creating marketing strategy for a new brand | pavel mrazek
TRANSCRIPT
CREATING MARKETING STRATEGY FOR A NEW BRAND
Because knowing what, how, whom & for how much you can sell from the beginning can save you lot of money & time
Pavel Mrazek | Impact Hub Share Special | November 19, 2015
If you don’t know where are you going, you will most probably never get there. …and to get there faster, it’s good to have a good map à marketing strategy.
Marketing is not just advertising! Learn your business & brand.
What is it about
Business model & what it enables you
Brand Roads to customer
How to realize your strategy, what works & how much will it cost you.
ABOUT YOU. BE SINCERE!
ESTABLISHED BRAND NEW BRAND
MARKET TRENDS
SMALLER BARRIERS OF ENTRY YOU CAN COMPETE BUT ALSO
COOPERATE WITH BIG ONES ACCESS TO CHEAP ACQUISITION CHANNELS
POWER OF STORIES MOBILITY
SOCIAL MEDIA, VIDEO CONTENT…
LOCALNESS
Don’t try to satisfy all, be important to few. Mass market is dead!
Customer Care
Sales & Promotion
Brand & Brand Story
Functionality & Potential of business model
BUSINESS MODEL
Lean/Business Canvas
Modern business plan according to Seth Godin
TRUTH ASSERTIONS ALTERNATIVES PEOPLE MONEY
How much can you invest into marketing?
PricingMargin
Profit per customer
New customer
acquisition cost
Cost of activating
past customer
Up-sell/Cross-sell
BRAND
Brand with a strong brand story – customers are willing to pay premium
Who are you – how customers perceive you
Low vs. high involvement
What helps when creating brand & gaining trust
Price (offer lower price
for first customers to
gain references)
Use third party
credibility – connect with
known brands
Spread positive
reviews of first
customers
Social mediaQuality & attractive
presentation (increases credibility!)
Participate at startup
contests/accelerators
ROADS TO CUSTOMER
Who are your customers? What personas?
USP
There are many roads to your customers…
Medium is the message. (Marshall McLuhan) Have different strategies for different channels… but “One voice, one message!”
Brand
Market
Your personality
Resources
Prioritize!
Let others sell you (find
partners)
Time effective
Cost effective
3-5 channels
Create a plan. Now, and with deadlines!
Execute well and quickly & optimize!
There is nothing still in the universe…
…so why your marketing strategy should be different?
REALIZING MARKETING STRATEGY WHAT WORKS & HOW MUCH WILL IT COST ME
Brand building Direct response marketing
NAME, DESIGN & COPY IS IT REALLY IMPORTANT?
WHAT WORKS ON WEB AND HOW MUCH DOES IT COST?
WHAT ABOUT SOCIAL MEDIA ARE THEY REALLY FREE?
HOW IS IT WITH ONLINE MARKETING AND HOW MUCH DOES IT COST?
IS PR/MEDIA RELATIONS WORTHY CAN I AFFORD IT?
WHAT ABOUT TRADITIONAL MEDIA IS ANYONE FOLLOWING THEM?
DOES IT MAKE SENSE TO MEET CUSTOMERS OR I WILL DO EVERYTHING ONLINE?
THANK YOU FOR YOUR ATTENTION [email protected]