The document provides 20 points about marketing that entrepreneurs should understand. It notes that marketing problems are solved through ideas, positioning is a measure of success, brands are valuable assets, and advertising agencies have changed. It emphasizes the importance of knowing your unique selling proposition and differentiating yourself from competitors. The document stresses that marketing is not just promotion but building a brand, and that results are not always easy to measure. It encourages learning from other successful companies and having a vision beyond focus groups.
Prospects to profits a marketing e book by jamie siracusaJamie Siracusa
This document provides 92 tips for attracting new qualified prospects to increase business profits. It discusses focusing marketing efforts on a targeted audience, identifying markets with unmet needs, and attracting interested prospects through free offers and solutions to their problems. The key is to consistently generate quality leads of prospects most likely to become long-term customers in order to fuel business growth and profits over time.
My personal project.
Please, visit my portfolio: behance.net/eirena
And don't forget to click "Appreciate this", if you really like my work :)
All copy is written by my own. And all
The document provides 40 creative marketing ideas ranging from easy and low-cost to more difficult and requiring greater investment of time and resources. The ideas in the "Easy" section require little to no money and are simple to implement, such as decentralizing your web presence across multiple online platforms, appealing to customers' emotions, getting in early contact with potential customers before competitors, and getting a mascot or spokesperson. Examples are given of companies successfully using some of these ideas.
Whether you are launching a new product or service, or need to re-energise an existing one, these exercises can help steer your thinking and challenge your brand development.
The key points from the document are:
1) Focus on finding your first customer and starting small without spending money before earning revenue.
2) Successful businesses use a balanced combination of sales and marketing tactics to move prospects through different stages from unaware to aware to interested.
3) While marketing generates awareness, sales is what ultimately generates revenue by converting prospects to customers through direct interaction. Balancing both functions is important for business success.
The document provides 20 marketing tips for businesses in brief summaries. It recommends creating a marketing plan with SMART goals, protecting intellectual property like logos and trademarks, conducting market research to understand customers and competitors, educating staff on marketing strategies, brainstorming with the team, using technology, understanding relevant laws, thinking creatively about marketing, targeting customers effectively, and knowing the difference between circulation and readership for media. The tips are meant to help businesses achieve marketing success.
20 Must Know Marketing Tips for Your Businessthemarketingdiv
Follow theses proven, timeless tips and techniques to help get the word out about your business. You don't need to spend a fortune to market your small business. Use these 20 ideas to help you with your marketing and promote your brand.
The top five crucial initial steps for launching a new beauty business are:
1. Have a truly unique and compelling idea that captures consumer attention. Test your idea before development.
2. Thoroughly research the marketplace, competitors, trends, and target audience.
3. Define a clear point of difference that differentiates your business from others.
4. Establish branding and messaging that consistently communicates your point of difference.
5. Continuously innovate both products and branding to maintain relevance and consumer loyalty. Thoroughly vet all ideas with consumers before launch.
Prospects to profits a marketing e book by jamie siracusaJamie Siracusa
This document provides 92 tips for attracting new qualified prospects to increase business profits. It discusses focusing marketing efforts on a targeted audience, identifying markets with unmet needs, and attracting interested prospects through free offers and solutions to their problems. The key is to consistently generate quality leads of prospects most likely to become long-term customers in order to fuel business growth and profits over time.
My personal project.
Please, visit my portfolio: behance.net/eirena
And don't forget to click "Appreciate this", if you really like my work :)
All copy is written by my own. And all
The document provides 40 creative marketing ideas ranging from easy and low-cost to more difficult and requiring greater investment of time and resources. The ideas in the "Easy" section require little to no money and are simple to implement, such as decentralizing your web presence across multiple online platforms, appealing to customers' emotions, getting in early contact with potential customers before competitors, and getting a mascot or spokesperson. Examples are given of companies successfully using some of these ideas.
Whether you are launching a new product or service, or need to re-energise an existing one, these exercises can help steer your thinking and challenge your brand development.
The key points from the document are:
1) Focus on finding your first customer and starting small without spending money before earning revenue.
2) Successful businesses use a balanced combination of sales and marketing tactics to move prospects through different stages from unaware to aware to interested.
3) While marketing generates awareness, sales is what ultimately generates revenue by converting prospects to customers through direct interaction. Balancing both functions is important for business success.
The document provides 20 marketing tips for businesses in brief summaries. It recommends creating a marketing plan with SMART goals, protecting intellectual property like logos and trademarks, conducting market research to understand customers and competitors, educating staff on marketing strategies, brainstorming with the team, using technology, understanding relevant laws, thinking creatively about marketing, targeting customers effectively, and knowing the difference between circulation and readership for media. The tips are meant to help businesses achieve marketing success.
20 Must Know Marketing Tips for Your Businessthemarketingdiv
Follow theses proven, timeless tips and techniques to help get the word out about your business. You don't need to spend a fortune to market your small business. Use these 20 ideas to help you with your marketing and promote your brand.
The top five crucial initial steps for launching a new beauty business are:
1. Have a truly unique and compelling idea that captures consumer attention. Test your idea before development.
2. Thoroughly research the marketplace, competitors, trends, and target audience.
3. Define a clear point of difference that differentiates your business from others.
4. Establish branding and messaging that consistently communicates your point of difference.
5. Continuously innovate both products and branding to maintain relevance and consumer loyalty. Thoroughly vet all ideas with consumers before launch.
This is a presentation of how I approach the marketing for a small business. The goal is to create a marketing and sales plan that is effective in attracting your ideal customers in an ongoing consistent way.
