Marketing for Startups: The Most Important Question
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Transcript of Marketing for Startups: The Most Important Question
March, 2015
Seth Cargiuolo
Director, Communication Strategy
THE MOST IMPORTANT
QUESTION…
Marketing Demystified for
Tech Startups
Who is d50 Media?
• Acquisition marketing experts
powering the largest national
lead gen machine in the legal
space
• 45 marketing professionals
driving higher marketing ROI
for clients in highly competitive
categories
• Experienced in capturing
otherwise distracted audiences
• Profitable and investor-backed
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The Reason You’re Here…
5
Oh, and…
We’re here to “demystify marketing.”
When we say “marketing” we think of…
Marketing is more than channels, though…
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MARKETING = VENUE + AUDIENCE + STORY
getting people interestedin buying your stuff
those channels we talked about
The people who we think might have a need for our stuff and/or be convinced our stuff is worth buying
Marketing is more than channels, though…
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MARKETING = VENUE + AUDIENCE + STORY
getting people interestedin buying your stuff
those channels we talked about
The people who we think might have a need for our stuff and/or be convinced our stuff is worth buying
kind of a big deal
When they ask, you need a good answer…
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are you doing this?
would I get involved?
should I choose you?
There’s a bit of a disconnect...
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WHAT SOMETHING DOES ≠ WHY SOMEONE WOULD WANT IT
(aka the “features & benefits” conundrum)
THERE ARE BETTER WAYS TO GET FROM A TO B.
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We buy things we not just because of what they do, but because of what they’re FOR. And, more precisely…
BECAUSE OF WHAT THEY DO FOR US(almost invariably on an emotional level)
SO…
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WHY WOULD THEY WANT YOURS?
• BECAUSE YOURS IS THE ONLY ONE ON THE MARKET?
• BECAUSE YOURS IS THE ONE THE PROS, CELEBRITIES &
TASTEMAKERS USE?
• BECAUSE OF YOUR PERSONAL / PRODUCT REPUTATION?
• BECAUSE YOURS IS OBJECTIVELY THE BEST?
• BECAUSE YOURS IS CHEAPEST?
• OR…
Ultimately…
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BECAUSE YOU CAN TELL A
REALLY GOOD STORY THAT
CONNECTS WITH PEOPLE
ON AN EMOTIONAL LEVEL.
Where do I find one of those? Look deep inside yourself…
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What do you believe?
Whose plight are you moved by?
What inspired you to do this?
How do you want customers to feel?
What does your company/brand
stand for?
REAL STORIES, REAL EMOTIONS.
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“We wanted people to have a voice, but without having to know how to code.”
“There’s really no healthy options in the average convenience store. I’m hungry, but I can’t eat that junk!”
“I said, ‘why should it onlybe Fortune 500 companieswho have access to this kindof expertise? How can it be made affordable to the smallbusinessman or woman?’”
“When people don’t get a proper amountof sunlight, they feel terrible. People spend 8 to 10 hours a day at work, away from sunlight.Why should people have to feel terrible at work?”
“What if I could inspire people to help charitable organizations bygetting them to do things theylove doing anyway?”
“Life is too short to drink bad beer.”
“It’s time to empower & support our localbusinesses with the best tools.”
SO HOW DO I MAKE THIS WORK?
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STORY + AUDIENCE + VENUE = MARKETING
YouBranding Experts
Content StrategistsCopywriters Web Devs
Social Media GuysSEO Folks
Video ProducersAd Vendors
Sales / Biz Dev
Market ResearchersBeta Testers
Friends & FamilyNetworking Pals
InvestorsMedia
Getting people interested in buying your stuff
SPEND YOUR ENERGY & MONEY IN THIS ORDER.