Marketing Strategy Talk at nestGSV June 5th, 2013
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The document outlines key elements of an effective marketing strategy for entrepreneurs: 1) Understanding the target customer by defining their characteristics and pain points. 2) Establishing a clear point of view for the product or service. 3) Focusing on tangible results that will be delivered to customers. 4) Leveraging the power of storytelling to engage customers emotionally.
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Marketing Strategy Talk at nestGSV June 5th, 2013
- 1. Marketing Strategy for Entrepreneurs Erin Liman Product Strategist Innovation is Social @liman
- 2. A B What is Strategy?
- 3. Unknown Attention Engagement Conversion Raving Fan A B The Goal:
- 4. A B Learn What Works -- Quickly Curiosity. Offering,Watching, Listening and Iterating
- 5. Features vs. Benefits vs. Results
- 6. We survived.
- 7. Feature This car has 6 side-impact bags. Benefit Air bags provide protection from impact. Result “We survived what should have been a fatal accident.”
- 8. We survived.Feature: Has 6 side-impact airbags http://www.zerotohundred.com/wp-content/uploads/2012/12/KIA-Optima-K5-141-6-Airbags.jpg
- 9. Benefit: Keeps your family safe. eurocarnews.com
- 11. Feature This car has 6 side-impact bags. Benefit Air bags provide protection from impact. Result “We survived what should have been a fatal accident.”
- 12. EMOTION ENGAGES
- 13. 4PARTSTO MAP OUT EARLY
- 16. IT SHOULD FEEL UNCOMFORTABLY NARROW 1KNOWYOUR CUSTOMER
- 17. The OXO Story OXO Good Grips: “Tools you hold on to”
- 19. REFRAME 2DEFINE A POINT OFVIEW
- 20. Morning,
- 21. boys,
- 22. how’s
- 23. the
- 24. water? 2DEFINE A POINT OFVIEW
- 25. what
- 26. the
- 27. !@##
- 28. is
- 29. water? 2DEFINE A POINT OFVIEW
- 31. elawspotlight.wordpress.com - 3THINK IN TERMS OF RESULTS
- 32. 4WHAT’S THE STORY THAT TRIGGERS EMOTION?
- 33. 4ENGAGE EMOTIONS USING THE POWER OF STORY www.thewatchersnetwork.com play the video: http://goo.gl/TJ6Qr
- 35. Mad Lib For ___________________________ Who need to ____________________ We offer _______________________ That provides ____________________ Unlike _________________________ We have ________________________ solve a specific pain new product category key breakthrough over current way competitors differentiator adapted from Geoffrey Moore,“Crossing the Chasm” three characteristics of your target market
- 36. Mad Lib For ___________________________ Who need to ____________________ We offer _______________________ That provides ____________________ Unlike _________________________ We have ________________________ solve a specific pain new product category key breakthrough over current way competitors differentiator adapted from Geoffrey Moore,“Crossing the Chasm” three characteristics of your target market
- 37. Mad Lib For ___________________________ Who need to ____________________ We offer _______________________ That provides ____________________ Unlike _________________________ We have ________________________ solve a specific pain product category key breakthrough over current way competitors differentiator adapted from Geoffrey Moore,“Crossing the Chasm” three characteristics of your target market
- 38. Mad Lib For ___________________________ Who need to ____________________ We offer _______________________ That provides ____________________ Unlike _________________________ We have ________________________ solve a specific pain key breakthrough over current way competitors differentiator adapted from Geoffrey Moore,“Crossing the Chasm” three characteristics of your target market product category
- 39. Mad Lib For ___________________________ Who need to ____________________ We offer _______________________ That provides ____________________ Unlike _________________________ We have ________________________ solve a specific pain key breakthrough over current way competitors differentiator adapted from Geoffrey Moore,“Crossing the Chasm” three characteristics of your target market product category
- 40. 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 differentiator adapted from Geoffrey Moore,“Crossing the Chasm” product category
- 42. Marketing Strategy for Entrepreneurs Erin Liman Product Strategist Innovation is Social @liman