Graeme Roberts, president of GrowMotor™, is on a crusade to make marketing great. He calls it Planned Marketing Performance™. Graeme will show how to develop your Marketing Plan, using the seven-step Marketing Performance Process™. “The biggest problem in marketing,” he explains, “is failure to clearly articulate who your customers are, what your product or service is, and why they should buy it. Without that everything else falls apart!” Graeme presents five tools that you can use right away to choose market segments, position the company, develop products and services with killer value propositions, and translate them into powerful messages that sell.

1. Great Marketing
© 2010 GrowMotor

2. Outcomes
1. Change the way you think about marketing
2. Learn some marketing tools in practice

3. Marketing is…
• a function
• communication
• a profession
• support for sales
• a department
• meeting customer needs
• a very imprecise and confusing word

4. GrowMotor definition:
MARKETING DRIVES GROWTH

5. Growth
• in revenue
• in customers, clients, supporters
• in problems solved
• in value delivered
• in winning products and services

6. every business and non-profit needs
GROWTH

7. businesses, organizations, and even people
GROW OR DIE

8. if growth is the goal
IS MARKETING IMPORTANT?

9. Peter Drucker
The purpose of a business is to create a customer.
Business has only two functions—marketing and innovation.
All the rest are costs.

10. Dave Packard
Marketing is too important to be left to the marketing
department.

11. GrowMotor definition: GREAT MARKETING drives
RELIABLE, SUSTAINABLE GROWTH

12. name three 3 companies that
DO GREAT MARKETING

13. Steve Jobs
We don’t get a chance to do that many things, and every
one should be really excellent. Because this is our life.
Life is brief, and then you die, you know?… So it better
be damn good. It better be worth it. And we think it is.

14. Listen to one
HIGHLY SUCCESSFUL MARKETER

15. Bill Davidow—Intel
Companies can finance a lot of marketing
activity, and still not have marketing programs.
Ads can be run, press conferences held, sales
calls made, data sheets and application notes
published, competitive data collected, and the
company can still be left with little to show for
its efforts.

16. Bill Davidow—Intel
Yet to the untrained observer, each of those
activities will appear to be competent, vigorous,
and persuasive. The only contrary clue is that
the programs are not achieving the desired
results.

17. the truth is that most
MARKETING SUCKS

18. Big Opportunity
Great marketing offers
incredibly powerful
competitive advantage,
because so few companies
achieve it

19. what does it take to do
GREAT MARKETING?

20. To Do Great Marketing
Innovative
Customer
Experience
Process
Leadership

21. Leadership
Old Marketing Mindset New Growth Mindset
• I’m Chief Marketing Officer! • I lead the business
• I report to the CEO • I’m an entrepreneur
• It’s my job • It’s my life
• Sales is her job • We develop customers
• R & D is his job • We develop great products
• Sell products and services • Build customer experiences
• I own the brand • We’re growing the company

22. Why Do We Need a Process?
• We need a process because:
 Marketing is BIG, BIG, BIG
 We avoid tunnel vision—advertising, SEO, etc.
 We get things done—checklists
 We remember it and do it again
 We speak a common language

23. Marketing Performance Process™
1. Understand customers, problems, needs
2. Diagnose problems in current system
3. Articulate the story
4. Decide on the plan
5. Communicate the story to customers
6. Deliver the customer experience
7. Measure results & improve the plan

24. Customer Experience
Customer Marketing
• Problems, needs, & wants • Products & services
• View of product or service • Positioning, value prop
• Cost, affordability, & value • Price, discounts, promotions
• Buying • Sales process & channels
• Problems and questions • Customer service & support
• Feelings • Customer satisfaction

25. Innovative Customer Experience
Reliable, sustainable growth
requires innovation in the
customer experience—both
the product or service and
the marketing

26. ICE—Innovation Drives Growth
• Growth is always driven by innovation
• Innovative Customer Experience
 Different is better, unique is best
 Product/service innovation with R&D/operations
 Marketing innovation through positioning
• Evolutionary, incremental development
• Revolutionary, radical development

