Crative Camp 2014: Dead fit-marketing by Andrea di marco
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Transcript of Crative Camp 2014: Dead fit-marketing by Andrea di marco
dead fit Marketing
Key bits of loretailored for startuppers
Creative Camp 2014
Marketing Process
Business Process
Better Marketing
More Successful BusinessThrough Marketing» Marketing orientation
» Competitive advantage
» Monitoring competition
» Market segmentation
» Strenghts & weaknesses analysis
» Mirroring market dynamics
The contents of a strategic marketing plan» Executive summary
» Mission statement
» Market overview
» Value Proposition (VP)
» SWOT analyses on key segments
» Marketing objectives & marketing mix
Executive SummaryThis section is an overview of the entire planIt summarizes each of the other sections of your marketing plan.It is the last part to complete.
Mission Statement
The raison d'être of the organization, covering role, business definition, distinctive competence and future indications.
Don't try this at CCALPS!
bit.ly/mission-generator
Market OverviewProvide the basis for strategy formation and positioning
MARKET STRUCTURE - MARKET TRENDS - WHO buys WHATWhat are the BENEFITS SOUGHT - KEY MARKET SEGMENTS
And finally the golden rule...
Select a segment & serve it
Mass Market
Some organizations don't focusOn separate customer segments
They treat everyoneas a large segment
Niche Market
When You cater a very smallSpecific groupOf customers
Segmented Market
Multiple Segments with slightly
Different needs& problems
Diversified Market
You have more than one SegmentWith very different needs
Multi-sided Market
Characterized by interdipendent
customer segments
Value Proposition
Based on customer needs
What valueare you delivering throughyour product or service?
Strenghts & Weaknesses AnalysisUndertake a SWOT analysis to help your company understand its relative strengths and weaknesses in each segment
Marketing ObjectivesGoals usually quantitative statements
that the organizationwishes to achieve
Marketing StrategyThe integrated mix that will satisfy
the objectives in terms of
Product PricePlace Promotion
Product including service
What creates valuefor your customersin quantitative & qualitative terms
Breakthrough Technology
You can satisfy needsThat customers even
Didn't think they hadAnd Create a new industry
Incremental Performance
You can deliver valueby upgrading existing
Products & ServicesMaking things more convenient
Fixed pricingBased on static predefined variablesNot subjet to bargaining
» List price
» Feature dependent pricing
» Customer segment dependent
» Volume dependent
Dynamic pricingBased on certain market variablesPrice constantly change
» Negotiating or bargaining
» Feature dependent pricing
» Yeld management
» Real-time markets
» Auction pricing
Placement
Represents the means through whichYour company delivers valueChannels raise AwarenessAllow to evaluate our products& to perform the purchase
Promotion
Communicate withCustomers & potential onesBoth personal & impersonal
Impersonal Communication
Usually refers toAdvertising& sales promotion
Advertising
Manage as an investmentDefine Target GoalsMessage & MediumThen Monitor Results
New Media Communication
Websites BlogsUser groups TumblrTwitter Facebook
YouTube User Voice
Social Media Strategy1.Increase brand awareness across markets
» Lead generation
» Support from influencial customers
2.Spread the word across internet & real places
3.Connect with passions, lifestyles & causes
4.Share links to contents relevant to conversions
Social Media Guidelines1.Networks are built for activity, not commerce
2.Participate & share, do not push
3.Be smart, come-ons usually mean just that
4.Leverage specific capabilities of each network
5.Build real & engaging social graphs
Twitter Workflow
1.Listen to people in stratefic segments
2.Measure people's influence
3.Take action considering the tool's global nature
4.Measure results
5.Establish a nice handle
6.Spend some time to brand and design your page
7.Build an authoritative social graph
FinishedWith my presentation
Questions?
Thank you!