How to Do Great Marketing by GrowMotor

Great Marketing

© 2010 GrowMotor

Outcomes

1. Change the way you think about marketing

2. Learn some marketing tools in practice

Marketing is…

• a function

• communication

• a profession

• support for sales

• a department

• meeting customer needs

• a very imprecise and confusing word

MARKETING DRIVES GROWTH

GrowMotor definition:

Growth

• in revenue

• in customers, clients, supporters

• in problems solved

• in value delivered

• in winning products and services

GROWTH

every business and non-profit needs

GROW OR DIE

businesses, organizations, and even people

IS MARKETING IMPORTANT?

if growth is the goal

Peter DruckerThe purpose of a business is to create a customer.

Business has only two functions—marketing and innovation. All the rest are costs.

Dave PackardMarketing is too important to be left to the marketing department.

RELIABLE, SUSTAINABLE GROWTH

GrowMotor definition: GREAT MARKETING drives

DO GREAT MARKETING

name three 3 companies that

Steve JobsWe don’t get a chance to do that many things, and every one should be really excellent. Because this is our life. Life is brief, and then you die, you know?… So it better be damn good. It better be worth it. And we think it is.

HIGHLY SUCCESSFUL MARKETER

Listen to one

Bill Davidow—Intel

Companies can finance a lot of marketing activity, and still not have marketing programs. Ads can be run, press conferences held, sales calls made, data sheets and application notes published, competitive data collected, and the company can still be left with little to show for its efforts.

Bill Davidow—Intel

Yet to the untrained observer, each of those activities will appear to be competent, vigorous, and persuasive. The only contrary clue is that the programs are not achieving the desired results.

MARKETING SUCKS

the truth is that most

Big Opportunity

Great marketing offers incredibly powerful competitive advantage,because so few companies achieve it

GREAT MARKETING?

what does it take to do

To Do Great Marketing

Innovative Customer Experience

Process

Leadership

Leadership

Old Marketing Mindset

• I’m Chief Marketing Officer!

• I report to the CEO

• It’s my job

• Sales is her job

• R & D is his job

• Sell products and services

• I own the brand

New Growth Mindset

• I lead the business

• I’m an entrepreneur

• It’s my life

• We develop customers

• We develop great products

• Build customer experiences

• We’re growing the company

Why Do We Need a Process?

• We need a process because:

Marketing is BIG, BIG, BIG We avoid tunnel vision—advertising, SEO, etc.

We get things done—checklists

We remember it and do it again

We speak a common language

Marketing Performance Process™

1. Understand customers, problems, needs

2. Diagnose problems in current system

3. Articulate the story

4. Decide on the plan

5. Communicate the story to customers

6. Deliver the customer experience

7. Measure results & improve the plan

Customer Experience

Customer

• Problems, needs, & wants

• View of product or service

• Cost, affordability, & value

• Buying

• Problems and questions

• Feelings

Marketing

• Products & services

• Positioning, value prop

• Price, discounts, promotions

• Sales process & channels

• Customer service & support

• Customer satisfaction

Innovative Customer Experience

Reliable, sustainable growth requires innovation in the customer experience—boththe product or service andthe marketing

ICE—Innovation Drives Growth

• Growth is always driven by innovation

• Innovative Customer Experience

Different is better, unique is best

Product/service innovation with R&D/operations

Marketing innovation through positioning

• Evolutionary, incremental development

• Revolutionary, radical development

Summary

• Marketing drives growth

• Marketing is important

• Great marketing: reliable, sustainable, growth

• Most marketing sucks

• Big problems provide big opportunities

• Great marketing takes Leadership, Process, and Innovative Customer Experience

THE SEAKA SURFSWELL® STORY

putting it all together

seaka Meets Q9 Mobile

• Paul Martell, entrepreneur & surfer, starts seaka in 2008 to make phone for surf and land

• Calls it seaka surf/sun

• Q9 mobile, Shenzhen, China, buys 47% of company

• Recruits “best of best” team for marketing, design, and engineering—with Q9 help

Location

• Geelong, Australia 50 miles from Melbourne

• Bell’s Beach

• Billabong Surf Shop

• Lower costs

• Government incentives

• Two universities

Marketing Team

• Paul Martell—CEO, “big dude”, founder

• Sang-he ‘Susan’ Kim—product visionary

• John Bergman—marketing strategist

• Tam Nguyen—marketing production manager

• Gemma Beal—designer, surfing champion

• Monica Nkosazana—customer development

Customers

• Primary Segment

Professional and amateur surfers

• 20 million surfers worldwide

10 million available market

Carriers, coverage, channels, affordability

Estimated product life 2 years

• Secondary Segment

Windsurfers—500K available market

Plans

• seaka SURFSwell® first in surf/sun family

• mission: mobile solving problems for people

• future: clear winner by focus and innovation

• Launch Australia, Hawaii, South Africa 11/10

• Units: 100K 2011, 500K 2012, 2 M 2013

Needs & Wants

• Attach to wetsuit or arm, safe, can’t lose

• Safe to carry, swim, and surf

• Extreme punishment, wet/dry, salt/sand, sun

• Talk, text, 3G or 4G data

• Simple operation

• Weather, surf reports, beach maps, GPS

• Emergency beacon, “dead man” activation

• Solar charge, salt water backup

Be Careful What You Want!

• Paul Martell

“Make it like a Rolex Submariner!”

