In this week’s episode, host Nick Portillo talks with Paul Bresenden, President and Creative Director at 454 Creative, a sales and marketing agency located in Irvine, California. Paul discusses the importance of understanding what your company controls in the growth process, and how to diversify it, achieve growth, and preserve its profits. He also talks about the need to focus on brand positioning, brand messaging, and your target audience to create a competitive advantage. 

QUOTES

• “The core of what we're doing with a lot of our clients is we're figuring out how to give them a competitive advantage through brand positioning or brand messaging. Sometimes through the target audience, you can identify a different industry vertical and go hard. After that specialization, that gives you more differentiation.” -Paul Bresenden [09:05]

• “If you're looking for an edge over the other guy, you're always going to be in that conversation of proving yourself. But if you can redefine your category, then you're somewhere else. And that's where I would focus my efforts. What kind of substantially different offering can I provide? Yes, we do these other things, but it elevates us into a completely different category.” -Paul Bresenden [21:57]

TIMESTAMPS

02:42 Paul’s Journey in Marketing

07:37 Differentiating B2B and B2C Sales in the Foodservice Industry

21:33 Redefining Your Category to Stand Out in the Food Brokerage Industry

26:53 Positioning and Defining Target Audience in Food Brokerage Marketing

30:12 The Benefits of Human Relationships in ABM Strategies

37:22 Cutting Through the Noise to Reach Clients

47:41 Increasing Exposure on LinkedIn

RESOURCES

Portillo Sales

CONTACT

Nick: nick.portillo@portillosales.com

Paul: https://www.linkedin.com/in/pbresenden/