27. Summary
• Marketing drives growth
• Marketing is important
• Great marketing: reliable, sustainable, growth
• Most marketing sucks
• Big problems provide big opportunities
• Great marketing takes Leadership, Process,
and Innovative Customer Experience

28. putting it all together
THE SEAKA SURFSWELL® STORY

29. seaka Meets Q9 Mobile
• Paul Martell, entrepreneur &
surfer, starts seaka in 2008 to
make phone for surf and land
• Calls it seaka surf/sun
• Q9 mobile, Shenzhen, China,
buys 47% of company
• Recruits “best of best” team
for marketing, design, and
engineering—with Q9 help

30. Location
• Geelong, Australia 50
miles from Melbourne
• Bell’s Beach
• Billabong Surf Shop
• Lower costs
• Government incentives
• Two universities

31. Marketing Team
• Paul Martell—CEO, “big dude”, founder
• Sang-he ‘Susan’ Kim—product visionary
• John Bergman—marketing strategist
• Tam Nguyen—marketing production manager
• Gemma Beal—designer, surfing champion
• Monica Nkosazana—customer development

32. Customers
• Primary Segment
 Professional and amateur surfers
• 20 million surfers worldwide
 10 million available market
 Carriers, coverage, channels, affordability
 Estimated product life 2 years
• Secondary Segment
 Windsurfers—500K available market

33. Plans
• seaka SURFSwell® first in surf/sun family
• mission: mobile solving problems for people
• future: clear winner by focus and innovation
• Launch Australia, Hawaii, South Africa 11/10
• Units: 100K 2011, 500K 2012, 2 M 2013

34. Needs & Wants
• Attach to wetsuit or arm, safe, can’t lose
• Safe to carry, swim, and surf
• Extreme punishment, wet/dry, salt/sand, sun
• Talk, text, 3G or 4G data
• Simple operation
• Weather, surf reports, beach maps, GPS
• Emergency beacon, “dead man” activation
• Solar charge, salt water backup

35. Be Careful What You Want!
• Paul Martell
 “Make it like a Rolex
Submariner!”
 Waterproof to 1000 feet
 Estimated cost $7,500
• Reduced spec to 10 feet
 Cost $360 to $460
 Still 50% higher than
most smart phones

36. Up Against
• Competitors
– Same form, same function
• Substitutes
– Different form, same function
– TurboTax, CPA, pen & calculator
• Alternatives
– Different form, different function, same result
– TV, movies, bar, nightclub, baseball game

37. Competitors
• Casio G’Zone Brigade
 Water resist 30 min/1 m
 Shock resistant
• Sonim XP3 Quest
 Water resist 30 min/1 m
 Shock resistant
• Motorola BARRAGE
 Water resist 30 min/1 m
 Shock resistant

38. Competitors v Q9 Prototype
Casio G’zOne Motorola Sonim Q9
Brigade BARRAGE XP3 SURFSwell
Prototype
Water resist Water resist Water resist Waterproof
30 min/1 m 30 min/1 m 30 min/1 m 3m
2 MP camera 2 MP camera 2 MP camera 2 MP camera
15 fps video 15 fps video No video 24 fps video
5 hrs talk 4 hrs talk 18 hrs talk 12 hrs talk
630 hrs stby 90 hrs stby 1500 hrs stby 1200 hrs stby
Surfline link No Surfline No Surfline Surfline app
Compass No compass No compass Compass

40. Substitutes & Alternatives
• Substitutes
 Regular cell phone in a waterproof case
• Alternatives
 None

41. Customer Experience Model™
Q9 Prototype—Features & Functions
Water Time Camera Surf Fit Cost
seaka Sonim Motorola Casio Reg + Case

42. Features/Functions & Benefits
The salesperson explains,
“The Jaguar XJ has a Supercharged 510
horsepower 5.0 Liter V8 and a bodyshell
constructed from aluminum and magnesium
epoxy-bonded in a monocoque structure of
incredible rigidity.”
That might work for some people. But a better
salesperson might emphasize the benefits,
“Just look and listen. Pure sex.”

