Whether you like style or rolling in the dirt, there's an American family that you can't escape from! Most of us just don't get it. How can these 2 families be worth more than my entire startup. How did they get there? What is so "it" and can it be replicated so that I can turn down a Facebook acquisition? About the Speaker Elizabeth is a positive, people-oriented, performance-driven Marketing Gunslinger, consultant, and speaker who helps clients understand the customer perspective. She consults on: market research, messaging, channel strategies, understanding the impact of emerging business trends, web technologies and strategies, social, and product marketing. Elizabeth actively serves as a Vice-Chair on the Austin Community Technology and Telecommunications Commission. Follow her on Twitter: @equintanilla. Upcoming Events Reserve your seat for the next AIPMM webinar. Visit: http://aipmm.com/aipmm_webinars/. Want To Certify Your Team? If you have a product team of 10 or more that you want to certify, visit: http://bit.ly/1bzjUYB. About AIPMM The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Visit http://www.aipmm.com. Call For Speakers: http://bit.ly/1b006vm Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Articles: http://www.aipmm.com/html/newsletter/article.ph

1. AIPMM Webinar Series
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2. © AIPMM 2013
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3. The Hub Of All Things Product Management
 Founded 1998, AIPMM has certified product team
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 World’s largest professional association for product
management, product marketing, and brand management
 Provides globally recognized certifications:
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• Agile Certified Product Manager
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6. Today’s Speaker
Moderator:
Hector Del Castillo, AIPMM Moderator
Presenter:
Elizabeth Quintanilla
EQ Consultants Group, LLC
Chief Marketing Gunslinger
elizabeth.quintanilla@gmail.com
@equintanilla
© AIPMM 2013
www.aipmm.com

7. Ducks & Skirts: Two Families
Owning the American Mind!
From Style to Dirt – Learn from these two families to take my Startup
from Zero to Superhero!

8. Channel Shared By Ducks & Skirts
While you can find Kardashians and Ducks in several outlets ..
They are both in several departments of Walmart.

9. Be creative in your marketing!

10. Ducks & Skirts: Lesson 1
BRAND YOURSELF!

11. Kim Kardashian: Key
Starting Stats:
Famous for what?
Being Famous!
Height: 5 ft 2.5 in (1.59 m)
Father famous for OJ Defense
Attorney
Step-Father: Gold Medal Decathalete
& Motivational Speaker
Friends with Paris Hilton
Stylist to the Stars
Starred in a Home Sex Video (2007)
Settled for $5 Million

12. Family Owned Business Done Well
Started from a Family Shed, to a Patent, to videos and cookbooks, to …
Well an A&E Christmas Special

14. Ducks & Skirts: Lesson 2
Follow Your Passion!
Faith, Family and Facial Hair!

15. Ducks & Skirts: Lesson 2
Follow Your Passion!
From Hanging with Paris Hilton to Stylist for the Stars ..
Kim will be the UK Style Ambassador for Curvy Women

16. Duck Dynasty Talks About Making Duck Calls
http://www.aetv.com/duck-dynasty/video/the-making-of-the-duck-call

17. Ducks & Skirts:
Lesson 3
Get Rich in Your
Niche!
At Duck Commander, they make
duck calls, all different types of
duck calls.
They have expanded beyond that,
but duck calls is where it started.

18. Being Relatable Sells Especially
to your Target Market!

19. What are the Kardashians
worth?
Kim Kardashian: Net worth:
US$ 40 million (2013)
Kardashian Family:
Net $65 Million in 2011

20. Ducks & Skirts: Lesson 4 GROW
YOUR AUDIENCE!
12 Million Viewers for Season 4 Premier
~7.1 Million Facebook Fans
~1.5 Million Facebook Fans for the Show Account, Willie’s Account, and Jase

21. Kim K Is A
Marketing,
Business,
And MoneyMaking
Machine
15.8 Facebook Million Fans.
~18.8 million Twitter Followers.

22. Have you setup your YouTube Channel Yet?
http://www.youtube.com/watch?v=bFeawsSWZXI

23. Ducks & Skirts: Lesson 5
Build Additional Revenue Streams!
Don’t forget your core product but build additional revenue streams!

24. Kardashian
Strengths
Diversify
Message, not medium
Maintain your image
Longevity
Besides creating nail polish lines, shoes,
fragrances, exercise tapes and various
clothing lines, the reality TV sisters have
launched a plus-sized denim line called
Kardashian Kurves for Sears in addition to
their intimates collection.

