frank_hub_pres (CS5 FINAL)
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The document provides advice on developing an effective marketing strategy on a budget. It recommends focusing on defining the brand essence, values, and target audience. It emphasizes listening to feedback, building a supportive community, iterating based on testing, and staying authentic to generate meaningful experiences for a passionate group of users. The key is to focus on the basics, keep the process lean, and allow the strategy to develop organically over time through attention and community involvement.
frank_hub_pres (CS5 FINAL)
- 1. MARKETING?
- 2. HOW DO WE...? Get the most bang for our buck? Budget accurately for our marketing? Open a market that’s never existed? “Growth hack” viral marketing and branding on a budget? Identify new marketing platforms? Get clients to come to us?
- 4. MINIMUM VIABLE BRAND What we stand for: Our brand essence What we believe in: Our defining values What people we seek to engage: Our target audience(s) What distinguishes us : Our key differentiators What we offer: Our overarching experience What we say and show: Our logo, look, and lines (messaging) *Credit Denise Lee Yohn // Harvard Business Review, Entrepreneur Magazine
- 5. KNOW YOUR DRIVING FORCE What we stand for: Our brand essence What we believe in: Our defining values
- 6. LISTEN What we stand for: Our brand essence What we believe in: Our defining values What people we seek to engage: Our target audience(s) Get feedback from users. Get their permission.
- 7. BUILD A TRIBE What we stand for: Our brand essence What we believe in: Our defining values What people we seek to engage: Our target audience(s) What distinguishes us: Our key differentiators Let your users test things early and with each other.
- 8. NAIL THE VOCABULARY What we stand for: Our brand essence What we believe in: Our defining values What people we seek to engage: Our target audience(s) What distinguishes us: Our key differentiators What we offer: Our overarching experience Empower your users to share with others. Get others to get others’ permission.
- 9. ITERATE & BUILD A SYSTEM What we stand for: Our brand essence What we believe in: Our defining values What people we seek to engage: Our target audience(s) What distinguishes us: Our key differentiators What we offer: Our overarching experience What we say and show: Our logo, look, and lines (messaging)
- 10. TEAM Do your homework. Focus on the basics. Stay lean. Get some specialists. Keep your tribe involved. Keep your tribe happy.
- 11. COMPETITION What’s everyone else doing? Ignore it. Build from within.
- 12. HOW DO I KNOW IT’S WORKING? Fewer, more passionate experiences.
- 13. IT TAKES TIME & ATTENTION Focus on momentum.
- 15. READ THIS How To Win Friends & Influence People, Dale Carnegie Tribes, Seth Godin The Personal MBA, Josh Kaufman The Power of Habit, Charles Duhigg The Personal MBA Reading List The Lean Startup, Eric Ries
- 16. LET’S TALK Questions? Opinions?