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Overview of Marketing Strategy presented to Blue Tech and other start-ups at nestGSV on June 5, 2013

Overview of Marketing Strategy presented to Blue Tech and other start-ups at nestGSV on June 5, 2013

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Marketing strategyslideshare Marketing strategyslideshare Presentation Transcript

  • Marketing Strategy for EntrepreneursErin LimanProduct StrategistInnovation is Social@liman
  • A BWhat is Strategy?
  • Unknown AttentionEngagementConversionRaving FanA BThe Goal:
  • A BLearn What Works -- QuicklyCuriosity.Offering,Watching, Listening and Iterating
  • Features vs. Benefits vs. Results
  • We survived.
  • FeatureThis car has 6 side-impact bags.BenefitAir bags provide protection from impact.Result“We survived what should have been a fatalaccident.”
  • We survived.Feature: Has 6 side-impact airbagshttp://www.zerotohundred.com/wp-content/uploads/2012/12/KIA-Optima-K5-141-6-Airbags.jpg
  • Benefit: Keeps your family safe.eurocarnews.com
  • Results:We survived.
  • FeatureThis car has 6 side-impact bags.BenefitAir bags provide protection from impact.Result“We survived what should have been a fatalaccident.”
  • EMOTION ENGAGES
  • 4PARTSTO MAP OUT EARLY
  • 1WHO’S YOURCUSTOMER?
  • 1KNOWYOURCUSTOMERhomestay4studentsmontreal.blogspot.com
  • IT  SHOULD  FEELUNCOMFORTABLY  NARROW  1KNOWYOURCUSTOMER
  • The  OXO  StoryOXO Good Grips: “Tools you hold on to”
  • 2WHAT’S THEPOINT OFVIEW?
  • REFRAME2DEFINE A POINT OFVIEW
  • Morning,
  •   boys,
  •   how’s
  •   the
  •   water?2DEFINE A POINT OFVIEW
  • what
  •   the
  •   !@##
  •   is
  •   water?2DEFINE A POINT OFVIEW
  • 3WHAT RESULTS AREDELIVERED?
  • elawspotlight.wordpress.com -3THINK IN TERMS OF RESULTS
  • 4WHAT’S THE STORY THATTRIGGERS EMOTION?
  • 4ENGAGE EMOTIONS USING THE POWER OF STORYwww.thewatchersnetwork.complay the video: http://goo.gl/TJ6Qr
  • www-inst.eecs.berkeley.edu 
  • Mad LibFor ___________________________Who need to ____________________We offer _______________________That provides ____________________Unlike _________________________We have ________________________solve a specific painnew product categorykey breakthrough over current waycompetitorsdifferentiatoradapted from Geoffrey Moore,“Crossing the Chasm”three characteristics of your target market
  • Mad LibFor ___________________________Who need to ____________________We offer _______________________That provides ____________________Unlike _________________________We have ________________________solve a specific painnew product categorykey breakthrough over current waycompetitorsdifferentiatoradapted from Geoffrey Moore,“Crossing the Chasm”three characteristics of your target market
  • Mad LibFor ___________________________Who need to ____________________We offer _______________________That provides ____________________Unlike _________________________We have ________________________solve a specific painproduct categorykey breakthrough over current waycompetitorsdifferentiatoradapted from Geoffrey Moore,“Crossing the Chasm”three characteristics of your target market
  • Mad LibFor ___________________________Who need to ____________________We offer _______________________That provides ____________________Unlike _________________________We have ________________________solve a specific painkey breakthrough over current waycompetitorsdifferentiatoradapted from Geoffrey Moore,“Crossing the Chasm”three characteristics of your target marketproduct category
  • Mad LibFor ___________________________Who need to ____________________We offer _______________________That provides ____________________Unlike _________________________We have ________________________solve a specific painkey breakthrough over current waycompetitorsdifferentiatoradapted from Geoffrey Moore,“Crossing the Chasm”three characteristics of your target marketproduct category
  • For ___________________________Who need to ____________________We offer _______________________That provides ____________________Unlike _________________________We have ________________________three characteristics of your target marketsolve a specific painkey breakthrough over current waycompetitorsdifferentiatoradapted from Geoffrey Moore,“Crossing the Chasm”product category
  • Marketing Strategy for EntrepreneursErin LimanProduct StrategistInnovation is Social@liman