founderbus marketing presentation cambridge 2nd dec 2012

Marketing & PR workshopSunday 2nd December 2013

Cambridge

What we’ve learned from great brands

They think big which reflected in their messaging

and product development

They act as thought leaderswho provide value beyond their commercial products

and choose to lead rather than follow

through constant innovation

How do you get there?

Where do you want

to be?What do they need

to do this?

Who can help you get there?

Where you are today.

A great product!Look at who’s

already there – what do they do well?

Marketing starts at product conception

Know: Your market Your audience Your competitors What’s the desire for the product Who your influencers are and what they think

Innovation doesn’t always mean being first

Marketing Plan

GOAL STRATEGY TACTICS

Specific Measurable Actionable Realistic Time-bound

Deliver benefits Customer needs Create value High level ideas Long term

Execution of strategy

Short term Adaptable

“Goal” achieved by “strategy”. Do this using “tactic/s”

What’s your message?

“Give people too many choices and they won’t make one.”

One word - Focus

The Connected Consumer

Reliant on the right information finding them, in the right places – peer recommendations

Heavy users of smartphones/tablets

Real-time interaction and sharing

UK conversion rates

Market along the customer journey

Awareness

Interest

Desire

Action

Satisfaction

It’s not just a logo

It’s not just a slogan

It’s not just a product

What is a brand?

In our connected world a brand is no longer what the owner says it is, but what your

customers say it is

“A brand is the consumers feeling about your product, your services, your

organisation“The Brand Gap, Marty Neumeier

You need to create a story

About your product

About you

Creating an engaging narrative that establishes your reputation

Elevator pitch

Keep it interesting

Keep it current

What makes you different

Adaptable to your audience

Be prepared for anything

http://www.youtube.com/watch?v=atfNL0_KAcs

How can PR help?

Awareness | Reputation | Commercial

Content

Owned

Earned

Paid

Channels

Online

Offline

Eyeline

Awareness Purchase

Emotio

nal

Ratio

nal

Target Influencers

Start engaging with the right influencers early to build genuine two-way relationships

Digital/Tech

Propeller Network

Social

Broadcast

National Press

Business/

Financial

Marketing

Verticals

Industry Orgs

Ads/Media

Media Week

TechCrunchWired

FT

The Director

The Guardian

The TimesThe

Telegraph

Sky News

BBC

TwitterLinkedI

nFacebook

IAB

Econsultancy

Retail Week Internet

RetailingTNooz

Marketing

Marketing Week

YouTube

C4

M&M Global

Brands

Tech

MediaDinner

s

Brand Republic

The Drum

Retail Technology

The Next Web

Business Informer

.net

Computing

MediaTel

Campaign

Travolution

AOP

A4U

UTalkMarketingMoney Week

ISBA

AdMonsters

Mobile Marketing

IPA IMRG

Slideshare

Your Brand

PR Tips

Soft launch– Invite only for feedback– Its harder to recover from a bad launch, don’t meet expectations

etc

Focus on target audience– Don’t take every PR opportunity – it wastes your time

Don’t be obsessed with your competition– Be aware but run your own show

Journalists need angles– Be useful to them beyond just your product offering (research,

industry news, points of view)

The initial unwashed image said "Hardcore Rebels - National and Free"

When washed, the shirt revealed this message:

"If your T-shirt can do it, so can you. We'll help to free you from right-wing

extremism."

http://www.youtube.com/watch?v=316AzLYfAzwSlideshare.com/mikebutcher/how-to-deal-with-tech-media-by-

mikebutcher

http://www.youtube.com/watch?v=Bpy75q2DDow

“The best way to predict the future is to create it”

Peter Drucker