Entrepreneurial Marketing 1st Edition A Blueprint for Customer Engagement

Tiếp thị doanh nhân
Kế hoạch chi tiết cho sự tương tác của khách hàng
Tiếp thị Doanh nghiệp: Kế hoạch chi tiết cho sự gắn kết của khách hàng đưa ra quan điểm tiên tiến về cách tạo chương trình tiếp thị đa kênh, lấy khách hàng làm trung tâm. Nhấn mạnh vai trò của tiếp thị khởi nghiệp trong quá trình tạo ra giá trị, Tiếp thị khởi nghiệp giúp sinh viên học cách xem trải nghiệm tương tác của khách hàng qua con mắt của thị trường mục tiêu để xây dựng thương hiệu bền vững một cách hiệu quả. Được đóng gói với các công cụ, ví dụ và bài tập thực tế, văn bản này cho phép sinh viên áp dụng ngay những gì họ học được vào ý tưởng kinh doanh mới của mình.

Preface
Acknowledgments
About the Author
Chapter 1 • Marketing Using an Entrepreneurial Lens
An Entrepreneurial Approach to Marketing
New Tools—Same Old Rules
Designing a Business Model That Creates Value
➡ View From the Trenches: PhiloSophie’s®: From Mass Market to Tying the Knot
Reality Check—The Truth About Business Success and Failure
The Importance of Setting S.M.A.R.T. Goals
ACTION CREATES TRIUMPHS (ACT): Interview an Entrepreneur
Entrepreneur Interview
Sample Questions and Script
➡ ACTION CREATES TRIUMPHS (ACT): Idea Generation
➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey
➡ AHAs: Lessons and Takeaways
Toolkit
Worksheet 1.1: Setting S.M.A.R.T. Goals
Worksheet 1.2: Sample S.M.A.R.T. Goal
Worksheet 1.3: Business Launch Plan/Road Map
Worksheet 1.4: Completing an Ethnography Study
Chapter 2 • Understanding Your Ecosystem
Introduction to Market Research
Defining and Understanding the Ecosystem You Operate Within
Primary Versus Secondary Data Sources
Understanding Evolving Market Trends
Defining Your Market
Building Your Business Model
Sources of Data and Trends
Tools for Understanding Trends
The Value of Industry Association Data
Market Size
ACTION CREATES TRIUMPHS (ACT): Your Market
Your Business Relative to Others in the Industry: SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
PESTLE Analysis
Positioning Map
➡ ACTION CREATES TRIUMPHS (ACT): Country Entrepreneurship Opportunity Challenge
Your Challenge
Sources of Country Data
Country Data to Analyze
➡ View From the Trenches: Marabots Technology Corporation
In Their Shoes
➡ Highlights of Marabots Research Findings
➡ Marabots Final Recommendation
➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey
➡ AHAs: Lessons and Takeaways
Toolkit
Worksheet 2.1: SWOT Analysis
Worksheet 2.2: Strategic Plan to Address SWOT
Worksheet 2.3: Market Size Analysis
Chapter 3 • Identifying Your Customers’ Journey
The Journey of Customer Discovery
Turn Data Into Knowledge
The Importance of Saying No: Knowing Which Customers Are Not the Right Match for You
Ask the Right Questions
Methods of Discovering Customer Needs
Ethical Issues in Customer Research
Getting to Know Your Customers
Value Proposition Canvas
Select Your Questions Wisely
➡ ACTION CREATES TRIUMPHS (ACT): Select Your Questions
Building Your Business Model
Four Methods of Customer Discovery Research
Survey Design
Ethnographic Studies
➡ ACTION CREATES TRIUMPHS (ACT): Ethnography Challenge
Part One: Observation and Note-Taking
Part Two: Insights and Recommendations
Focus Groups
One-on-One Interviews
➡ ACTION CREATES TRIUMPHS (ACT): Customer Discovery Analysis Assignment
What Questions Do You Need to Ask?
How Do You Begin to Discover the Answers?