The document discusses the concept of the "Purple Cow" which refers to creating remarkable products and services that stand out. It argues that to gain attention, a company needs a remarkable product, not just marketing. It provides a 10-point checklist for creating a Purple Cow. While creating something remarkable takes risks, the concept remains applicable today if a company continuously reinvests and does not rely on just one innovation. Examples of companies that have successfully implemented the Purple Cow concept include Starbucks, Nike, and Google.
Every marketer and adverting agency have one great creative idea. This presentation highlights the creativity and execution of great Integrated Marketing Communications campaigns. The execution of great ideas is a collaboration between client and adverting agency.
Literature Review - Seth Godin - Purple CowJeffreyHoutman
- Seth Godin's book discusses the need for marketers to adapt to changes in society where consumers have more power and choice. He introduces the concept of a "purple cow", which is a remarkable product or idea that stands out and spreads through word-of-mouth.
- Godin believes marketers must show respect to consumers and create remarkable products that fill a niche rather than trying to appeal to the masses. He advocates an approach called "permission marketing" and spreading ideas through early adopters known as "sneezers".
- To stay relevant, companies must continually develop new purple cows as products reach the end of their lifecycle, rather than resting on past successes. This requires an innovative mindset and
A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...Mahesh Enjeti
This document discusses how to increase both sales and profits through branding. It argues that businesses often focus too much on revenue growth through price drops rather than profitable growth. It also argues that brands are often seen only as marketing tools rather than business assets that can generate profits. The document proposes that brands should be viewed as a business's purpose and foundation. It provides case studies of how focusing on brand experience over expression and aligning promises with delivery can help businesses grow profits through their brands.
The document provides guidance on how to become an entrepreneur and start a business. It discusses:
1) Developing a business idea and evaluating its viability through market research and determining production costs. A business plan should then be written to outline the product, target market, competition, marketing strategy, manufacturing process, and finances.
2) Creating a business name by branding the company, considering the target customer base, making lists of descriptive words, ensuring the name is not trademarked, and registering the name as a trademark.
3) Key components of a successful business plan including analyzing potential markets and market size, identifying startup needs, preparing product samples, researching locations, determining costs, structuring the business and management,
This document provides tips for entrepreneurs on advertising and marketing. It discusses the importance of establishing a tone and personality for ads. It also outlines several principles for crafting effective ads, including breaking limits within small ad spaces, turning limitations into advantages, using existing materials before spending on new items, and ensuring approaches are feasible within budget and time constraints. The document emphasizes keeping ads timely and responsive to changing economic conditions. It provides many additional tips focused on copywriting, calls to action, testing, and building goodwill with customers.
This document provides guidance on starting, growing, and sustaining a business. It discusses developing a vision and mission statement to guide business decisions. It emphasizes determining customer needs and defining the business's core competencies. The document advises segmenting the market and evaluating strengths, weaknesses, opportunities, and threats. It recommends setting goals and strategic options to achieve key success factors. Finally, it stresses the importance of developing a strategic plan and turning strategies into actionable projects.
1. Fast Branding is a strategic brand development process that delivers a practical toolkit including a name, logo, and marketing materials to drive sales and business value.
2. It shapes innovations to meet market needs, communicate vision and potential to stakeholders, and persuade them to invest in the business.
3. Fast Branding accelerates growth by helping businesses lead in new market spaces, own a core difference, explain their value proposition stickily, and engage audiences through integrated communications.
1. Fast Branding is a strategic brand development process that delivers a practical toolkit including a name, logo, and marketing materials to drive sales and business value.
2. It shapes innovations to meet market needs, communicate vision and potential to stakeholders, and persuade them to invest in the business.
3. Fast Branding accelerates growth by helping businesses lead in new market spaces, own a core difference, explain their value proposition stickily, and engage audiences through integrated communications.
This document outlines a webinar on how to make the most of a small marketing budget. The webinar covers challenges small businesses face with limited time, budget, and resources for marketing. It recommends focusing marketing efforts on goals, target markets, and consistent branding while leveraging free tools. The webinar also reviews case studies of small businesses seeking marketing advice.
1. Fast Branding is a strategic brand development process that delivers a practical toolkit including a name, logo, and marketing materials to drive sales and business value.
2. It shapes innovations to meet market needs, communicate vision and potential to partners and investors, and persuade stakeholders to invest.
3. The process develops a multi-layered brand with emotional appeal, a solid business case, and compelling vision for customers, partners, and investors.
1. Fast Branding is a strategic brand development process that delivers a practical toolkit including a name, logo, and marketing materials to drive sales and business value.
2. It shapes innovations to meet market needs, communicate vision and potential to partners and investors, and persuade stakeholders to invest.
3. The process develops a multi-layered brand with emotional appeal, a solid business case, and compelling vision for customers, partners, and investors.
Design thinking for social business .1Fionn Dobbin
Here are the key steps in a two week roadmap to test a business:
1. Build an MVP (minimum viable product) - Develop a basic version of your product or service with core functionality but without extra features to validate your idea quickly.
2. Identify target customers - Conduct customer interviews and market research to define your ideal early adopters and learn their needs.
3. Launch marketing campaign - Promote your MVP through paid and organic channels like social media ads, blogs, and networking to generate initial awareness and interest.
4. Track customer acquisition - Monitor website traffic and conversions to understand what is driving engagement and how people are interacting with your offering.
