startup marketing - instruction manual
TRANSCRIPT
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StartUP MarketingInstruction Manual
Marco GalvagnoUniversità di [email protected]
www.marcogalvagno.com
@marcogalvagno
26 maggio 2012
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marketing*
In realtà vi parlerò...
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684.000 definizioni di marketing(solo in italiano)
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• cos è
• come si crea
• in che modo si consegna
VALORE
il marketing consiste nel capire...
al cliente
Valdani, 2011
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Valore?
“Se produci la miglior trappola per topi,i clienti costruiranno un sentiero
per arrivare alla tua porta”.
Benjamin Franklin
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Valore?
“Se produci la miglior trappola per topi,i clienti costruiranno un sentiero
per arrivare alla tua porta”.
Benjamin Franklin
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2 buone NOTIZIE
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Come impresa......non siete ancora nati...
Eccovi qui
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... e non avete clienti.
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Perchè sono 2 buone notizie?
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Perché non avete una storia, un passato di investimenti, prodotti che vendono, una trappola che ha funzionato...
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Chi l’ha inventata?
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vs.
vs.
vs.
vs.
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Non avete una base clienti a cui chiedere come vuole il
prodotto
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“la gente non sa cosa vuole finché non glielo si
mostra”
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Howard R. Moskowitz
Cit: Malcom Gladwell “on spaghetti sauce” @ TED, feb. 2004
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P r e f e r e n z e d i s p e r s e
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Vs.
Il sugo perfetto
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Il sugo a pezzettoni
1/3
1/31/3
L’importanza della segmentazione
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L’offerta deve essere: di valore & irresistibile
Non può essere per molti!
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Ops...
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L’iperspecializzazione e la proliferazione dei
prodotti
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Scelte disponibili
Tempo a disposizione
La situazione attuale...
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Come farsi notare?
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L’80% dei nuovi prodotti fallisce
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Cit: Seth Godin La mucca viola, 2004
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Si fa notare?
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NO
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A LORO INTERESSA!
Sì
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Ti ascoltano
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...e spargono la voce!
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Lui lo faceva...
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Il 10% influenza il comportamento d’acquisto del
restante 90%
Malcom GladwellIl Punto Critico, 2000
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Il prodotto è il marketing
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Al cliente...
Fornitegli un’esperienza
Ascoltatelo
Permettegli di dire la sua
Raccontategli una storia
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#1 Individuate il vostro cliente#2 Identificate il suo problema#3 Definite la soluzione che offrite #4 Costruite una storia da raccontare#5 Diffondete la storia e comunicate la soluzione#6 Favorite la conversazione#7 Ricordate che la relazione è il mezzo, la fiducia e la credibilità sono il fine#8 Calcolate i costi del tutto#9 Individuate il numero di prodotti da vendere per recuperare quei costi#10 Fatevi notare!
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Inspired by:
• Charles Leadbeater, charlesleadbeater.net
• Chris Anderson, Wired US
• Clayton M. Christensen, claytonchristensen.com
• Enrico Valdani, Università Bocconi - Milano
• Luigi Centenaro, centenaro.it
• Malcom Gladwell, gladwell.com
• Sean O’Malley
• Seth Godin, sethgodin.com
• Steve Jobs, Apple Corp.
• TED, Ideas worth spreading