om te winnen moet je (kunnen) scoren...can find and discover anything they might want to buy...
TRANSCRIPT
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Meer waarde voor jouw technologie!
Carlo van Pelt - 2018
Om te winnen moet je (kunnen) scoren
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Wie?
• Carlo van Pelt (56)
• > 25 jaar @ multinationals
• > 6 jaar als ondernemer
• Strategie, marketing &
communicatie voor
technologiebedrijven
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Marketing -> in scoringspositie komen en blijven scoren
= Ontwikkelen:
• Kracht
• Speelveld
• Medespelers
• Strategie
• Middelen
• Actie
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Speelveld en spelers veranderen razendsnel
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3D Printing
Artificial Intelligence
Nano printing
Robotics
Smart Industry
Augmented reality Big data
Cloud computing
Digitization
Blockchain
Globalization
Rise of asia
Greying population
Food shortage
Energy transition
Connectivity
Dynamic organizations
Wat verandert jouw speelveld?
SensoringClimate change
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Kans of bedreiging?
Als je klanten hier zijn!
?
En jij hier???
Disruptie
Geleidelijk innoveren
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Wat maak jij mogelijk?
• Voor anderen
• Met anderen
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Vision
Vision TechAlive!YOUR Technology matters …. helps to solve problems, creates opportunities, makes a better world
… but only when PEOPLE …see it, understand it, embrace it and are eager to work with it and with
YOU!
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Develop and execute pragmatic marketing and communications strategies to:
• Bring your technology to life in its most relevant playing field(s)
• Attract and engage all the players who’ll
– get you in scoring position
– make you score and win
Mission TechAlive!
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Vechten of unieke positie innemen?
Red ocean Blue ocean
Concurreren met producten, prijzen, specs Unieke waarde bieden, goed gevoel geven
Vechten, deals scoren klanten voor je winnen
-> Transacties & korte termijn sales -> Lange termijn winstgevende relaties
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Chip technologie of ….informatie & unieke AV-ervaringen altijd en overal?
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Technologieontwikkeling of…Philips’ kennis en ervaring om jouw innovatie te versnellen?
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Hang- en sluitwerk of….Realiseren van gezonde, comfortable en duurzame gebouwen met frisse lucht, meer licht en natuurlijke warmte en koude
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Voetbalrobots (toys for nerds) of….Waardevolle technologie om mensen beter te maken, te verzorgen, te voeden of te redden
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Or?
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“TECHNOLOGIE HEEFT PAS WAARDE ALS DE RELEVANTE MENSEN DIE OOK ZIEN!”
6 STAPPEN
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1. Koers bepalen – richting geven
• Visie: jouw ideale wereld (droom)
• Missie: jouw unieke bijdrage
• Identiteit: waarden, persoonlijkheid
• Strategie: grote stappen
• Doelstellingen: kleine stappen
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Visie
Missie
Identiteit
Strategie
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Vision
• To make the world healthier and more sustainable through innovation
• To improve the lives of 3 billion people a year by 2025
• To offer the best place to work for people who share our passion
• To deliver superior value for our customers and shareholders
Mission
• Improving people’s lives through meaningful innovation.
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Vision
• People have access to the world’s information in one click.
Mission
• To organize the world’s information and make it universally accessible and useful.
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Vision
• “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
Mission
• “We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.”
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2. Wat maak je mogelijk en voor wie?
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Aantrekkelijke waarde propositie maken
• WAT: mijn product en service
• HOE: unieke voordelen (USP’s)
• WAAROM: wat betekent dat voor mijn klant, zijn markt, onze maatschappij?
• Zie ook: Simon Sinek’s – Golden Circles
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2. Wat maak je mogelijk, waarde propositie voor wie?
Beinvloeders
Publiek, gebruikers
verwerkers,voorschrijvers, investeerders
belangenorganisaties, actiegroepen
overheid, onderwijs / onderzoek
PERS/MEDIA
PotentieleKlanten en medewerkers
Klanten
Partners: R&D, distributie
Medewerkers
MaatschappijMarkt(en)Personen
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3. Je verhaal, argumentatie
Vertaal waardepropositie in...
• Pitch / kernboodschap
• Verhalen
• Meningen
• Informatie
• ‘Keywords’
Ratio
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4. Je identiteit, uitstraling
Persoonlijkheid van je bedrijf / merkonderstrepen door:
• Houding en gedrag
• Logo
• Afbeeldingen
• Symbolen
• Kleuren
• Afwerking
= 1e indruk (maak je maar één keer)!
Gevoel
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5. Je middelen (marketing-P’s)
PeoplePlace
ProcessPromotion
Price
Product & services
Physical evidence
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“Be goodand tell (show) it!”
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“Be good and tell (show) it”
• Aantrekkelijke website, zet aan tot actie
– Uitstraling
– Inhoud & taalgebruik
– Call to action buttons
• Gevonden worden
– SEO (Google)
– Online Media
– PR
• Sales ondersteuning
– Offline middelen
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“Be good and tell (show) it”
1. SEO / SEA – Gevonden worden
2. Website – je online bedrijf, vaak 1e contact (soms het laatste….)
3. Content – kennis, inzichten, cases, meningen die je interessant maken
4. Online / Social Media – content delen, (ver)leiden naar website
5. Conversie – aanzetten tot actie (leads)
6. Events – relaties leggen, demonstreren
7. Promotie – verkoop stimuleren (korte termijn)
8. Retentie – klant binden, terug laten komen
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6. Meet je succes of stuur bij
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Jouw technologie heeft zoveel waarde, voor zoveel mensenZe moeten dit alleen wel zien, omarmen en er iets (meer) mee gaan doenTechAlive!
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Carlo van [email protected]
06-28836983www.techalive.nl
• Coaching• Advies• Onderzoek: markt, klant• Project mgt.• Interim mgt.• Uitvoering• Netwerk