Marketing For Geeks 101 12 6 06


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  • Marketing For Geeks 101 12 6 06

    1. 1. Geek Marketing 101 Lance Weatherby December 6, 2006
    2. 2. Marketing Is Not A Department <ul><li>It starts with the product concept </li></ul><ul><li>Continues with product development </li></ul><ul><li>It is the whole product </li></ul><ul><li>That solves a customer need </li></ul><ul><li>In a way that makes them want to tell their friends about </li></ul><ul><li>Every employee is in marketing </li></ul><ul><li>But every employee is not a marketer </li></ul>
    3. 3. Marketing Is Simple <ul><li>Getting customers </li></ul><ul><li>Building awareness </li></ul>
    4. 4. Marketing Tells A Story <ul><li>Every company needs a few good myths </li></ul><ul><li>Myths form the company’s ideology </li></ul><ul><li>Must be authentic and based on fact </li></ul><ul><li>But a little embellishment never hurts </li></ul>
    5. 5. Culture Counts <ul><li>Culture is simply how things get done </li></ul><ul><li>Brand is derived from culture </li></ul><ul><li>Culture comes from the top </li></ul><ul><li>What attributes do you want to be known for? </li></ul><ul><li>The CEO needs to practice them </li></ul>
    6. 6. Positioning is Powerful <ul><li>The market’s perception of a company and its products </li></ul><ul><li>The act of positioning is selecting and emphasizing individual associations that go into the overall perception </li></ul><ul><li>A crucial strategic step - if you don’t do it your competition will for you </li></ul><ul><li>Forces a niche approach </li></ul><ul><li>Consistent repetition </li></ul>
    7. 7. Messaging Is Like Bourbon <ul><li>It needs to be distilled </li></ul><ul><li>It needs to age </li></ul><ul><li>Its better straight up </li></ul><ul><li>People care about what it does </li></ul><ul><li>Too much of it does not make you better </li></ul><ul><li>Leave the complex undertones for the connoisseur </li></ul>
    8. 8. Markets Are Conversations <ul><li>Which is quite different from “marketing is a conversation” </li></ul><ul><li>Normal people don’t speak geek </li></ul><ul><li>Nobody wants to be sold </li></ul><ul><li>Conversations exist regardless of your participation </li></ul>
    9. 9. Density Matters <ul><li>Word of mouth is uno </li></ul><ul><li>Must create customer density in target </li></ul><ul><ul><li>Key influencers </li></ul></ul><ul><ul><li>Tight community </li></ul></ul><ul><li>Customer density leverages word of mouth engine </li></ul><ul><li>Word of mouth fuels itself and starts upward spiral of sales success </li></ul>
    10. 10. Marketing Is Measurable <ul><li>Most marketers don’t like accountability </li></ul><ul><li>“ ROMI” everything </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Cost per lead/sale </li></ul></ul><ul><li>The seven three test </li></ul>
    11. 11. Marketing Has Stages <ul><li>Viral is not a disease and its all you got </li></ul><ul><ul><li>Train your team </li></ul></ul><ul><ul><li>Participate in the blogosphere </li></ul></ul><ul><ul><li>Citizen marketers are your friend </li></ul></ul><ul><ul><li>Use the press </li></ul></ul><ul><li>Partner when product proven </li></ul><ul><li>Cross the chasm when you get to it </li></ul>
    12. 12. Geek Marketing 101 Lance Weatherby [email_address]
    13. 13. <ul><li>To individual consumers who are frustrated with their online experience, MindSpring is a national dial-up access service that offers easy to use software, a reliable network that enables customers to connect, and accessible, friendly customer service and technical support. Unlike America Online we are not trying to be the biggest, we are trying to be the best. </li></ul>
    14. 14. <ul><li>CipherTrust provides email security solutions for enterprises so they can protect their messaging systems. Unlike Brightmail, CipherTrust offers holistic protection designed from the ground up for demanding messaging environments. </li></ul>