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!