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The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
The Theory of Launch
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The Theory of Launch

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Presentation deck from 'Theory of Launch' workshop hosted at Central Working on 12th October for technology based start ups.

Presentation deck from 'Theory of Launch' workshop hosted at Central Working on 12th October for technology based start ups.

Published in: Business, Economy & Finance
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Transcript

  • 1. Central Working Workshop<br />Gather and Throw<br />12th October 2011<br />
  • 2. Who are we?<br />Charlotte Hogg: Marketing expert, Tech entrepreneur, prolific networker (a stalker to some).<br />The G&T Team: Entrepreneurial, passionate, knowledgeable. Experts in design, development, social media & mobile.<br />
  • 3. What do we do?<br />Love & Understand Start Ups<br />Passionate & Knowledgeable about Tech<br />Plan, Plan, Plan<br />Build Relationships<br />Design and Develop great campaigns<br />Focus on business growth<br />
  • 4. Who else have we worked with?<br />
  • 5. What’s the point?<br />Focus<br />Intelligence<br />Growth<br />Expertise<br />Speed<br />ROI<br />
  • 6. Traditional Launch<br />
  • 7. G&T Launch<br />5. BRAND MARKETING<br />7. PHEW!<br />3. KEY INFLUENCERS<br />6. EXIT<br />4. BENEFIT MARKETING<br />1. PRE-LAUNCH THINKING<br />2. EARLY ADOPTERS<br />
  • 8. Intro to Case Study<br />
  • 9. 1. Creating Brand Equity<br />
  • 10. The Industry<br />Your Industry is the foundation of your business and will determine your consumer demands and expectations.<br />©Gather and Throw 2011<br />Confidential<br />10<br />
  • 11. The Industry<br />What is affecting your industry?<br />What is causing change?<br />What is the rate & direction of change?<br />Who are the key influencers?<br />Where do you sit?<br />
  • 12. Money<br />It is the perception of value that will encourage your consumers to spend. It is your use of money that will determine your CPA & ROI<br />©Gather and Throw 2011<br />Confidential<br />12<br />
  • 13. Money<br />What are people spending money on?<br />What are people expecting for this spend?<br />What is value associated with?<br />How will this impact your Consumer Value and CPA?<br />
  • 14. Features, Advantages & Benefits<br />Tech Heads love new features. Consumers, however, love benefits.<br />©Gather and Throw 2011<br />Confidential<br />14<br />
  • 15. Features, Advantages, Benefits<br />What will your features mean to your users?<br />How will they help, engage or impact upon your users?<br />How clear are your benefits and how easy are they to access?<br />How would others describe the value in your product?<br />Do your consumers recognise the value in your products?<br />
  • 16. Competitors<br />Keep your friends close and your enemies closer. Only the paranoid will survive. <br />©Gather and Throw 2011<br />Confidential<br />16<br />
  • 17. Competitors<br />Who are they (all of them)?<br />How do they make their users feel?<br />How loyal are their consumers?<br />What are the doing right?<br />What are you able to improve on?<br />
  • 18. Unique Selling Point<br />We all need something to hang our hat on.<br />©Gather and Throw 2011<br />Confidential<br />18<br />
  • 19. Unique Selling Points<br />Are you the only business that can solve a specific problem?<br />Do you have an unusual/inspiring brand story?<br />Are your team experts/influential/particularly attractive?<br />How is important to customer service to your business?<br />
  • 20. Reasons for Buying<br />Don’t expect your consumers to connect the dots. <br />©Gather and Throw 2011<br />Confidential<br />20<br />
  • 21. Reasons for Buying<br />What do your benefits mean to your users?<br />How will it effect their day?<br />How will it make them feel?<br />What pain are you easing?<br />
  • 22. Buyer Types<br />Birds of a feather flock together – it is unlikely they will flock towards you on their own accord.<br />©Gather and Throw 2011<br />Confidential<br />22<br />
  • 23. Buyer Types<br />Who are they?<br />What differentiations are there?<br />How influential are they?<br />How quickly will they make buying decisions?<br />How do their problems differ?<br />
  • 24. Objections<br />The most self aware people are often the most charming. Make sure your consumers connect the dots in the right way. <br />©Gather and Throw 2011<br />Confidential<br />24<br />
  • 25. Objections<br />How familiar is your product?<br />How problematic are your problems?<br />How tangible is your value offering?<br />How engaging is your brand?<br />
  • 26. Market Strategy<br />Align your marketing activity to your current core business focus. <br />©Gather and Throw 2011<br />Confidential<br />26<br />
  • 27. Market Strategy<br />What resources do you have?<br />What are your biggest business pressures?<br />How much time do you have?<br />What is your exit strategy?<br />
  • 28. 2. Growth Execution<br />
  • 29. 1. Pre-Launch<br />2. Early stage adopters<br />3. Key influencers<br />4. Market leaders<br />5. Benefit mass market<br />6. Brand mass market<br />The Strategy<br />
  • 30. Pre Launch Thinking<br />Exit Strategy & Acquisition target<br />Core Focus<br />Brand Hook & Identity<br />User Conversion<br />Market Partners<br />Social Sharing<br />Acceleration <br />
  • 31. Early Stage Adopters<br />Focus groups<br />Social Insights<br />Usability testing <br />Target Market conversion<br />Brand adoption testing <br />Marketing assumption testing<br />
  • 32. Key Influencers<br />Tailored Approach<br />Strong relationships<br />Engage in vision, growth, journey<br />Incentivise<br />
  • 33. Market Leaders <br />Partnerships<br />Value Add<br />Add Brand Equity<br />Reach Target Audience<br />
  • 34. Benefit Mass Market<br />Engagement<br />Benefit led Social Channels<br />Story telling characters<br />
  • 35. “G & T have proved their value at every stage of our relationship. I urge every business to at least speak with them before approaching and using another agency – it will probably be the best conversations you ever have.” <br />Benefit Mass Market<br />Benefit Mass Market<br />
  • 36. Brand Mass Market<br />Traditional Channels<br />Simple Marketing Messages<br />Enhanced Creativity<br />
  • 37. Brand Mass Market<br />
  • 38. What we can do for you<br />“G & T have proved their value at every stage of our relationship. I urge every business to at least speak with them before approaching and using another agency – it will probably be the best conversation you ever have.” <br />
  • 39. Where you can find us<br />Contact:<br />charlotte@gatherandthrow.com<br />07703 689 639<br />` www.GandT.me<br />@TheoryofLaunch<br />

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