smart marketing - entrepreneur u

SMART MARKETING

SMART MARKETINGFOR START-UPS

August 17, 2011

SMART MARKETING

AGENDA

Introduction

Marketing strategy

Connecting

Branding

Measurement

Examples

SMART MARKETING

WHO ARE WE?

John Coulbourn

Ipswich River Media

Beth Zonis

Eco Marketing

James Waldron

James Waldron Design

SMART MARKETING

GREAT TECH … NOW WHAT?

A. Investors (funding)

B. Partners (employees/market)

C. Customers (prospects/influencers)

D. All of the above

SMART MARKETING

SIMPLY PUT:

Brand: collection of perceptions

in the minds of your audience

BRAND

SMART MARKETING

BACKDROP:PEOPLE ARE INNUNDATED

107 trillion emails sent in 2010 (89.1% were spam)

255 million websites

2 billion Internet users worldwide

152 million blogs

25 billion Tweets (200m/day)

12,471,373 people following @ladygaga

600 million people on Facebook 2010 (750 m today)

Mobile apps downloaded: 11B today…77B in 2014

SMART MARKETING

CRITICAL SUCCESS FACTORS

Clarity

Consistency

Credibility

Engagement

SMART MARKETING

MARKETING STRATEGY

Internal:

– Corporate mission, goals & objectives

– People

– Product

– Relationships

SMART MARKETING

MARKETING STRATEGY

External:

– Market needs

– Market trends

– Competition

SMART MARKETING

TARGET AUDIENCE

Categorize

Prioritize

Analyze

Imp

ort

an

ce

Role

SMART MARKETING

ARTICULATION

Value Proposition Worksheet

For…

Who want/need…

We offer…

We are better than alternatives,

because…

Proof points:

SMART MARKETING

POSITIONING

Positioning is a perceptual location where your

product/service fits into the marketplace.

Engagement

CredibilityConsistency

Clarity

SMART MARKETING

CONNECTING

Who:

– Decision-makers

– Channels

– Influencers

SMART MARKETING

Awareness

Motivate

Influence

CONNECTING

SMART MARKETING

Website

Social

Networking

BRAND

Collateral

Direct

LOGO

PR

Clarity: Simplicity is a virture – even

for sophisticated technology .

Engagement: Are the elements in

synch? Interchangeable?

Compelling?.

Consistency: Look, feel, tone –

from one element to the other

Credibility: Market-speak or

ideas that resonate

BRAND AWARENESS

SMART MARKETING

PRAGMATIC IMPLEMENTATION

CROWDSOURCE IT

HIRE A PROFESSIONAL

DO IT YOURSELF

SMART MARKETING

LOGO DESIGN

Logoworks.com

Guru.com

Istockphoto.com

Shutterstock.com

SMART MARKETING

PRINT DESIGN

psPrint.com

Vistaprint.com

Moo.com

SMART MARKETING

POWERPOINT DESIGN

Presentationload.com

Presentationpro.com

SMART MARKETING

THE ENGINE: YOUR WEBSITE

SMART MARKETING

THE ENGINE: WORDPRESS

Not just for Blogs anymore

Templates abound

Inexpensive

Adaptable

Fast

Excellent Search Engine Optimization

Blog baby, Blog

Themeforest.net

SMART MARKETING

THE ENGINE: WORDPRESS

SMART MARKETING

MEASUREMENT

Sales…leads, volume, cycle

Traffic…buzz, hits, etc.

Other corporate objectives

SMART MARKETING

Challenge

– Solar developer was seeking

installation sites

Marketing solution

– Market research to create

database of brownfields across

Massachusetts

Benefit

– Client uses database to

introduce and increase interest in

unique solar solution for

municipalities

CLIENT: SOLAR DEVELOPER

SMART MARKETING

CLIENT: WELLESLEY COLLEGE

Challenge

– B- rating on Green Report Card

– Lack of awareness of the school’s

sustainability efforts within college

community

Marketing solution

– Documented sustainability story in

words, pictures and numbers

Results and benefits

– A- on Green Report Card

– College is better positioned to attract

top students and donors interested

in environmental issues

SMART MARKETING

CLIENT: CLOUD COMPUTING

Challenge

– Small cloud computing provider

wanted to expand client base

Marketing solution

– Document environmental

message and cost savings

– Create account profile and

calling plan for sustainability

executives at top 5 target clients

Results and benefits

– Open doors to new influencers

– Company recently sold to high

bidder

SMART MARKETING

THINKING OUTSIDE THE BOX

Challenges:

– Competitive VOD market.

– Layered Sales Cycle: subs, studios,

networks, ops

– Seeing is believing.

Solution: High-powered moveable

demo

Results: Influenced local leaders,

content providers and made cable ops

look good. Generated local, trade &

national press. Anchored position as

market leader.

SMART MARKETING

BRAND EXTENSION

Problem:

– Publishing in decline

– Difficult advertising market

– Venerable brand - ageing

demographics

Solution:

– Web-based product: younger, active

demo

– Content strategy: engagement

– Cross-platform

– Social network-based

SMART MARKETING

EVOLVE

SMART MARKETING

THANKS!

John Coulbournwww.ipswichrivermedia.com

john@ipswichrivermedia.com

508-277-7356

Beth Zoniswww.ecomarketingonline.com

beth.zonis@ecomarketingonline.com

617-501-9660

James Waldronwww.jameswaldron.com

jwd@6foot6.com

978-499-7871 x121