5. Gather customer feedback - Survey and interview
A company was founded in 1837 by people who met by chance and is now 172 years old with 135,000 employees and $79 billion in sales across 80 countries. It has the most powerful portfolio of trusted brands and innovates through new products, designs, and business models. The company measures brand equity through a brand management system, communicates with customers through social media brand communities, and uses sporting heroes in marketing. However, its business model is becoming dated and innovation is declining.
This document outlines the steps for a business plan project where students will create a business proposal to pitch to investors. There are 5 main components: 1) Designing a business card and logo. 2) Creating a letterhead and introductory business letter. 3) Developing two advertisements using formats like radio, brochure, etc. 4) Writing a company plan addressing the business idea, target consumers, competition, promotion strategy, jobs, and financing. 5) Presenting the full business proposal to "sharks" in an 8-10 minute pitch and being prepared to answer questions. The goal is to convince the investors to support the proposed business venture.
33 Tips, Secrets and idea's to help you create value for your business. Ultimately they will help you sell your business for the highest value possible.
How To Turn Your Million Dollar Idea Into A Reality Part 2king911
The document discusses choosing a unique selling proposition (USP) and business or product name. It emphasizes that a business needs a clear USP to differentiate itself from competitors and attract customers. The USP should be short, memorable, and highlight what specifically sets the business apart, such as selection, service, price, or quality. Developing the right name is also important as it introduces potential customers and conveys what the business does.
The document summarizes BrandJuice's approach to innovation and new product development. It discusses how traditional innovation models are stagnant and fail to gain buy-in from all stakeholders. BrandJuice's approach immerses teams in consumer insights, creates ideas through brainstorming, and validates concepts using real-world testing rather than focus groups. This process has helped numerous clients successfully launch new products and position existing brands.
Every corporate entity must create a brand and an image. this is not an easy task. but here is step by step points , with case examples. please download .and say so if you like and share it
This document provides an overview of branding and the branding process. It begins by establishing that design shapes every aspect of our lives and defines branding as a means to focus development towards an informed goal. It then discusses the history of branding as a way to provide protection for both producers and consumers. The document outlines the key elements of an effective branding system including visual identity, brand positioning, and creating an experience. It provides examples of strong and weak brands like Apple and McDonald's. The remainder of the document details the branding process from insight and positioning to creation, promotion, and growth. It emphasizes understanding the target market and competition. The process concludes with taking action to brand and build a business.
The essence of International Marketing. Most fundamentals for every company and brand wishing to expand globally. Compass to effective export strategy and global brand building.
This is a presentation of how I approach the marketing for a small business. The goal is to create a marketing and sales plan that is effective in attracting your ideal customers in an ongoing consistent way.
The document discusses the concept of the "Purple Cow" which refers to creating remarkable products and services that stand out. It argues that to gain attention, a company needs a remarkable product, not just marketing. It provides a 10-point checklist for creating a Purple Cow. While creating something remarkable takes risks, the concept remains applicable today if a company continuously reinvests and does not rely on just one innovation. Examples of companies that have successfully implemented the Purple Cow concept include Starbucks, Nike, and Google.
Every marketer and adverting agency have one great creative idea. This presentation highlights the creativity and execution of great Integrated Marketing Communications campaigns. The execution of great ideas is a collaboration between client and adverting agency.
Literature Review - Seth Godin - Purple CowJeffreyHoutman
- Seth Godin's book discusses the need for marketers to adapt to changes in society where consumers have more power and choice. He introduces the concept of a "purple cow", which is a remarkable product or idea that stands out and spreads through word-of-mouth.
- Godin believes marketers must show respect to consumers and create remarkable products that fill a niche rather than trying to appeal to the masses. He advocates an approach called "permission marketing" and spreading ideas through early adopters known as "sneezers".
- To stay relevant, companies must continually develop new purple cows as products reach the end of their lifecycle, rather than resting on past successes. This requires an innovative mindset and
A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...Mahesh Enjeti
This document discusses how to increase both sales and profits through branding. It argues that businesses often focus too much on revenue growth through price drops rather than profitable growth. It also argues that brands are often seen only as marketing tools rather than business assets that can generate profits. The document proposes that brands should be viewed as a business's purpose and foundation. It provides case studies of how focusing on brand experience over expression and aligning promises with delivery can help businesses grow profits through their brands.
The document provides guidance on how to become an entrepreneur and start a business. It discusses:
1) Developing a business idea and evaluating its viability through market research and determining production costs. A business plan should then be written to outline the product, target market, competition, marketing strategy, manufacturing process, and finances.
2) Creating a business name by branding the company, considering the target customer base, making lists of descriptive words, ensuring the name is not trademarked, and registering the name as a trademark.
3) Key components of a successful business plan including analyzing potential markets and market size, identifying startup needs, preparing product samples, researching locations, determining costs, structuring the business and management,
This document provides tips for entrepreneurs on advertising and marketing. It discusses the importance of establishing a tone and personality for ads. It also outlines several principles for crafting effective ads, including breaking limits within small ad spaces, turning limitations into advantages, using existing materials before spending on new items, and ensuring approaches are feasible within budget and time constraints. The document emphasizes keeping ads timely and responsive to changing economic conditions. It provides many additional tips focused on copywriting, calls to action, testing, and building goodwill with customers.
This document provides guidance on starting, growing, and sustaining a business. It discusses developing a vision and mission statement to guide business decisions. It emphasizes determining customer needs and defining the business's core competencies. The document advises segmenting the market and evaluating strengths, weaknesses, opportunities, and threats. It recommends setting goals and strategic options to achieve key success factors. Finally, it stresses the importance of developing a strategic plan and turning strategies into actionable projects.
1. Fast Branding is a strategic brand development process that delivers a practical toolkit including a name, logo, and marketing materials to drive sales and business value.