Deliverables
➡ View From the Trenches: Chewie’s Colossal Cookie Company Survey
Chewie’s Colossal Cookie Company Survey: Version One
Chewie’s Colossal Cookie Company Final Survey: Version Two
➡ AHAs: Lessons and Takeaways
Toolkit
Worksheet 3.1: Resources for Proper Survey Design
Chapter 4 • Listening to the Voice of the Customer
How Do You Hear the Voice of Your Customer?
Prototypes to Help Identify Profiles
The SunChips® Package Story
Prototyping the Google Way
Beyond Physical Products: Prototyping Services and Apps
Storyboards
Role-Plays
Website and Social Media Test Sites or Landing Pages
➡ VIEW FROM THE TRENCHES: MEET AIMEE: The Aimee Bio Story
➡ ACTION CREATES TRIUMPHS (ACT): Now on to Your Prototype
Building Your Business Model
Going From Prototype to MVP
➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey
How Did Waku Launch Its Crowdfunding Campaign?
Identifying Suspects, Customers, and Prospects
B2B Versus B2C Profiling
➡ ACTION CREATES TRIUMPHS (ACT): Designing Customer Profiles
Ideal Customer Profile (Persona) Description
➡ AHAs: Lessons and Takeaways
Toolkit
Worksheet 4.1: Ideal Customer Profile (Persona) Description
Chapter 5 • Managing Competition and Inertia
Competitors Don’t Always Look Like You
Clearly Defining Competition
How Substitute Products Impact Revenue Potential
➡ ACTION CREATES TRIUMPHS (ACT): Friend or Foe?
The Right Perspective
➡ ACTION CREATES TRIUMPHS (ACT): Whom Do You Really Compete With?
Sources of Competitive Data
The Myth of First Mover Advantage
Second Mover Advantage
What Is Inertia?
Leapfrog Your Competition
➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey
➡ View From the Trenches: Go Nuts for Gonuts Donuts and Coffee
In Their Shoes
Building Your Business Model
➡ AHAs: Lessons and Takeaways
Toolkit
Worksheet 5.1: Competitive Assessment
Worksheet 5.2: Competitive Differentiator Analysis
Chapter 6 • Creating Brand Engagement
Building a Strong Brand
Don’t Let Your Brand Be a Lizard
➡ ACTION CREATES TRIUMPHS (ACT): Your Favorite Brands
Consistently Communicate Your Brand Position
Why Do People Buy a Brand?
EXPERT INSIGHT: Developing Powerful Brands: Dale Bornstein, CEO at M Booth
You Don’t Control Your Brand Reputation
➡ ACTION CREATES TRIUMPHS (ACT): What’s Your Brand Value?
Components of a Successful Brand
How Do You Create a Unique Brand?
➡ ACTION CREATES TRIUMPHS (ACT): Creating a Strong Brand: 8 Key Actions to Take
Building Your Business Model
➡ VIEW FROM THE TRENCHES: Bali Banana
Bali Banana: In Their Shoes
Master Your Brand Delivery Skills
What Are the Lessons Learned?
Make Your Elevator Pitch Soar Out of the Park
EXPERT INSIGHT: Art of the Pitch, Paul Horn
➡ ACTION CREATES TRIUMPHS (ACT): Creating Your OWN Pitch
Remember to Start at the End
Your Pitch
➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey
➡ AHAs: Lessons and Takeaways
Toolkit
Worksheet 6.1: Creating a Winning Elevator Pitch
Chapter 7 • Designing Marketing Partnerships That Empower Growth
Finding Partners That Fit
The Right Partnership
Using Your SWOT and PESTLE Analyses to Identify the Right Partner
➡ ACTION CREATES TRIUMPHS (ACT): Step-by-Step Process to Creating Winning Marketing Partnerships
Marketing Alliance Benefits
Risk–Reward Balance
➡ ACTION CREATES TRIUMPHS (ACT): Canine Connections: Partners in Action
View From the Trenches: The Lasse Paakkonen Olympic Story
A Word About Business Values
Creating a Win–Win Scenario
Green Light Ahead
What Could Go Wrong?
