You have a sharp team focused on a compelling solution in clean-tech. Now what? Our next seminar addresses the critical marketing considerations for start-ups as they reach out to investors, customers and other important target audiences. The panel presentation offers strategic insights into business development strategies with practical solutions to get started in a Web 2.0 world.
Presented at the North Shore InnoVenture Center.
3. WHO ARE WE?
John Coulbourn
Ipswich River Media
Beth Zonis
Eco Marketing
James Waldron
James Waldron Design
SMART MARKETING
4. GREAT TECH … NOW WHAT?
A. Investors (funding)
B. Partners (employees/market)
C. Customers (prospects/influencers)
D. All of the above
SMART MARKETING
6. BACKDROP:
PEOPLE ARE INNUNDATED
107 trillion emails sent in 2010 (89.1% were spam)
255 million websites
2 billion Internet users worldwide
152 million blogs
25 billion Tweets (200m/day)
12,471,373 people following @ladygaga
600 million people on Facebook 2010 (750 m today)
Mobile apps downloaded: 11B today…77B in 2014
SMART MARKETING
12. POSITIONING
Positioning is a perceptual location where your
product/service fits into the marketplace.
Clarity Engagement
Consistency Credibility
SMART MARKETING
15. BRAND AWARENESS
Consistency: Look, feel, tone – Clarity: Simplicity is a virture – even
from one element to the other for sophisticated technology .
Website
LOGO Collateral
BRAND
Social
PR Networking
Credibility: Market-speak or
ideas that resonate
Direct Engagement: Are the elements in
synch? Interchangeable?
Compelling?.
SMART MARKETING
24. CLIENT: SOLAR DEVELOPER
Challenge
– Solar developer was seeking
installation sites
Marketing solution
– Market research to create
database of brownfields across
Massachusetts
Benefit
– Client uses database to
introduce and increase interest in
unique solar solution for
municipalities
SMART MARKETING
25. CLIENT: WELLESLEY COLLEGE
Challenge
– B- rating on Green Report Card
– Lack of awareness of the school’s
sustainability efforts within college
community
Marketing solution
– Documented sustainability story in
words, pictures and numbers
Results and benefits
– A- on Green Report Card
– College is better positioned to attract
top students and donors interested
in environmental issues
SMART MARKETING
26. CLIENT: CLOUD COMPUTING
Challenge
– Small cloud computing provider
wanted to expand client base
Marketing solution
– Document environmental
message and cost savings
– Create account profile and
calling plan for sustainability
executives at top 5 target clients
Results and benefits
– Open doors to new influencers
– Company recently sold to high
bidder
SMART MARKETING
27. THINKING OUTSIDE THE BOX
Challenges:
– Competitive VOD market.
– Layered Sales Cycle: subs, studios,
networks, ops
– Seeing is believing.
Solution: High-powered moveable
demo
Results: Influenced local leaders,
content providers and made cable ops
look good. Generated local, trade &
national press. Anchored position as
market leader.
SMART MARKETING