2. It shapes innovations to meet market needs, communicate vision and potential to stakeholders, and persuade them to invest in the business.
3. Fast Branding accelerates growth by helping businesses lead in new market spaces, own a core difference, explain their value proposition stickily, and engage audiences through integrated communications.
1. Fast Branding is a strategic brand development process that delivers a practical toolkit including a name, logo, and marketing materials to drive sales and business value.
2. It shapes innovations to meet market needs, communicate vision and potential to stakeholders, and persuade them to invest in the business.
3. Fast Branding accelerates growth by helping businesses lead in new market spaces, own a core difference, explain their value proposition stickily, and engage audiences through integrated communications.
This document outlines a webinar on how to make the most of a small marketing budget. The webinar covers challenges small businesses face with limited time, budget, and resources for marketing. It recommends focusing marketing efforts on goals, target markets, and consistent branding while leveraging free tools. The webinar also reviews case studies of small businesses seeking marketing advice.
1. Fast Branding is a strategic brand development process that delivers a practical toolkit including a name, logo, and marketing materials to drive sales and business value.
2. It shapes innovations to meet market needs, communicate vision and potential to partners and investors, and persuade stakeholders to invest.
3. The process develops a multi-layered brand with emotional appeal, a solid business case, and compelling vision for customers, partners, and investors.
1. Fast Branding is a strategic brand development process that delivers a practical toolkit including a name, logo, and marketing materials to drive sales and business value.
2. It shapes innovations to meet market needs, communicate vision and potential to partners and investors, and persuade stakeholders to invest.
3. The process develops a multi-layered brand with emotional appeal, a solid business case, and compelling vision for customers, partners, and investors.
Design thinking for social business .1Fionn Dobbin
Here are the key steps in a two week roadmap to test a business:
1. Build an MVP (minimum viable product) - Develop a basic version of your product or service with core functionality but without extra features to validate your idea quickly.
2. Identify target customers - Conduct customer interviews and market research to define your ideal early adopters and learn their needs.
3. Launch marketing campaign - Promote your MVP through paid and organic channels like social media ads, blogs, and networking to generate initial awareness and interest.
4. Track customer acquisition - Monitor website traffic and conversions to understand what is driving engagement and how people are interacting with your offering.
5. Gather customer feedback - Survey and interview
A company was founded in 1837 by people who met by chance and is now 172 years old with 135,000 employees and $79 billion in sales across 80 countries. It has the most powerful portfolio of trusted brands and innovates through new products, designs, and business models. The company measures brand equity through a brand management system, communicates with customers through social media brand communities, and uses sporting heroes in marketing. However, its business model is becoming dated and innovation is declining.
This document outlines the steps for a business plan project where students will create a business proposal to pitch to investors. There are 5 main components: 1) Designing a business card and logo. 2) Creating a letterhead and introductory business letter. 3) Developing two advertisements using formats like radio, brochure, etc. 4) Writing a company plan addressing the business idea, target consumers, competition, promotion strategy, jobs, and financing. 5) Presenting the full business proposal to "sharks" in an 8-10 minute pitch and being prepared to answer questions. The goal is to convince the investors to support the proposed business venture.
33 Tips, Secrets and idea's to help you create value for your business. Ultimately they will help you sell your business for the highest value possible.
How To Turn Your Million Dollar Idea Into A Reality Part 2king911
The document discusses choosing a unique selling proposition (USP) and business or product name. It emphasizes that a business needs a clear USP to differentiate itself from competitors and attract customers. The USP should be short, memorable, and highlight what specifically sets the business apart, such as selection, service, price, or quality. Developing the right name is also important as it introduces potential customers and conveys what the business does.
The document summarizes BrandJuice's approach to innovation and new product development. It discusses how traditional innovation models are stagnant and fail to gain buy-in from all stakeholders. BrandJuice's approach immerses teams in consumer insights, creates ideas through brainstorming, and validates concepts using real-world testing rather than focus groups. This process has helped numerous clients successfully launch new products and position existing brands.
Every corporate entity must create a brand and an image. this is not an easy task. but here is step by step points , with case examples. please download .and say so if you like and share it
This document provides an overview of branding and the branding process. It begins by establishing that design shapes every aspect of our lives and defines branding as a means to focus development towards an informed goal. It then discusses the history of branding as a way to provide protection for both producers and consumers. The document outlines the key elements of an effective branding system including visual identity, brand positioning, and creating an experience. It provides examples of strong and weak brands like Apple and McDonald's. The remainder of the document details the branding process from insight and positioning to creation, promotion, and growth. It emphasizes understanding the target market and competition. The process concludes with taking action to brand and build a business.
The essence of International Marketing. Most fundamentals for every company and brand wishing to expand globally. Compass to effective export strategy and global brand building.
Noboru World_10 Marketing mistakes startups need to stop!.pdfNoboru World
If you are a startup marketing agency, there are ample chances to commit mistakes due to various reasons. Either you could be an amateur in the field or an experienced team desperate to create an attractive clientele.
For instance, you are a startup marketing agency with an efficient core team and other needed resources. But, being a startup with non-bigger or zero brand experience, there are always the chances of committing blunders on different scales.
10 Things Emerging Technology Companies Need to Know to Jump Start Their Way ...Debbie Gee
The document provides advice for emerging technology companies on how to jump start revenue generation. It discusses 10 key things companies need to know, including being wary of hastily hiring a sales force, being objective about their technology offering, knowing their competition, understanding where they are in the emerging technology curve, clearly communicating value to customers, being prepared to invest in winning customers, knowing when to partner, leveraging existing customers, simplifying their message, and being realistic about timelines. It also discusses how companies can execute their strategies through an outsourced sales and marketing option to help reduce costs and accelerate revenue.
