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Launching in an Attention-Starved World

Launching a new initiative in a noisy world is a daunting task. With limited real estate available in peoples’ minds, how do you earn attention when starting at zero? How do you avoid a failed launch? This talk covers both long-standing principles as well as new techniques that modernize how we introduce ideas to an attention-starved world.

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Launching in an Attention-Starved World

  1. 1. Launching in an attention starved world LAUNCH
  2. 2. Jake Jacobson VP, Growth & Partnerships Justin Watkins Founder & CEO
  3. 3. @jakesjournal @jwatkins
  4. 4. B R A N D & M A R K E T I N G F I R M P R O U D L Y B A S E D I N K A N S A S C I T Y
  5. 5. PEOPLE BE LAUNCHING Today we’ll talk launches because
  6. 6. Startup Quiz N A T I V E D I G I T A L . C O M Roughly how many startups launch each month in the U.S. market? 700 7,000 77,000/mo /mo /mo Source: US Bureau of Labor Statistics
  7. 7. 775,000 startups launch in the U.S. *and it’s up +28% from 15 years ago. Startup Quiz N A T I V E D I G I T A L . C O MSource: US Bureau of Labor Statistics /mo
  8. 8. Established Organizations N A T I V E D I G I T A L . C O MPast 3 Years - N=211 - Source: American Productivity & Quality Center (APQC) and Product Development Institute (PDI) study, 2011 The most successful companies earn 36% of their revenue from new offerings. REVENUE FROM NEW PRODUCTS Most successful - Top 25% Average Least successful - Bottom 25% 36% REVENUE 10% REVENUE 27% REVENUE
  9. 9. Non-Profits N A T I V E D I G I T A L . C O MPast 3 Years - N=211 - Source: American Productivity & Quality Center (APQC) and Product Development Institute (PDI) study, 2011 New 501(c) Public Charities in the U.S. are up 45.9% in the past 15 years. # OF PUBLIC CHARITIES IN THE U.S. 1,570,000 1,088,500 979,900 2020 2010 2015 848,000 2005
  10. 10. There’s more and more brands competing for our attention. N A T I V E D I G I T A L . C O M
  11. 11. 70-95 FAILto exist or meet goals within 5-10 years % N A T I V E D I G I T A L . C O M
  12. 12. WHY? N A T I V E D I G I T A L . C O M
  13. 13. BRANDS DON’T DIE FROM STARVATION They die from indigestion @ N A T I V E D I G I T A L _
  14. 14. Let’s have a moment of silence for all those brands dying for attention. 🙏 N A T I V E D I G I T A L . C O M
  15. 15. BEING AWESOME AT 100 THINGS IS REALLY HARD successfully communicating 100 things is even harder N A T I V E D I G I T A L . C O M
  16. 16. WHEN ATTENTION IS LOW YOU GOTTA BE SHARP AS A KNIFE N A T I V E D I G I T A L . C O M (read: always)
  17. 17. SO LET’S GET TO OUR POINTS N A T I V E D I G I T A L . C O M
  18. 18. NAMING Launching in an attention starved world N A T I V E D I G I T A L . C O M
  19. 19. Naming - there’s usually two camps N A T I V E D I G I T A L . C O M It’s hard. “It should convey our value prop, pack a punch and/or be ownable.” It’s easy. “It can be anything. I mean look at Google.”
  20. 20. Naming - okay, let’s look at Google N A T I V E D I G I T A L . C O M It’s hard. “It should convey our value prop, pack a punch and/or be ownable.” It’s easy. “It can be anything. I mean look at Google.” 1996 Today
  21. 21. N A T I V E D I G I T A L . C O M Descriptive Metaphor Abstract Founder Acronym
  22. 22. N A T I V E D I G I T A L . C O M Which communicates quickly? Which grabs attention?
  23. 23. N A T I V E D I G I T A L . C O M Descriptive Quickly explains the product or value prop. Metaphor Grabs attention. Evokes the brand experience.
  24. 24. N A T I V E D I G I T A L . C O M Other approaches are an empty vessel. It can represent anything you want. It’s not wrong. Just not instantly clear. It requires an initial spend and careful messaging.
  25. 25. MESSAGING Launching in an attention starved world N A T I V E D I G I T A L . C O M
  26. 26. SLOW THEIR SCROLL N A T I V E D I G I T A L . C O M Make every second count. You only have a few.
