EIA2019HK - Marketing ABC - Ross Kingland
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This document provides marketing advice from a presentation given by Ross Kingsland at the European Innovation Academy in Hong Kong in 2019. Some key points include: - Marketing is driven by avoiding pain and gaining pleasure for customers. - It's important to define your company's vision and goals using the SMART framework. - You need to understand customers' psychological and physiological needs beyond just saving time or money. - As a startup, your overriding challenge is finding customers, and social media is a key channel if used appropriately for your business. - PR strategies should target influencers and local media to build trust and authority.
![What is your Vision?
At [company name],
we are [doing X, Y, Z / solving big problem]
by [solution]
for [customer / community / group of people]](https://image.slidesharecdn.com/2-rosskingland-190724081341/85/EIA2019HK-Marketing-ABC-Ross-Kingland-10-320.jpg)
![What Are Your Goals?
SMART Goals
Specific Measurable Achievable Realistic
Time bound
Examples of Bad
● By 1st August 2019 [company name] will have a signed contract with Elon
Musk to sell our flying car.
● By the end of the decade [company name] will be the largest online
education provider in the world.](https://image.slidesharecdn.com/2-rosskingland-190724081341/85/EIA2019HK-Marketing-ABC-Ross-Kingland-11-320.jpg)
![What Are Your Goals?
SMART Goals
Specific Measurable Achievable Realistic
Time bound
Examples of Good:
● By 31st August 2019 [company name] will have 100 customers paying
€100 Euros per month.
● We will have 1,000 email subscribers with an open rate of 45% and a click
through rate of 10%.](https://image.slidesharecdn.com/2-rosskingland-190724081341/85/EIA2019HK-Marketing-ABC-Ross-Kingland-12-320.jpg)
EIA2019HK - Marketing ABC - Ross Kingland
- 2. Marketing Magic Ross Kingsland European Innovation Academy, 2019, Hong Kong
- 3. Magicians Secret Everyone in the world is driven by 2 factors: 1. Avoiding pain 2. Gaining pleasure
- 4. Pain V Pleasure Pain Vs Pleasure 1. Public speaking 1. Helping everyone learn something useful 1. Dyslexia 2. Preparing my slides in advance for confidence 1. Disappointing EIA 3. Delighting EIA
- 5. Pain V Pleasure Pain Vs Pleasure List 1 pain List 1 pleasure
- 7. Why Do I Need To Do Marketing? “My product sells itself!” Why, can’t you sell it?
- 8. What is your Vision? Fame? Celebrity? Glory?
- 9. What is your Vision? 'To Spread Our Wings Over The World' - Red Bull Facebook's mission is to give people the power to build community and bring the world closer together. "Google’s mission is to organize the world’s information and make it universally accessible and useful." Headspace has one mission: to improve the health and happiness of the world. LYFT - "Our mission is to reconnect people through transportation and bring communities together." To do something for somebody
- 10. What is your Vision? At [company name], we are [doing X, Y, Z / solving big problem] by [solution] for [customer / community / group of people]
- 11. What Are Your Goals? SMART Goals Specific Measurable Achievable Realistic Time bound Examples of Bad ● By 1st August 2019 [company name] will have a signed contract with Elon Musk to sell our flying car. ● By the end of the decade [company name] will be the largest online education provider in the world.
- 12. What Are Your Goals? SMART Goals Specific Measurable Achievable Realistic Time bound Examples of Good: ● By 31st August 2019 [company name] will have 100 customers paying €100 Euros per month. ● We will have 1,000 email subscribers with an open rate of 45% and a click through rate of 10%.
- 13. What Are Your Goals? SMART Goals Specific Measurable Achievable Realistic Time bound Write just 1 Marketing Goal “What gets measured, gets done”
- 14. What You Think People Want…. B2B Save time Make Money Save Money So what???
- 15. What You Think People Want... B2C Practical needs Physical needs WHY? Why do they need to save time? Why do they need to make more money? Why do they need to save more money?
- 16. What It Means To Them Hidden psychological factors Will you help make my life easier or harder? Are you going to scam me? Will you make me look like an $%*&@*!) ? Will you help or hinder my reputation in the office? Will you help me achieve and exceed my personal objectives? Will you embarrass me infront of my boss? Will you show me up in front of my boss?
- 17. What It Means To Them Physiological needs — food, clothing, shelter, warmth, self esteem. Safety needs — Security, Employment of resources, Morality, Health. Social needs — Belonging, love, affection, family, sexual intimacy Esteem needs –Confidence, achievement, respect for others. Self-actualization needs – Self awareness, personal growth, morality, creativity, lack of prejudice, acceptance of facts.
- 18. Overriding Challenge As A Startup
- 19. Overriding Challenge As A Startup
- 20. 20 Ways To Find Customers…. ● Viral Marketing ● PR ● Unconventional PR ● SEM ● Social and Display Ads ● Offline Advertising ● SEO ● Content Marketing ● Email Marketing ● Engineering Marketing ● Targeted blogs ● Business Development ● Sales ● Affiliate Programmes ● Existing Platforms ● Trade Shows / Conferences ● Offline events ● Speaking engagements ● Community events ● Social Media
- 21. Let’s Focus... ● Viral Marketing ● PR ● Unconventional PR ● SEM ● Social and Display Ads ● Offline Advertising ● SEO ● Content Marketing ● Email Marketing ● Engineering Marketing ● Targeted blogs ● Business Development ● Sales ● Affiliate Programmes ● Existing Platforms ● Trade Shows / Conferences ● Offline events ● Speaking engagements ● Community events ● Social Media
- 22. Social Media: Which Channel Is Right For You?
- 23. Which Channel Is Right For You? Business page and... Personal page of CMO (minimum)
- 24. Which Channel Is Right For You?
- 25. Don’t Stretch Your Resources
- 30. Fake Or Not Fake?
- 32. Fake Or Not Fake?
- 34. Fake Or Not Fake?
- 36. Reciprocity
- 37. Reciprocity
- 38. Magicians Secret Law 13, 48 Laws of Power, Robert Greene
- 39. 7 6 Degrees of Separation X
- 40. How NOT To Set Up Your Personal LinkedIn Account
- 41. An Outstanding Example ;-)
- 42. Approaching People Note: Only start approaching new clients once your Linkedin Profiles are set up as instructed. Rules of Business Development: 1. Everyone wants to buy, no one wants to be sold to. 1. Establish trust and authority as an expert. (Watch this video on how to build trust - ignore the context but understand the technique) 1. Never try to sell, close or get a meeting on the first interaction. 1. Start a conversation with them and let it develop from there.
- 44. PR Strategy / Targeted blogs “Journalist” Reality
- 45. PR Strategy / Targeted blogs No one studied Journalism for 3 years at University to write about seagulls kidnapping small dogs
- 46. PR Strategy / Targeted blogs 1. Find your local news outlet / industry blog 2. Approach writer and tell them how valuable their stories are - with references 3. Ask permission for you to tell you your story about your startup and EIA. Local boy / girl travels to Hong Kong / Far East to launch new tech company. 4. Ask if you can share the story once online to our global community of over 50,000 people
- 47. Be Curious To have different results you have to think different….
- 48. Thank You Hong Kong 2019!