the 2 p's of marketing webinar
TRANSCRIPT
ROBERT WALLACE, TALLWAVEMAY 27, 2015
INTRODUCTIONROBERT WALLACEExecutive Vice President, MarketingTallwave LLC
Marketer, entrepreneur and problem solver.
Helps early stage tech startups take their products to market and stake a claim to a winning position in the marketplace.
In a previous life:● Affinnova● Internet Venture Works● Airwalk
WWW.TALLWAVE.COM/MARKETING [email protected]
“Over the next several years, marketing, branding and positioning, all under-appreciated disciplines in the valley will become markedly more important.
As barriers to entry continue to fall driven by cloud technologies, competition among startups will increase and the startups that reach their target customer bases with the best messaging, building the most effective brands, will win.
We know storytelling will be the differentiator…[as it does in] every commodity industry...brand building investments should become a key part of the marketing efforts of the business.
Ultimately, the brand may become half the value of the company and the true differentiator in the market place.”
- Tomasz Tunguz, Venture Capitalist at Redpoint
PPURPOSE
PPOSITION
WINNING THE HEARTS & MINDS...THE 2 P’S
YOUR BRAND IS YOUR MOST IMPORTANT ASSET
Links your product / service
to your customers and tells them your PROMISE and
your PURPOSE.
Defines who you are and who you are not - which
enables FOCUS
CAPITAL hinges on whether
investors think you can win the
hearts and minds of customers and
command a differentiated position in the marketplace.
REVENUE hinges on
whether your customers
recognize that you stand for
something and can provide them unique
benefit.
Technology has shifted power from
businesses to CUSTOMERS
- and they want to know “why you?”
WHY YOU SHOULD GIVE A S#%&
The 2 P’s Framework
PURPOSE
MISSION
VISION
CORE BRAND VALUES VOICE & TONE
WHY,HOW,WHAT
BRAND STORY
POSITIONING STATEMENT
CUSTOMER SEGMENTS
DIFFERENTIATORS
VALUE PROPOSITION
CUSTOMER PROBLEM COMPETITION
TAGLINE
BENEFITS REASONS-TO-BELIEVE PROOF
POSITION
PURPO
SE
EXTERNAL
INTERNAL
PURPOSE
PURPOSE
WINNING THE HEARTS & MINDS...
PurposeThe definitive statement about the difference you are trying to make in the world.
Wal-Mart: To save people money so they can live better.
Source: “It’s Not What You Sell, It’s What You Stand For”, Roy Spence
MissionThe core strategy that must be undertaken to fulfill the Purpose
Walmart: We’re on a mission to drive down the cost of products and services, making them more accessible and affordable for everyone’s benefit.
Source: “It’s Not What You Sell, It’s What You Stand For”, Roy Spence
VisionA vivid, and imaginative conception or view of the world once your purpose has been fulfilled.
Walmart: We have a vision of a world where all people can afford to live better.
Source: “It’s Not What You Sell, It’s What You Stand For”, Roy Spence
Tips to tell your story...
Every day at [your company] we…
Because we believe…
What this means to you is…
Your Company in One Sentence
Core Brand Values
PERSONAL DNA VALUES
What do we hire and promote for?
FOUNDATIONAL VALUES
What personal characteristics do we hold dear?
HEART & FEELING VALUESWhat’s our nature?
OUTCOME VALUES
How do we deliver to our clients?
CUSTOMER/CLIENT VALUES
What traits do we attract and share with our clients?
1) Speak to the audience in natural, common language...so you make an emotional connection.
2) Give a reason to care right away.
3) Make the story about somebody with whom we have some empathy (The Protagonist)
4) Explain what The Protagonist wants, and why they want it so badly. (The Goal)
5) Explain why The Goal is difficult, but possible to achieve. (The Conflict)
6) Who/What provides opposition to achieving The Goal? (The Antagonist) Make the Antagonist interesting.
7) The story comes to a satisfactory ending (preferably a happy one). (The Resolution)
How to tell your Brand Story...
What you say...AND how you say it
Core Values & Brand Attributes
Voice & Tone
● Brand personality
● Consistent & reliable
● Core branding effort
● Amplifies brand attributes/core
values
● Voice and tone changes with
context and situations
What you say...AND how you say it
POSITION
POSITION
WINNING THE HEARTS & MINDS...
Cola Category
1. Coca-Cola
2. Pepsi
3. Dr. Pepper
4. RC
5. 7Up
WINNING THE HEARTS & MINDS...
Hospitality Category?
1. Expedia
2. Travelocity
3. Marriott
4. Etc.
Real Estate Category?
1. Century21
2. Coldwell Banker
3. Re/Max
4. Etc.
Lodging for the sharing economy
1. Airbnb
POSITIONING FRAMEWORK
POSITIONING STATEMENT
CUSTOMER SEGMENTS
DIFFERENTIATORS
VALUE PROPOSITION
CUSTOMER PROBLEM COMPETITION
TAGLINE
REASONS-TO-BELIEVE PROOF
POSITION
BENEFITS
Identify, leverage, and profit from what makes your company unique.
Company X is the leading type of company that provides unique benefit to target customers. Unlike competitors, company does unique
differentiator(s).
Customers:What do you do?
Investors:What do you do, what market are you in?
Customers:Why should I care? Why should I switch?
Investors:How are you going to win?
Customers:What’s in it for me?
Investor:What problem are you solving?
Customers:Is this product for me?
Investors:Who are your customers?
Customers:This need is already being met.Is there a better alternative for me?
Investors:Who else does this? What do customers do currently for this need?
HEY WHAT ABOUT US?
PPURPOSE
PPOSITION
THE 2 P’S
Slow down to move faster
Brand Story Positioning Statement Tagline Value Prop Benefits RTB Proof
Limited Time & Limited Resources
GET FEEDBACK.
AN INTENSIVE BRANDING + MESSAGING SPRINT
Mention #tallwavestoryteller on Twitter, Facebook, or LinkedIn for a chance to win a free Branding Assessment
and Storyteller Workshop