  27. 27. OPEN STRONG what’s the headline? N A T I V E D I G I T A L . C O M
  28. 28. OPEN STRONG what’s the headline? CLOSE STRONG what’s the tagline / mantra / rally cry? N A T I V E D I G I T A L . C O M
  29. 29. Develop your playbook Situations, Audiences, Headlines, Supporting Points Exercise it Teach, Apply, Pressure-test, Make it a game N A T I V E D I G I T A L . C O M
  30. 30. Once you establish the rules BEND THEM N A T I V E D I G I T A L . C O M
  31. 31. Standing out ain’t easy
  32. 32. Make it 10% RON N A T I V E D I G I T A L . C O M
  33. 33. Make it 10% RO N A T I V E D I G I T A L . C O M
  34. 34. Make it 10% R N A T I V E D I G I T A L . C O M
  35. 35. Make it 10% W N A T I V E D I G I T A L . C O M
  36. 36. Make it 10% WRO N A T I V E D I G I T A L . C O M
  37. 37. Make it 10% WRONG N A T I V E D I G I T A L . C O M
  38. 38. Make it 10% WRONG N A T I V E D I G I T A L . C O M
  39. 39. Make it 10% WRONG N A T I V E D I G I T A L . C O M
  40. 40. We can smell a mile away N A T I V E D I G I T A L . C O M ADVERTISING TM
  41. 41. It steals our attention. N A T I V E D I G I T A L . C O M WRONG IS REAL
  42. 42. DESIGN Launching in an attention starved world N A T I V E D I G I T A L . C O M
  43. 43. N A T I V E D I G I T A L . C O M When launching a new effort should design & aesthetics be: CRITICAL NICE-TO-HAVE
  44. 44. N A T I V E D I G I T A L . C O M Design quickly communicates level of taste & attention to detail. “I pay attention b/c you paid attention.”
  45. 45. N A T I V E D I G I T A L . C O M It usually comes down to the b-word: BUDGET
  46. 46. So let’s quantify it. N A T I V E D I G I T A L . C O M
  47. 47. A 2015 study identified 16 “design-centric” publicly traded firms. N A T I V E D I G I T A L . C O M
  48. 48. N A T I V E D I G I T A L . C O M Apple Coca-Cola Ford Herman Miller IBM Intuit Nike P&G SAP Starbucks Starwood Black & Decker Steelcase Target Walt Disney Whirlpool
  49. 49. Then compared their combined stock value from 2005-2015 against the S&P 500. They called it the Design Value Index (DVI) N A T I V E D I G I T A L . C O M
  50. 50. N A T I V E D I G I T A L . C O M 211%
  51. 51. AWESOME But is it too good to be true? The study had not been revisited in 5 years. Very suspicious. We dug deeper. N A T I V E D I G I T A L . C O M
  52. 52. 601% 173% N A T I V E D I G I T A L . C O M Design Value Index S&P 500
  53. 53. STRONG DESIGN PAYS OFF. N A T I V E D I G I T A L . C O M
  54. 54. While we’re talking $$$ N A T I V E D I G I T A L . C O M
  55. 55. PRICE Launching in an attention starved world N A T I V E D I G I T A L . C O M
  56. 56. N A T I V E D I G I T A L . C O M Perceived value Price Cost
  57. 57. N A T I V E D I G I T A L . C O M Perceived value Price Cost “What’s price have to do with a launch?”
  58. 58. N A T I V E D I G I T A L . C O M Perceived value Price Cost Price quickly communicates value
  59. 59. N A T I V E D I G I T A L . C O M Perceived value Price Cost You might be down here.
  60. 60. N A T I V E D I G I T A L . C O M Perceived value Price Cost You might want to get up here.
  61. 61. N A T I V E D I G I T A L . C O M Perceived value Price Cost Without getting in this spot.
  62. 62. Here’s an example. Let’s take a trip. N A T I V E D I G I T A L . C O M
  63. 63. Option A Option B vs.
  64. 64. Which would you choose? What’s your perceived value? N A T I V E D I G I T A L . C O M
  65. 65. It’s another trick. It’s the same place. It’s $750/night. N A T I V E D I G I T A L . C O M
  66. 66. They priced correctly, but design & messaging didn’t match the price.
  67. 67. Hi, we’re___________ We offer___________ Looks good doesn’t it?! It costs less than you think. N A T I V E D I G I T A L . C O M name message design price
  68. 68. Still have your attention?!
