Out-Think | Marketing Start-ups, From The Ground Up

{OUT-THINK} marketing start-ups from the ground, up

ben grossman { advertising, marketing, and social media strategist ben@ben-grossman.com www.ben-grossman.com @bengrossman

are ready to do BUSINESS.

hmmm…

a little better…

:-( shucks… it’s not that easy.

:-( :-( nothing is these days. :-(

26 year unemployment rate high this month. BBC | “US services see September growth” | 10/5/2009

“even if the recession miraculously ended tomorrow, economists estimate that at least three years would pass before full employment returned and output rose enough for the economy to operate at full throttle.” Louis Uchitelle New York Times April 6, 2009 BBC | “Economy Falling Years Behind Full Speed” | 4/6/2009

“We and others are funding start-ups as slowly as possible, or not at all.” Howard Anderson Founding Partner Battery Ventures •New York Times | “Economy Falling Years Behind Full Speed” | 4/6/2009

the frustration with the economy: “We played by the rules, but the rules changed.” Mary Tuttle, Pittsburg NYT Letter to the Editor April 10, 2009

the frustration with the marketing: You can play by the rules, but the rules changed.

traditional marketing doesn’t work for start-ups.

consumers have more choices and less time. and less time. Startup Marketing: Getting Off The Ground Floor | Sean Omalley and http://www.flickr.com/photos/cunaldo/

start-ups don’t have robust marketing budgets. robust marketing budgets. Startup Marketing: Getting Off The Ground Floor | Sean Omalley and http://www.flickr. http://www.flickr.com/photos/sgw/

and, when you can’t out-spend, you only have one option: out-think Startup Marketing: Getting Off The Ground Floor | Sean Omalley and http://www.flickr. http://www.flickr.com/photos/sgw/

and, when you can’t out-spend, you only have one option: { OUT-THINK} out-think Startup Marketing: Getting Off The Ground Floor | Sean Omalley and http://www.flickr. http://www.flickr.com/photos/sgw/

{ OUT-THINK} OUT-THINK my philosophy that smart and sound strategy is the best policy to battle those who can out-spend you and your company

{ OUT-THINK} OUT-THINK the philosophy to live by, because there will always come a day when someone else (competitor, ex-lover, etc.) can out-spend you.

let’s start with the basics. Startup Marketing: Getting Off The Ground Floor | Sean Omalley and http://www.flickr. http://www.flickr.com/photos/sgw/

what is marketing?

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” -American Marketing Association http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx

but the better question is, what is new marketing?

new marketing revolves around relationships (just as marketing has forever)

more specifically, new marketing revolves around relationships between consumers and brands and relationships between consumers and consumers

3 great reads, that I’m about to mention and draw from: (if used properly, they’ll help you out-think!)

THE OLD MODEL The Brand Gap | Marty Neumeier

THE BRANDED MODEL The Brand Gap | Marty Neumeier

what is a brand?

BRAND logo entity product ZAG | Marty Neumeier

BRAND is a person’s gut feeling about a product, service, or organization ZAG | Marty Neumeier

it’s not what you say it is. ZAG | Marty Neumeier

it’s what they say it is. ZAG | Marty Neumeier

THE NEW MODEL Based on The Brand Gap | Marty Neumeier

THE NEW MODEL Maybe I should Yelp about her! Hrmm…. Based on The Brand Gap | Marty Neumeier

THE NEW MODEL is all about conversations and consensus around brands.

so, what’s the point?

so, what’s the point? 1. make conversations about your product, service, or organization easy and organic to have -- enable storytelling

so, what’s the point? 1. make conversations about your product, service, or organization easy and organic to have -- enable storytelling 2. let those conversations drive sales for protracted periods of time

so, what’s the point? 1. make conversations about your product, service, or organization easy and organic to have -- enable storytelling 2. let those conversations drive sales for protracted periods of time 3. create RAVING FANS

the value of RAVING FANS

the value of RAVING FANS 1. they evangelize your brand for you

the value of RAVING FANS 1. they evangelize your brand for you 2. they are loyalists--long time customers

the value of RAVING FANS 1. they evangelize your brand for you 2. they are loyalists--long time customers 3. they are willing to engage with, take ownership of, and support the brand

the value of RAVING FANS 10% influence the purchasing behavior of the other 90% The Tipping Point | Malcolm Gladwell

what does it take to get these RAVING FANS?

a charismatic brand ZAG | Marty Neumeier

a charismatic brand a product, service, or organization for which people believe there is no substitute ZAG | Marty Neumeier

a charismatic brand let’s build one!

