Miura Systems seeks to create awareness and differentiation in a crowded market

•

1 like•582 views

The document discusses emotional decision making and barriers to emotional storytelling in advertising. It then summarizes a case study of Miura Systems, a payment device company. Miura's competitors represented the established traditional vendors, while new entrants had a similar look and feel. To disrupt the status quo, Miura aligned itself to the "new" entrant's belief system rather than mirroring competitors. As a result, Miura grew from a startup to gain 85% of the global chip and pin mobile point-of-sale market, with a valuation over $160 million.

www.trueagency.com
© True. All Rights Reserved.

www.trueagency.com
© True. All Rights Reserved.
“In advertising, not to be different is virtually suicidal”
– Bill Bernbach

www.trueagency.com
© True. All Rights Reserved.
EMOTIONAL DECISION MAKING

www.trueagency.com
© True. All Rights Reserved.
EVOLVED EMOTIONS

www.trueagency.com
© True. All Rights Reserved.
I’M A BIT EMOTIONAL TODAY

www.trueagency.com
© True. All Rights Reserved.
BARRIERS TO EMOTIONAL STORYTELLING
•Business results oriented
•ROI is an outcome not an objective
•Metrics oriented
•Efficiency vs Effectiveness
•Over reliance on empirical data
•Undifferentiated value propositions
•A focus on what and how
•But not why

How looking the same made a difference
Miura Systems case study

www.trueagency.com
© True. All Rights Reserved.
MIURA MOBILE PAYMENT DEVICE

www.trueagency.com
© True. All Rights Reserved.
COMPETITORS REPRESENTED THE ESTABLISHMENT

www.trueagency.com
© True. All Rights Reserved.
THE NEW ENTRANTS HAD A SIMILAR LOOK AND FEEL
WE MIRRORED THE RULES OF THE MARKET (NOT THE COMPETITION)

www.trueagency.com
© True. All Rights Reserved.
MIURA. THE NEW COLOUR OF MONEY

www.trueagency.com
© True. All Rights Reserved.
MIURA - PROSUMER ELECTRONICS

www.trueagency.com
© True. All Rights Reserved.
TRADITIONAL RETAIL POS NOW PLAYING CATCH-UP

www.trueagency.com
© True. All Rights Reserved.
DISRUPTIVE THINKING – PHASE II

www.trueagency.com
© True. All Rights Reserved.
Summary
•The traditional vendors (Miura’s competitors) represented the status quo
•They dominated the traditional card payment market
•They represented the establishment
•To disrupt the status quo we needed a compelling reason to exist
•Solution: Align to the ‘new’ entrant’s belief system

www.trueagency.com
© True. All Rights Reserved.
RESULTS - OUTCOMES
•From a start-up position, Miura now have 85% of the chip and pin mPOS market globally
•Recently valued at over $160 million

Thank You
richard@trueagency.com
@TrueB2B #B2BConf
© True. All rights reserved.

Resonate's Chief Revenue Officer, Jason Schneider, and Michael Horn, Chief Data Officer from Huge presented at Adweek's Brandweek Challenger Brand event on Wednesday, February 6th. If you missed it, check out the slides to learn about the 3 Keys to Thriving in a Challenger Market. They discussed data-driven stories of building brand love with deep consumer insights, featuring the Zelle success story.

3 Reasons to Join | Xcelerate Retail Forum - Vegas

Symphony Retail Solutions

10 Takeaways from the 2018 ANA Advertising Financial Management Conference

Association of National Advertisers

Displace the Competition and Win That Sale!

Avention

As presented at NYC Media Lab 2019 Summit: This workshop is an exploratory “think tank” workshop on future directions in Customer Relationships, Value Propositions, and Pricing. Participants will learn to see through presumptions now obsoleted by the new economics of digital content and services. Participants will be shown a promising architecture for a new logic that includes “risk-free subscriptions” (as a pay-ramp rather than a pay-wall), and that customizes prices based on value. We will explore how to chart a strategic path that rethinks conventional approaches and points to incremental steps toward a deepening transformation. This workshop relates to the “relationship economy” in which recurring revenue, subscription, and membership models are becoming mainstream, all driven by the win-win potential of the “post-scarcity” economics of digital media. It will draw on AI, machine learning, and operationalizing ethics in business models.