The document provides 40 creative marketing ideas ranging from easy to difficult to implement. The easy ideas require little time or money and include decentralizing your web presence across multiple online platforms, listing what competitors have in common and doing the opposite, appealing to customers' emotions, and getting a mascot or spokesperson. Other easy ideas are talking about customers, aiming for a different target market, stopping self-promotion, and making company references fun. The document encourages testing these low-cost ideas before moving on to more moderate and difficult marketing strategies outlined in subsequent sections.
Predictable Revenue Guide to Tripling Your Sales Part 2 - Marketing + NetsJoshua Loomis
This document provides an overview of marketing strategies to generate leads through "Nets" or wide-reaching marketing efforts. It discusses the pros and cons of marketing leads, and introduces the concepts of inbound marketing and growth hacking. Common marketing fails are outlined, including "post and pray" tactics, being too corporate or boring in content, unrealistic lead expectations, and relying on a single marketing strategy. The document emphasizes focusing marketing efforts through proper management, targeting the right market, using relevant messages, and testing various methods. It stresses measuring the key metric of qualified lead velocity rate to predict future growth. Hiring demand generation specialists rather than corporate marketers is also recommended for growth-focused companies.
This document provides an overview of marketing planning and outlines the steps to build a marketing plan. It describes marketing as a "toolbox" of different tools and emphasizes that the marketing plan acts as the "instruction manual" for how to use the various tools. It then lists 8 steps to build the instruction manual: 1) Know your identity and metrics of success, 2) Conduct marketing research, 3) Analyze competitors and opportunities, 4) Set goals, 5) Develop messaging, 6) Identify partners and influencers, 7) Develop big ideas, and 8) Compile the full plan, including situation analysis, goals, strategies, and tactics. The document stresses starting with understanding your identity and researching the market before jumping to tactics.
This document provides guidance on developing an effective brand positioning strategy to improve lead generation. It discusses the importance of having a clear brand proposition and understanding your audience. It recommends using tools like perceptual mapping to analyze your competitive landscape and identify opportunities. The document then provides a step-by-step process for defining your brand values, essence, benefits, and promise to communicate your unique value proposition to customers.
This document provides an overview of marketing concepts and strategies. It discusses defining marketing and its key components like creating and communicating customer value. It also outlines various marketing strategies and tactics like the 4 P's, developing a unique selling proposition, and conducting market research. The document emphasizes developing a clear marketing strategy and action plan with goals, tactics, responsibilities and metrics to measure effectiveness.
The document provides tips for starting a small business, including developing a product people want and paying for, defining your business model to understand how you will make money, not reinventing existing ideas but improving on them, being unique while focusing on your strengths, giving quality products at a reasonable price while meeting expectations, knowing your target customers well, learning from mistakes to improve, building a strong team, providing a great customer experience, understanding the market and competition, and keeping realistic expectations for success.
This document provides marketing advice for startups with limited budgets. It discusses defining your target market and positioning statement, leveraging word-of-mouth through social media and blogs, and focusing on customer service. Common mistakes like poor communication and relying solely on buzz are highlighted. Tactics like evaluating your strengths and weaknesses, developing a marketing plan and strategy, and telling your company story are recommended for effective "startup marketing".
xTuple.com Supports Innovation: From blueprints to buildouts, xTuple helps foster startups in the heart of the Mid-Atlantic technology corridor between Research Triangle, North Carolina and Washington D.C. As a committed, passionate member of the Greater Norfolk tech community, xTuple is a financial sponsor as well as mentor at Hatch Norfolk, an intense accelerator program, and other events where entrepreneurs showcase their ideas. www.HatchNorfolk.com
This document provides 17 points for companies to radically differentiate themselves from their competition. It emphasizes finding one unique quality or "Zag" that makes a company the only one to offer a specific product or service. Some key recommendations include hitting an underserved customer need, designing a brand experience that delights customers, and protecting the brand identity from inconsistencies that could undermine differentiation. Loyalty is also discussed as important to extending the brand's success through additional products or services.
Sales can be tough. It’s not for everyone. But it’s not just for extroverts. Nor is it just for people who didn’t go to college. In fact, some of the best salespeople I know are both highly analytical and highly intelligent. Regardless of your background or makeup, a career in sales offers incredible upside–both in personal development and in earning potential.
The document provides an overview of a presentation on attracting ideal customers. The presentation covers:
- Keys to attracting ideal customers such as understanding customer needs and having a clear marketing strategy.
- Developing a clear understanding of who the target customers are, what problems the business solves for them, and the benefits provided.
- Implementing a lead generation system to actively attract potential customers through activities like content marketing, social media, and community involvement.
Like building a house, building a successful brand is a collaborative project. It takes a small village of people to collaborate. So, let’s collaborate! Worth visiting www.knowledgeandmagic.com
The document provides a step-by-step guide to digital marketing. It discusses 7 key steps: 1) Creating a marketing strategy with goals, target groups, and tools. 2) Using the SEE THINK DO CARE framework to focus on customer purchasing process. 3) Creating an effective website. 4) Using SEO to rank high in search engines. 5) Reaching new customers with PPC ads. 6) Building a fan base on social media. 7) Collecting email addresses and engaging customers. For each step, it outlines the process and recommendations for implementation and measurement of success. The overall guide aims to help small and medium businesses understand and implement different online marketing strategies and tools.