STEP 1: differentiate & innovate Based on The Brand Gap | Marty Neumeier

STEP 1: differentiate & innovate • Start-ups are in a unique position to build brand value into the offering, due to its nascent stage Based on The Brand Gap | Marty Neumeier

STEP 1: differentiate & innovate • Start-ups are in a unique position to build brand value into the offering, due to its nascent stage • The key is to build a remarkable feedback and to include consumer suggestions during development--these advisors are your future RAVING FANS Based on The Brand Gap | Marty Neumeier

STEP 1: differentiate & innovate • Start-ups are in a unique position to build brand value into the offering, due to its nascent stage • The key is to build a remarkable feedback and to include consumer suggestions during development--these advisors are your future RAVING FANS • Building in differentiation and innovation makes the branding process much easier! Based on The Brand Gap | Marty Neumeier

STEP 1: differentiate & innovate • Give your brand focus: Based on The Brand Gap | Marty Neumeier

STEP 1: differentiate & innovate • Give your brand focus: – Who are you? Based on The Brand Gap | Marty Neumeier

STEP 1: differentiate & innovate • Give your brand focus: – Who are you? – What do you do?

STEP 1: differentiate & innovate • Give your brand focus: – Who are you? – What do you do? – Why does it matter?

STEP 1: differentiate & innovate • Give your brand focus: – Who are you? – What do you do? – Why does it matter? • If you don’t have answers for all of these, step back to re-focus brand and business goals.

STEP 1: differentiate & innovate • Give your brand focus: – Who are you? – What do you do? – Why does it matter? • If you don’t have answers for all of these, step back to re-focus brand and business goals. • Create an “onliness statement” Based on The Brand Gap and Zag | Marty Neumeier

STEP 1: differentiate & innovate our offering is the only category that benefit. Based on The Brand Gap and Zag | Marty Neumeier

STEP 1: differentiate & innovate 1. Best SellingBASIC MARKET POSITIONS NINE 2. Only 3. Best Known 4. Easiest 5. Most Competitive 6. Fastest 7. Most Powerful 8. Newest 9. Most Affordable Based on The Brand Gap and Zag | Marty Neumeier

STEP 2: market to influencers • Build the brand for them: B2B B2C Service Product customers trust the company branding tends to be visible | customers trust the company branding tends to be invisible customers trust the people branding tends to be visible | customers trust the people branding tends to be invisible Based on The Brand Gap and Zag | Marty Neumeier

STEP 2: market to influencers • Build the brand for them: VISIBLE BRANDING INVISIBLE BRANDING Collateral CEO vision Advertising Employee training Partner communication Pricing strategy Photography Customer relationships Web presence Customer wins Positioning advertising Sales force communication Action advertising Sponsorships Point of sale Public relations User experience Vendor selection Based on The Brand Gap and Zag | Marty Neumeier

STEP 2: market to influencers • Build the brand for them • Make it easy to tell stories about the brand and to spread those stories

STEP 2: market to influencers • Build the brand for them • Make it easy to tell stories about the brand and to spread those stories • The value of stories: they’re ‘Made to Stick’

STEP 2: market to influencers • Build the brand for them • Make it easy to tell stories about the brand and to spread those stories • The value of stories: they’re ‘Made to Stick’ • Include influencers in offering development and improvement

STEP 3: loyalty and recommendations

STEP 3: loyalty and recommendations • Embrace and support engaged influencers to becoming raving fans

STEP 3: loyalty and recommendations • Embrace and support engaged influencers to becoming raving fans • Optimize content so that it is easily shareable and desirable

STEP 3: loyalty and recommendations • Embrace and support engaged influencers to becoming raving fans • Optimize content so that it is easily shareable and desirable • Create outlets for loyalists to tell their stories

STEP 3: loyalty and recommendations • Embrace and support engaged influencers to becoming raving fans • Optimize content so that it is easily shareable and desirable • Create outlets for loyalists to tell their stories • Tap into the power of social media to personalize brand

STEP 3: loyalty and recommendations • Embrace and support engaged influencers to becoming raving fans • Optimize content so that it is easily shareable and desirable • Create outlets for loyalists to tell their stories • Tap into the power of social media to personalize brand • Engender trust in the staff, who serve as brand touch-points

after bolstering the brand and supporting it through these steps, you’ll be armed with an army of RAVING FANS ZAG | Marty Neumeier

their strength as brand evangelists and supporters just goes to prove that when you can’t outspend, you can always… ZAG | Marty Neumeier

{OUT-THINK} marketing start-ups from the ground, up

ben grossman { advertising, marketing, and social media strategist ben@ben-grossman.com www.ben-grossman.com @bengrossman

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Out-Think | Marketing Start-ups, From The Ground Up

by Ben Grossman on Oct 07, 2009

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Out-Think | Marketing Start-ups, From The Ground Up — Presentation Transcript