Exceptional Qualification: Improve the Quantity and Quality of Your Pipeline

ValueSelling Associates, Inc.

Ethics in marketing ppt

toch_faculty

Acceleration2012 insuranceSugarCRM

Sugar in your verticals - Insurance

SugarCRM

What The Lively Merchant does.

The Lively Merchant

Please don’t think we’re presumptuous when we say we know your needs. We do. Because they were our needs, too. As owners of independent retail stores, we walked millions of miles in your shoes. You don’t need to explain how hard it is to raise a family and run the company and pay the bills and hire and fire people - because the soles of our shoes are still dusty from walking down your road. Today, we only offer services that we already spent our own money on. Let’s start talking about your better life.

About eMerge BrochureWendy Ryan

Obliterate your Customer Processes

Brad Power

Thanks to the broad proliferation of digital channels such as email, text, chat, display ads, paid search ads, social media, ecommerce and website interactions, your customer's buying process has grown to be highly complex. Before making a purchase decision, a prospective customer will engage numerous times with your brand and your people through many different channels - sometimes over many days, weeks, and months. And, after the decision is made, the fun really begins. Empowered with digital media channels of their own, customers can become your greatest advocates or your worst nightmare. So, how are you responding?

15 Ways to Increase Value

guestadf0590

15 Ways To Grow Value

groelke

Multi Level Marketing

alcoholicquiet306

A Pragmatic Approach to Analyzing Customers

mark madsen

The business market is different today than it was 20 years ago when BI got started. We're just beginning to grasp how to work within the new economic and communication models. Companies can't rely solely on financial and operational metrics any more, and need to analyze customer behaviors in more detail. The big change in analysis is a move from mass market metrics to individualized data, no longer analyzing or managing by averages. The stream of events and observations available from applications today combined with new platforms for collecting and processing data enables (relatively) easy analysis. Despite this, many companies struggle to analyze customer data. This talk will describe a handful of customer metrics and models that are (relatively) easy to do, yet are often not done. It's often easier to succeed by stringing together a handful of simple techniques rather than applying advanced techniques. Expect to come away from this session with: - a little history of customer data use by marketing and how that has changed in the last 10 years. - the most common behavioral data sources you have available. - some of the basic questions that often go unanswered, and data that is not assessed in the proper context. - some basic analyses you can perform.

Use Revenue Management to Boost Profit at your Independent Hotel

Duetto

Revenue management is a critical component to running an efficient and profitable hotel today. It is especially important for independent hotels, who don't benefit from the resources and negotiating power that come with a big brand. This webinar will take you from basic practices to advanced pricing strategies that will allow you to better manage distribution complexity and drive more profitability. WEBINAR AGENDA: Learn the basics of revenue management Understanding customer acquisition costs and the dynamic digital landscape Common pricing mistakes to avoid Use Open Pricing to better manage distribution Automate functions with alerts and price rules

Myths & Realities of Valuations

Truelytics

When it comes to valuation, there are, unfortunately, many misperceptions in the industry. More often than not, Advisors have an unrealistic valuation expectation for their business, but do not have a clear understanding of how value is actually derived. The reality is that our industry is ever-changing and Advisors are facing a host of challenges that are impacting their businesses and how they’re being viewed for valuation purposes. This article is going to address some of the major points of confusion, as well as explain the reality behind each myth.

ILSR-Survey-Businesses.pdf

Stacy Mitchell

Understanding Your Business

Nazish Sohail LION

Digital marketing secrets

khelifabelkhiri

As a small business owner there's probably two things you want more than anything else in today's economy. More customers & more cash flow for your business! However, you've probably come to realize, that's not as easy as it sounds today. I'm sure this wasn't always the case. Many businesses not long ago were booming during one of the biggest economic runs this country had even known. You had as many leads and customers as you could handle thanks to a thriving economy. Your sales were skyrocketing, your employees were happy and you were on top of the world, buying nice cars, investing in vacation homes in your favorite get-a-way destinations, traveling the world with your spouse and family and enjoying the finer things in life…as you should have.