Building Your Business Model
➡ View From the Trenches: Artistia—Connecting Customers With Artisans
In Their Shoes
➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey
➡ AHAs: Lessons and Takeaways
Toolkit
Worksheet 7.1: Getting Partnerships Right
Worksheet 7.2: Partner/Alliance Analysis and Strategy
Worksheet 7.3: Inpidual Partnership Assessment
Worksheet 7.4: Partnership Checklist
Chapter 8 • Creating Sales Processes and Systems
Sales Is All About Building Relationships
Sales and Marketing Data Flow
Different Worldviews
Sales and Marketing Collaboration
Sales and Marketing Collaboration Model
➡ ACTION CREATES TRIUMPHS (ACT): Sales and Marketing Collaboration Model
B2B or B2C or Some Combination of the Two?
➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey
Designing Sales Processes and Systems
➡ ACTION CREATES TRIUMPHS (ACT): Sales Goals
Sales Analysis and Projections
Prospect/Sales Cycle
Customer Revenue and Profit Analysis
Marketing Tactics
Data Capture Plan
Managing Customer Relationships
Knowledge Is Power
Managing Your Team’s Sales Cycle
Chewie’s Colossal Cookie Company: Letting the Data Inform Your Next Steps
Building Your Business Model
➡ VIEW FROM THE TRENCHES: DetraPel—Repelling Stains One Customer at a Time
In Their Shoes: Achieving DetraPel’s Sales Goals
➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey
In Their Shoes: Creating a Customer Sales Database
➡ AHAs: Lessons and Takeaways
Toolkit
Worksheet 8.1: Sales Conversion
Worksheet 8.2: Sales Time Analysis
Worksheet 8.3: Sales Prospect Calculator
Worksheet 8.4: Sales Analysis Projection
Worksheet 8.5: Customer Profit and Time Analysis
Worksheet 8.6: Data Capture Plan/Dashboard
Chapter 9 • Solution Selling
Sales Is About Listening
Sales for Those Who Hate Selling
Ready to Start Selling?
Communication and Listening Skills
Analytical Skills
Organizational Skills
Time Management and Discipline
Keen Interest in Learning
Passion
Do Your Homework
Five Stages of the Sales Process
Stage One: Preparation
Stage Two: The Introduction
Stage Three: Preparing for the In-Person Appointment
Stage Four: The Meeting
Stage Five: Follow-Up and Servicing the Account’s Needs
Dealing With Objections
Sales Tips for Building Relationships
Contact Times
Hot Buttons
Open Versus Close-Ended Questioning Techniques
➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey
Waku Sales Process and Product Pitch
In Their Shoes
AUTHOR’S NOTE: Trust and Building Relationships As Seen Through the Eyes of a Car Buyer
Building Your Business Model
Networking to Jump-Start and Grow Your Business
It’s Not About Making Friends
EXPERT INSIGHT: Paul Horn: Golden Rules of Networking
Rule # 1: Networking Is Reciprocal.
Rule # 2: Opportunities Are Unlimited
Conferences as a Great Opportunity to Build Your Networking Skills
Holding Your Own Seminars and Webinars
Still Not Convinced
➡ AHAs: Lessons and Takeaways
Toolkit
Worksheet 9.1: Sales Stages Checklist
Worksheet 9.2: Selling to Difficult Customers
Chapter 10 • Doing Well While Doing Good
Aligning Your Messaging to Underscore Your Social Value
Are You a Social Entrepreneur?
