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Branding
- 1. Do’s & Don’ts of Branding: A SendGrid Montage Jesse McCabe Director, Product Marketing May 9, 2013
- 4. Good Brands Also… Save Time Project the Right Message Provide Identity
- 5. What Can You Do?
- 6. Understand Your Market • Know who are you selling to. • Know where buyers look for info? • Cultivate & nurture user communities.
- 7. Jon Hoffman Head of Infrastructure at foursquare "We're now enjoying email delivery rates of 96% and have saved thousands of dollars in engineering resources." Customer References SendGrid Approach
- 8. Define Your Brand • Be Relevant • Be Consistent • Be Clear • Create Emotional Attachment
- 10. Differentiate…Differentiate…Differentiate • Understand Competitive Landscape • Develop Value Prop • Communicate Why You are Different
- 12. Deliver a Kick-Ass Product!
- 14. Email Delivery. Simplified • Logo / Tagline • Black Slide About SendGrid
- 16. Building a Brand January, 2009 – Begin working on SendGrid Today - 150k Customers - 100b Emails - 130 Employees August, 2009 – TechStars Graduate SendGrid is Born! December, 2009 – Raised $750k April, 2010 – $5M Series A Round Jan, 2012 – $21M Series B Round Dec, 2012 – 100K Customers
- 17. A Few of Our Many Happy Customers
- 18. Accelerator Partner Offer for 500 Start-up Clients • Discounted SendGrid plans – Free Silver Plan for 6 months (up to 100k emails / mo.) – $79.95 off Gold or Platinum Plan for 6 months (up to 300k / 700k emails / mo.)
- 19. Thank You!Jesse McCabe Director, Product Marketing Jesse.mccabe@sendgrid.com @mccabejesse
Editor's Notes
- AestheticsQuality productEmployeesKids club
- Ask question – what is a brand?Not product, logo, website or name.What customers perceive about you and how you make them feel.
- Question: What is a brand?Good brands:Save time (Nike)Projects right message (BMW)Provides an identity (Apple)Pics to representAsk question: What is a brand? What customers perdeive about you and how you make them feel. Whatever the consumer thinks of when he/she hears your company’s nameFoundation of your communication that builds relationshiops w/ you and your customers.
- Nike / Volvo and Apple all big companies with brands that have been developed over time…but what can you do now to help grow your brand?
- Issues - Ford did not understand market for Edsel. Never tested concept on real buyers. Priced vehicle in way that actually cannibalized sales from other divisions. Also had reliability issues.Key PointsWho are you selling to? Why would they buy from you?Buyer personasWhere do buyers look for info?Leverage these channels to communicateCultivate / Nurture User Communities
- Social Media Marketing Blog posts Social channelsBook – The Referral Engine – Teaching your Business to Market itself by John Jantsch
- Examples of brands who are good at defining who they are in the market?Consumers are bombarded by information all day every day. Images pop / various brands / mediums (TV / Radio / Banner Ads / mobile devices)In order to be effective in our information overload economy, you need to figure out what is your brand message.Helps consumers understand who you are / where you sit within the market
- Social Media Marketing Blog posts Social channelsBook – The Referral Engine – Teaching your Business to Market itself by John Jantsch
- Do: Orville RedenbockerCommoditized market PopcornTurning commodity into a brand and commanding premium price for it. Value prop: Every kernel of corn pops. Search for creation of world’s best popcorn.Quality wins (better product than generic versions)Market purchased b/c found Orville endearing / unique brandHis corn was worth more b/c had a personality
- Social Media Marketing Blog posts Social channelsBook – The Referral Engine – Teaching your Business to Market itself by John Jantsch
- Quality wins…marketing
- Social Media Marketing Blog posts Social channelsBook – The Referral Engine – Teaching your Business to Market itself by John Jantsch
- Isaac entrepreneur. Co-founder and CTO for a couple previous start-ups providing web-based application. Familiar w/ boostrapping companies. Became frustrated by lack of services to help companies deliver email.Learned need to validate your market / market opportunity before you do anything. Leveraged online forums to help validate opportunities.
- Timeline of company / branding elements
- 150k customers8b emails / month