1. Unfair
Advantage:
Marketing for Start-ups
by Adeola Kayode.

2. The digital revolution
has forever changed the
balance of power
between the individual
and the brand.

3. The convergence of Digital,
Social Media, Technology
and internet technology is
not shifting tools...

4. It has given small
businesses the unfair
advantage for
MASSIVE results.
They can think
smarter, act faster
and take more risks.

5. George Wright the Vice
President (marketing) of
Blendtec, a company in
Utah decided built a
campaign about their
cornerstone product,
Total Blender.
*(a high performance blender used in restaurants, coffee shops
and other commercial concerns).

6. Will it blend?

7. The total cost of starting was
about $50 (being cost of a
lab coat, six-pack of coke, a
rake, and a domain name).
He got the CEO and
recorded him blending
unusual things and posted the
videos online.

8. The result was astonishing;
blending an iPhone was its most
popular video with 5.2 million
views on YouTube alone in the
first year ... media estimation of
the resultant effect is estimated
at $40 million.
As of now,
 YouTube has 58 million views.
 Total Will it Blend views are 101 million.
 They have 150,000 subscribers.
 Sales have increased 7 times over since the campaign.
 The sales have grown in commercial products as well.
 Brand awareness has grown.
 Traditional media picks up on it without Blendtec paying
(National TV, local media, blogs, Newspaper, you name it.)

9. 65% of new businesses
in Nigeria die within first
3 years.
 Death Valley Curve

10. ...Start-ups die faster

11. Most start-ups die before
launching because they
get caught in the
“Valley of Death”.

12.  Start-up Life Cycle
Pix: http://f3fundit.com/blog/understanding-the-startup-financing-process-2/

13. 7 Deadly sins
Start-up Marketing

14. 1. They focus on
only on the product.
You need to think of
your customers

15. Crazy
Stupid
Plain
... ideas

16. Customer
Market
Passion
Funding

17. 2. They try to reach
Everyone.
You need to define
your niche.

18. Personas
Keywords
SEO

19. 3. No support
system –
Customer
Service < 0

20. 4. No Plan
You need a
tactical plan

22. Without a plan,
Its possible to be
thrown in all directions.

24. 4. Beyond Likes and
follows,
You need to
generate leads

28. It’s just another media;
What you need is an
integrated marketing
strategy.

30. 4. No Measurement
Here, analytics is key

31. Promoting and engaging your
community is not about reaching new
markets
It is also about sustaining existing ones.
You can turn customers into advocates
Apple did.

32. One last thing...
Ok, 8 dimensions
of Customer Service.

33. 1. Environment.
2. Attitude and friendliness.
3. Personal(ised) attention.
4. Convenience and
accessibility.
5. Self-help tools and support.
6. Speed and responsiveness.

34. Channels of Engagement

36. MD/CEO Teleios Consulting
www.adeolakayode.com
@delola
deolakayode@gmail.com