Dr. Tantillo is a member of the American Marketing Association and the "Cambridge Who’s
Who Registry of Executives and Professionals." He has won many creative awards for clients
including Canon USA and SLS Health. A proponent of continuing education at all professional
levels, Dr. Tantillo has taught graduate and undergraduate courses in Advertising, Sales
Promotion, Market Research and Sales Management at Manhattan College in New York, and lectures
around the country. He received a B.A., Magna Cum Laude St. Francis College, Brooklyn,
New York, 1973, an M.A., Queens College of The City University of New York, Flushing, New
York Experimental Psychology, 1976, and a Ph.D. Hofstra University, Hempstead, New York
Applied Research Psychology, 1980. In 2006, Esquire Magazine named Dr. Tantillo as a
finalist in their "Best Dressed Man" contest. He is a frequent guest on
nationally televised programs and has appeared on the NBC Today Show, Fox News Channel's
Your World with Neil Cavuto, and on the nationally syndicated Access Hollywood.
According to Dr. Tantillo, marketing is not just about advertising anymore.
He argues that marketing concepts are often misused and misunderstood.
"People who believe that Donald Trump is a great marketer are mistaken — he's not!
Trump is great at making his name recognizable, but he fails at creating and building a
real brand," Dr. Tantillo says. " Conversely, Martha Stewart built a hugely
successful brand – not a hyped brand simply endorsed by the personality named Martha Stewart.
She succeeded by using marketing principles," The Marketing Doctor adds.
An award winning marketing professional, lecturer and teacher, Dr. John Tantillo is a trained
applied research psychologist who is internationally known for his expertise at diagnosing the
factors that impact target markets. The Marketing Dr. wants to share his knowledge with
individuals and businesses so they will benefit from his modern marketing principles.
"Promoting a product or service was once a simpler process because media outlets were
limited and customers could be reached more easily with an advertising blitz. Today, marketers
can’t reach their target audiences unless they utilize multiple platforms. That’s why
marketing must always be "top of mind."
Dr. Tantillo says the key to selling anything, today, is to create a comprehensive marketing
strategy that includes advertising, direct mail, public relations, interactive components and
sales promotion. All components are necessary to "drive home the difference,"
that will sell a product or service – whether it’s a small business owner looking to establish
a brand, or to improve upon an existing brand image, or an individual, who wants to build
his/her "personal brand," says Dr. Tantillo.
"Before I tell my clients, ’Go Brand Yourself,’ I ask them to identify the unique feature
or benefit of their product or service," Dr. Tantillo advises. "Find your most salient
feature, then create a campaign with tactical support that will be memorable to your target
audience, will satisfy their needs and most important – will get them to buy."
"However, beware the 'creative black hole,'" he warns. "A campaign that looks
cool but doesn’t generate results, is a lesson in creativity, not marketing – an expensive lesson
at that," Dr. Tantillo said. He cites Super Bowl advertisements as a good example of
creative black holes – confusing bad advertising principles with good publicity. "Sure,
the ads attract media attention and reach their target market, but are brands truly
remembered?" Dr. Tantillo asks.
Even a simple name change can have tremendous impact, said Dr. Tantillo, who is credited with
inventing the name for the #1 rated cable TV news show, "The O'Reilly Factor". When
Fox changed the name from O’Reilly Report to O'Reilly Factor, a name I coined years ago, this
instantly branded Bill O’Reilly’s unique approach to journalism." So much so, that even
President Bush referred the prominent newscaster as being a ’factor,’ – a testament
to Dr. Tantillo's approach.
"I’m really a teacher at heart," Dr. Tantillo says. "The lesson I want my
clients to grasp is that marketing is a ’total package’ that must be strategically conceived
and planned before being put into motion. It is a crucial concept that can make or break
sales and brand images – no matter who you are."