26. Ducks & Skirts: Lesson 6
Tell an Authentic Story!
Perhaps the best lesson learned is to be authentic and relatable.

27. Reality TV is actually Product
Placement of their Fashion,
Beauty, and Health Empire
Kourtney and Khloé Take Miami
follows (2009)Kourtney
Kardashian and Khloé
Kardashian Odom as they
leave Los Angeles to open DA-S-H Miami, a follow up to
their store in Calabasas.
Season finale reached an alltime high with 3.656 million
viewers.

28. Luke Visiting the Dentist
http://www.youtube.com/watch?v=8jFmn4NlnU4

29. Ducks & Skirts: Lesson 7
Know Who You Are & Don’t Hide It !
Rednecks for sure! They show some simple that are often forgotten as we
struggle to keep customers, employees and shareholders happy, happy, happy.

30. Kardashian
DASH-board:
Playboy -> Spokesperson for Bongo
Jeans (2008)
2009 Kardashian launched a shoe
shopping service that taps into the
expertise of Hollywood's revered stylists
Kim's Dancing Shoes: Appears as a
contestant on Dancing with the Stars
Endorsement deals with big brands such
as Carl’s Jr.
4-hour TV special wedding and 72 day
marriage
Relationship with Kanye West

31. What is it like to be the Chief Duck?
http://www.youtube.com/watch?v=sgRb60kxUZg

32. Ducks & Skirts: Lesson 8
Promote Yourself - Exposure!
When on top, find ways to leverage brand into more conversations!

33. Krazy Kardasian Marketing Lessons
Exposure is critical
Control the news
Make consumers want more
Promote yourself in the right venues
Contribute to the discourse
2011: Kim got engaged to and married NBA
player: Kris Humphries for 72 days
Kim is rumored to have made $18 million off
endorsements and TV rights to her wedding.
In 2013: Kim makes $80,000 per episode!

34. Featured on Jimmy Kimmel Live – Vegan Carrot Call
http://www.youtube.com/watch?v=0fkjZSb0J_E

35. Ducks & Skirts: Lesson 9
Extend your brand!
Listen to your channels and learn for more licensing and other product
opportunities!

37. Ducks & Skirts: Lesson 10
Make the most out of the good & bad!
This family has overcome alcoholism, fidelity issues, to be a strong tribe!

38. Kardashian Sisters:
Famous for – being famous!
Starred in a Home Sex Video (2007)
Accept lemons make lemonade.
"Your reputation is all that you have, and if
people prejudge you over something that you did,
than that kind of sticks with you a long time."
– Kim Kardashian

39. Not everything was Happy, Happy, Happy for Ducks ..
https://www.youtube.com/watch?v=XP4r4sXmqmo

41. It’s all about creating our own unique traits to appeal to
audiences. But, always keeping our values front and
center.
Questions?

42. Q&A
Moderator:
Hector Del Castillo, AIPMM Moderator
Presenter:
Elizabeth Quintanilla
EQ Consultants Group, LLC
Chief Marketing Gunslinger
elizabeth.quintanilla@gmail.com
@equintanilla
© AIPMM 2013
www.aipmm.com

43. Upcoming Courses
January 13-14, 2014 Istanbul, Turkey
February 10-11, 2014 Zagreb, Croatia
February 13-14, 2014 Belgrade, Serbia
Martina Andricevic
Vesper Vixen Group
mandricevic@marketing-expert.eu
http://www.marketing-expert.eu/
© AIPMM 2013
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44. Upcoming Courses
Course & Location
Dates
ACPM® Certification Prep Course & Exam
San Jose, CA
Jan 24, 2014
McLean, VA
Mar 7, 2014
CPM® Certification Prep Course & Exam
San Jose, CA
McLean, VA
Jan 20-21, 2014
Mar 3-4, 2014
CPMM® Certification Prep Course & Exam
San Jose, CA
Jan 22-23, 2014
McLean, VA
Mar 5-6, 2014
Days Time
F
F
8:30 am – 5 pm
8:30 am – 5 pm
T, W
M,T
8:30 am – 5 pm
8:30 am – 5 pm
W, Th 8:30 am – 5 pm
W, Th 8:30 am – 5 pm
Follow the links above for more information, or contact:
certification@aipmm.com.
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45. Please Join Us Again!
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