crative camp 2014: dead fit-marketing by andrea di marco
DESCRIPTION
Marketing tipps for Start-ups Document owner: Andrea di MarcoTRANSCRIPT
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dead fit Marketing
Key bits of loretailored for startuppers
Creative Camp 2014
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Marketing Process
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Business Process
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Better Marketing
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More Successful BusinessThrough Marketing» Marketing orientation
» Competitive advantage
» Monitoring competition
» Market segmentation
» Strenghts & weaknesses analysis
» Mirroring market dynamics
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The contents of a strategic marketing plan» Executive summary
» Mission statement
» Market overview
» Value Proposition (VP)
» SWOT analyses on key segments
» Marketing objectives & marketing mix
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Executive SummaryThis section is an overview of the entire planIt summarizes each of the other sections of your marketing plan.It is the last part to complete.
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Mission Statement
The raison d'être of the organization, covering role, business definition, distinctive competence and future indications.
Don't try this at CCALPS!
bit.ly/mission-generator
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Market OverviewProvide the basis for strategy formation and positioning
MARKET STRUCTURE - MARKET TRENDS - WHO buys WHATWhat are the BENEFITS SOUGHT - KEY MARKET SEGMENTS
And finally the golden rule...
Select a segment & serve it
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Mass Market
Some organizations don't focusOn separate customer segments
They treat everyoneas a large segment
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Niche Market
When You cater a very smallSpecific groupOf customers
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Segmented Market
Multiple Segments with slightly
Different needs& problems
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Diversified Market
You have more than one SegmentWith very different needs
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Multi-sided Market
Characterized by interdipendent
customer segments
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Value Proposition
Based on customer needs
What valueare you delivering throughyour product or service?
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Strenghts & Weaknesses AnalysisUndertake a SWOT analysis to help your company understand its relative strengths and weaknesses in each segment
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Marketing ObjectivesGoals usually quantitative statements
that the organizationwishes to achieve
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Marketing StrategyThe integrated mix that will satisfy
the objectives in terms of
Product PricePlace Promotion
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Product including service
What creates valuefor your customersin quantitative & qualitative terms
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Breakthrough Technology
You can satisfy needsThat customers even
Didn't think they hadAnd Create a new industry
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Incremental Performance
You can deliver valueby upgrading existing
Products & ServicesMaking things more convenient
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Fixed pricingBased on static predefined variablesNot subjet to bargaining
» List price
» Feature dependent pricing
» Customer segment dependent
» Volume dependent
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Dynamic pricingBased on certain market variablesPrice constantly change
» Negotiating or bargaining
» Feature dependent pricing
» Yeld management
» Real-time markets
» Auction pricing
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Placement
Represents the means through whichYour company delivers valueChannels raise AwarenessAllow to evaluate our products& to perform the purchase
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Promotion
Communicate withCustomers & potential onesBoth personal & impersonal
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Impersonal Communication
Usually refers toAdvertising& sales promotion
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Advertising
Manage as an investmentDefine Target GoalsMessage & MediumThen Monitor Results
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New Media Communication
Websites BlogsUser groups TumblrTwitter Facebook
YouTube User Voice
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Social Media Strategy1.Increase brand awareness across markets
» Lead generation
» Support from influencial customers
2.Spread the word across internet & real places
3.Connect with passions, lifestyles & causes
4.Share links to contents relevant to conversions
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Social Media Guidelines1.Networks are built for activity, not commerce
2.Participate & share, do not push
3.Be smart, come-ons usually mean just that
4.Leverage specific capabilities of each network
5.Build real & engaging social graphs
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Twitter Workflow
1.Listen to people in stratefic segments
2.Measure people's influence
3.Take action considering the tool's global nature
4.Measure results
5.Establish a nice handle
6.Spend some time to brand and design your page
7.Build an authoritative social graph
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FinishedWith my presentation
Questions?
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Thank you!