AIA2018 - Omneya Kilany - Marketing 101 For Startups
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The document provides an overview of marketing strategies for startups. It discusses that marketing should focus on clear messaging about the company's values and what people should know about it. The marketing mix of product, price, place, promotion, and people is explained. An effective strategy involves setting business and marketing objectives, identifying target audiences and stakeholders, analyzing competition, defining a unique value proposition and brand positioning, and choosing appropriate communication tools. The key is to create emotional messaging that addresses customers' problems and stays away from mediocre language.
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AIA2018 - Omneya Kilany - Marketing 101 For Startups
- 1. Marketing 101 For Startups Plan, do, and say more with less!
- 3. Fancy Brochures Press Releases Ads on Facebook Big words Sales It isn’t …..
- 4. “Marketing is about values… It’s a complicated and noisy world, and we’re not going to a chance to get people to remember much about us. No company is. So we have to be really clear about what we them to know about us.” Steve Jobs It is a way of living.. For your company
- 5. Formal Definitions Marketing is the social process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. - Kotler and Armstrong (2010). Marketing is the management process for identifying, anticipating and satisfying customer requirements profitably. - The Chartered Institute of Marketing (CIM)
- 6. In Easier Terms Marketing is basically taking The right product; Putting it in the right place; For the right price; Exactly at the right time frame. http://marketingmix.co.uk
- 7. Marketing Mix- 4Ps Product Price Place Promotion Marketing Mix
- 8. Example- Facebook • Promotion • Place • Price• Product Online social media services Display advertising service Pay what you want Pay per view/click Viral Marketing Direct Marketing Advertising PR Internet Social Media Apps and Websites Source: panmore.com
- 11. Marketing Mix- 5 (Main) Ps Product Price Place Promotion People
- 13. A Plan to achieve one or more goals under conditions of uncertainty. - Wikipedia
- 14. Why a strategy? Long Term and Vision “Don’t Sell Products, Sell Dreams.”- Steve Jobs (again and again..)
- 15. Why a strategy? Focus and Target Coordination and effective use of resources Reference for measurement and evaluation
- 16. Why a marketing strategy?
- 17. How Does it Look Like? 1. Business Goals 2. Marketing Objectives with measurable KPIs 3. Target Groups 4. Competition 5. Brand Positioning/ Unique Value Proposition 6. Strategic Approach 7. Messaging and Content Development 8. Planning and Marketing Communication Tools
- 18. Objectives
- 19. Business Objectives- could be something like.. Finalize 1.0 version of the app as per initial MVP and launch it in the market by xxxxx Increase market share by xxx% by end of xxxxx Secure at least three contracts with university campuses by end of xxxx Become service provider of choice for doctors in the city of xxxx by xxxx
- 20. Marketing Objectives- could be something like..
- 21. Marketing Objectives- could be something like.. Acquire 1000 new subscribers to the service by xxxxx Drive at least 1000 visits to the landing page by xxxx Contribute to sales by generating revenue from 10% of existing subscribers Xxx% of visitors should be returning visitors by xxxx Increase number of active followers on twitter to xxx by xxxxx Implement a customer loyalty program in 3 university campuses by xxx
- 22. Target Audience & Stakeholders
- 23. Stakeholders
- 24. Target Audience (Customers) The group of buyers who will believe in the brand, the product, and embrace the values of the company Think*: How to turn them into advocates and Brand ambassadors?
- 25. Identify your most important customer segment, write one paragraph about it and why it is important for your business. Customer Persona
- 26. Customer Persona (B2C or B2B) Description of the person (background, demographics, personality traits) What name suits them best Why are they important What do we want them to feel, learn or do What do they know about us or our product already What is their view of us- positive, negative, neutral What do they see as most important What do they want to achieve Who influences them How do they react and engage Key words they respond to How can we get to talk to them directly
- 28. Competition
- 29. Brand Positioning & UVP
- 30. What is the one thing that makes you unique? Best value for money? The fastest response? Best quality? Most environmentally friendly? Most innovative? Easiest to use? The safest?
- 31. Examples of UVP
- 32. Examples of Brand Statement Uber: Finding the way Creating possibilities for riders, drivers, and cities
- 33. About the Brand Important questions to ask: Take another look at your brand image, do you like it? What’s your brand’s tone of voice?
