marketing strategy talk at nestgsv june 5th, 2013
DESCRIPTION
Blue tech companies visited from HI to hear about Marketing Strategy. The goal of this talk was to shift founder thinking from a focus on technology to sparking emotion along with with the impact their solutions provide.TRANSCRIPT
Marketing Strategy for Entrepreneurs
Erin LimanProduct StrategistInnovation is Social
@liman
A B
What is Strategy?
Unknown AttentionEngagementConversionRaving Fan
A B
The Goal:
A B
Learn What Works -- Quickly
Curiosity. Offering, Watching, Listening and Iterating
Features vs. Bene!ts vs. Results
We survived.
FeatureThis car has 6 side-impact bags.
BenefitAir bags provide protection from impact.
Result“We survived what should have been a fatal accident.”
We survived. Feature: Has 6 side-impact airbags
http://www.zerotohundred.com/wp-content/uploads/2012/12/KIA-Optima-K5-141-6-Airbags.jpg
Benefit: Keeps your family safe.
eurocarnews.com
Results: We survived.
FeatureThis car has 6 side-impact bags.
BenefitAir bags provide protection from impact.
Result“We survived what should have been a fatal accident.”
EMOTION ENGAGES
4PARTSTO MAP OUT EARLY
1 WHO’S YOUR CUSTOMER?
1 KNOW YOUR CUSTOMER
homestay4studentsmontreal.blogspot.com
IT SHOULD FEELUNCOMFORTABLY NARROW
1 KNOW YOUR CUSTOMER
The OXO Story
OXO Good Grips: “Tools you hold on to”
2 WHAT’S THE POINT OF VIEW?
REFRAME
2 DEFINE A POINT OF VIEW
Morning,����������� ������������������ boys,����������� ������������������ how’s����������� ������������������ the����������� ������������������ water?
2 DEFINE A POINT OF VIEW
what����������� ������������������ the����������� ������������������ !@##����������� ������������������ is����������� ������������������ water?
2 DEFINE A POINT OF VIEW
3 WHAT RESULTS ARE DELIVERED?
elawspotlight.wordpress.com -
3 THINK IN TERMS OF RESULTS
4 WHAT’S THE STORY THAT TRIGGERS EMOTION?
4 ENGAGE EMOTIONS USING THE POWER OF STORY
www.thewatchersnetwork.com
play the video: http://goo.gl/TJ6Qr
www-inst.eecs.berkeley.edu
Mad LibFor ___________________________
Who need to ____________________
We offer _______________________
That provides ____________________
Unlike _________________________
We have ________________________
solve a specific pain
new product category
key breakthrough over current way
competitors
differentiatoradapted from Geoffrey Moore, “Crossing the Chasm”
three characteristics of your target market
Mad LibFor ___________________________
Who need to ____________________
We offer _______________________
That provides ____________________
Unlike _________________________
We have ________________________
solve a specific pain
new product category
key breakthrough over current way
competitors
differentiatoradapted from Geoffrey Moore, “Crossing the Chasm”
three characteristics of your target market
Mad LibFor ___________________________
Who need to ____________________
We offer _______________________
That provides ____________________
Unlike _________________________
We have ________________________
solve a specific pain
product category
key breakthrough over current way
competitors
differentiatoradapted from Geoffrey Moore, “Crossing the Chasm”
three characteristics of your target market
Mad LibFor ___________________________
Who need to ____________________
We offer _______________________
That provides ____________________
Unlike _________________________
We have ________________________
solve a specific pain
key breakthrough over current way
competitors
differentiatoradapted from Geoffrey Moore, “Crossing the Chasm”
three characteristics of your target market
product category
Mad LibFor ___________________________
Who need to ____________________
We offer _______________________
That provides ____________________
Unlike _________________________
We have ________________________
solve a specific pain
key breakthrough over current way
competitors
differentiatoradapted from Geoffrey Moore, “Crossing the Chasm”
three characteristics of your target market
product category
For ___________________________
Who need to ____________________
We offer _______________________
That provides ____________________
Unlike _________________________
We have ________________________
three characteristics of your target market
solve a specific pain
key breakthrough over current way
competitors
differentiatoradapted from Geoffrey Moore, “Crossing the Chasm”
product category
Marketing Strategy for Entrepreneurs
Erin LimanProduct StrategistInnovation is Social
@liman