For starters, Sara Blakely was the inventor of a product that apparently today is something that women and men now consider necessities: underwear made with adjustable fabric, Spanx.

Spanx is a registered trademark of Sara Blakely. This fabric allows the garment to mold the body of the wearer.

The first thing that happened to Sara were the footless pantyhose, i.e. you can use socks with sandals.

Sara Blakely take the path is not easy, but it is extremely rewarding. Sarah had an idea, $ 5,000 and the stubbornness of a mule. What follows are their tips for success in business.

1. If you have an idea, do not tell it to your friends or family for as long as possible.

According to Sara, and I agree totally with it, when an idea is born, is too vulnerable and we must defend it from those who want to kill, to give their point of view, which usually tend to leave us dead in the boot track and leave you exhausted trying to explain to people the idea instead of pursuing it.

2. Do not be intimidated by anyone who sees no rhyme or their ideas. Sara faced town lawyers who felt that his idea was not a patentable invention, stubbornly refused to change it and persevered until the came true.

3. You are your best focus group. If you believe in your idea and the need that this will solve, then do it. Many people told Sara that her idea of ​​footless pantyhose, would not work and she just went online and found no one offering the product.

4. Be able to do everything. No job is beneath you. Sara Blakely personally sold his footless pantyhose, into account department store found on the road.

You cannot expect things to be sold it out to kick the street. Sara said that there were many women who gave idea to “share with the owner of the company,” not knowing who spoke with the owner itself. Learned a lot about sales and because women buy the things they buy.

5. Do it for yourself. If you think your idea is a real blow, do not try to sell it to another, do it yourself. His big idea is your opportunity to achieve their dreams so does not sell, work on it and make it reality.

6. Invest in marketing and selling your product. Sara Blakely began her business with only 5 easy dollars, as we said, so I had to write the patent lawyers, advertising buy or rent an office.

Instead, she approached the media to let you know your product, traveled throughout the United States, and spent the day in the hosiery department stores teaching women the benefits of the product.

She called all friends and asked them to buy Spanx. She even put your product in high-end stores, but next to the cash register. We must do everything possible to sell your product.

7. Do not let not knowing to intimidate you. Sara says she never attended a business seminar, but because it had the courage to call a buyer for Neiman Marcus, which at her insistence, offered to attend to just 10 minutes.

Many people will not start because he expects to know absolutely everything a business. Do not let those things stop you, go ahead with your idea and realize your dreams.

It’s hard to think of an entertainment product without a short-term profit, think about the return of investment that creates instant fame, think of the satisfaction of the audience at the expense of marketing strategies and especially the question that seems to fall outside of this game.

Ethics?, Business?, Does it just marketing strategies?.

Far from following ethical paradigms and human values, the entertainment industry seeks to exploit the needs of the audience given a place in the scale of needs of Maslow. Therefore, the struggle of disposable income by the time the consumer is becoming more aggressive in the industry analysis proposed by Porter, competitors seem to become stronger substitutes due to the variety of sectors that comprise it.

Competition for growing consumer interest reaches higher levels and that is when traditional marketing channels ATL are considered saturated and nontraditional media characterized by creativity, but leave aside the economic effectiveness. As always, the need to create it so that when it seemed that there were new opportunities to spread the message, new media come to the surface, but the message should be more consistent than ever.

According to Lieberman (2007, p27) “The entertainment industry is in second place in most U.S. exports and generates nearly 500 billion dollars globally.” Seconded by Jack Valentia data, chairman of the Motion Picture Association of America (MPAA), is the only U.S. industry that owns surplus and deficit, therefore the content distribution channels are growing stronger despite the restrictions and conflict that exists between producers, distributors and exhibitors given the global economic interests that lie behind each product.

Given the conditions of competition within the film industry, which has increased dramatically since the beginning of 2001, are released each week for four to five films vying for first place, yet the audience is unforgivable when choosing your choice. There are films that are first choice and the other run in the top ten with very little choice but to eventually become the first place.

