Crative Camp 2014: Dead fit-marketing by Andrea di marco


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Marketing tipps for Start-ups
Document owner: Andrea di Marco

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Crative Camp 2014: Dead fit-marketing by Andrea di marco

  1. 1. deadfit Marketing Keybits ofloretailored for startuppers Creative Camp 2014
  2. 2. Marketing Process
  3. 3. Business Process
  4. 4. Better Marketing
  5. 5. More SuccessfulBusiness Through Marketing » Marketing orientation » Competitive advantage » Monitoring competition » Market segmentation » Strenghts & weaknesses analysis » Mirroring market dynamics
  6. 6. The contents ofastrategic marketing plan » Executive summary » Mission statement » Market overview » Value Proposition (VP) » SWOT analyses on key segments » Marketing objectives & marketing mix
  7. 7. Executive Summary Thissectionis an overview oftheentireplan Itsummarizes each ofthe other sections ofyour marketing plan. Itis the last partto complete.
  8. 8. Mission Statement The raison d'être of the organization, covering role, business definition, distinctive competence and future indications. Don't try thisatCCALPS!
  9. 9. Market Overview Providethe basis for strategy formationand positioning MARKET STRUCTURE - MARKET TRENDS - WHO buys WHAT What are the BENEFITS SOUGHT - KEY MARKET SEGMENTS And finally the golden rule... Select a segment & serve it
  10. 10. Mass Market Some organizations don'tfocus On separate customer segments Theytreateveryone asalarge segment
  11. 11. Niche Market When You catera verysmall Specific group Ofcustomers
  12. 12. Segmented Market Multiple Segments withslightly Different needs & problems
  13. 13. Diversified Market Youhave more thanone Segment With very different needs
  14. 14. Multi-sided Market Characterizedby interdipendent customer segments
  15. 15. Value Proposition Basedoncustomer needs Whatvalueareyou deliveringthrough your product or service?
  16. 16. Strenghts &Weaknesses Analysis UndertakeaSWOT analysis to helpyour companyunderstand its relative strengths and weaknesses in each segment
  17. 17. Marketing Objectives Goals usuallyquantitative statements thatthe organization wishes to achieve
  18. 18. Marketing Strategy The integrated mixthatwill satisfy the objectives interms of Product Price Place Promotion
  19. 19. Productincluding service Whatcreates value foryour customers in quantitative & qualitativeterms
  20. 20. Breakthrough Technology You can satisfyneeds Thatcustomers even Didn'tthinktheyhad AndCreatea new industry
  21. 21. Incremental Performance You can delivervalue byupgrading existing Products & Services Makingthings moreconvenient
  22. 22. Fixed pricing Basedonstatic predefinedvariables Not subjet to bargaining » List price » Feature dependent pricing » Customer segment dependent » Volume dependent
  23. 23. Dynamic pricing Basedoncertain market variables Price constantly change » Negotiating or bargaining » Feature dependent pricing » Yeld management » Real-time markets » Auction pricing
  24. 24. Placement Represents the means throughwhich Your company delivers value Channels raise Awareness Allowto evaluate ourproducts &to performthe purchase
  25. 25. Promotion Communicatewith Customers & potentialones Both personal & impersonal
  26. 26. Impersonal Communication Usually refers to Advertising & salespromotion
  27. 27. Advertising Manageasan investment Define Target Goals Message & Medium Then Monitor Results
  28. 28. New Media Communication Websites Blogs Usergroups TumblrTwitter Facebook YouTube UserVoice
  29. 29. Social Media Strategy 1.Increase brand awareness across markets » Lead generation » Support from influencial customers 2.Spread the word across internet & real places 3.Connect with passions, lifestyles & causes 4.Share links to contents relevant to conversions
  30. 30. Social Media Guidelines 1.Networks are built for activity, not commerce 2.Participate & share, do not push 3.Be smart, come-ons usually mean just that 4.Leverage specific capabilities of each network 5.Build real & engaging social graphs
  31. 31. TwitterWorkflow 1.Listen to people in stratefic segments 2.Measure people's influence 3.Take action considering the tool's global nature 4.Measure results 5.Establish a nice handle 6.Spend some time to brand and design your page 7.Build an authoritative social graph
  32. 32. Finished Withmy presentation Questions?
  33. 33. Thank you!