- 34. Strategic Approach: Push/Pull/Profile Balanced Mix Engagement Brand awareness Promotional
- 36. Companies in the awareness stage need more explanatory messaging Khan Academy: A personalized learning resource for all ages Khan Academy offers practice exercises, instructional videos, and a personalized learning dashboard that empower learners to study at their own pace in and outside of the classroom. We tackle math, science, computer programming, history, art history, economics, and more. Our math missions guide learners from kindergarten to calculus using state-of-the-art, adaptive technology that identifies strengths and learning gaps. We've also partnered with institutions like NASA, The Museum of Modern Art, The California Academy of Sciences, and MIT to offer specialized content. Creating the Message
- 38. Creating the Message Get Emotional Erase any negative emotions Product is a solution to the problem Stay away from Mediocre Adjectives… Look for Power Words All purchases are emotional decisions
- 39. Creating the Message Get Emotional A software that synchronizes desktop platforms to simplify presentation management Vs. A tool that helps you deliver a memorable presentation…
- 40. Creating the Message Emotional power words #2: Trust Trustworthy Reliable, reliability Faith, faithful Admiration, to admire Proven Guaranteed Scientific, science Research-backed Facts, factual Absolutely Authoritative, authority Emotional power words #1: Joy Love, loveable, to love, falling in love Joy, joyful, to enjoy Devotion, devoted, to devote Nurturing, to nurture To cherish Luck, lucky Ecstatic Triumph, triumphant Glorious
- 42. Align content type with channel
- 44. Some Fun Facts Emails with no subject line were 8% more likely to be opened than those with 42% of consumers say familiarity with the senders name influences whether or not they will open a promotional email Articles with photographs receive 94% more views. 88% of mobile searches are for local businesses. 81% of smartphone users research products or services on their devices.
- 46. Thank You!
Editor's Notes
- Open Discussion
- Open Discussion
- Open Discussion
- It’s looking at your business from the top down Being aware and knowledgeable on anything that has to do with, in it, or around it. It’s looking at competition and what they have done before, what worked for them and what didn’t Analyzing your at customers and actually listening to them you can identify gaps where the know their needs clearly or when you will need to identify their need (creating demand) Monitoring market trends, techniques, opportunities, threats – and taking action on these to ensure your business continues to grow.
- Product: Product design – features, quality, Branding, Packaging and labeling, Guarantees and warranties, Returns Price: Price strategy, Price tactics, Price-setting, Allowances – e.g. rebates for distributors, Discounts – for customers, Payment terms – credit, payment methods Place: Market where the distribution or where the product will be launched Promotion: Promotional, Message strategy, Channel/ media strategy, Message Frequency how often to communicate
- You are affiliating your product with certain emotions, state of mind,
- We are stating clearly how we are going to achieve our goals with the available resources be it limited or not
- Two main purposes for any Marketing and Communications Strategy: Creating a brand and a brand preference (Long Term Goal) Shortening the Sales Cycle and providing the sales team with as much resources and tools as possible to make their job easier
- Can you think of a business objective for your company?
- Why is this helpful? Helps us in Creating awareness/demand Changing perception Altering attitudes Creating preference Identifying tone of voice Where to find our target audience and where to reach them
- Who are our competitors? What are they positioning themselves as? And how strong is that positioning? How well is it understood and believed by customers? What challenges do you face as a result?
- Key differentiator Unique Selling Point
- Colors, graphics, fonts, name Formal, informal, completely colloquial?
- As a startup: You need to establish your brand: (Pulling techniques) Image, Colors, Tone of Voice (based on customer persona) To spread knowledge about that: You need to tell people about it, raising awareness campaigns Promotional: (Push) Is the act of proactive messaging with the purpose of promoting the product specifically Engagement: (Profile) Engagement proactively with your stakeholders to ensure the stability of your brand
- Look for more power words online
- In the region: Public Relations is king more profiling and Brand awareness technique Events are used for direct interaction with customers and for stakeholders engagement. Can be used for Push and Profile activities Direct Marketing: Newsletters, direct email shots, etc: require clarity, and more personalized tone of voice Digital Marketing: Most cost effective and the widest outreach for promotional based campaigns
- This is focused on social media But what about PR and Advertising