Down And Dirty Marketing Strategies - Notes

Show Me The Money Jonas Lamis – Tech Ranch Austin @jonaslamis Founding partner at Tech Ranch with Kevin Koym Start with a philosophical approach: Where marketing is today and where technology is going as a precursor to agile product marketing and agile product management? Epiphany: the industrial revolution is an anomaly because before the industrial revolution there were small bands of people working together to achieve different results. i.e building a barn – collaborating with your community to build this product what was going on outside of your community was irrelevant. ‐ Didn’t need additional information to build your product ‐Information is directly correlated to the size of the organization – Economist ‐ When the industrial revolution happened, information became abundant to everyone ‐ The cost of information dropped – cost of information going to zero, therefore the size of the organization is getting smaller Question: do economies of scale no longer exist or do niche product launches cost less to bring to the customer? ‐ Economies of scale has gone to the _____, still exists but there is a different channel of distribution Show Me The Money: how to position yourselves to test the market before bringing the product to market ‐ Skewed data geared to firms that are smaller and will bring niche products to market There are 3 ways to get paid: 1. Get paid for you do (really about Advertising) building a strategy and testing you ideas in ad model 2. Get paid for what you know (its about thought leadership) building rapport with your customer, talking to your people and 3. Get paid for who you are (social awareness) have thousands of people who are listening to you, creating this social acceleration so that when you get around to launching your product you have a massive adoption

What tools to use to test your products: Case study with a company that will provide an elearning product for high school students to take quizzes over the phone 1. Used Facebook to build landing pages to test – failed on first try 2. Then used Google to identify key words ‐ Landing pages ESL, Texting, Vocab word solution, PSAT (each language page was customized per key word, landing page identified as a coming soon) ‐ Allocated $5 for adwords ‐ Saved tens of thousands of dollars Google Adwords: Use to identify your key words Will tell you how popular and expensive those key words are Identify which people will be your customer Question if it works for luxury priced products: ‐ May be more difficult to identify Kevin: The use of Google adwords is a discovery process not analysis. Primary use to discover a whole new market of people that otherwise would not be advertised. Questions: Is real world feedback considered over actual feedback? “Nothing happens until you sell something” Don’t trust what your customer says. People vote with their buy button. Usage to identify a new market that perhaps wasn’t part of your original marketing and sales strategy. Question: Does it depend on who you are trying to sell it to? Suggestion: You should always have an online channel because your competitors will be searching online. Understanding keywords Targeting the right audience Testing different messages Converting browsers to buyers Understanding analytics Targeting different messages: Using google adwords to test different messages to your audience Thought Leadership: Becoming a thought leader through blogging

Picking the right topic – Staking a claim – Using the right language – Topic selection – Guest blogging – Linking for fun and for profit What is your own persona online: What is your thought leadership triangle Your passion that you can talk about weekly 1. www.jonaslamis.com 2. www.lamishpere.com Topic selection: Perceived value 1. What’s happening in the industry 2. Profiles and successes 3. Talking up other ideas 4. Tricks and tips 5. Predictions for the future 6. “We’ve got news” post 7. Failed blog postings 8. About your products/services Guest blogging: propose to the thought leaders in your industry; great way to increase your brand awareness Launch your Venture at Tech Ranch Employee to Entrepreneur starting August 27th Info session – Thurs. Aug 20th 11:30 am – 1:30 pm Google search engine ranking – as of today 1. Video 2. Podcast 3. Blogging 4. Website Everyone wants to connect. So much more relevant and authentic to have a blog.

Down And Dirty Marketing Strategies - Notes

by Jonas Lamis on Aug 15, 2009

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Down And Dirty Marketing Strategies - Notes — Document Transcript