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Prof. faltin's vorlesung zu entrepreneurship entrepreneurial marketing

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Prof. faltin's vorlesung zu entrepreneurship entrepreneurial marketing

  1. 1. MarketingKonventionelles Marketing vs. Entrepreneurial Marketing www.entrepreneurship.de Source: Faltin 2012
  2. 2. Dinosaur Marketing1. Put most of your money in advertising ( falling victim to the “ law of diminishing attention”)It’s a potential strategy only for big companies 2. Hammer your brand name into people’s brains www.entrepreneurship.de Source: Faltin 2012
  3. 3. Dinosaur Marketing 3. Set up a shop or even as much shops as possible Shops are a very expensive Concept. Shops easily carry a smell of commercialisation 4. Think of your customer as a stupid animal that you can outsmart easily. (This is a tempting strategy because itoften seems to succeed)In fact, customers are not stupid.They are increasingly well educatedand well informed. www.entrepreneurship.de Source: Faltin 2012
  4. 4. Source: david and goliath agency www.dngla.com © Faltin 2003www.entrepreneurship.de Source: Faltin 2012
  5. 5. Innovative Entrepreneurial Marketing 1. Create goodwill for your company Go for a cause: Improve or protect something, provide a product for a better price. (This has to be a substantial part of your business model). Avoid, if possible, the context of commercialisation.2. Find your own ways of attracting attention to your products. Use the specific circumstances of your approach ( your personal background, innovative aspects of your product ) Play as unconventional, as unorthodox as possible In modern society the media are the key for attracting attention; paid advertisements are a poor and expensive substitute. www.entrepreneurship.de Source: Faltin 2012
  6. 6. Innovative Entrepreneurial Marketing 3. Understand people´s desire for connectivity Modern societies cause lonelinessModern tour-operating and modern hotel accommodation add to the problem instead of providing connectivity4. Think of your customer as your partner and your ambassadorMake use of consumers education and the public efforts of consumers protection Share your problems with your partners. Make them (unpaid) co-workers in your company. Build lasting relationships with your clients. (This is the most promising strategy to make you rich. Because maximising profits works best in the medium and long run) www.entrepreneurship.de Source: Faltin 2012
  7. 7. If you are really interested and want to do something revolutionary, you must learn to ignore your customers. Many customers are like rearview mirrors.They are extremely conservative and boring, lacking imagination and they have no idea of their own desires. Ridderstråle & Nordström in: Funky Business - Wie kluge Köpfe das Kapital zum Tanzen bringen - München 2000 www.entrepreneurship.de Source: Faltin 2012
  8. 8. One way to ruin your company is to listen to your customers too much.In business and in politics, you have to lead, and not just listen to opinion polls. Michael Bloomberg Founder of Bloomberg News www.entrepreneurship.de Source: Faltin 2012
  9. 9. Ideas for Entrepreneurial Marketing Aikido Marketing (make use of the energy of your rivals) Guerilla Marketing (use ambush tactics) Caligula Marketing (spread an amazing story) The Principle: Turn the conventional rules upside down; play as unorthodox as possible www.entrepreneurship.de Source: Faltin 2012
  10. 10. Präsentation der Business Models „Elevator Pitch“Konzentrieren Sie sich auf das Wesentliche! Maximal 2 Minuten! www.entrepreneurship.de Source: Faltin 2012
  11. 11. Techniques for your presentation1. Present the core, the essence of your business model, don´t derail into side aspects or details2. Present as lively and colourful as possible3. Make your presentation as visible as possible, i.e. use different ways of displaying content (use flipchart, laptop/beamer or a prototype of your product).4. Think of presenting in the form of a role play, for example: an interview, talking to a customer, a board room meeting, a specific event that fits well with your product5. Involve all team members but use their strength and avoid their weaknesses6. Use all these techniques to present your business model convincingly www.entrepreneurship.de Source: Faltin 2012
  12. 12. Nutzen Sie denEntrepreneurship Campuswww.entrepreneurship.de (solange es kostenlos ist) www.entrepreneurship.de Source: Faltin 2012
  13. 13. Melden Sie sich zumEntrepreneurship Summit an 13.-14. Oktober 2012 www.entrepreneurship.de www.entrepreneurship.de Source: Faltin 2012