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  • AestheticsQuality productEmployeesKids club
  • Ask question – what is a brand?Not product, logo, website or name.What customers perceive about you and how you make them feel.
  • Question: What is a brand?Good brands:Save time (Nike)Projects right message (BMW)Provides an identity (Apple)Pics to representAsk question: What is a brand? What customers perdeive about you and how you make them feel. Whatever the consumer thinks of when he/she hears your company’s nameFoundation of your communication that builds relationshiops w/ you and your customers.
  • Nike / Volvo and Apple all big companies with brands that have been developed over time…but what can you do now to help grow your brand?
  • Issues - Ford did not understand market for Edsel. Never tested concept on real buyers. Priced vehicle in way that actually cannibalized sales from other divisions. Also had reliability issues.Key PointsWho are you selling to? Why would they buy from you?Buyer personasWhere do buyers look for info?Leverage these channels to communicateCultivate / Nurture User Communities
  • Social Media Marketing Blog posts Social channelsBook – The Referral Engine – Teaching your Business to Market itself by John Jantsch
  • Examples of brands who are good at defining who they are in the market?Consumers are bombarded by information all day every day. Images pop / various brands / mediums (TV / Radio / Banner Ads / mobile devices)In order to be effective in our information overload economy, you need to figure out what is your brand message.Helps consumers understand who you are / where you sit within the market
  • Social Media Marketing Blog posts Social channelsBook – The Referral Engine – Teaching your Business to Market itself by John Jantsch
  • Do: Orville RedenbockerCommoditized market PopcornTurning commodity into a brand and commanding premium price for it. Value prop: Every kernel of corn pops. Search for creation of world’s best popcorn.Quality wins (better product than generic versions)Market purchased b/c found Orville endearing / unique brandHis corn was worth more b/c had a personality
  • Social Media Marketing Blog posts Social channelsBook – The Referral Engine – Teaching your Business to Market itself by John Jantsch
  • Quality wins…marketing
  • Social Media Marketing Blog posts Social channelsBook – The Referral Engine – Teaching your Business to Market itself by John Jantsch
  • Isaac entrepreneur. Co-founder and CTO for a couple previous start-ups providing web-based application. Familiar w/ boostrapping companies. Became frustrated by lack of services to help companies deliver email.Learned need to validate your market / market opportunity before you do anything. Leveraged online forums to help validate opportunities.
  • Timeline of company / branding elements
  • 150k customers8b emails / month

Transcript

  • 1. Do’s & Don’ts of Branding:A SendGrid MontageJesse McCabeDirector, Product MarketingMay 9, 2013
  • 2. Good Brands Also…Save TimeProject theRight MessageProvideIdentity
  • 3. What Can You Do?
  • 4. Understand Your Market• Know whoare youselling to.• Know wherebuyers lookfor info?• Cultivate &nurture usercommunities.
  • 5. Jon HoffmanHead of Infrastructure at foursquare"Were now enjoying emaildelivery rates of 96% and havesaved thousands of dollars inengineering resources."CustomerReferencesSendGrid Approach
  • 6. Define Your Brand• Be Relevant• Be Consistent• Be Clear• CreateEmotionalAttachment
  • 7. SendGrid Branding PracticesCustomerReferencesSendGridEverywhere!
  • 8. Differentiate…Differentiate…Differentiate• UnderstandCompetitiveLandscape• Develop ValueProp• CommunicateWhy You areDifferent
  • 9. SendGrid Branding PracticesCustomerReferencesSendGridEverywhereContentMarketing
  • 10. Deliver a Kick-Ass Product!
  • 11. SendGrid Branding PracticesCustomerReferencesSendGridEverywhereKick-AssProductContentMarketing
  • 12. Email Delivery. Simplified• Logo / Tagline• Black SlideAbout SendGrid
  • 13. COMPANYHISTORYMeet Isaac…
  • 14. Building a BrandJanuary, 2009 – Begin working on SendGridToday- 150k Customers- 100b Emails- 130 EmployeesAugust, 2009 – TechStars GraduateSendGrid is Born!December, 2009 – Raised $750kApril, 2010 – $5M Series A RoundJan, 2012 – $21M Series B RoundDec, 2012 – 100K Customers
  • 15. A Few of Our Many Happy Customers
  • 16. Accelerator Partner Offer for500 Start-up Clients• DiscountedSendGrid plans– Free Silver Plan for6 months (up to100k emails / mo.)– $79.95 off Gold orPlatinum Plan for 6months (up to 300k /700k emails / mo.)
  • 17. Thank You!Jesse McCabeDirector, Product MarketingJesse.mccabe@sendgrid.com@mccabejesse