This document outlines strategies for effective marketing on a limited budget, highlighting the importance of the 4Ps (product, price, place, promotion) and their alignment with consumer desires. It discusses approaches to promotion in the digital age, particularly through social media and lead generation techniques, emphasizing the need for tailored messaging and engagement. It also provides insights into product segmentation and distribution methods to optimize marketing efforts.

1. Marketing on a Shoestring Budget

2. AGENDA 4Ps of Marketing Where is your Elephant? Product Segmentation Pricing and Distribution ---------------------------------------------- Promotion & its 3 Pillars Awareness & Social Media Lead Generation

3. Select Core 4Ps of Marketing Product Process People Positioning Place Prayer Promotion Packaging Pricing

4. What is “Marketing”? For a marketing plan to be successful, the mix of 4Ps must reflect the desires of the consumers in the target market – Philip Kotler Peter Drucker --- Marketing is creating a product that sells itself creating a product people want to buy creating an environment that encourages people to buy

5. Where is your Elephant? B A C

6. Where is your Elephant? Staying ahead of the Elephant (A) Difficult strategy to execute Need at least 2 years lead Some examples – Borland, Gupta Software, Harvard Graphics Staying below the Elephant (B) Starting with a niche Some examples – F5, Packeteer, Portal Software Riding the Elephant (C) Bumpy but the safest of the three alternatives Some examples – Airespace, Google, Thousands of app developers for Apple, Goog, MS, Oracle

7. What is your Product like? Is your Product Physical Services Software Is your Product Pain Killer Vitamin Does your Product Fit an existing market category Creating a new market segment

8. Segmenting & Finding your Customers Yahoo Vs Google MySpace Vs Facebook Packet 8 Vs RingCentral

9. Choosing the Place/Distribution Demand Creation is always done direct by the vendor Product Delivery can be done Direct by the company or Indirect through Channels (Agent, VAR, Distributor)

10. Pricing for Software has changed Software Licensing model moving to Subscription Think of Business model while designing Products Touch with Customer is not always desirable

11. Thanks / Q&A / Contacting Me R. Paul Singh: EIR, Lightspeed Ventures Email : rps@thesinghs.com Twitter/Facebook/Linkedin : rpaulsingh Blog : mobilepov.wordpress.com

12. What is “Promotion”? Explain to people who should care about what you’re selling in the way they want to hear about it (radio, print, etc) in words and concepts they will understand why what you’re selling meets their needs.

13. What is “Promotion”? In short: Marketing Promotion is Education.

14. How has the internet changed promotion? Old News outlets limited General demographics Big $, fewer viewers . . . New News free, but too much Specialized audiences Less $ per viewer – but lots Costs less to make noise, but / so there’s more. How do you stand out?

15. Marketing Promotion: Three Pillars

16. Marketing Promotion: Three Pillars X

17. Awareness Was: Direct Mail, Television, Radio, Print Ads, Articles in Magazines… Is now also: “Social Media Marketing”…

18. Viral / Social Media, Defined Viral = historical term (A) Transmissible person-to-person (B) Grows at an exponential rate Social Media = current systematized use of viral tactics, through formalized mechanisms Twitter YouTube Facebook LinkedIn Digg … and the world of RSS, blogs, email, and word of mouth

19. Viral / Social Media, Defined Viral = historical term (A) Transmissible person-to-person (B) Grows at an exponential rate Social Media = current systematized use of viral tactics, through formalized mechanisms Twitter YouTube Facebook LinkedIn Digg … and the world of blogs, email, and word of mouth aka “Communicating with lots of people without spending lots of money, by getting them to do the work for you.”

20. Primer: 8 Steps to Buzz via Social Media The Eight Commandments… Understand what you’re trying to sell, to whom, how they prefer to hear about it, and in what terms. Target – don’t sell Nuke Reactors on twitter? Craft the message(s). What do you want each audience (purchasers, media, mass audience) to hear? Set up your infrastructure: Twitter Account(s), Facebook App, RSS tags on blog on your site, Digg Link buttons, Video… what’s appropriate? Craft content. What’s the story around your message that makes it socially transmissible? Is it cool, new, funny, controversial, insightful…? Be ready to respond, reciprocate (have space to link back, time to reply) Be proactive. Don’t just post; submit . Participate . Comment on others! Reward good behavior. Feature your customers, make ‘em heros. Do not spin. Do do lots of news and “press releases”

21. Lead Generation Was: Trade Shows, Direct Mail, 800-numbers, Yellow Pages… Is Now Also: Keywords, Landing Pages, Social Media Destination…

22. Example Lead Generation Process Suspect No indication of interest or potential / Cold lead Prospect Contact made / Indication of interest Opportunity Identified project, or VMware use case Qualified “ decision criteria” known / “buying process” known / Funds or budget available Validated Technical fit confirmed by prospect / Business fit confirmed by prospect Selected Customer confirms that you are selected vendor / “Reverse timeline(RTL)” done Negotiation Business terms being negotiated Closed Contracts signed / PO in hand / No “hair” on deal Lists from industry groups, cold-calling, ads, & direct email, keywords, referrals “ Opt-In”: responses to ads & email, trade show leads, evals Solutions Guides , Webinars , Customer Case Studies Datasheets, Pricing Guides, Powerpoint Prod. Presos, Demo Whitepapers, Reviewers guides, guided evaluations & demos Comparitive documents, competitive guides Incentive (“buy now”) programs TCO and ROI studies

23. Starter Example: VMware as Haiku Grabber An intriguing opening line that addresses a problem you have ex: “Give Rebooting the Boot!” (rebooting is bad, annoying, timewasting) Value What unique and valuable thing YourCo does to address that problem ex: “Run multiple operating systems on a single machine without rebooting” Call to Action Identifier and command to do something ex: “Free 30-day trial, click here!” [VMware logo constant through all 3 lines]

24. Summary Product Customer Place Promotion Pricing

25. Thanks / Q&A / Contacting Me Email : kevin@stupidmarketing.com Twitter : virtualkev Facebook & Linkedin : only if you’re a friend (no offense) Web : http://blog.stupidmarketing.com Stanford Class : http://stanford.stupidmarketing.com Amazon : http://amazon.stupidmarketing.com