facebook can use real demographics and laser target your ads, allowing you to say much more precise ideas to your prospects.

13.5. Affiliates: People who believe in what you are selling and who want to earn a commission for helping to sell it to you are call Affiliates. When my wife suggested a new architect to her large company, she was paid a Referral Fee of $1,500. My daughter went to purchase a new car, and was paid $100 simply because we had purchased from that dealer before. Those are Referral Fees or, in Internet-speak, Affiliate Commissions. People set those up for their Internet businesses too, and they are run automatically by programs designed to keep track of all the transactions.

Five Marketing Topics To Keep Your Eyes On In The 21st Century:

These statements, taken from the March 2008 Entrepreneur Magazine, are very telling for those of us with businesses who are looking to see how to proceed:

1. Social Media: You've seen the articles exhorting entrepreneurs to find fame and fortune through social media. We're not sure about the fame part, but social media may help in terms of fortune. 'Small business relationships will become increasingly virtual in terms of the Intuit Future of Small Business Report. As more social networking and community sites focus on local issues, goods, and service, it can pay to participate in them to build your professional network. Social media offers business support, too, by letting you connect with other entrepreneurs who understand what you're going through.

2. Software as a Service (SaaS):Five years ago, you needed a hard drive to access important documents. How you can have your entire desktop online. Web e-mail accounts were the early versions of this trend, but it's gone far beyond that. Investment banking firm TripleTree forecasts the SaaS market may exceed 40 percent of the total software market, or $50 billion, by 2010. 'As SaaS proliferates, entrepreneurs will be the biggest winners,' predicts Stephen Wiehe, president and CEO of SciQuest, a SaaS provider.

3. Internet in the 21st Century:'Business will succeed in the 21st century because of the Internet,' says Homestead.com founder and CEO Justin Kitch. He explains that many people believe they don't need a web presence because they can be found in the Yellow Pages or because they have a local business. '[At least] 50 percent of your customers are going online to find you,' says Kitch, so passing on a web presence shuts out more than half of your customers as well as potential customers on a regional or national level. 'The Internet has totally changed what it means to be an entrepreneur.'

4. Marketing Leads The Effort:Steve Jobs dropped the price of his fabled iPhone by $200 just a couple of months after it went on sale. When hundreds of peeved early buyers wrote to complain, Jobs admitted they needed to be treated better and offered them a $100 credit toward another Apple product. That's what we call intelligent marketing to win back consumers trust. Entrepreneurs can learn from the Apple CEO because he makes smart choices. 'What makes Apple different is [that] marketing leads the effort and doesn't follow it,' says technology analyst Rob Enderle of Enderle Group. 'Most companies develop a product and then think about how to sell the darn thing. Apple thinks of that upfront, and that is why their offerings typically capture more excitement.'

5. Everyone's Going Mobile: 'The shift to mobile is accelerating,' says Andy Belt of The Monitor Group. 'Many major markets, such as India, are growing up wireless.' That helps account for the 3.3 billion mobile subscribers expected worldwide by 2010. The revolution brings the promise of highly targeted mobile advertising. Retailers are creating services just for mobile devices. Other innovators are designing fresh ways for search and social media to go mobile. Verizon opening its network to other phones may lead to a broader range of choices from all the carriers. Advances in mobile data services will help business owners communicate more easily with customers. Every entrepreneur needs to think about his or her place in this shift.