Marketing 101
WELL Presentation
BREAKFAST SESSION
Stephen Beamish
stephen.beamish@launchlab.ca
613.240.6451
Follow me on Twitter: @blacktusk_bsi
AGENDA
—  Introductions
—  What is marketing?
—
Case study
—  Three stages of marketing
—  Primary components of marketing
—
The 4 P’s
END OF BREAKFAST SESSION
ONLINE MARKETING SESSION
—  Social Marketing
—  Website
—  Twitter
—  Facebook
—  Google+
—  LinkedIn
—
—
Key Performance Indicators (KPIs)/Analytics
Pitfalls
Introductions
—  Backgrounds &
Experience
—  Goal of the session
What is marketing?
Creating
Differentiation
Brand
Your
customers
It is more then just telling your story
It is solving a problem
It is showing how you are different (not always better!)
Is not a slogan or a name
Is what your customers perceive of you
“the conversation”
The greatest advocate of your brand
The journey of the customer
A daily act
Flawless/consistent A never ending process
execution
Not to be the last effort of your strategy
Case Study
—  Betamax vs. VHS
Betamax vs. VHS
Case Study
The Players
SONY
•  SONY – inventors of magnetic tape (inventors)
•  Inventor of Betamax
•  Betamax invented before VHS
The Players
Panasonic/JVC
•  Panasonic – efficiency & distribution (followers)
•  Inventor of VHS
•  Winner over Betamax vs. VHS
è SONY
Betamax vs. VHS
Case Study
solved a
problem
è  Solved the reel-to-reel problem with cassette which became
Betamax
è SONY goes to Panasonic
è  Sony needed partners to establish Betamax as a universal format
è  Panasonic recognize a fault: only 1 hr. of taping. SONY don’t agree
created
differentiation
è Panasonic creates the VHS
è  Having not formally protecting themselves, VHS create a 3 hour tape
è Panasonic pushes differentiation
builds
brand/
flawless
execution
è Video stores move Betamax to the corner
Three Stages
of Marketing
Three Stages to
Marketing
MARKETING STRENGTH
Lead
Generation
Awareness
PHASE 2
Conversion
PHASE 3
Ø  Qualified lead to sale
Ø  Nurture the sale
PHASE 1
Ø  Strengthen customer advocacy
Ø  Achieving critical mass
Ø  Build lots of varied collateral
Ø  Who are you?
Ø  Nurture your leads
Ø  Building subject expertise
Ø  Push 3rd party validation
TIME
Components
of Marketing
The 4 P’s
Product
Price
Place
Promotion
à  A narrower focus that is specifically directed to the product or service
à  Addresses
à  Problem it solves
à  Product/service features
à  Key differentiators
PRODUCT
VS.
SOLUTION
?
The 4 P’s
Product
Price
Place
Promotion
à  Key points to consider when pricing a product:
à  Will it sustain a sizeable margin today and tomorrow?
à  Where do you fit in the competitive field?
à  Are all costs taken into consideration when building your pricing?
à  Will you use a lost leader approach?
PRICE IS NOT
A
DIFFERENTIATOR
The 4 P’s
Product
Price
Place
Promotion
à  How will your product be distributed? Direct? Indirect?
à  Key points to consider:
à  Is your strategy built around one-to-one or one-to-many?
à  If one-to-many, does your distribution strategy scale?
à  Key differentiators
YOU NEED TO
MARKET TO
YOUR
DISTRIBUTORS
The 4 P’s
Product
Price
Place
Promotion
à  Objective is: Raise customer awareness of a product/service,
generating sales and driving continued brand loyalty.
à  Your social media avenue to promotion:
à  Twitter
à  Facebook
à  Google+
à  LinkedIn
ADDITIONAL
SOCIAL MEDIA
CHANNELS
?
QUESTIONS?
Marketing 101
WELL Presentation
ONLINE MARKETING SESSION
Stephen Beamish
stephen.beamish@launchlab.ca
613.240.6451
AGENDA
ONLINE MARKETING SESSION
—  Social Marketing
—  Website
—  Twitter
—  Facebook
—  Google+
—  LinkedIn
—
—
Key Performance Indicators (KPIs)/Analytics
Pitfalls
YOUR WEBSITE
SOCIAL MEDIA
CHANNELS
SOCIAL MEDIA
CHANNEL
brand expansion
one-to-many
instant
awareness
free
on topic
consistency
spammers
dedication
time
SOCIAL MEDIA
CHANNEL
geographical unlimited
B2C
facebook email
targeted
free
ads
consistency
buying ‘likes’
fake profiles
time
SOCIAL MEDIA
CHANNEL
free
B2B
SEO
relevance
poorly attended
User friendliness
commitment
SOCIAL MEDIA
CHANNEL
extensive use
groups
B2B
blogging
ease of use
poor B2C
time commitment
How To Measure
Success?
Key Performance Indicators (KPI)
KPI’s evaluate the success of a
marketing campaign or marketing
activity like social media
Clearly Articulate Goals and Set Definition for
Success
20%
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
2Q13
3Q13
4Q13
1Q14
2Q14
—  If you want 20% increase web traffic in Year 1 – make sure you set
your KPI’s
—  Measure your performance on a monthly basis review quarterly
KPI’s are measured through
analytics
è Analytics are available with the web and all social
media platforms
è Analytics are critical to understanding how well you
are performing to the goals you set
è Don’t be afraid to pivot!
Pitfalls
High 5 Syndrome
No Action Plan
No KPI’s
Your launch is the start of your marketing,
not the end
Document ownership, deliverables and dates and
review weekly
Without any key performance indicators, you
have no way of knowing if your actions are
leading to success
SUMMARY
—  Your customers must feel and believe that
you are different
—  Must be consistent, must be well executed
—  Remember, it is not B2B or B2C, it is
human-to-human
—  Execution will always be your biggest
challenge.
—  Don’t be afraid to pivot
—  Social media is free! Use it well and
measure!
—  Avoid the “high 5” syndrome
—  Stay focused, because when it works…it
really works…
QUESTIONS?
Thank you
Stephen Beamish
stephen.beamish@launchlab.ca
613.240.6451