The marketing of entertainment

There are considerations for marketing to differentiate from other types of entertainment marketing, placing the most important considerations, according to Albert Lieberman:

• Since speed is consumed, no time to do an extensive market test.

• The audience reaction is subjective in relation to the impact on box office results.

• Although there are tools to predict consumer habits based on trends, references in social networks, economic indicators and exploratory research, there is a tool that ensures the success or failure, rather than engage the audience based on the message posted on the advertising.

• With film, every move that indicates a possible failure, it must immediately strike back as the regular life cycle is 3 to 4 weeks effective for exhibition.

• While the marketing of entertainment genre shares the right search with traditional marketing, the production of entertainment content is based on creation, which is why we have the possibility of human failure. Launching a product to market, it is often a balance between creativity and chance.

• It centralizes in selling an experience rather than a product. So you can be the income, the audience must first live the experience to become a blockbuster.

• Like fashion, entertainment and trends based on the industry as the seasons are stable but not the models presented, so to make assumptions about genres that have proven successful in hopes of repeating that success is unlikely and risky.

• Technology plays an important factor in the category of content distribution.

• New generations have shown they have the power to define success and failure of new film products, as well as once thought forgotten genres, such as musical and terror.

As mentioned above, it is necessary to consider each of these factors impact on every entertainment product. Above and beyond all this, is the biggest challenge facing every pitch and every promotion: competition with all other types of entertainment.

Fantastic Four: the four C’s of entertainment

Now, to define an analysis of entertainment product should be taken into account that a product of entertainment:

“Has some attributes in common with other products and services in other industries, particularly in terms of brands. Licensing, merchandising, sponsorship, all, all these activities occur in other industries. However, entertainment has some distinctive properties that affect the use and distribution of a brand “(Lieberman, 2007).

Given this parameter, it states that there are four rules that define the structure that defines the entertainment industry: content, channel, consumption, and convergence.

1 .- Content

It is the soul of the entertainment product that truly define a formula that could result in success or failure. Although the original content is thinking of a specific target (Latino community, adolescents, children, etc.) does not mean that the target will accept it. The content must create a connection that translates into an experience through the development of a creative idea that results in an experience, the talent to create, develop and operate an idea, the support and use of technology to help complete production and perish ability of the product.

If the content is not original, it is common to come from: a license that must be regionalized or a remake that should be adapted to a new generation. Often, the first shows reality lives that seek to be adapted to new markets, for example for Latin American Idol television industry, and the second seeks to be adapted to new targets, as might be the remake of “Fame” in the industry filmmaking. But, again, the brand will mean little if the content is not adapted to the experience for the audience.

2 .- Channel

Refers to the distribution of entertainment product, and given the diversity of technology that surrounds the target, there are two elements that are part of the delivery process: where and how. For example, the digital transmission of a TV show like “CSI” 5 via the website of the CBS6, the channel is CBS while the “CSI” is the consumable.

The 2010 consumers have at their disposal a vast array of choices and mean by which to access content, with the band ancha7 the main transmitter of the signal, after television and film. Likewise, satellite, cable, DVR and video on demand continue to grow by leaps and bounds seeking insight into Latin American markets.

3 .- Consumption

The finished product as such, at this stage comes the process of marketing and advertising content viewed from a different perspective to the distribution (channel). Experts in the two areas mentioned above managed to breathe life into licensing and merchandising models if the content allows. Consumption can range from buying a ticket to see “Iron Man 2″ to the acquisition of a magazine with Robert Downey Jr. on the cover or an action figure obtained in the Happy Meal from Mc Donald. That is, consumption involves the action to exploit all tangible and intangible characteristics of the product. However, strategies to consume the content must be moderated to avoid falling into saturation.

4 .- Convergence

It is the point where the content and consumption converge in a digital format. Complementing the channel, the convergence not only seeks to distribute content via online or through mobile platforms, but is intended to distribute content to be consumed through the formats mentioned above. A clear example of this is iTunes or downloading services for mobile content of a specific entertainment product.