Marketing Through Recession Ama Presentation June 9, 2009 Pdf VersionCharlie Larson

CIM Sussex- Innovate with intelligence May 2012

LauraWinter

@TimSuther conversation with Argyle - June 2011Acxiom Corporation

8 steps for excellent B2B CX (customer experience)

B2B Marketing

Customer Experience is an increasingly hot topic right now (but like most things) it is far more complex in B2B than it is in B2C, given the length and complexity of the buying process. So what does great CX look like? And how do you set about achieving it? These were questions that we sought to answer as part of our CXcellence report, the findings of which we then unveiled at our November conference.

B2B Summit 2016 - Technology industry

B2B Marketing

Similar to Miura Systems seeks to create awareness and differentiation in a crowded market

NYCML19 Reisman Workshop - "21st Century Relationships, Value Propositions, a...

Teleshuttle Corporation

Exceptional Qualification: Improve the Quantity and Quality of Your Pipeline

ValueSelling Associates, Inc.

Ethics in marketing ppt

toch_faculty

Acceleration2012 insuranceSugarCRM

Sugar in your verticals - Insurance

SugarCRM

What The Lively Merchant does.

The Lively Merchant

About eMerge BrochureWendy Ryan

Obliterate your Customer Processes

Brad Power

15 Ways to Increase Value

guestadf0590

15 Ways To Grow Value

groelke

Multi Level Marketing

alcoholicquiet306

A Pragmatic Approach to Analyzing Customers

mark madsen

Use Revenue Management to Boost Profit at your Independent Hotel

Duetto

Myths & Realities of Valuations

Truelytics

ILSR-Survey-Businesses.pdf

Stacy Mitchell

Understanding Your Business

Nazish Sohail LION

Digital marketing secrets

khelifabelkhiri

Marketing Through Recession Ama Presentation June 9, 2009 Pdf VersionCharlie Larson

CIM Sussex- Innovate with intelligence May 2012

LauraWinter

@TimSuther conversation with Argyle - June 2011Acxiom Corporation

Similar to Miura Systems seeks to create awareness and differentiation in a crowded market (20)

NYCML19 Reisman Workshop - "21st Century Relationships, Value Propositions, a...

Exceptional Qualification: Improve the Quantity and Quality of Your Pipeline

Ethics in marketing ppt

Acceleration2012 insurance

Sugar in your verticals - Insurance

What The Lively Merchant does.

About eMerge Brochure

Obliterate your Customer Processes

15 Ways to Increase Value

15 Ways To Grow Value

Multi Level Marketing

A Pragmatic Approach to Analyzing Customers

Use Revenue Management to Boost Profit at your Independent Hotel

Myths & Realities of Valuations

ILSR-Survey-Businesses.pdf

Understanding Your Business

Digital marketing secrets

Marketing Through Recession Ama Presentation June 9, 2009 Pdf Version

CIM Sussex- Innovate with intelligence May 2012

@TimSuther conversation with Argyle - June 2011

Recently uploaded

Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear. Key Takeaways: Understand Why Personal Stories Connect Better How To Remember Forgotten Stories How To Use Customer Experiences As Stories For Your Brand

Marketing as a Primary Revenue Driver - Lee Levitt

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction. No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.

Top 3 Ways to Align Sales and Marketing Teams for Rapid Growth

Demandbase

DMF Portfolio Piece Smart Goals - Artist Management.docx

TravisMalana

De-risk Your Digital Evolution - Hannah Grap

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.

Winning local SEO in the Age of AI - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

Offissa Dizayn - Otel, Kafe, Restoran Kataloqu_240603_011042.pdf

offisadizayn

10 Videos Any Business Can Make Right Now! - Shelly Nathan

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

10 Video Ideas Any Business Can Make RIGHT NOW! You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session. Key Takeaways: How to use the Video Matrix How to use additional "Lenses" Where to source original video ideas

Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The Secret to Engaging Modern Consumers: Journey Mapping and Personalization In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty. Key Takeaways: Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends

Is AI-Generated Content the Future of Content Creation?

