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Ross Campbell delivered the powerful speech below to a packed house at the Ajax Convention Centre during the Gerry Robert “Rapid Results Marketing” workshop. Ross discussed the vital importance of knowing your customer with the over 250 people in attendance. He used Ed Mirvish as an example of someone whose success, in part, can be attributed to the application of this powerful principle. Ed Mirvish knew his customer and as a result was able to direct his message to them with uncanny precision and impact. Know your customer…or risk wasting your advertising dollars by reaching the wrong audience, in the wrong medium!

Listen to Ross talk about the incredible value of Knowing Your Customer using the WHAM method:

Every great performer, from Sales Professional to Sports Hero, to Business Celebrity, never doubted they would be at the top of their game – because they dreamed they would!
      And they never let go of that dream. It’s a fact that thoughts lead to actions. Our actions determine our destiny.
      Great companies are led by great leaders. Leaders of Vision. Leaders who see beyond the problems, to see the possibilities. And we all must be leaders. And all leaders need to be stimulated with new and exciting ideas and possibilities.
      For your next group meeting, consider the advantages of having Ross Campbell inspire and entertain the people with his stories of the days in radio and advertising that allowed him to live his dream.

Need to know more about marketing and advertising? Go to“The Book on Advertising”

Big Dreams...
Listen to Ross tell about his dream of being a top salesman at a radio station in Calgary – and a big first-day hurdle:

I love winners. My favourites are mostly advertising pioneers, marketing gurus, some media celebrities, and a handful of race car drivers.
Ever wonder what it is that separates the winners from the ‘also-rans’? The elite super-achievers I’ve met have many common denominators’. But, there are just a few key ingredients that every winner must possess. Anyone can get a ticket and make it to the coveted Winner’s Circle. But, few actually arrive there. Ross will take your group on a fascinating journey to meet some of the winners he has worked with over the past nearly five decades in broadcasting and advertising. There’s much to learn from the winners. Their stories are riveting and inspiring.

Winner’s Circle...
Listen to what Ross has to say about winners:

Advertising Agency legend, Bill Bernbach spoke the truth!
But, one more sentence could be added: “And, the talented person is encouraged by optimistic family and friends. No, it doesn’t flow as well as the original statement, but you get the point. Ideas, like dreams, need nurturing.
Take a look around you. There’s evidence everywhere of wonderful ideas that came to life.. because somebody had a good idea! And they overcame inertia, and did something about it.
How about your Blackberry? Wonderful idea right? Do you have an idea, that could make it to market? Have you told someone your idea, and they told you it’ll never work … so you gave up? Don’t be so fast in giving up on what could be a brilliant idea.

The World Needs...
Listen as Ross talks about
ideas that work!