Advertising or Awareness? Unpacking Strategies with Alex Grossman

Ask Brien Show

Today, we have the pleasure of hosting Alex Grossman, who shares his knowledge of launching a new enterprise by drawing parallels between achieving success in business and the stability of a three-legged stool. During our conversation, he discussed the significance of frequency, brand, and mission, offering comprehensive insights into each concept. Alex also holds a strong aversion to the term “advertising,” opting instead for “awareness,” and he’ll substantiate this preference through practical examples. For aspiring entrepreneurs, Alex brings a wealth of invaluable advice to the table.

IN THIS EPISODE:

• [07:27] Alex Grossman advises on starting a business.
• [08:44] Alex explains why reviews are essential and how to get them
• [11:16] A discussion between Yelp and Google
• [13:49] How to decide if the review is legit
• [16:26] Alex talks about the business that is starting with no reviews
• [19:37] Alex explains the importance of your brand and your mission statement
• [23:44] Alex shares what some of the myths of marketing are
• [26:23] Alex talks about knowing who your audience is
• [31:38] Alex explains that ad campaigns need to run for a minimum of three months, and he gives other advertising tips

KEY TAKEAWAYS:

• At one time, the saying was, location, location, location, but now your location is your website.
• There are ways to determine if a review is legit. There is a lot of abuse of the “review” system on Amazon.
• A successful entrepreneur must educate themselves about their industry or product, or they will not be successful.

Bio:

I am a dynamic and results-driven executive and thought leader with an accomplished record in product and product marketing leadership at major technology corporations and successful entrepreneurial start-ups. A highly collaborative and motivational cross-functional team leader, I excel at relationship management with internal staff, contractors, vendors, customers, and other partners and stakeholders.

I have created and launched successful and innovative new software, cloud, SAAS, and hardware products and services for commercial, enterprise, consumer markets. Developed go-to-market plans for sales, marketing and product teams. I am equally comfortable working with software engineers in Agile methodologies and SCRUM as I am with senior management, marketing professionals and web developers. My professional strengths include excellent presentation and customer-facing skills, analyzing markets, identifying new niches, gathering and evaluating customer needs, building the internal mission, and developing innovative products and services to meet the requirements of demanding users and industries. Proficient at creating and implementing effective multi-platform digital marketing strategies. I have been a requested keynote speaker at many industry conferences and events. I have hosted podcasts and co-host a Los Angeles radio show.

My background also includes founding and building start-ups, and successfully raising capital and negotiating the sale of companies at favorable terms.

Among my career highlights, I was recruited directly by Steve Jobs to develop a new line of Apple server and storage products which established a profitable new multi-billion dollar product category. As VP at Quantum Corporation, I revitalized its big data and media & entertainment digital workflow product line which led to sales growth of 10x year-over-year. I built a company, Active Storage Inc., which quickly became a market leader in the content market.

I am passionate about my work and mission focused, but also humble enough to know when to listen and learn.

LINKS:

Alex Grossman – Website

Alex Grossman – LinkedIn

Peter Bronstein’s Attorney Website

Legal Stepz Website

Ask Brien Podcast