Waterproof to 1000 feet

Estimated cost $7,500

• Reduced spec to 10 feet

Cost $360 to $460

Still 50% higher than most smart phones

Up Against

• Competitors

– Same form, same function

• Substitutes

– Different form, same function

– TurboTax, CPA, pen & calculator

• Alternatives

– Different form, different function, same result

– TV, movies, bar, nightclub, baseball game

Competitors

• Casio G’Zone Brigade

Water resist 30 min/1 m

Shock resistant

• Sonim XP3 Quest

Water resist 30 min/1 m

Shock resistant

• Motorola BARRAGE

Water resist 30 min/1 m

Shock resistant

Competitors v Q9 Prototype Casio G’zOne Brigade

Motorola BARRAGE

SonimXP3

Q9SURFSwellPrototype

Water resist30 min/1 m

Water resist30 min/1 m

Water resist30 min/1 m

Waterproof3 m

2 MP camera15 fps video

2 MP camera15 fps video

2 MP cameraNo video

2 MP camera24 fps video

5 hrs talk630 hrs stby

4 hrs talk90 hrs stby

18 hrs talk1500 hrs stby

12 hrs talk1200 hrs stby

Surfline linkCompass

No SurflineNo compass

No SurflineNo compass

Surfline appCompass

Substitutes & Alternatives

• Substitutes

Regular cell phone in a waterproof case

• Alternatives

None

Customer Experience Model™

Water Time Camera Surf Fit Cost

seaka Sonim Motorola Casio Reg + Case

Q9 Prototype—Features & Functions

Features/Functions & Benefits

The salesperson explains,

“The Jaguar XJ has a Supercharged 510 horsepower 5.0 Liter V8 and a bodyshell constructed from aluminum and magnesium epoxy-bonded in a monocoque structure of incredible rigidity.”

That might work for some people. But a better salesperson might emphasize the benefits,

“Just look and listen. Pure sex.”

MARKETING

add in some

Customer Experience Model™

Water Time Camera Surf Fit Cost

seaka Sonim Motorola Casio Reg + Case

Q9 Prototype—Features & Functions

Customer Experience Model™

Water Camera Surf Fit Surf Cool Channels Cost

seaka Sonim Motorola Casio Reg + Case

Enhanced Features + Marketing

Customer Experience Model™

Water Camera Surf Cool Channels Beacon SharkShock Cost

seaka

Sonim

Motorola

Casio

Reg + Case

Now Add ICE—Innovation

seaka SURFSwell® concepts

© 2010 MWGraphics

seaka SURFSwell® Benefits

• Increased safety & lower risk of death GPS location and beach maps

Emergency locator beacon and emergency sea power

Flashing locator light

SharkShock™ high voltage prongs

• More fun Movies on 6 MP/24 fps camera with Zeiss® lens

Press to talk to other surfers

Arrange Après-surf activities

Find best waves and avoid bad weather

SURFSwell Value Proposition

The seaka SURFSwell® is a smart phone and safety device for surfers and windsurfers.

It makes surfing more fun, improves your social life, and reduces your risk of dying by drowning or shark attack.

The seaka SURFSwell® costs about 50% more than most smart phones.

seaka SURFSwell Positioning

seaka surf/sun is the world’s leading provider of mobile devices designed specifically for surfers and windsurfers, addressing needs for communication, safety, and fun.

The seaka SURFSwell® combines a rugged, waterproof smart phone, a camera optimized for surf movies and photos, and several powerful surfer safety features.

seaka SURFSwell Message

• Name: seaka SURFSwell®

• Tagline: out there, in touch

• One of many messages:

Shoot the tube—SURFSwell!

UNDERSTAND & ARTICULATE

working the Marketing Performance Process™

Great Sources

• Marketing High Technology—Davidow

• Guerilla Marketing for Consultants—McLaughlin

• Radical Marketing—Hill & Rifkin

• Ogilvy on Advertising—Ogilvy

• The Chaos Scenario—Garfield

• Strategy, Leadership & the Soul—Sertl & Huberman

Great Sources

• The Four Steps to the Epiphany—Blank

• The Art of the Start—Kawasaki

• Clients for Life—Sheth & Sobel

• Managing Right for the First Time—Baker

• Win Without Pitching—Enns

• Blue Ocean Strategy—Kim & Mauborgne

GrowMotor

• GrowMotor™ crusade—do great marketing through Planned Marketing Performance™

• Marketing Performance Plan™ sets out step-by-step instructions and a 2-Year Marketing Performance Calendar™

• GrowMotor™ works with technology, bioscience, and innovation-based businesses

GrowMotor

• GrowMotor™ offers:

Marketing Performance Consulting™

It’s Easy for Us to Say™

Make It Great™

Keep It Great™

Marketing education

Business fiction

Writing—Words That Work™

Thank You!

• Cindy Roberts—love & support• Elisha Kasinskas—kindness, new friends & smarts• Laurie Dwyer—belief, trust & help• Therese Hannigan—branding, design & friendship• Mark Wilson—product concept drawings & friendship• Jill Zimmerman—the perfect client @ MedTech• Bruce Peters & Diana Palotas—publicity & new friends• Jennifer Sertl—friendship, advice, honesty & insight• Josh Pies & Dave Siriano—video production & advice• Carl Phelps—the Marketing Machine @ GrowMotor

LET’S TALK

okay then, so

APPLE SO GREAT?

Why is

The Apple Secret

• No compromise. It’s not a job

• One person leadership. Politics means death

• We are the customer

• No market research

• Big risks to solve big problems

• Never let it rest. Constant improvement