Marketing Strategy Talk at nestGSV June 5th, 2013

1. Marketing Strategy for Entrepreneurs Erin Liman Product Strategist Innovation is Social @liman

2. A B What is Strategy?

3. Unknown Attention Engagement Conversion Raving Fan A B The Goal:

4. A B Learn What Works -- Quickly Curiosity. Offering,Watching, Listening and Iterating

5. Features vs. Benefits vs. Results

6. We survived.

7. Feature This car has 6 side-impact bags. Beneﬁt Air bags provide protection from impact. Result “We survived what should have been a fatal accident.”

8. We survived.Feature: Has 6 side-impact airbags http://www.zerotohundred.com/wp-content/uploads/2012/12/KIA-Optima-K5-141-6-Airbags.jpg

9. Beneﬁt: Keeps your family safe. eurocarnews.com

10. Results:We survived.

11. Feature This car has 6 side-impact bags. Beneﬁt Air bags provide protection from impact. Result “We survived what should have been a fatal accident.”

12. EMOTION ENGAGES

13. 4PARTSTO MAP OUT EARLY

14. 1WHO’S YOUR CUSTOMER?

15. 1KNOWYOUR CUSTOMER homestay4studentsmontreal.blogspot.com

16. IT SHOULD FEEL UNCOMFORTABLY NARROW 1KNOWYOUR CUSTOMER

17. The OXO Story OXO Good Grips: “Tools you hold on to”

18. 2WHAT’S THE POINT OFVIEW?

19. REFRAME 2DEFINE A POINT OFVIEW

20. Morning,

21. boys,

22. how’s

23. the

24. water? 2DEFINE A POINT OFVIEW

25. what

26. the

27. !@##

28. is

29. water? 2DEFINE A POINT OFVIEW

30. 3WHAT RESULTS ARE DELIVERED?

31. elawspotlight.wordpress.com - 3THINK IN TERMS OF RESULTS

32. 4WHAT’S THE STORY THAT TRIGGERS EMOTION?

33. 4ENGAGE EMOTIONS USING THE POWER OF STORY www.thewatchersnetwork.com play the video: http://goo.gl/TJ6Qr

34. www-inst.eecs.berkeley.edu

35. Mad Lib For ___________________________ Who need to ____________________ We offer _______________________ That provides ____________________ Unlike _________________________ We have ________________________ solve a speciﬁc pain new product category key breakthrough over current way competitors differentiator adapted from Geoffrey Moore,“Crossing the Chasm” three characteristics of your target market

36. Mad Lib For ___________________________ Who need to ____________________ We offer _______________________ That provides ____________________ Unlike _________________________ We have ________________________ solve a speciﬁc pain new product category key breakthrough over current way competitors differentiator adapted from Geoffrey Moore,“Crossing the Chasm” three characteristics of your target market

37. Mad Lib For ___________________________ Who need to ____________________ We offer _______________________ That provides ____________________ Unlike _________________________ We have ________________________ solve a speciﬁc pain product category key breakthrough over current way competitors differentiator adapted from Geoffrey Moore,“Crossing the Chasm” three characteristics of your target market

38. Mad Lib For ___________________________ Who need to ____________________ We offer _______________________ That provides ____________________ Unlike _________________________ We have ________________________ solve a speciﬁc pain key breakthrough over current way competitors differentiator adapted from Geoffrey Moore,“Crossing the Chasm” three characteristics of your target market product category

39. Mad Lib For ___________________________ Who need to ____________________ We offer _______________________ That provides ____________________ Unlike _________________________ We have ________________________ solve a speciﬁc pain key breakthrough over current way competitors differentiator adapted from Geoffrey Moore,“Crossing the Chasm” three characteristics of your target market product category

40. For ___________________________ Who need to ____________________ We offer _______________________ That provides ____________________ Unlike _________________________ We have ________________________ three characteristics of your target market solve a speciﬁc pain key breakthrough over current way competitors differentiator adapted from Geoffrey Moore,“Crossing the Chasm” product category

42. Marketing Strategy for Entrepreneurs Erin Liman Product Strategist Innovation is Social @liman

Marketing Strategy Talk at nestGSV June 5th, 2013

Marketing Strategy Talk at nestGSV June 5th, 2013

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Marketing Strategy Talk at nestGSV June 5th, 2013