Graeme Roberts, president of GrowMotor™, is on a crusade to make marketing great.
He calls it Planned Marketing Performance™. Graeme will show how to develop your Marketing Plan, using the seven-step Marketing Performance Process™.
“The biggest problem in marketing,” he explains, “is failure to clearly articulate who your customers are, what your product or service is, and why they should buy it. Without that everything else falls apart!”
Graeme presents five tools that you can use right away to choose market segments, position the company, develop products and services with killer value propositions, and translate them into powerful messages that sell.
2. Outcomes
1. Change the way you think about marketing
2. Learn some marketing tools in practice
3. Marketing is…
• a function
• communication
• a profession
• support for sales
• a department
• meeting customer needs
• a very imprecise and confusing word
12. name three 3 companies that
DO GREAT MARKETING
13. Steve Jobs
We don’t get a chance to do that many things, and every
one should be really excellent. Because this is our life.
Life is brief, and then you die, you know?… So it better
be damn good. It better be worth it. And we think it is.
15. Bill Davidow—Intel
Companies can finance a lot of marketing
activity, and still not have marketing programs.
Ads can be run, press conferences held, sales
calls made, data sheets and application notes
published, competitive data collected, and the
company can still be left with little to show for
its efforts.
16. Bill Davidow—Intel
Yet to the untrained observer, each of those
activities will appear to be competent, vigorous,
and persuasive. The only contrary clue is that
the programs are not achieving the desired
results.
20. To Do Great Marketing
Innovative
Customer
Experience
Process
Leadership
21. Leadership
Old Marketing Mindset New Growth Mindset
• I’m Chief Marketing Officer! • I lead the business
• I report to the CEO • I’m an entrepreneur
• It’s my job • It’s my life
• Sales is her job • We develop customers
• R & D is his job • We develop great products
• Sell products and services • Build customer experiences
• I own the brand • We’re growing the company
22. Why Do We Need a Process?
• We need a process because:
Marketing is BIG, BIG, BIG
We avoid tunnel vision—advertising, SEO, etc.
We get things done—checklists
We remember it and do it again
We speak a common language
23. Marketing Performance Process™
1. Understand customers, problems, needs
2. Diagnose problems in current system
3. Articulate the story
4. Decide on the plan
5. Communicate the story to customers
6. Deliver the customer experience
7. Measure results & improve the plan
24. Customer Experience
Customer Marketing
• Problems, needs, & wants • Products & services
• View of product or service • Positioning, value prop
• Cost, affordability, & value • Price, discounts, promotions
• Buying • Sales process & channels
• Problems and questions • Customer service & support
• Feelings • Customer satisfaction
26. ICE—Innovation Drives Growth
• Growth is always driven by innovation
• Innovative Customer Experience
Different is better, unique is best
Product/service innovation with R&D/operations
Marketing innovation through positioning
• Evolutionary, incremental development
• Revolutionary, radical development
27. Summary
• Marketing drives growth
• Marketing is important
• Great marketing: reliable, sustainable, growth
• Most marketing sucks
• Big problems provide big opportunities
• Great marketing takes Leadership, Process,
and Innovative Customer Experience
29. seaka Meets Q9 Mobile
• Paul Martell, entrepreneur &
surfer, starts seaka in 2008 to
make phone for surf and land
• Calls it seaka surf/sun
• Q9 mobile, Shenzhen, China,
buys 47% of company
• Recruits “best of best” team
for marketing, design, and
engineering—with Q9 help
30. Location
• Geelong, Australia 50
miles from Melbourne
• Bell’s Beach
• Billabong Surf Shop
• Lower costs
• Government incentives
• Two universities
31. Marketing Team
• Paul Martell—CEO, “big dude”, founder
• Sang-he ‘Susan’ Kim—product visionary
• John Bergman—marketing strategist
• Tam Nguyen—marketing production manager
• Gemma Beal—designer, surfing champion
• Monica Nkosazana—customer development
32. Customers
• Primary Segment
Professional and amateur surfers
• 20 million surfers worldwide
10 million available market
Carriers, coverage, channels, affordability
Estimated product life 2 years
• Secondary Segment
Windsurfers—500K available market
33. Plans
• seaka SURFSwell® first in surf/sun family
• mission: mobile solving problems for people
• future: clear winner by focus and innovation
• Launch Australia, Hawaii, South Africa 11/10
• Units: 100K 2011, 500K 2012, 2 M 2013
34. Needs & Wants
• Attach to wetsuit or arm, safe, can’t lose
• Safe to carry, swim, and surf
• Extreme punishment, wet/dry, salt/sand, sun
• Talk, text, 3G or 4G data
• Simple operation
• Weather, surf reports, beach maps, GPS
• Emergency beacon, “dead man” activation
• Solar charge, salt water backup
35. Be Careful What You Want!
• Paul Martell
“Make it like a Rolex
Submariner!”
