You have a sharp team focused on a compelling solution in clean-tech. Now what? Our next seminar addresses the critical marketing considerations for start-ups as they reach out to investors, customers and other important target audiences. The panel presentation offers strategic insights into business development strategies with practical solutions to get started in a Web 2.0 world. Presented at the North Shore InnoVenture Center.

1. SMART MARKETING
FOR START-UPS
August 17, 2011
SMART MARKETING

2. AGENDA
Introduction
Marketing strategy
Connecting
Branding
Measurement
Examples
SMART MARKETING

3. WHO ARE WE?
John Coulbourn
Ipswich River Media
Beth Zonis
Eco Marketing
James Waldron
James Waldron Design
SMART MARKETING

4. GREAT TECH … NOW WHAT?
A. Investors (funding)
B. Partners (employees/market)
C. Customers (prospects/influencers)
D. All of the above
SMART MARKETING

5. SIMPLY PUT:
Brand: collection of perceptions
in the minds of your audience
BRAND
SMART MARKETING

6. BACKDROP:
PEOPLE ARE INNUNDATED
107 trillion emails sent in 2010 (89.1% were spam)
255 million websites
2 billion Internet users worldwide
152 million blogs
25 billion Tweets (200m/day)
12,471,373 people following @ladygaga
600 million people on Facebook 2010 (750 m today)
Mobile apps downloaded: 11B today…77B in 2014
SMART MARKETING

7. CRITICAL SUCCESS FACTORS
Clarity
Consistency
Credibility
Engagement
SMART MARKETING

8. MARKETING STRATEGY
Internal:
– Corporate mission, goals & objectives
– People
– Product
– Relationships
SMART MARKETING

9. MARKETING STRATEGY
External:
– Market needs
– Market trends
– Competition
SMART MARKETING

10. TARGET AUDIENCE
 Categorize
 Prioritize
 Analyze
Importance
Role
SMART MARKETING

11. ARTICULATION
Value Proposition Worksheet
For…
Who want/need…
We offer…
We are better than alternatives,
because…
Proof points:
SMART MARKETING

12. POSITIONING
Positioning is a perceptual location where your
product/service fits into the marketplace.
Clarity Engagement
Consistency Credibility
SMART MARKETING

13. CONNECTING
Who:
– Decision-makers
– Channels
– Influencers
SMART MARKETING

14. CONNECTING
Awareness
Influence
Motivate
SMART MARKETING

15. BRAND AWARENESS
Consistency: Look, feel, tone – Clarity: Simplicity is a virture – even
from one element to the other for sophisticated technology .
Website
LOGO Collateral
BRAND
Social
PR Networking
Credibility: Market-speak or
ideas that resonate
Direct Engagement: Are the elements in
synch? Interchangeable?
Compelling?.
SMART MARKETING

16. PRAGMATIC IMPLEMENTATION
DO IT YOURSELF
CROWDSOURCE IT
HIRE A PROFESSIONAL
SMART MARKETING

17. LOGO DESIGN
Logoworks.com
Guru.com
Istockphoto.com
Shutterstock.com
SMART MARKETING

18. PRINT DESIGN
psPrint.com
Vistaprint.com
Moo.com
SMART MARKETING

19. POWERPOINT DESIGN
Presentationload.com
Presentationpro.com
SMART MARKETING

20. THE ENGINE: YOUR WEBSITE
SMART MARKETING

21. THE ENGINE: WORDPRESS
Not just for Blogs anymore
Templates abound
Inexpensive
Adaptable
Fast
Excellent Search Engine Optimization
Blog baby, Blog
Themeforest.net
SMART MARKETING

22. THE ENGINE: WORDPRESS
SMART MARKETING

23. MEASUREMENT
Sales…leads, volume, cycle
Traffic…buzz, hits, etc.
Other corporate objectives
SMART MARKETING

24. CLIENT: SOLAR DEVELOPER
 Challenge
– Solar developer was seeking
installation sites
 Marketing solution
– Market research to create
database of brownfields across
Massachusetts
 Benefit
– Client uses database to
introduce and increase interest in
unique solar solution for
municipalities
SMART MARKETING

25. CLIENT: WELLESLEY COLLEGE
 Challenge
– B- rating on Green Report Card
– Lack of awareness of the school’s
sustainability efforts within college
community
 Marketing solution
– Documented sustainability story in
words, pictures and numbers
 Results and benefits
– A- on Green Report Card
– College is better positioned to attract
top students and donors interested
in environmental issues
SMART MARKETING

26. CLIENT: CLOUD COMPUTING
 Challenge
– Small cloud computing provider
wanted to expand client base
 Marketing solution
– Document environmental
message and cost savings
– Create account profile and
calling plan for sustainability
executives at top 5 target clients
 Results and benefits
– Open doors to new influencers
– Company recently sold to high
bidder
SMART MARKETING

27. THINKING OUTSIDE THE BOX
 Challenges:
– Competitive VOD market.
– Layered Sales Cycle: subs, studios,
networks, ops
– Seeing is believing.
 Solution: High-powered moveable
demo
 Results: Influenced local leaders,
content providers and made cable ops
look good. Generated local, trade &
national press. Anchored position as
market leader.
SMART MARKETING

28. BRAND EXTENSION
 Problem:
– Publishing in decline
– Difficult advertising market
– Venerable brand - ageing
demographics
 Solution:
– Web-based product: younger, active
demo
– Content strategy: engagement
– Cross-platform
– Social network-based
SMART MARKETING

29. EVOLVE
SMART MARKETING

30. THANKS!
 John Coulbourn
www.ipswichrivermedia.com
john@ipswichrivermedia.com
508-277-7356
 Beth Zonis
www.ecomarketingonline.com
 beth.zonis@ecomarketingonline.com
617-501-9660
 James Waldron
www.jameswaldron.com
jwd@6foot6.com
978-499-7871 x121
SMART MARKETING