iGaming Business magazine iGB 112 Sept/Oct 2018 | Page 111

Marketing & Affiliates
LEADERSHIP
SUCCESS
EXCLUSIVITY
CANDOUR
22
MARKETING
THE
IMMUTABLE
LAWS OF
In the first instalment of a comprehensive new series, Nick Garner looks at the
high-level laws that govern marketing success and how they apply to the igaming
industry. Here he introduces the theory behind Ries and Trout’s seminal work
The 22 Immutable Laws of Marketing was written by Al Ries and Jack
Trout in 1994 and has become one of those long-burner cult marketing
books that continues to be relevant decades after it was written.
I first heard about the book via Tim Ferris, the San Francisco-based
investor and author. “The whole time I was reading The 22 Immutable
Laws of Marketing,” Ferris said, “I was thinking that this is a book that
should be easily accessible on every business person’s desk. I plan to
keep it nearby as a reference tool and a way to think about my and
other businesses. The 22 laws can be taken in seclusion but have
much more power when considered together. I found myself arguing
with the authors about one particular law only to have the next law
address my point of contention.”
Once I read the book, a light went on in my head because so many
big ideas with marketing strategy just came together. Today I’m able
Nick Garner is founder of Bitcoin casino Oshi.io
and has a background in online marketing and
marketing strategy. He occasionally consults with
igaming brands on marketing strategy and best
practice planning for marketing operations.
to look at any marketing strategy situation and apply at least one
or more of these immutable laws of marketing to make sense of
what’s going on.
If you think of the laws of marketing almost like laws within physics,
you will be in the right place. For example, we know that gravity is a
force that pulls you towards something. These marketing laws are
sacrosanct so you can have confidence in them.
The laws and igaming
“If you think of the laws of marketing
almost like laws within physics,
you will be in the right place”
Having been in the igaming industry for a very long time, I’ve seen
brands come and go and in the past I could never really understand
the high-level strategic reasons for their success or failure.
Generally success or failure begins with some very simple decisions
around the market segment these businesses are going to tackle,
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