Speaking about entrepreneurship - by Jacob HagemannJacob Hagemann
About 2 years ago I did this presentation about entrepreneurship at the EMBA at Lugano University.
I use my own experience and the experience of 15 entrepreneurs that participated in a short questionnaire about Entrepreneurship.
The 10 Most Common Marketing Pitfalls (and How to Avoid Them)Fivestars
When you have about a million other things to worry about when running your business, marketing sometimes gets the short end of the stick. Here, we explore the 10 most common marketing mistakes people make and ways to combat them.
This document provides an overview of a digital lead generation process consisting of 9 steps: 1) defining a target audience and their problem, 2) positioning one's firm to solve that problem, 3) developing a valuable lead magnet, 4) identifying where the target audience can be found online, 5) crafting an attention-grabbing hook, 6) including an email capture mechanism, 7) delivering the lead magnet, 8) implementing a nurturing program, and 9) achieving conversions. The process is designed to generate targeted leads by addressing an audience's unawareness through content that moves them from interest to consideration and ultimately conversion.
Similar to Vicari Brand Insights Discovery Workshop (20)
3. Quest to Competitive Advantage
RATIONALE:
This will allow you to begin the process which will help you learn how
best to advertise/communicate/be competitive within the market. Why
are you in business in the first place?
PURPOSE:
Strategic planning to create a marketing program to benefit the
business. Develop a definable direction to market your business.
OBJECTIVE:
Understand the dynamics of the changing marketplace for (Product or
Service) and how you can capture a dominant share of the market.
5. Websites maximized:
– Television & Print Synergy
– Your website should not stand alone:
Part of the bigger plan.
– You’ve got 6 seconds to impress a new visitor
– Landing page is your 15 second pitch.
– What are you projecting to your audience?
– Conventional navigation vs. unconventional:
In both cases, pay attention.
– How does your audience perceive your image?
– You don’t have to build it all at once.
– There are 200 million websites & counting.
– Display your passion for your business.
– Before you start the project, make sure someone’s in
charge.
7. Main tools of marketing communications:
1) Traditional Advertising: Print, Broadcast
2) Collateral: Brochures, Catalogues, Flyers
3) Traditional Direct: Mailers
4) Point-of-Sales: In the stores
5) Exhibitions: Trade Shows, Store Windows
6) Guerrilla: Nontraditional/Performance
7) Internet: Websites, Banner Ads, Results Based Ads, Search Engines
(SEO), Social Media, Social Engagement, Blogs, Viral, E-Mail
8) Public Relations
9) Corporate Identity Systems: Logos – Marks & Logotypes,
Business Cards, Letterhead, Graphic Standards
13. Marketing that’s all image fails.
Goal:
3-D picture of
your company
that gets noticed,
standouts & is unique.
Marketing that’s all information fails.
17. (1) Marketing problems are
solved by ideas.
- Ideas come first.
- Creative follows.
- Use briefs.
18. Creative Development Brief
Objective What do we want to accomplish –
expectations?
Who Are You The single most important fact you wish
to communicate important to your
customer.
Competition Who are thay, and what are they doing?
Target Reach Who is the target audience?
Obstacles Marketing problems or issues.
Identity 3 primary attributes that represent the
personality (Cause) of the company,
product or service. Strengths that
appeal to your customers.
Promise Clear statement of what the company
promises to accomplish. Your Purpose!
Differential Points of differentiation from
competition.
Unique Selling Point The “So What”? The “Why”
Imperatives Mandatory messages instructions, tone,
limitations, legal considerations, testing ,
and time table.
19. (2) You must know
your USP.
– Unique Selling Proposition.
– Answer “So What?”- “Why?”.
– Quietest car in the world.
– Lucky you if you have one.
– You can invent one but only if
it’s plausible, e.g. Signature
Programs – “The Combo Loan”.
20. (3) Positioning is a true
measure of marketing
success.
– Positioning = owning a clear niche
in the mind. Top-of-Mind.
– Clearer you are about what your
company is, the clearer your
position can be.
-- Establishes how your perceived in
the market.
21. (4) Brands are worth
a fortune.
– A brand = sum total of all the
impressions & experiences
associated with a company or
product.
22. (5) When you answer the
phone, you’re creating
an ad.
– Everything you do is branding
reverberating around
everything you do;
Least to greatest.
23. (6) Your logo is going to say
something, but not
necessarily what you
want it to say.
– Abstract vs. representational.
24.
25.
26. (7) Taglines are really hard
to do well.
– Most are platitudes.
– Be specific to the product & what
customer gets (Answer the “so
what”
– Best are well told & memorable.
– Express your cause, and/or USP.
27. Melts in your mouth, not in your hands.
When it absolutely, positively has to be
there overnight.
The ultimate driving machine.
We bring good things to life
Examples:
28. (8) Advertising agencies are
not what they used to be.
– Then: 80% of every marketing
dollar spent on traditional
advertising.
– Now: less than 20%.
29. (9) If you do hire an agency,
ask to see the real
portfolios.
– Even in the major leagues,
everyone isn’t a star.
30. (10) B2B is the marketing
world’s slum.
– B2B marketers beware.
– B2B marketers see the
opportunity.
31. (11) Talking to yourself is
dangerous to your
company’s health &
boasting is a waste of your
money.
– Don’t make assumptions it will lead you
away from the solution
– Know your customers.
– People don’t care how wonderful
you are.
– They care about what’s in it for them, so
what is you business purpose from their
POV.
32. (12) It costs more to acquire
a new customer than it
costs to keep an old one
happy.
