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How Star Trek can help you understand Marketing Strategy


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How Star Trek can help you understand Marketing Strategy

  1. 1. Star Trek How It Can Help You Understand Marketing Strategy Dexter King October 11, 2013
  2. 2. AGENDA The Star Trek Opening Theme - pg. 3 Marketing Strategy begins with... - pg. 4 What a Purpose should be - pg. 5 Your Competitive Arena - pg. 6 Defining your Competition - pg. 7 Recap - pg. 8 2 Image Source: Google Search
  3. 3. “Space, the Final Frontier. These are the voyages of the StarShip Enterprise. It’s 5 year mission... To explore strange new worlds, to seek out new life and new civilizations, to boldly go where no man has gone before.” 3 Source: Star Trek Opening Theme from the 1960s TV Show Star Trek’s opening theme tells you everything you need to know about the show and its story arc, i.e. the “What”
  4. 4. + = Marketing Strategy begins with the “What”.... What is your Purpose? Companies that have the world’s greatest brands or services also have inspirational Purposes that drive everything the organization does no matter the function or level Images Source: Google Search Starting Point for Marketing Strategy What is your Purpose? Where do you Compete? You Plan to Compete How to Put Plan into Action + + Star Trek can help you understand the “What?” of marketing strategy. How a well defined Purpose can drive everything an organization seeks to accomplish.
  5. 5. Your Purpose should be inspirational enough to drive your marketing strategy and all the actions of your organization, no matter the level or function A well written Purpose... 1. Ensures that an organization will not become myopic or too narrowly focused (we sell carbonated soft drinks vs we sell “liquid refreshment”) 2. Ensures that an organization will continually look at the big picture and constantly innovate its products, its business and its operating model (if we sell “liquid refreshment” then why aren’t we selling... ?) Starting Point for Marketing Strategy Starship Enterprise To explore strange new worlds To seek out new life and new civilizations To boldly go where no one has gone before To refresh the world To make people happy To organize the world’s information and make it universally accessible Image Source: Google Search
  6. 6. + Star Trek’s opening theme is so well written that it also answers “Where do you Compete?” After you define your Purpose, you then define things like... Where you are going to compete? Which consumers to target? Markets or geographies? Channels? Image Source: Google Search Next Point in Marketing Strategy: Where do you Compete? What is your Purpose? Where do you Compete? You Plan to Compete How to Put Plan into Action + + “Space, the final frontier” Any other realm, e.g. on Earth, at Sea is out of scope for the Enterprise.
  7. 7. Now that you’ve determined the What and the Where you can begin to define the Who... your Competition BONUS Point in Marketing Strategy: Who is your Competition? Other Starships in Federation Other Species from around the galaxy with space programs Starship Enterprise Non-military space programs (commerce, academia, etc)
  8. 8. Star Trek’s opening theme serves as a great start to a well written marketing strategy • It answers three main questions associated with marketing strategy, e.g. The What, the Where and the Who • It also provides the time frame for measuring success (5 Year Mission) • Once these things are defined everything else (your plan to execute, how you execute, who you hire to execute) becomes clear and easier to articulate Conclusion Image Source: Google Search
  9. 9. “If you can’t take a little bloody nose, maybe you oughtta go back home and crawl under your bed. It’s not safe out here. It’s wondrous, with treasures to satiate desires both subtle and gross; but it’s not for the timid” --- Q 9 Source: Star Trek the Next generation
  10. 10. Picard is the best Star Trek captain... The Enterprise would beat any ship from Star Wars, but... ... a Sith Lord, like Vader, could just Force Choke the Enterprise’s crew 10 Source: Eternal debates that rage between Trekkies and Star Wars Nerds And just to lay these questions to rest...
  11. 11. 11 Thank You Image Source: Google Search
  12. 12. 12 About the Author – Dexter King Education: •  BA, Economics, University of Virginia •  MBA, The Fuqua School at Duke University Experience: •  Brand Marketing and Management: Procter & Gamble, Coca-Cola, LVMH and Diageo •  Marketing and Growth Strategy: McKinsey and Company The Fun Stuff I Love: •  Photography, Cinema, Food (Bacon Cheeseburger Enthusiast) Contact •  E: