SMART MARKETING SMART MARKETING FOR START-UPS August 17, 2011
Smart marketing - Entrepreneur U
Oct 22, 2014
You have a sharp team focused on a compelling solution in clean-tech. Now what? Our next seminar addresses the critical marketing considerations for start-ups as they reach out to investors, customers and other important target audiences. The panel presentation offers strategic insights into business development strategies with practical solutions to get started in a Web 2.0 world.
Presented at the North Shore InnoVenture Center.
Presented at the North Shore InnoVenture Center.
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Transcript
SMART MARKETING
SMART MARKETINGFOR START-UPS
August 17, 2011
SMART MARKETING
AGENDA
Introduction
Marketing strategy
Connecting
Branding
Measurement
Examples
SMART MARKETING
WHO ARE WE?
John Coulbourn
Ipswich River Media
Beth Zonis
Eco Marketing
James Waldron
James Waldron Design
SMART MARKETING
GREAT TECH … NOW WHAT?
A. Investors (funding)
B. Partners (employees/market)
C. Customers (prospects/influencers)
D. All of the above
SMART MARKETING
SIMPLY PUT:
Brand: collection of perceptions
in the minds of your audience
BRAND
SMART MARKETING
BACKDROP:PEOPLE ARE INNUNDATED
107 trillion emails sent in 2010 (89.1% were spam)
255 million websites
2 billion Internet users worldwide
152 million blogs
25 billion Tweets (200m/day)
12,471,373 people following @ladygaga
600 million people on Facebook 2010 (750 m today)
Mobile apps downloaded: 11B today…77B in 2014
SMART MARKETING
CRITICAL SUCCESS FACTORS
Clarity
Consistency
Credibility
Engagement
SMART MARKETING
MARKETING STRATEGY
Internal:
– Corporate mission, goals & objectives
– People
– Product
– Relationships
SMART MARKETING
MARKETING STRATEGY
External:
– Market needs
– Market trends
– Competition
SMART MARKETING
TARGET AUDIENCE
Categorize
Prioritize
Analyze
Imp
ort
an
ce
Role
SMART MARKETING
ARTICULATION
Value Proposition Worksheet
For…
Who want/need…
We offer…
We are better than alternatives,
because…
Proof points:
SMART MARKETING
POSITIONING
Positioning is a perceptual location where your
product/service fits into the marketplace.
Engagement
CredibilityConsistency
Clarity
SMART MARKETING
CONNECTING
Who:
– Decision-makers
– Channels
– Influencers
SMART MARKETING
Awareness
Motivate
Influence
CONNECTING
SMART MARKETING
Website
Social
Networking
BRAND
Collateral
Direct
LOGO
PR
Clarity: Simplicity is a virture – even
for sophisticated technology .
Engagement: Are the elements in
synch? Interchangeable?
Compelling?.
Consistency: Look, feel, tone –
from one element to the other
Credibility: Market-speak or
ideas that resonate
BRAND AWARENESS
SMART MARKETING
PRAGMATIC IMPLEMENTATION
CROWDSOURCE IT
HIRE A PROFESSIONAL
DO IT YOURSELF
SMART MARKETING
LOGO DESIGN
Logoworks.com
Guru.com
Istockphoto.com
Shutterstock.com
SMART MARKETING
PRINT DESIGN
psPrint.com
Vistaprint.com
Moo.com
SMART MARKETING
POWERPOINT DESIGN
Presentationload.com
Presentationpro.com
SMART MARKETING
THE ENGINE: YOUR WEBSITE
SMART MARKETING
THE ENGINE: WORDPRESS
Not just for Blogs anymore
Templates abound
Inexpensive
Adaptable
Fast
Excellent Search Engine Optimization
Blog baby, Blog
Themeforest.net
SMART MARKETING
THE ENGINE: WORDPRESS
SMART MARKETING
MEASUREMENT
Sales…leads, volume, cycle
Traffic…buzz, hits, etc.
Other corporate objectives
SMART MARKETING
Challenge
– Solar developer was seeking
installation sites
Marketing solution
– Market research to create
database of brownfields across
Massachusetts
Benefit
– Client uses database to
introduce and increase interest in
unique solar solution for
municipalities
CLIENT: SOLAR DEVELOPER
SMART MARKETING
CLIENT: WELLESLEY COLLEGE
Challenge
– B- rating on Green Report Card
– Lack of awareness of the school’s
sustainability efforts within college
community
Marketing solution
– Documented sustainability story in
words, pictures and numbers
Results and benefits
– A- on Green Report Card
– College is better positioned to attract
top students and donors interested
in environmental issues
SMART MARKETING
CLIENT: CLOUD COMPUTING
Challenge
– Small cloud computing provider
wanted to expand client base
Marketing solution
– Document environmental
message and cost savings
– Create account profile and
calling plan for sustainability
executives at top 5 target clients
Results and benefits
– Open doors to new influencers
– Company recently sold to high
bidder
SMART MARKETING
THINKING OUTSIDE THE BOX
Challenges:
– Competitive VOD market.
– Layered Sales Cycle: subs, studios,
networks, ops
– Seeing is believing.
Solution: High-powered moveable
demo
Results: Influenced local leaders,
content providers and made cable ops
look good. Generated local, trade &
national press. Anchored position as
market leader.
SMART MARKETING
BRAND EXTENSION
Problem:
– Publishing in decline
– Difficult advertising market
– Venerable brand - ageing
demographics
Solution:
– Web-based product: younger, active
demo
– Content strategy: engagement
– Cross-platform
– Social network-based
SMART MARKETING
EVOLVE
SMART MARKETING
THANKS!
John Coulbournwww.ipswichrivermedia.com
508-277-7356
Beth Zoniswww.ecomarketingonline.com
617-501-9660
James Waldronwww.jameswaldron.com
978-499-7871 x121
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