– Old 80/20 rule applies.
– Build a program.
-- Social engagement
33. (13) Sometimes there are
good reasons not to talk
about your product.
– Differentiate yourself by
transcending yourself.
34. (14) You can misconstrue
exactly what you’re
selling.
– Especially when others are
selling something similar.
– What you make does not
always equal what you sell.
35. (15) It can get expensive.
– Main reason: it takes time.
– Development & production time.
– Time to work.
– Rule of thumb:
2 – 25% of sales.
36. (16) It never ends
& it’s not easy.
– Introduce.
– Inform.
– Remind.
– Changes.
– Trouble.
– Many start-ups tempted to do it
themselves…
37. (17) If you can’t outspend the
competition, you’d
better outsmart them.
– Do what they’re not doing.
-- Find a point of differentiation and
make it meaningful.
– Make offers. Develop unique
signature ideas
– Remember Yamaha.
38. (18) Not all results are easy
to measure.
– Some have never been easier.
– Some are as hard as ever.
39. 20 things everyone in this room should understand about marketing:
(19) It pays to study
companies that do it
beautifully.
– There aren’t many.
– Apple, Mini, Ralph Lauren.
– Two books:
Jerry Della Femina: From Those Wonderful
Folks Who Brought You Pearl Harbor
David Ogilvy: Ogilvy On Advertising
40. 20 things everyone in this room should understand about marketing:
(20) A camel is a horse
created by a committee.
– No guts, no glory.
– Focus groups can mislead – there
only qualitative a guide.
– Everyone is born with an opinion.
– More art than science.
41. (1) Marketing problems are solved by ideas.
(2) You must know your USP.
(3) Positioning is a true measure of marketing success.
(4) Brands are worth a fortune.
(5) When you answer the phone, you’re creating an ad.
(6) Your logo is going to say something, but not necessarily what you want it to say.
(7) Taglines are really hard to do well.
(8) Advertising agencies are not what they used to be.
(9) If you do hire an agency, ask to see the real portfolios.
(10) B2B is the marketing world’s slum.
(11) Talking to yourself is dangerous to your company’s health & boasting is a waste of
your money.
(12) It costs more to acquire a new customer than it costs to keep an old one happy.
(12) Sometimes there are good reasons not to talk about your product.
(14) You can misconstrue exactly what you’re selling.
(15) It can get expensive.
(16) It never ends.
(17) If you can’t outspend the competition, you’d better outsmart them.
(18) Not all results are easy to measure.
(19) It pays to study companies that do it beautifully.
(20) A camel is a horse created by a committee.
42. So What Does It Mean 2 U?
• Actionable Insights
• Opportunity To Be Successful
• Opportunity to Standout & Get Noticed
• Opportunity To Build Your Business
• Raving fans that proselytize for you
Editor's Notes
INTRODUCE OURSELVES
I’M A WRITER – LEARNED AT C/D
OVER THE YEARS WORKED W/FORTUNE 50 TO MOM POPS
I WORK W/RESEARCHERS STRATEGISTS DESIGNERS ART DIRS
WIM & I HAVE WORKED ON WEB & MICROS
CALL THAT TEAM
PLANNING TO GET MORE FORMAL
MY VIEW
NOT THE ONLY VIEW BUT WHAT I KNOW TO BE VALID
THIS IS NOT THEORETICAL
NOT ABOUT STRATEGY DECKS
I’M A SMALL BUSINESS I’M HERE TO GIVE YOU PRACTICAL ADVICE THAT START UPS CAN USE
THIS IS NOT THEORETICAL
NOT ABOUT STRATEGY DECKS
I’M A SMALL BUSINESS I’M HERE TO GIVE YOU PRACTICAL ADVICE THAT START UPS CAN USE
THIS IS NOT THEORETICAL
NOT ABOUT STRATEGY DECKS
I’M A SMALL BUSINESS I’M HERE TO GIVE YOU PRACTICAL ADVICE THAT START UPS CAN USE
ALL SORTS OF REASONS TO MARKET
I’M GOING TO ASK YOU TO THINK ABOUT ONE
ALL SORTS OF REASONS TO MARKET
I’M GOING TO ASK YOU TO THINK ABOUT ONE
THIS IS TRUE IF YOU’VE BEEN IN BUSINESS 1 DAY OR 100 YRS
NEG TO POS
UNAWARE TO AWARE
NEITHER DELIVERS FULLY
GETS NOTICED: SOUNDS OBVIOUS
BUT MOST DON’T KNOW THAT SOMETHING LIKE 2% OF ADS ACTUALLY GET NOTICED –
SAME HOLDS TRUE ACROSS MCOMM SPECTRUM
