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ProductCamp Austin Spring 2010 - Start with the Story

by josh duncan

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Presentation from ProductCamp Austin 2010 - Start with the Story by Joshua Duncan

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Irfan Rivera, Mandor at Kuala Lumpur good job 1 year ago
Are you sure you want to

The 37 million 25- to 34-year-olds have an aggregate income that exceeds $1.1 trillion, and they have a substantial influence on a wide variety of sectors.Strategy – Gen X has money, how can we get them to spend it on a SUV
The automotive company projected sales of only 50,000 for the rugged SUV when it hit showrooms in 1999. Nissan is now selling Xterras at a rate of 80,000 a year.http://www.flickr.com/photos/nammer/44478628/http://www.youtube.com/watch?v=8n7q8OsCLBIhttp://www.usatoday.com/money/advertising/adtrack/2001-02-26-ad-track-nissan.htm#morehttp://www.motortrend.com/roadtests/nissan/112_9912_2000_nissan_xterra/index.html
http://www.flickr.com/photos/visbeek/2242177289/sizes/l/
Did you see the clown – public settings, people talking on cell phones, etc – only 25% of people remembered the clow riding by (inattentioal blindness)
http://www.flickr.com/photos/chanchan222/3219255790/sizes/l/Word of mouth, a time-honored marketing tactic, now acts like a megaphone on steroids. If your brand is delivering on its promise in some wonderfully extraordinary way, be it creative execution, product performance, or if your brand of airline hands out pajamas at 34,000 feet, the world will know about it in an instant. If your brand is delivering on its promise in some extraordinarily unsatisfactory way, the world will know that, too.
Photo - http://www.flickr.com/photos/yourdon/3088582622/A study by Edelman Public Relations revealed that 68 percent of consumers are more likely to believe other consumers than to believe traditional media sources. As opinions are blogged through the digital universe and review sites increase in number and credibility, it's not hard to understand how new communication tools have raised the value of word of mouth as a branding tool. And it's not hard to see why keeping your brand promise is paramount to success.==========BrandDigital (Allen P. Adamson)- Highlight Loc. 1355-57 | Added on Tuesday, November 17, 2009, 04:14 PM
http://www.flickr.com/photos/77824231@N00/347290610/sizes/o/
here's a one-to-one correlation between points 1 & 2 above and your sales and marketing effectiveness. If the dots aren't connected, your value propositions will be laced with product features and fluffy benefit statements that mean nothing to your buyers. Connect the dots well and your value propositions become very sticky. The Solution: Define customer needs without regard to your products first, then add product specifications as the means for creating the solution. The reasons for building new products and features are the same reasons buyers pay for them. http://www.zigzagmarketing.com/under-performing-products.html
http://www.flickr.com/photos/71362960@N00/335350003/sizes/l/
If you use only one tip, this is the one. The #1 mistake we’ve observed in presentations—and there is no close second—is that the message is too abstract.
http://www.flickr.com/photos/photograham/277281172/sizes/l/
1+ billion views a day20 hours of video uploaded every minute, that's the equivalent of over 130,000 full-length Hollywood movie releases every week The equivalent of 130,000+ full-length movies in theaters each week More video is uploaded to YT in 60 days than all 3 major US networks created in 60 years More page views every day than the primetime audience of all three networks combined

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ProductCamp Austin, Marketing at ProductCamp Austin Tags productcamp productcamp austin 2 years ago

ProductCamp Austin Spring 2010 - Start with the Story Presentation Transcript

Product Management: Start With The Story
Joshua Duncanwww.twitter.com/joshua_d
www.arandomjog.com
please thank our sponsors
CASE STUDY
Storytelling is by far the most underrated skill in business*
*Crush It! (Gary Vaynerchuk)
*
http://gapingvoid.com/
Word of mouth, a time-honored marketing tactic, now acts like a megaphone on steroids
BrandDigital (Allen Adamson)
Sizzle Fizzles
Today, the product can and should be the center of the marketing conversation. The product will be your most powerful marketing tool. (Baked In, Bogusky)
Write the Commercial First
X
The product has a story, and the marketing makes it sing*
*Baked In:, Alex
Don’t FORGET the DEMO
More video is uploaded to YT in 60 days than all 3 major US networks created in 60 years*
*Google
Everybody at SXSW this year was talking about Plancast (which is a great thing) but it is hard to find out what it is they do!
Resources
SUV - http://www.flickr.com/photos/hamed/282241413/sizes/l/
Crowd - http://www.flickr.com/photos/visbeek/2242177289/sizes/l/
Nobody - http://gapingvoid.com/2006/12/29/the-nobody-cares-manifesto/
Bacon - http://www.flickr.com/photos/izik/4262920567/
Button - http://www.flickr.com/photos/photograham/277281172/sizes/l/
Sing - http://www.flickr.com/photos/71362960@N00/335350003/sizes/l/
Superman - http://www.flickr.com/photos/chanchan222/3219255790/sizes/l/
Stick - http://heathbrothers.com/resources/
Youtube - http://sites.pressatgoogle.com/sundance2010/general-youtube-stats
Video - http://www.flickr.com/photos/fensterbme/1990023423/sizes/l/
Plancast – http://www.plancast.com
Evernote – http://www.evernote.com
Resources
Made to Stick
by Dan and Chip Heath
The Back of the Napkin
By Dan Roam
Baked In
by Alex Bogusky and John Winso
Resources
Crush It
by Gary Vaynerchuk
Ignore Everybody
by Hugh Macleod
BrandDigital
By Allen P. Adamson
please thank our sponsors

ProductCamp Austin Spring 2010 - Start with the Story

by josh duncan

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ProductCamp Austin Spring 2010 - Start with the Story Presentation Transcript