Examples – Google and Apple weren’t first to market but they understood what people wanted + made it easy to like and use the productApple wasn’t first with the graphical user interface; IBM wasn’t first with the PC; and the World Wide Web wasn’t the first internet protocol.In some cases, second-place winners succeed because they have the opportunity to learn from the shortcomings of their predecessors. In others, the companies that come first are too far ahead of the market. And nearly always, the mere passage of time – and the relentless march of Moore’s law – can make the difference.Moore’s law - the number of transistors onintegrated circuits doubles approximately every two years.
A strategy is an idea… A conceptualization of how the goal could be achievedA tactic is an action you take to execute the strategy
If you do cater to a large, diversified market, I highly encourage that you segment your market and target each segment separately, Jam example – 6 vs 24 choices. On ave customers tasted 2 jams60% - drawn to the large assortment (3% bought)40% - stopped by the small one (30% bought)
Find out who influences your customers – journalists, thought leaders, celebrities…..Find ways to interact with them before you talk about your product.Example – Kate Bevan’s advice – twitter talking about cats
Exit –group offering to help far-right extremists break away from the neo-Nazi scene.
FounderBus Marketing presentation Cambridge 2nd Dec 2012
Marketing & PR workshop Sunday 2nd December 2013 Cambridge
What we’ve learned from great brands They think big which reflected in their messaging and product development They act as thought leaders who provide value beyond their commercial products and choose to lead rather than follow through constant innovation
How do you get there? A great product! Look at who’salready there – what do they do well?Who can help you get there? What do they need to do this?
Marketing starts at product conceptionKnow: Your market Your audience Your competitors What’s the desire for the product Who your influencers are and what they think Innovation doesn’t always mean being first
Marketing PlanGOAL STRATEGY TACTICS Specific Deliver benefits Execution of Measurable Customer needs strategy Actionable Create value Short term Realistic High level ideas Adaptable Time-bound Long term “Goal” achieved by “strategy”. Do this using “tactic/s”
What’s your message?“Give people too many choices and they won’t make one.” One word - Focus
The Connected Consumer Reliant on the right information finding them, in the right places – peer recommendations Heavy users of smartphones/tablets UK conversion rates Real-time interaction and sharing
Market along the customer journey Awareness Interest Desire Action Satisfaction
What is a brand? It’s not just a logo It’s not just a sloganIt’s not just a product
In our connected world a brand is no longer what the owner says it is, but what your customers say it is “A brand is the consumers feeling about your product, your services, your organisation“ The Brand Gap, Marty Neumeier
You need to create a storyCreating an engagingnarrative that establishesyour reputationAbout your productAbout you
Elevator pitch Keep it interesting Keep it current What makes you differentAdaptable to your audience Be prepared for anything http://www.youtube.com/watch?v=atfNL0_KAcs
How can PR help?Awareness | Reputation | Commercial Content Channels Owned Online Earned Offline Paid Eyeline
Target InfluencersStart engaging with the right influencers early to build genuine two-way relationships
The Drum Campaign Computing Brand Republic TechCrunch Media Week AdMonsters Wired .net MediaTel A4U The Next Web Digital/ Ads/ M&M Global Business Informer Tech Media Marketing UTalkMarketing Money Week The Director Business/ Marketing Week Marketing Financial FT Retail TechnologyThe Guardian Retail Week National Press Your Verticals Internet RetailingThe Times TNooz Brand The Telegraph Travolution Mobile Marketing Industry Broadcast Econsultancy Orgs Sky News AOP ISBA BBC C4 Propeller IAB IPA IMRG Social Network Tech Twitter LinkedIn Facebook Brands Media Slideshare YouTube Dinners
PR Tips Soft launch – Invite only for feedback – Its harder to recover from a bad launch, don’t meet expectations etc Focus on target audience – Don’t take every PR opportunity – it wastes your time Don’t be obsessed with your competition – Be aware but run your own show Journalists need angles – Be useful to them beyond just your product offering (research, industry news, points of view)
When washed, the shirt revealed this The initial unwashed image said message:"Hardcore Rebels - National and Free" "If your T-shirt can do it, so can you. Well help to free you from right-wing extremism."