How to build your marketing strategy


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Presentation by Andrew Humphries, Tech City Champion at the Creative Pioneers Challenge Can-Start Optimiser Workshops on 5th November 2012 at the IPA.

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How to build your marketing strategy

  1. 1. Andrew HumphriesHow to build your marketingstrategy
  2. 2. “Everything that can be invented hasbeen invented.” Charles Duell, Director US Patent office. 1899
  3. 3. “The horsemen need not getalarmed that the motor car willinjure their business in ourcountry.” Eastern Chronicle, New Glasgow, 19 April 1907
  4. 4. “No flying machine will ever fly fromNew York to Paris.” Orville Wright
  5. 5. “Airplanes are interesting toys but ofno military value.” Marchal Ferdinand Foch, Professor of Strategy, Ecole Superieure de Guerre
  6. 6. “This telephone has too manyshortcomings to be seriously consideredas a means of communication. The deviceis inherently of no value to us.” Western Union internal memo, 1876
  7. 7. “The telephone will be used to informpeople that a telegram has beensent.” Alexander Graham Bell
  8. 8. “It seems the only people using themachines were a small number ofprostitutes and gamblers who didntwant to deal with tellers face to face.” Luthur Simian, inventor of the ATM
  9. 9. “I think there is a world market formaybe five computers.” Thomas Watson, chairman of IBM, 1943
  10. 10. “There is no reason anyone wouldwant a computer in their home.”Ken Olson, president, chairman & founder of Digital Equipment Co, 1977
  11. 11. “So we went to Atari and said, „Hey, weve gotthis amazing thing, even built with some of yourparts, and what do you think about funding us?Or well give it to you. We just want to do it.Pay our salary, well come work for you.‟ Andthey said, „No.‟ So then we went to Hewlett-Packard, and they said, „Hey, we dont needyou; you havent even got through college yet.‟” Apple Computer founder Steve Jobs on attempts to get Atari and HP interested in his and Steve Wozniaks personal computer.
  12. 12. “Dont be afraid to go out ona limb. Thats where the fruitis.” H.Jackson Browne
  13. 13. “People who say „It can‟t bedone…‟ should stop interruptingthose of us who are doing it.” Henry Ford
  14. 14. “A ship in the harbour is safe,but that is not what ships arebuilt for.” Anonymous
  15. 15. Sales Cycle Buying Cycle1. Suspect 1. Identify Need2. Prospect 2. Analyse Solutions3. Presentation 3. Gather Information4. Demonstration 4. Identify Budget5. Benefits / ROI 5. Determine Benefit6. Negotiation 6. Negotiation7. Contract 7. Contract 8. BUYER‟S REMORSE!