Marketing has two facets, the first facet comprises a philosophy, an attitude, a perspective or orientation of the administration in seeking customer satisfaction. The second facet of marketing activities and processes is to implement the philosophy.

American Marketing Association defines marketing as an activity, process, creativity, communication, distribution and exchange of offers that meet the needs of customers, users and society in general.

Marketing involves more than a few activities of a group of people in a defined area or department. According to David Packard marketing is much more than the work of a group of employees of a department. In other words, marketing is a process focused on giving value and benefits to customers or users.

This uses the communications, distribution and pricing strategies according to show the benefits of goods and services that meet the desires of users and / or customers. Likewise, the marketing must create an organizational climate that promote the organization, understanding and cooperation of employees, management, suppliers, distributors and sometimes support from the community.

Therefore the commitment of the organization is to use motivation as a tool to bring about an environment, which transfers the ownership of employees in customer satisfaction. According to an article in Fortune Magazine, the employee is the first and the customer is after, emphasizing that happy employees create satisfied customers with their care.

Something important to be identified in marketing is the process of change, it plays an important role in concept, since it is the action that people do to give something in exchange for another (see graph). The changes do not always require money, but if you should consider some conditions that are important:

1. Must be at least two parties.

2. Each party must have something of interest to the other.

3. Each party has the ability to communicate and distribute the goods or services.

4. Each party is free to accept or reject the exchange offers.

5. And lastly, each party must agree to the change of the other party.

Changes do not always come true, sometimes not all of these conditions failing to make the switch, in other words it must meet five conditions in which there is a change. But one thing must be clear is that there is no marketing but there is a change.

In conclusion, the marketing concept combines the activities of market participants, using tools such as price, promotion, place and strategies for the product where they can meet the wishes of the other party.

During the event, which discussed, among other topics, how to face the challenges in a constantly changing environment, the keys to invent new business models and work processes, building new markets and better use of existing or innovation as a crucial factor in improving sales.

Then flies and pen, pick up some of the conclusions table:

Charo King:
- It is time for innovation, given that the current economic model is running, and that companies no longer compete on price or quality, but for its ability to innovate.
- Innovation is not a matter of improvisation, but corporate culture.

Angel San Segundo:
- Today, innovation must focus on solving problems in a context of no-growth markets.

Daniel de la Sota:
- Without innovation, there are no sales, and it is therefore essential to apply the technological tools that allow customers to meet, learn about products, when and how they want, allowing better positioning on the market.

Fernando Rivero:
You must change the business culture to move from “product dispatchers” sellers, something that should be associated, not R & D, but to changes in business models.

How can the company know that its professionals share their vision, mission and values?, How can you be sure that the same company that makes its people prescribe the company in the best way possible?. Be in social networking is good, but the company is prepared to face a barrage of interactivity?

Are you a professional, you’re working and things are going well. Do you still believe that this work is for life?, Are you going to start moving now or Santa Barbara you will remember when it starts to thunder and your job is threatened?, Do you clear your skills and abilities?, Got roadmap?

Undertaking a project is a commendable job. Behind every great entrepreneur is a great idea, but you let the end to find a unique professional position, relevant and compelling?, You let that be the “other” that you label, you put a checkmark?

Does it make sense Infojobs * explain to candidates for a job the best way to write a resume? In addition, what will the the 8 million people in this powerful network to differentiate from each other?

You are a graduate, you finish a graduate degree and speaks three languages and? … Do you think that that will open the doors of paradise work?, You know that thousands of people in the same situation?, Do you think your domain of information will help you create a strong personal marketing and differential?

Welcome to the world of personal branding, personal positioning, marketing or whatever you want to call it personal. The name does not matter, it is interesting to know that personal branding is a strategic process that-never-tactical aims that one would choose for what you want.

A personal brand was not created profiles on Facebook or Twitter or Linkedin, is a more complex process that includes areas of self-knowledge, strategy and communication. There is no personal mark 2.0, nor is there the “creative” personal branding. A personal brand could be projected in any area ofour lives, in real and virtual.