marketing strategy talk at nestgsv june 5th, 2013
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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
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