smart marketing - entrepreneur u
DESCRIPTION
You have a sharp team focused on a compelling solution in clean-tech. Now what? Our next seminar addresses the critical marketing considerations for start-ups as they reach out to investors, customers and other important target audiences. The panel presentation offers strategic insights into business development strategies with practical solutions to get started in a Web 2.0 world.Presented at the North Shore InnoVenture Center.TRANSCRIPT
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SMART MARKETING
SMART MARKETINGFOR START-UPS
August 17, 2011
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SMART MARKETING
AGENDA
Introduction
Marketing strategy
Connecting
Branding
Measurement
Examples
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SMART MARKETING
WHO ARE WE?
John Coulbourn
Ipswich River Media
Beth Zonis
Eco Marketing
James Waldron
James Waldron Design
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SMART MARKETING
GREAT TECH … NOW WHAT?
A. Investors (funding)
B. Partners (employees/market)
C. Customers (prospects/influencers)
D. All of the above
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SMART MARKETING
SIMPLY PUT:
Brand: collection of perceptions
in the minds of your audience
BRAND
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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
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SMART MARKETING
CRITICAL SUCCESS FACTORS
Clarity
Consistency
Credibility
Engagement
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SMART MARKETING
MARKETING STRATEGY
Internal:
– Corporate mission, goals & objectives
– People
– Product
– Relationships
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SMART MARKETING
MARKETING STRATEGY
External:
– Market needs
– Market trends
– Competition
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SMART MARKETING
TARGET AUDIENCE
Categorize
Prioritize
Analyze
Imp
ort
an
ce
Role
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SMART MARKETING
ARTICULATION
Value Proposition Worksheet
For…
Who want/need…
We offer…
We are better than alternatives,
because…
Proof points:
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SMART MARKETING
POSITIONING
Positioning is a perceptual location where your
product/service fits into the marketplace.
Engagement
CredibilityConsistency
Clarity
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SMART MARKETING
CONNECTING
Who:
– Decision-makers
– Channels
– Influencers
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SMART MARKETING
Awareness
Motivate
Influence
CONNECTING
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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
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SMART MARKETING
PRAGMATIC IMPLEMENTATION
CROWDSOURCE IT
HIRE A PROFESSIONAL
DO IT YOURSELF
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SMART MARKETING
LOGO DESIGN
Logoworks.com
Guru.com
Istockphoto.com
Shutterstock.com
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SMART MARKETING
PRINT DESIGN
psPrint.com
Vistaprint.com
Moo.com
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SMART MARKETING
POWERPOINT DESIGN
Presentationload.com
Presentationpro.com
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SMART MARKETING
THE ENGINE: YOUR WEBSITE
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SMART MARKETING
THE ENGINE: WORDPRESS
Not just for Blogs anymore
Templates abound
Inexpensive
Adaptable
Fast
Excellent Search Engine Optimization
Blog baby, Blog
Themeforest.net
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SMART MARKETING
THE ENGINE: WORDPRESS
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SMART MARKETING
MEASUREMENT
Sales…leads, volume, cycle
Traffic…buzz, hits, etc.
Other corporate objectives
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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
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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
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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
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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.
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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
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SMART MARKETING
EVOLVE
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SMART MARKETING
THANKS!
John Coulbournwww.ipswichrivermedia.com
508-277-7356
Beth Zoniswww.ecomarketingonline.com
617-501-9660
James Waldronwww.jameswaldron.com
978-499-7871 x121