tofi sept. 29, marketing: larson
TRANSCRIPT
8/11/2019 TOFI Sept. 29, Marketing: Larson
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branding & m
Scott Larson
8/11/2019 TOFI Sept. 29, Marketing: Larson
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So many tech companies want to ‘change the world’. It sounds good, but is
A force for empowerment vs. a force for change — providing people with a tool f
who & what
8/11/2019 TOFI Sept. 29, Marketing: Larson
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Ask employees outside of your marketing team.
See the forest for the trees.
team branding
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call in the nerds | expectations | strategic partnerships | fore
unconventional expertise
8/11/2019 TOFI Sept. 29, Marketing: Larson
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tracking tGoogle trendsaggregatorssocial media
thought leaders
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connections, connections, connectionsspeaking opportunitiesconference presence
PR reps
media relationships
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Yosemite, CA Next Capture Oppo
Yosemite, CA Next Capture Oppo
New message frFire still burning ho
New Yosemite Favailable from Urthe
social media
PR channelsconferences (local + international, depending on industry)
creating narratives
8/11/2019 TOFI Sept. 29, Marketing: Larson
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•
User research - conclusions
• User needs analysis - conclusions
•
Design goals
•
Wireframes
•
User testing
•
Final mockups
content creation
connecting contentuniversalbe available
transparency
8/11/2019 TOFI Sept. 29, Marketing: Larson
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•
User research - conclusions
• User needs analysis - conclusions
•
Design goals
•
Wireframes
•
User testing
•
Final mockups
transparency
you can embrace the negative
tell the story you want to tell
8/11/2019 TOFI Sept. 29, Marketing: Larson
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social media
PR channelsconferences
stories > ads Yosemite, CA Next Capture Opport
N
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increasing influence over time
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public company press
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earning expertise
There aren’t shortcuts. Merely direct paths.
Most people don’t take them, because they frighten us.
Things that look like shortcuts are usually detours disguised as less work.
— Seth Godin
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are you an
not everyone has a PhD, but exp
leverage your colleague
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branding + marketing are discipdo something outrageous
you’re an expert when you decide
transparency in PR
takeaways