  69. 69. Let’s shift to keeping their attention. N A T I V E D I G I T A L . C O M
  70. 70. PARTICIPATION Launching in an attention starved world N A T I V E D I G I T A L . C O M
  71. 71. N A T I V E D I G I T A L . C O M INFLUENTIAL 15% MAINSTREAM 85%
  72. 72. N A T I V E D I G I T A L . C O M INFLUENTIAL Ahead of the curve SEEK Access + Relationship MESSAGE New + Innovative BUY Potential MAINSTREAM Practical SEEK Convenience + Proof MESSAGE Easy + Effective BUY Endorsed Leader
  73. 73. N A T I V E D I G I T A L . C O M Who are your biggest fans? Who has interest in your mission? Who has a voice in your community?
  74. 74. N A T I V E D I G I T A L . C O M How can we give them exclusive access? Are we willing to cede some control to them? Are we invested for long-term relationships?
  75. 75. How about an example. We’ll start in Silicon Valley. N A T I V E D I G I T A L . C O M
  76. 76. Erik Katz Camille Fontanilla Matt Mahood Justin Triano Connie Martinez Brendan Rawson Barry Shiller Valerie Merklin Brad Mountz Sieglinde Van Damme Danny Harris Mark Haney Adam Mayberry Erin Salazar Demone Carter Sal Pizarro Scott Knies Daniel Garcia Jonathan Nelson Laura Tegtmeyer Rob Katcher Mike Bangs Jeff Ruster Vicki Day Kim Becker Scott Hunter Kailesh Karavadra Zach Lewis Norman Kline Chris Burton Holly Campbell Monika Bickert Tamara Alvarado Laura Chmielewski Elisabeth Handler Reena Brilliot Michelle Thong Tina Kapoor Sal Alvarez Kim Walesh 40COMMUNITY LEADERS TASTEMAKERS ARTISTS & ACTIVISTS
  77. 77. Activation GRASSROOTS FORMAL COMMS Social Video Ads Event Promotion Bike Party Participation Apparel Magazine Shoot Mural Signage Visual Series / Partner Kickoff Kits Retail Art Projects Partnerships Weather Social Stunt OED / TSJ Identity Refresh Email Nurture Refinements Airport Identity Refresh Social & Content Creation Convention & Airport Signage Online Media Buys Activation / Campaign Trade Publication Ads Optimize Organic Search
  78. 78. Mayor Sam Liccardo will get tattoo of San Jose's logo if he gets 1 million retweets San Jose mayor will get tattoo of city's logo — under one condition San Jose Mayor Sam Liccardo will get a SJ tattoo for a million retweets San Jose’s new logo is so cool, one guy tattooed it on his leg Mayor Sam Liccardo may get a “San Jose” tattoo!
  79. 79. IT’S NOT A MOVEMENT @ N A T I V E D I G I T A L _ until it moves without you moving it.
  80. 80. #BRANDING #PARTNERSHIPS #ACTIVATION
  81. 81. Hotel Indigo: 12 Crossroads Hotel: 477 The Raphael Hotel: 24The Fontaine: 90 Hotel Phillips: 43 Ambassador Hotel: 51 21c Museum Hotel: 57 Hilton President: 3 Crossroads Hotel The Fontaine 21c Museum Hotel Ambassador Hotel Hotel Phillips The Raphael Hotel Hotel Indigo Hilton President Proof: Monthly Instagram Location Tags
  82. 82. Warning: PARTICIPATION REQUIRES PATIENCE and everyone is in short supply N A T I V E D I G I T A L . C O M
  83. 83. PATIENCE Build a foundation Lean experiments, then go big Paid + Earned + Shared Commit to the right things N A T I V E D I G I T A L . C O M HURRY Flash in the pan Go big or go home Paid everything Try everything
  84. 84. Want to see some non-profit real world examples? N A T I V E D I G I T A L . C O M
  85. 85. We’ll focus on design & message. And start locally. N A T I V E D I G I T A L . C O M
  86. 86. Differentiate non-profit initiatives. Ramp up marketing efforts.
  87. 87. Understand the audiences
  88. 88. Differentiate by design
  89. 89. Sharpen the messaging
  90. 90. One more? N A T I V E D I G I T A L . C O M
  91. 91. Refresh visual identity and brand messaging to improve recruitment.
  92. 92. Before
  93. 93. After
  94. 94. Let’s close strong. N A T I V E D I G I T A L . C O M
  95. 95. When you’re launching something new, communicate quickly & sharply with: NAME, DESIGN, MESSAGING AND EVEN PRICE N A T I V E D I G I T A L . C O M
  96. 96. When you need to hold that attention, lay the groundwork for: PARTICIPATION N A T I V E D I G I T A L . C O M
  97. 97. Have fun with it. Thanks for your attention. N A T I V E D I G I T A L . C O M STAY LOOSE STAY LIGHT
  98. 98. @ N A T I V E D I G I T A L _

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