Cut-the-SaaS

Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability. Understanding AI-Generated Content: AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production. Key Benefits: Content Creation: Rapidly generate high-quality content for blogs, articles, and social media. Brainstorming: AI simulates conversations to inspire creative ideas. Research Assistance: Efficiently summarize and research information. Market Insights: The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market. Case Study: CNET’s AI Content Controversy: CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight. Benefits Across Industries: Marketing: Personalize content at scale and optimize engagement with predictive analytics. Publishing: Automate content creation for faster publication cycles. Education: Efficiently generate educational materials. Healthcare: Create accurate content for patients and professionals. Finance: Produce timely financial content for decision-making. Challenges and Ethical Considerations: Transparency: Disclose AI use to maintain trust. Bias: Address potential AI biases with diverse datasets. SEO: Ensure AI content meets SEO standards. Quality: Maintain high standards to prevent misinformation. Conclusion: AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries. Connect with Us: Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way. Key Takeaways: 1. Real content is king 2. Find ways to show EEAT 3. Repurpose across all platforms

Digital Marketing Training In Bangalore

syedasifsyed46

Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...

Auxis Consulting & Outsourcing

How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

5 Big Bets for 2024 - Jamie A. Lee, Stripes Co

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Metaverse Marketing in the Generation of the Internet - Eugene Capon

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The Old Oak - Press Kit - Cannes Film Festival 2023

Pascal Fintoni

SMM Cheap - No. 1 SMM panel in the world

smmpanel567

Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.

BLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin

BalmerLawrie

How to Use AI to Write a High-Quality Article that Ranks

minatamang0021

In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines. Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.

Recently uploaded (20)

Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...

Marketing as a Primary Revenue Driver - Lee Levitt

Top 3 Ways to Align Sales and Marketing Teams for Rapid Growth

DMF Portfolio Piece Smart Goals - Artist Management.docx

De-risk Your Digital Evolution - Hannah Grap

Winning local SEO in the Age of AI - Dennis Yu

Offissa Dizayn - Otel, Kafe, Restoran Kataloqu_240603_011042.pdf

10 Videos Any Business Can Make Right Now! - Shelly Nathan

Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo

Is AI-Generated Content the Future of Content Creation?

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

Digital Marketing Training In Bangalore

Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...

How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly

5 Big Bets for 2024 - Jamie A. Lee, Stripes Co

Metaverse Marketing in the Generation of the Internet - Eugene Capon

The Old Oak - Press Kit - Cannes Film Festival 2023

SMM Cheap - No. 1 SMM panel in the world

BLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin

How to Use AI to Write a High-Quality Article that Ranks

Miura Systems seeks to create awareness and differentiation in a crowded market

3. BACK TO BASICS – AN INTEGRATED VIEW Problem - Solution Standard Acquisition Funnel Leads 1 2 3 4 1-3 brands come to mind 7-9 competitors are added to the list 2-3 brands can solve the problem Only 1 brand wins The 90% Rule

7. www.trueagency.com © True. All Rights Reserved. BARRIERS TO EMOTIONAL STORYTELLING •Business results oriented •ROI is an outcome not an objective •Metrics oriented •Efficiency vs Effectiveness •Over reliance on empirical data •Undifferentiated value propositions •A focus on what and how •But not why

8. How looking the same made a difference Miura Systems case study

18. www.trueagency.com © True. All Rights Reserved. Summary •The traditional vendors (Miura’s competitors) represented the status quo •They dominated the traditional card payment market •They represented the establishment •To disrupt the status quo we needed a compelling reason to exist •Solution: Align to the ‘new’ entrant’s belief system

Miura Systems seeks to create awareness and differentiation in a crowded market

Recommended

Recommended

More Related Content

Similar to Miura Systems seeks to create awareness and differentiation in a crowded market

Similar to Miura Systems seeks to create awareness and differentiation in a crowded market (20)

More from B2B Marketing

More from B2B Marketing (20)

Recently uploaded

Recently uploaded (20)

Miura Systems seeks to create awareness and differentiation in a crowded market