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

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

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For most start-ups, budgets are slim and smarts are plentiful. This presentation covers how to approach marketing start-ups by using smart and sound strategy to OUT-THINK (rather than out-spend) ...

For most start-ups, budgets are slim and smarts are plentiful. This presentation covers how to approach marketing start-ups by using smart and sound strategy to OUT-THINK (rather than out-spend) competitors. This presentation was originally developed and delivered by Ben Grossman for the Microsoft BizSpark Incubation Week for Windows 7 at the Microsoft Technology Center in Boston, MA.

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  • http://www.flickr.com/photos/cunaldo/271683015/sizes/l/
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Out-Think | Marketing Start-ups, From The Ground Up Out-Think | Marketing Start-ups, From The Ground Up Presentation Transcript

  • {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
  • {YOU}
  • are ready to do BUSINESS.
  • so…
  • GO.
  • hmmm…
  • GO!
  • a little better…
  • GO!!!
  • :-( 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