Geek Marketing 101 Lance Weatherby December 6, 2006

Marketing Is Not A Department It starts with the product concept Continues with product development It is the whole product That solves a customer need In a way that makes them want to tell their friends about Every employee is in marketing But every employee is not a marketer

It starts with the product concept

Continues with product development

It is the whole product

That solves a customer need

In a way that makes them want to tell their friends about

Every employee is in marketing

But every employee is not a marketer

Marketing Is Simple Getting customers Building awareness

Getting customers

Building awareness

Marketing Tells A Story Every company needs a few good myths Myths form the company’s ideology Must be authentic and based on fact But a little embellishment never hurts

Every company needs a few good myths

Myths form the company’s ideology

Must be authentic and based on fact

But a little embellishment never hurts

Culture Counts Culture is simply how things get done Brand is derived from culture Culture comes from the top What attributes do you want to be known for? The CEO needs to practice them

Culture is simply how things get done

Brand is derived from culture

Culture comes from the top

What attributes do you want to be known for?

The CEO needs to practice them

Positioning is Powerful The market’s perception of a company and its products The act of positioning is selecting and emphasizing individual associations that go into the overall perception A crucial strategic step - if you don’t do it your competition will for you Forces a niche approach Consistent repetition

The market’s perception of a company and its products

The act of positioning is selecting and emphasizing individual associations that go into the overall perception

A crucial strategic step - if you don’t do it your competition will for you

Forces a niche approach

Consistent repetition

Messaging Is Like Bourbon It needs to be distilled It needs to age Its better straight up People care about what it does Too much of it does not make you better Leave the complex undertones for the connoisseur

It needs to be distilled

It needs to age

Its better straight up

People care about what it does

Too much of it does not make you better

Leave the complex undertones for the connoisseur

Markets Are Conversations Which is quite different from “marketing is a conversation” Normal people don’t speak geek Nobody wants to be sold Conversations exist regardless of your participation

Which is quite different from “marketing is a conversation”

Normal people don’t speak geek

Nobody wants to be sold

Conversations exist regardless of your participation

Density Matters Word of mouth is uno Must create customer density in target Key influencers Tight community Customer density leverages word of mouth engine Word of mouth fuels itself and starts upward spiral of sales success

Word of mouth is uno

Must create customer density in target

Key influencers

Tight community

Customer density leverages word of mouth engine

Word of mouth fuels itself and starts upward spiral of sales success

Marketing Is Measurable Most marketers don’t like accountability “ ROMI” everything Blogs PR Advertising Cost per lead/sale The seven three test

Most marketers don’t like accountability

“ ROMI” everything

Blogs

PR

Advertising

Cost per lead/sale

The seven three test

Marketing Has Stages Viral is not a disease and its all you got Train your team Participate in the blogosphere Citizen marketers are your friend Use the press Partner when product proven Cross the chasm when you get to it

Viral is not a disease and its all you got

Train your team

Participate in the blogosphere

Citizen marketers are your friend

Use the press

Partner when product proven

Cross the chasm when you get to it

Geek Marketing 101 Lance Weatherby [email_address]

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