Waterproof to 1000 feet
Estimated cost $7,500
• Reduced spec to 10 feet
Cost $360 to $460
Still 50% higher than
most smart phones
36. Up Against
• Competitors
– Same form, same function
• Substitutes
– Different form, same function
– TurboTax, CPA, pen & calculator
• Alternatives
– Different form, different function, same result
– TV, movies, bar, nightclub, baseball game
37. Competitors
• Casio G’Zone Brigade
Water resist 30 min/1 m
Shock resistant
• Sonim XP3 Quest
Water resist 30 min/1 m
Shock resistant
• Motorola BARRAGE
Water resist 30 min/1 m
Shock resistant
38. Competitors v Q9 Prototype
Casio G’zOne Motorola Sonim Q9
Brigade BARRAGE XP3 SURFSwell
Prototype
Water resist Water resist Water resist Waterproof
30 min/1 m 30 min/1 m 30 min/1 m 3m
2 MP camera 2 MP camera 2 MP camera 2 MP camera
15 fps video 15 fps video No video 24 fps video
5 hrs talk 4 hrs talk 18 hrs talk 12 hrs talk
630 hrs stby 90 hrs stby 1500 hrs stby 1200 hrs stby
Surfline link No Surfline No Surfline Surfline app
Compass No compass No compass Compass
41. Customer Experience Model™
Q9 Prototype—Features & Functions
Water Time Camera Surf Fit Cost
seaka Sonim Motorola Casio Reg + Case
42. Features/Functions & Benefits
The salesperson explains,
“The Jaguar XJ has a Supercharged 510
horsepower 5.0 Liter V8 and a bodyshell
constructed from aluminum and magnesium
epoxy-bonded in a monocoque structure of
incredible rigidity.”
That might work for some people. But a better
salesperson might emphasize the benefits,
“Just look and listen. Pure sex.”
48. seaka SURFSwell® Benefits
• Increased safety & lower risk of death
GPS location and beach maps
Emergency locator beacon and emergency sea power
Flashing locator light
SharkShock™ high voltage prongs
• More fun
Movies on 6 MP/24 fps camera with Zeiss® lens
Press to talk to other surfers
Arrange Après-surf activities
Find best waves and avoid bad weather
49. SURFSwell Value Proposition
The seaka SURFSwell® is a smart phone and
safety device for surfers and windsurfers.
It makes surfing more fun, improves your
social life, and reduces your risk of dying by
drowning or shark attack.
The seaka SURFSwell® costs about 50% more
than most smart phones.
50. seaka SURFSwell Positioning
seaka surf/sun is the world’s leading provider
of mobile devices designed specifically for
surfers and windsurfers, addressing needs for
communication, safety, and fun.
The seaka SURFSwell® combines a rugged,
waterproof smart phone, a camera optimized
for surf movies and photos, and several
powerful surfer safety features.
51. seaka SURFSwell Message
• Name: seaka SURFSwell®
• Tagline: out there, in touch
• One of many messages:
Shoot the tube—SURFSwell!
53. Great Sources
• Marketing High Technology—Davidow
• Guerilla Marketing for Consultants—McLaughlin
• Radical Marketing—Hill & Rifkin
• Ogilvy on Advertising—Ogilvy
• The Chaos Scenario—Garfield
• Strategy, Leadership & the Soul—Sertl &
Huberman
54. Great Sources
• The Four Steps to the Epiphany—Blank
• The Art of the Start—Kawasaki
• Clients for Life—Sheth & Sobel
• Managing Right for the First Time—Baker
• Win Without Pitching—Enns
• Blue Ocean Strategy—Kim & Mauborgne
55. GrowMotor
• GrowMotor™ crusade—do great marketing
through Planned Marketing Performance™
• Marketing Performance Plan™ sets out step-
by-step instructions and a 2-Year Marketing
Performance Calendar™
• GrowMotor™ works with technology,
bioscience, and innovation-based businesses
56. GrowMotor
• GrowMotor™ offers:
Marketing Performance Consulting™
It’s Easy for Us to Say™
Make It Great™
Keep It Great™
Marketing education
Business fiction
Writing—Words That Work™
57. Thank You!
• Cindy Roberts—love & support
• Elisha Kasinskas—kindness, new friends & smarts
• Laurie Dwyer—belief, trust & help
• Therese Hannigan—branding, design & friendship
• Mark Wilson—product concept drawings & friendship
• Jill Zimmerman—the perfect client @ MedTech
• Bruce Peters & Diana Palotas—publicity & new friends
• Jennifer Sertl—friendship, advice, honesty & insight
• Josh Pies & Dave Siriano—video production & advice
• Carl Phelps—the Marketing Machine @ GrowMotor
60. The Apple Secret
• No compromise. It’s not a job
• One person leadership. Politics means death
• We are the customer
• No market research
• Big risks to solve big problems
• Never let it rest. Constant improvement