Warby Parker
Revolutionizing an Industry
Editing Others Into the Conversation About Your Mission
The Ad Council: Inspiring Change, Improving Lives
Five Fundamentals for Making Social Impact on YouTube
Corporate Social Responsibility
Taking the Next Step in Corporate Social Responsibility
Think Like a Donor
➡ ACTION CREATES TRIUMPHS (ACT): Finding Passion Around a Mission
Passionate Entrepreneurs Can Make a Difference
➡ VIEW FROM THE TRENCHES: Kees Chic—Saving the Planet . . . One Plastic Bag at a Time
In Their Shoes
➡ VIEW FROM THE TRENCHES: Artyfactos—Helping Women—One Orange Peel at a Time
Earthy Yet Innovative
Understanding Your Customer Base
In Their Shoes
➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey
➡ ACTION CREATES TRIUMPHS (ACT): Mission-Focused Brands
➡ AHAs: Lessons and Takeaways
Chapter 11 • Deploying Omnichannel Marketing to Create Customer Engagement
Let the Games Begin—Time to Focus on Your Marketing Campaign Design
Getting Your Customers Engaged Through an Omnichannel Marketing Approach
Think Like Starbucks
➡ ACTION CREATES TRIUMPHS (ACT): Creating Seamless Experiences
Creating Brand Engagement and Buzz
Disruptive Brand Marketing Campaigns
Ceding Control of Your Brand
Return to Your Research Findings to Get Customer Touch Points Right
➡ VIEW FROM THE TRENCHES: Clothing Consignment: Research First—Channels Second
Omnichannel: Combining the Best of Old School Marketing With New School Channels
Let’s Talk Social
Content Is King
Public Relations and Creating Thought Leaders and Influencers
EXPERT INSIGHT: Becoming a Thought Leader and Influencer—Lisa Murray
Find a Voice
Course Correct (if needed)
What if You’re Not an Expert
Creating and Delivering Content
Blogs
Webinars
Podcasts
Videos
Exploring Top Social Tools
YouTube
Facebook
Instagram
Pinterest
Snapchat as a Marketing Tool
Email Marketing
Email Marketing Tips to Get You Focused
Tools, Tips, and Training Resources
➡ ACTION CREATES TRIUMPHS (ACT): Social Media Critique and Campaign Development
Part One: Social Media Critique
Part Two: Social Media Campaign
Information to Include in Your Social Marketing Campaign Presentation
➡ AHAs: Lessons and Takeaways
Chapter 12 • Leveraging Old School Marketing Tactics
Old School Never Goes Out of Style
Old School Methods of Reaching Your Customers
Brochures
Direct Mail
Get Them to Act
Traditional Advertising
The Power of Networking: Making the RIGHT Connections at the RIGHT Events
Where Else Can You Meet the RIGHT People?
Developing Your Network: You Can’t Succeed Alone
➡ ACTION CREATES TRIUMPHS (ACT): Create a Networking Plan
➡ VIEW FROM THE TRENCHES: Stallion Deliveries
Mother’s Day Campaign
Send a Smile: Eid (Celebration) Day Campaign
In Their Shoes
➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey
Your Marketing Campaign Rollout
Channels and Tools
➡ AHAs: Lessons and Takeaways
Toolkit
Worksheet 12.1: Marketing Channel Projections and Analysis
Worksheet 12.2: Omnichannel Marketing Campaign
Worksheet 12.3: Marketing Campaign Strategy Outline
Worksheet 12.4: Networking—Making the Right Connections
Chapter 13 • Using Data and Passion to Move From Idea to Market
Understanding the Customer Journey Through the Data
Channeling Your Passion to Fuel Success
Watch the Flames
Learning to Accept Failure
➡ ACTION CREATES TRIUMPHS (ACT): Test Your Readiness to Commit to Your Venture
Scorecard Instructions
Cut Once, Measure Twice
Just the Facts: Getting the Right Data and Getting the Data Right
Where to Begin Your Analysis
Measuring Your Input and Outcomes
Sales Analysis and Projections
Prospect and Customer Sales Cycles
Employee Analysis
Customer Revenue and Profit Analysis
Product/Service Analysis
Marketing Tactics
Customer Lifetime Value
Selecting the Right Customer Mix
Your Data Capture Plan
Ready, Set, Launch: Your Marketing Road map
Navigating Your Path to Success
A Journey of Exploration
Oh! The Places You’ll Go
Oh! The Places You’ll Go!
Toolkit
Worksheet 13.1: Data Capture Plan
Worksheet 13.2: Measuring Your Input and Outcome
Worksheet 13.3: Customer Lifetime Value
References
Index