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

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Marketing tipps for Start-ups …

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

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  • 1. deadfit Marketing Keybits ofloretailored for startuppers Creative Camp 2014
  • 2. Marketing Process
  • 3. Business Process
  • 4. Better Marketing
  • 5. More SuccessfulBusiness Through Marketing » Marketing orientation » Competitive advantage » Monitoring competition » Market segmentation » Strenghts & weaknesses analysis » Mirroring market dynamics
  • 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. Executive Summary Thissectionis an overview oftheentireplan Itsummarizes each ofthe other sections ofyour marketing plan. Itis the last partto complete.
  • 8. Mission Statement The raison d'être of the organization, covering role, business definition, distinctive competence and future indications. Don't try thisatCCALPS! bit.ly/mission-generator
  • 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. Mass Market Some organizations don'tfocus On separate customer segments Theytreateveryone asalarge segment
  • 11. Niche Market When You catera verysmall Specific group Ofcustomers
  • 12. Segmented Market Multiple Segments withslightly Different needs & problems
  • 13. Diversified Market Youhave more thanone Segment With very different needs
  • 14. Multi-sided Market Characterizedby interdipendent customer segments
  • 15. Value Proposition Basedoncustomer needs Whatvalueareyou deliveringthrough your product or service?
  • 16. Strenghts &Weaknesses Analysis UndertakeaSWOT analysis to helpyour companyunderstand its relative strengths and weaknesses in each segment
  • 17. Marketing Objectives Goals usuallyquantitative statements thatthe organization wishes to achieve
  • 18. Marketing Strategy The integrated mixthatwill satisfy the objectives interms of Product Price Place Promotion
  • 19. Productincluding service Whatcreates value foryour customers in quantitative & qualitativeterms
  • 20. Breakthrough Technology You can satisfyneeds Thatcustomers even Didn'tthinktheyhad AndCreatea new industry
  • 21. Incremental Performance You can delivervalue byupgrading existing Products & Services Makingthings moreconvenient
  • 22. Fixed pricing Basedonstatic predefinedvariables Not subjet to bargaining » List price » Feature dependent pricing » Customer segment dependent » Volume dependent
  • 23. Dynamic pricing Basedoncertain market variables Price constantly change » Negotiating or bargaining » Feature dependent pricing » Yeld management » Real-time markets » Auction pricing
  • 24. Placement Represents the means throughwhich Your company delivers value Channels raise Awareness Allowto evaluate ourproducts &to performthe purchase
  • 25. Promotion Communicatewith Customers & potentialones Both personal & impersonal
  • 26. Impersonal Communication Usually refers to Advertising & salespromotion
  • 27. Advertising Manageasan investment Define Target Goals Message & Medium Then Monitor Results
  • 28. New Media Communication Websites Blogs Usergroups TumblrTwitter Facebook YouTube UserVoice
  • 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. 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. 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. Finished Withmy presentation Questions?
  • 33. Thank you!