CREATING MARKETING STRATEGY FOR A NEW BRAND

Because knowing what, how, whom & for how much you can sell from the beginning can save you lot of money & time

Pavel Mrazek | Impact Hub Share Special | November 19, 2015

If you don’t know where are you going, you will most probably never get there. …and to get there faster, it’s good to have a good map à marketing strategy.

Marketing is not just advertising! Learn your business & brand.

What is it about

Business model & what it enables you

Brand Roads to customer

How to realize your strategy, what works & how much will it cost you.

ABOUT YOU. BE SINCERE!

ESTABLISHED BRAND NEW BRAND

MARKET TRENDS

SMALLER BARRIERS OF ENTRY YOU CAN COMPETE BUT ALSO

COOPERATE WITH BIG ONES ACCESS TO CHEAP ACQUISITION CHANNELS

POWER OF STORIES MOBILITY

SOCIAL MEDIA, VIDEO CONTENT…

LOCALNESS

Don’t try to satisfy all, be important to few. Mass market is dead!

Customer Care

Sales & Promotion

Brand & Brand Story

Functionality & Potential of business model

BUSINESS MODEL

Lean/Business Canvas

Modern business plan according to Seth Godin

TRUTH ASSERTIONS ALTERNATIVES PEOPLE MONEY

How much can you invest into marketing?

PricingMargin

Profit per customer

New customer

acquisition cost

Cost of activating

past customer

Up-sell/Cross-sell

BRAND

Brand with a strong brand story – customers are willing to pay premium

Who are you – how customers perceive you

Low vs. high involvement

What helps when creating brand & gaining trust

Price (offer lower price

for first customers to

gain references)

Use third party

credibility – connect with

known brands

Spread positive

reviews of first

customers

Social mediaQuality & attractive

presentation (increases credibility!)

Participate at startup

contests/accelerators

ROADS TO CUSTOMER

Who are your customers? What personas?

USP

There are many roads to your customers…

Medium is the message. (Marshall McLuhan) Have different strategies for different channels… but “One voice, one message!”

Brand

Market

Your personality

Resources

Prioritize!

Let others sell you (find

partners)

Time effective

Cost effective

3-5 channels

Create a plan. Now, and with deadlines!

Execute well and quickly & optimize!

There is nothing still in the universe…

…so why your marketing strategy should be different?

REALIZING MARKETING STRATEGY WHAT WORKS & HOW MUCH WILL IT COST ME

Brand building Direct response marketing

NAME, DESIGN & COPY IS IT REALLY IMPORTANT?

WHAT WORKS ON WEB AND HOW MUCH DOES IT COST?

WHAT ABOUT SOCIAL MEDIA ARE THEY REALLY FREE?

HOW IS IT WITH ONLINE MARKETING AND HOW MUCH DOES IT COST?

IS PR/MEDIA RELATIONS WORTHY CAN I AFFORD IT?

WHAT ABOUT TRADITIONAL MEDIA IS ANYONE FOLLOWING THEM?

DOES IT MAKE SENSE TO MEET CUSTOMERS OR I WILL DO EVERYTHING ONLINE?

THANK YOU FOR YOUR ATTENTION pavel@hezkey.cz