43. add in some
MARKETING

44. Customer Experience Model™
Q9 Prototype—Features & Functions
Water Time Camera Surf Fit Cost
seaka Sonim Motorola Casio Reg + Case

45. Customer Experience Model™
Enhanced Features + Marketing
Water Camera Surf Fit Surf Cool Channels Cost
seaka Sonim Motorola Casio Reg + Case

46. Customer Experience Model™
Now Add ICE—Innovation
seaka
Sonim
Motorola
Casio
Reg + Case
Water Camera Surf Cool Channels Beacon SharkShock Cost

47. seaka SURFSwell® concepts
© 2010 MWGraphics

48. seaka SURFSwell® Benefits
• Increased safety & lower risk of death
 GPS location and beach maps
 Emergency locator beacon and emergency sea power
 Flashing locator light
 SharkShock™ high voltage prongs
• More fun
 Movies on 6 MP/24 fps camera with Zeiss® lens
 Press to talk to other surfers
 Arrange Après-surf activities
 Find best waves and avoid bad weather

49. SURFSwell Value Proposition
The seaka SURFSwell® is a smart phone and
safety device for surfers and windsurfers.
It makes surfing more fun, improves your
social life, and reduces your risk of dying by
drowning or shark attack.
The seaka SURFSwell® costs about 50% more
than most smart phones.

50. seaka SURFSwell Positioning
seaka surf/sun is the world’s leading provider
of mobile devices designed specifically for
surfers and windsurfers, addressing needs for
communication, safety, and fun.
The seaka SURFSwell® combines a rugged,
waterproof smart phone, a camera optimized
for surf movies and photos, and several
powerful surfer safety features.

51. seaka SURFSwell Message
• Name: seaka SURFSwell®
• Tagline: out there, in touch
• One of many messages:
 Shoot the tube—SURFSwell!

52. working the Marketing Performance Process™
UNDERSTAND & ARTICULATE

53. Great Sources
• Marketing High Technology—Davidow
• Guerilla Marketing for Consultants—McLaughlin
• Radical Marketing—Hill & Rifkin
• Ogilvy on Advertising—Ogilvy
• The Chaos Scenario—Garfield
• Strategy, Leadership & the Soul—Sertl &
Huberman

54. Great Sources
• The Four Steps to the Epiphany—Blank
• The Art of the Start—Kawasaki
• Clients for Life—Sheth & Sobel
• Managing Right for the First Time—Baker
• Win Without Pitching—Enns
• Blue Ocean Strategy—Kim & Mauborgne

55. GrowMotor
• GrowMotor™ crusade—do great marketing
through Planned Marketing Performance™
• Marketing Performance Plan™ sets out step-
by-step instructions and a 2-Year Marketing
Performance Calendar™
• GrowMotor™ works with technology,
bioscience, and innovation-based businesses

56. GrowMotor
• GrowMotor™ offers:
 Marketing Performance Consulting™
 It’s Easy for Us to Say™
 Make It Great™
 Keep It Great™
 Marketing education
 Business fiction
 Writing—Words That Work™

57. Thank You!
• Cindy Roberts—love & support
• Elisha Kasinskas—kindness, new friends & smarts
• Laurie Dwyer—belief, trust & help
• Therese Hannigan—branding, design & friendship
• Mark Wilson—product concept drawings & friendship
• Jill Zimmerman—the perfect client @ MedTech
• Bruce Peters & Diana Palotas—publicity & new friends
• Jennifer Sertl—friendship, advice, honesty & insight
• Josh Pies & Dave Siriano—video production & advice
• Carl Phelps—the Marketing Machine @ GrowMotor

58. okay then, so
LET’S TALK

59. Why is
APPLE SO GREAT?

60. The Apple Secret
• No compromise. It’s not a job
• One person leadership. Politics means death
• We are the customer
• No market research
• Big risks to solve big problems
• Never let it rest. Constant improvement