Show brief
There are more
But here are 20 that give a view
Weak mark coms are based on a look or a picture or gimmicks
Ideas are king
As we go along we’ll see examples
Show brief
There are more
But here are 20 that give a view
Weak mark coms are based on a look or a picture or gimmicks
Ideas are king
As we go along we’ll see examples
Show brief
There are more
But here are 20 that give a view
Weak mark coms are based on a look or a picture or gimmicks
Ideas are king
As we go along we’ll see examples
Rosser reeves
At 60 mph…
Melts in your mouth
IF I SAY BIG RELIABLE BUSINESS COMPUTERS, WHAT CO DO YOU THINK OF
IF I SAY HEAVY LUXURY IMPORTED AUTOMOBILES
WHAT IS THE MOST WELL KNOWN BRAND IN THE WORLD
COCA COLA BRAND VALUED BY WS AT @ $40 BILLION
MOST COS DO NOT UNDERSTAND THIS
EVEN IF THEY DO THEY ARE NOT WILLING TO PUT IN THE EFFORT
FOR A COMPANY LIKE RALPH LAUREN, A WINDOW DISPLAY IS JUST AS IMPORTANT AS A $50 M PERFUME INTRODUCTION
HOW LOGOS USUALLY GET MADE
DIFFERENCE ABOVE IS OFTEN NOT THOUGHT OF
REPRESENTATIONAL DOESN’T MEAN LITERAL FED EX ARROW
FAX YOURSELF YOUR LOGO – YOU’D BE SURPRISED HOW MANY SUFFER IN TRANSIT
HOW LOGOS USUALLY GET MADE
DIFFERENCE ABOVE IS OFTEN NOT THOUGHT OF
REPRESENTATIONAL DOESN’T MEAN LITERAL FED EX ARROW
FAX YOURSELF YOUR LOGO – YOU’D BE SURPRISED HOW MANY SUFFER IN TRANSIT
HOW LOGOS USUALLY GET MADE
DIFFERENCE ABOVE IS OFTEN NOT THOUGHT OF
REPRESENTATIONAL DOESN’T MEAN LITERAL FED EX ARROW
FAX YOURSELF YOUR LOGO – YOU’D BE SURPRISED HOW MANY SUFFER IN TRANSIT
SERVICE IS OUR BUSINESS
OUR CUSTOMERS COME FIRST
[SHOW LINES]
MELTS IN YOUR MOUTH, NOT IN YOUR HANDS
WHEN IT ABSOLUTELY, POSITIVELY HAS TO BE THERE OVERNIGHT
THE ULTIMATE DRIVING MACHINE
PART SCIENCE PART ART
IDENTIFY THE USP/BENEFIT IS THE STRATEGY SCIENCE PART
SAYING IT WELL IS THE ART
WHAT FEDEX COULD HAVE DONE
CAN SOMETIMES BREAK GRAMMAR RULES TO GREAT EFFECT
WINSTON TASTES GOOD LIKE A CIGARETTE SHOULD
THINK DIFFERENT
SERVICE IS OUR BUSINESS
OUR CUSTOMERS COME FIRST
[SHOW LINES]
MELTS IN YOUR MOUTH, NOT IN YOUR HANDS
WHEN IT ABSOLUTELY, POSITIVELY HAS TO BE THERE OVERNIGHT
THE ULTIMATE DRIVING MACHINE
PART SCIENCE PART ART
IDENTIFY THE USP/BENEFIT IS THE STRATEGY SCIENCE PART
SAYING IT WELL IS THE ART
WHAT FEDEX COULD HAVE DONE
CAN SOMETIMES BREAK GRAMMAR RULES TO GREAT EFFECT
WINSTON TASTES GOOD LIKE A CIGARETTE SHOULD
THINK DIFFERENT
USED TO BE AGENCIES WOULDN’T TALK TO YOU
WHO NEEDS ONE TODAY
YOU CAN GO A LA CARTE – CREATIVE MEDIA PLANNER
DIRTY SECRET
HEART ATTACKS
HOW MANY OF YOU ARE B2B COMPANIES
LOWER BUDGETS
BAD COMMITTEES
NO BROADCAST
NOT SEXY
CONSEQ DEADLY WORK
CONSEQ GREAT OPPTY
ROCKWELL TELECOMMUNICATIONS STORY
ESP IN BROCHURES & LONGER INFORMATIONAL PIECES, I ALWAYS ASSUME THE READER KNOWS PRETTY MUCH NOTHING.
TECH & FIN COS ESPECIALLY GUILTY
I’VE DONE LOT OF FIN MARKETING – THEY ALWAYS TALK TO THEMSELVES
BOASTING OFTEN HAPPENS TO COMPANIES THAT TALK TO THEMSELVES A LOT
TALK ABOUT YOURSELF IN TERMS OF CUSTOMER BENEFITS
NOT WE MAKE MOST SOPH BICYCLE ON THE ROAD
OUR CUSTOMERS BLOW 50% FEWER TIRES EVERY YEAR HERE’S WHY
FAV OF MINE GENERATES LOTS OF IDEAS
YOU MAKE A NICE SHOE BUT NOT ALL THAT MUCH BETTER THAN THE OTHER GOOD SHOES
DON’T TALK ABOUT YOUR SHOE BUT ABOUT HOW TO KNOW WHEN A SHOE IS WELL MADE
BICYCLES—TALK ABOUT SAFE BIKING
SHOW MINI PIECE – MINI M
KODAK MADE FILM BUT THEY SOLD MEMORIES
BAKER FURN MAKES SOFAS BUT THEY SELL HEIRLOOMS & THE IDEA OF HEIRLOOMS
CASINOS PROVIDE ROOMS MEALS & GAMBLING BUT THEY SELL FANTASIES
GROM MAKES GELATO BUT THEY SELL IL GELATO COME UNA VOLTA AS IT ONCE WAS
HAPPY TO TALK TO YOU ANOTHER TIME ABOUT WHAT THINGS COST
YOU GET WHAT YOU PAY FOR – PRICES ALL OVER ESP FOR WEB & LOGOS THINGS THAT APPLE MADE IT POSS FOR ANYONE TO DO
BE IN IT FOR THE LONG HAUL
PR 6 – 12 MONTHS
FIND GOOD PEOPLE
QUANTITY CAN WIN BUT SO CAN QUALITY
WEB HITS EASY
SALES TARGETS EASY
DIRECT RESPONSE EASY 5% GRAND SLAM