Smart marketing - Entrepreneur U

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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.

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Smart marketing - Entrepreneur U

  1. 1. SMART MARKETINGFOR START-UPSAugust 17, 2011 SMART MARKETING
  2. 2. AGENDAIntroductionMarketing strategyConnectingBrandingMeasurementExamples SMART MARKETING
  3. 3. WHO ARE WE? John Coulbourn Ipswich River Media Beth Zonis Eco Marketing James Waldron James Waldron Design SMART MARKETING
  4. 4. GREAT TECH … NOW WHAT?A. Investors (funding)B. Partners (employees/market)C. Customers (prospects/influencers)D. All of the above SMART MARKETING
  5. 5. SIMPLY PUT:Brand: collection of perceptions in the minds of your audience BRAND SMART MARKETING
  6. 6. 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
  7. 7. CRITICAL SUCCESS FACTORSClarityConsistencyCredibilityEngagement SMART MARKETING
  8. 8. MARKETING STRATEGYInternal: – Corporate mission, goals & objectives – People – Product – Relationships SMART MARKETING
  9. 9. MARKETING STRATEGYExternal: – Market needs – Market trends – Competition SMART MARKETING
  10. 10. TARGET AUDIENCE Categorize Prioritize Analyze Importance Role SMART MARKETING
  11. 11. ARTICULATIONValue Proposition WorksheetFor…Who want/need…We offer…We are better than alternatives,because…Proof points: SMART MARKETING
  12. 12. POSITIONINGPositioning is a perceptual location where your product/service fits into the marketplace. Clarity Engagement Consistency Credibility SMART MARKETING
  13. 13. CONNECTINGWho: – Decision-makers – Channels – Influencers SMART MARKETING
  14. 14. CONNECTING Awareness Influence Motivate SMART MARKETING
  15. 15. BRAND AWARENESSConsistency: Look, feel, tone – Clarity: Simplicity is a virture – evenfrom one element to the other for sophisticated technology . Website LOGO Collateral BRAND Social PR NetworkingCredibility: Market-speak orideas that resonate Direct Engagement: Are the elements in synch? Interchangeable? Compelling?. SMART MARKETING
  16. 16. PRAGMATIC IMPLEMENTATION DO IT YOURSELF CROWDSOURCE IT HIRE A PROFESSIONAL SMART MARKETING
  17. 17. LOGO DESIGNLogoworks.comGuru.comIstockphoto.comShutterstock.com SMART MARKETING
  18. 18. PRINT DESIGNpsPrint.comVistaprint.comMoo.com SMART MARKETING
  19. 19. POWERPOINT DESIGNPresentationload.comPresentationpro.com SMART MARKETING
  20. 20. THE ENGINE: YOUR WEBSITE SMART MARKETING
  21. 21. THE ENGINE: WORDPRESSNot just for Blogs anymoreTemplates aboundInexpensiveAdaptableFastExcellent Search Engine OptimizationBlog baby, BlogThemeforest.net SMART MARKETING
  22. 22. THE ENGINE: WORDPRESS SMART MARKETING
  23. 23. MEASUREMENTSales…leads, volume, cycleTraffic…buzz, hits, etc.Other corporate objectives SMART MARKETING
  24. 24. CLIENT: SOLAR DEVELOPER 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 SMART MARKETING
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. EVOLVE SMART MARKETING
  30. 30. THANKS!  John Coulbourn www.ipswichrivermedia.com john@ipswichrivermedia.com 508-277-7356  Beth Zonis www.ecomarketingonline.com  beth.zonis@ecomarketingonline.com 617-501-9660  James Waldron www.jameswaldron.com jwd@6foot6.com 978-499-7871 x121 SMART MARKETING

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