Prof. faltin's vorlesung zu entrepreneurship entrepreneurial marketing
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Source: Faltin 2012 www.entrepreneurship.de Marketing Konventionelles Marketing vs. Entrepreneurial Marketing
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Transcript of Prof. faltin's vorlesung zu entrepreneurship entrepreneurial marketing
Source: Faltin 2012www.entrepreneurship.de
Marketing
Konventionelles Marketing vs. Entrepreneurial Marketing
Source: Faltin 2012www.entrepreneurship.de
Dinosaur Marketing
1. Put most of your money in advertising
( falling victim to the “ law of diminishing attention”)
It’s a potential strategy only for big companies
2. Hammer your brand name into people’s brains
Source: Faltin 2012www.entrepreneurship.de
Dinosaur Marketing
3. Set up a shop or even as much shops as possibleShops are a very expensive Concept.
Shops easily carry a smell of commercialisation
4. Think of your customer as a stupid animal that you can outsmart easily.(This is a tempting strategy because it
often seems to succeed)
In fact, customers are not stupid.They are increasingly well educated and well informed.
Source: Faltin 2012www.entrepreneurship.de © Faltin 2003
Source: david and goliath agency www.dngla.com
Source: Faltin 2012www.entrepreneurship.de
Innovative Entrepreneurial Marketing
1. Create goodwill for your companyGo for a cause:
Improve or protect something,provide a product for a better price.
(This has to be a substantial part of your business model).Avoid, if possible, the context of commercialisation.
2. Find your own ways of attracting attention to your products.Use the specific circumstances of your approach ( your personal
background, innovative aspects of your product )Play as unconventional, as unorthodox as possible
In modern society the media are the key for attracting attention;paid advertisements are a poor and expensive substitute.
Source: Faltin 2012www.entrepreneurship.de
Innovative Entrepreneurial Marketing
3. Understand people´s desire for connectivityModern societies cause loneliness
Modern tour-operating and modern hotel accommodation add to the problem instead of providing connectivity
4. Think of your customer as your partner and your ambassadorMake use of consumers education and the public efforts of consumers
protectionShare your problems with your partners.
Make them (unpaid) co-workers in your company.Build lasting relationships with your clients.
(This is the most promising strategy to make you rich. Because maximising profits works best in the medium and long run)
Source: Faltin 2012www.entrepreneurship.de
If you are really interested and want to do something revolutionary, you must learn
to ignore your customers.
Many customers are like rearview mirrors. They are extremely conservative and boring, lacking imagination
and they have no idea of their own desires.
Ridderstråle & Nordström in: Funky Business
- Wie kluge Köpfe das Kapitalzum Tanzen bringen -
München 2000
Source: Faltin 2012www.entrepreneurship.de
One way to ruin your company isto listen to your customers too much.
In business and in politics, you have to lead, and not just listen to opinion polls.
Michael BloombergFounder of Bloomberg News
Source: Faltin 2012www.entrepreneurship.de
Ideas for Entrepreneurial Marketing
Aikido Marketing (make use of the energy of your rivals)
Guerilla Marketing (use ambush tactics)
Caligula Marketing (spread an amazing story)
The Principle:Turn the conventional rules upside down;
play as unorthodox as possible
Source: Faltin 2012www.entrepreneurship.de
Präsentation der Business Models
„Elevator Pitch“
Konzentrieren Sie sich auf das Wesentliche!Maximal 2 Minuten!
Source: Faltin 2012www.entrepreneurship.de
Techniques for your presentation
1. Present the core, the essence of your business model, don´t derail into side aspects or details
2. Present as lively and colourful as possible3. Make your presentation as visible as possible, i.e. use different
ways of displaying content (use flipchart, laptop/beamer or a prototype of your product).
4. Think of presenting in the form of a role play, for example: an interview, talking to a customer, a board room meeting, a specific event that fits well with your product
5. Involve all team members but use their strength and avoid their weaknesses
6. Use all these techniques to present your business model convincingly
Source: Faltin 2012www.entrepreneurship.de
Nutzen Sie den Entrepreneurship Campuswww.entrepreneurship.de
(solange es kostenlos ist)
Source: Faltin 2012www.entrepreneurship.de
Melden Sie sich zum Entrepreneurship Summit an
13.-14. Oktober 2012www.entrepreneurship.de
