Because knowing what, how, whom & for how much you can sell from the beginning can save you lot of money & time. Workshop at Impact Hub Prague.

1. CREATING MARKETING STRATEGY
FOR A NEW BRAND
Because knowing what, how, whom & for how much you can sell from the beginning can save you lot of money & time
Pavel Mrazek | Impact Hub Share Special | November 19, 2015

2. If you don’t know where are you going, you will most
probably never get there.
…and to get there faster, it’s good to have a good map à marketing strategy.

3. Marketing is not just advertising!
Learn your business & brand.

4. What is it about
Business
model &
what it
enables you
Brand Roads to
customer
How to realize your strategy, what
works & how much will it cost you.

5. ESTABLISHED
BRAND
NEW BRAND

6. SMALLER BARRIERS OF
ENTRY YOU CAN COMPETE BUT ALSO
COOPERATE WITH BIG ONES
ACCESS TO CHEAP
ACQUISITION CHANNELS
POWER OF STORIES
MOBILITY
SOCIAL MEDIA, VIDEO CONTENT…
LOCALNESS

7. Don’t try to satisfy all, be important to few.
Mass market is dead!

8. Customer
Care
Sales & Promotion
Brand & Brand Story
Functionality & Potential of business
model

9. BUSINESS MODEL

10. Lean/Business Canvas

11. Modern business plan according to Seth Godin
TRUTH
ASSERTIONS
ALTERNATIVES
PEOPLE
MONEY

12. How much can you invest into marketing?
Pricing
Margin
Profit per
customer
New
customer
acquisition
cost
Cost of
activating
past
customer
Up-sell/
Cross-sell

13. BRAND

14. Brand with a strong brand story –
customers are willing to pay premium

15. Who are you – how customers perceive you

16. Low vs. high involvement

17. What helps when creating brand & gaining trust
Price (offer
lower price
for first
customers to
gain
references)
Use third
party
credibility –
connect with
known
brands
Spread
positive
reviews of
first
customers
Social media
Quality &
attractive
presentation
(increases
credibility!)
Participate at
startup
contests/
accelerators

18. ROADS TO CUSTOMER

19. Who are your customers? What personas?

20. USP

21. There are many roads to your customers…

22. Medium is the message. (Marshall McLuhan)
Have different strategies for different channels… but “One voice, one message!”

23. Brand
Market
Your personality
Resources

24. Prioritize!
Let others
sell you (find
partners)
Time
effective
Cost
effective
3-5 channels

25. Create a plan. Now, and with deadlines!

26. Execute well and quickly & optimize!
There is nothing still in the
universe…
…so why your marketing
strategy should be different?

27. REALIZING MARKETING STRATEGY
WHAT WORKS & HOW MUCH WILL IT COST ME

28. Brand building
Direct response
marketing

29. NAME, DESIGN & COPY
IS IT REALLY IMPORTANT?

30. WHAT WORKS ON WEB
AND HOW MUCH DOES IT COST?

31. WHAT ABOUT SOCIAL MEDIA
ARE THEY REALLY FREE?

32. HOW IS IT WITH ONLINE MARKETING
AND HOW MUCH DOES IT COST?

33. IS PR/MEDIA RELATIONS WORTHY
CAN I AFFORD IT?

34. WHAT ABOUT TRADITIONAL MEDIA
IS ANYONE FOLLOWING THEM?

35. DOES IT MAKE SENSE TO MEET CUSTOMERS
OR I WILL DO EVERYTHING ONLINE?

36. THANK YOU FOR YOUR ATTENTION
pavel@hezkey.cz