How to Market Unsexy Products

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Instructor: Jacquelyn Miller Let's face it, as a marketer, you can't always promote products on the vanguard of hip and cool. In fact, it might even be good to build your marketing career in an unsexy industry - Jacqui Miller will tell you why. As the marketer for PillPack, a new pharmacy focused on creating a better, simpler pharmacy experience, Jacqui knows all about turning on spotlights even when there's no stage. She'll help you (your brand) get sexy and brainstorm marketing plans that actually feel fun. What You'll Learn: Why unsexy industries are where it's at. Spotting marketing opportunity in unexpected places. Borrowing marketing ideas from successful consumer brands. Convincing managers / team members to have more marketing fun.

Negócios Tecnologia

marketing un-sexy products
november 20, 2013
jacqui miller | @jacquimiller

http://www.youtube.com/watch?v=0XnzfRqkRxU

Pharmacy Simplified

1. Borrow From Everywhere
2. Find Your Audience
3. Make It Stick

1. Borrow From Everywhere
2. Find Your Audience
3. Make It Stick

1. Borrow From Everywhere
2. Find Your Audience
3. Make It Stick

1. Borrow From Everywhere
2. Find Your Audience
3. Make It Stick

‣ Social Currency: we share things that
make us look good
‣ Triggers: top of mind, tip of tongue
‣ Emotion: when we care, we share
‣ Public: observability drives imitation
‣ Practical Value: news you can use
‣ Stories: create a Trojan Horse for your
information

‣ Social Currency: Snapple caps
‣ Triggers: Coffee <3’s Kit Kats
‣ Emotion: #SFbatkid
‣ Public: Mo’vember
‣ Practical Value: Corn shucking YouTube
‣ Stories: Dove Real Beauty campaign

Try it
!

The next time someone complains about
Millennials, maybe remind them who
linoleum-ed over all the hardwood floors.
!

- Julieanne Smolinski (@boobsradley), Twitter

marketing un-sexy products
november 20, 2013
jacqui miller | @jacquimiller

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Slide 1. So, I’m here today to talk to you about a subject that is near and dear to my heart: “How to Make a Gabillion Dollars with Community Marketing…or something to that effect” And, truly, it’s pretty simple…there really are… Slide 2. …only 3 ways to make a gabillion dollars online. The first? Slide 3. …duh…we all know it is… Slide 4. …the obvious…PORN! Sex! Hubba hubba! …which is accompanied by its first cousin… Slide 5. …spam…because you know you will need… Slide 6. …a few of these in order to… Slide 7. …get alot like this and the next thing you know you can… Slide 8. …roll your own… Slide 9. The second way to make that gabillion dollars, of course, is to… Slide 10. …get extremely bloody lucky. I’ve known more than a few instances where people were in the… Slide 11. right place at the Slide 12. right time and ended up… Slide 13. …striking it rich. These are those situations where we love to go back in time and examine exactly what it was that…munity have to do with making a gabillion dollars? Slide 25. a whole lot. Because … Slide 26. …customers have a whole lot of choice, and if you haven’t noticed, it’s getting easier and easier for them to… Slide 27. …tune you out. In fact, doesn’t it seem that the harder you try to get a message across Slide 28. the more likely it is that you are ignored? You may be producing the world’s coolest widget (and widget means something entirely different in this crowd), which, much like this sign is good for your customers, yet…they completely ignore it! Slide 29. Do you wanna know why? Do you? Even if you don’t I’m going to tell you (I have the stage)…It’s because… Slide 30. they don’t care what you have to say, sell or even give away. No they don’t. People don’t listen to ads, salespeople or important messages anymore. People don’t listen to YOU because they are too busy… Slide 31. listening to their friends! The people they TRUST! The people they care about! Slide 32. this is not news. The majority of our buying decisions have always been through word of mouth. This hasn’t changed. What HAS changed is that, thanks to the proliferation of online communities… Slide 33. …our networks have gotten bigger. Which means that we have more options for getting recommendations. This is a screenshot of my ‘Friend Wheel’ from Facebook. As of this day, I have over 900 friends on Facebook. A portion of them I only actually know online and some of them, of course, have more influence over decisions I make than others. But what is important to note here is that even the most distant “friend” on one of these networks has more influence over my buying decisions than any ad or salesperson I encounter. Slide 34. It isn’t just me or the digerati or the “next generation”, there is significant online growth in all segments of the market. Slide 35. Just to put this all into perspective for you, this year Forrester Research found that only 13% of consumers say they buy products because of their ads. Contrast that to 60% of small business owners in North America that say they use peer recommendations to make their buying decisions and over 70% of 18-35 year olds who report the same for their media purchases. With every new social network, the penetration deepens. People are getting savvier and savvier. Their bullshit compass is well-tuned. They don’t want a pretty picture, they want to have the FULL picture. Slide 36. Now, as a word of caution…some companies have gotten smart to this phenomenon and started to join these social networks themselves…not as people, but as companies and characters and as sales. Which leads to a reaction something like this… Slide 37. Companies like Pay-Per-Post, who cater to clients who want to tap into Social Networks and the power of blogging, think they will influence others through word of mouth, but they have it dead wrong. Slide

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In the world of digital marketing there are lots of different options for acquiring customers. In the last few years the spotlight's been on inbound, with its focus on content and authentic interactions with the customer to drive sales. What we don't hear about as often though, is the enormous amount of manpower that goes into implementing a successful inbound strategy. Enter the paid customer acquisition route. Services like Google AdWords and Facebook Advertising, while costing money, have great reputations for a reason--they work. Andrew and Noah will walk you through the basics, and teach you how to craft a successful strategy. What You'll Learn An overview of paid customer acquisition channels The metrics to pay attention to How to identify the best strategy for your company

Introduction to Paid Customer Acquisition

Introduction to Paid Customer Acquisition

Introduction to Paid Customer Acquisition

When it comes to startups, SVB has been around the block. Many times. They've helped countless founders and CEOs negotiate the ups and downs of startup financing. Confused about the how to choose the right funding strategy? Don't be. On November 12th, SVB’s Dan Allred and Smith Anderson will break it down for you. They'll introduce five of the most important and popular avenues for startup funding: Bootstrapping Crowdfunding Angel Investors Venture Capital Debt

Get funded Expert Advice from the People Who Know

Get funded Expert Advice from the People Who Know

Get funded Expert Advice from the People Who Know

There's nothing quite as powerful as an authentic advocate, who shares their opinion about your brand with their friends, family and social networks. Dave Balter spent the last 12 years building BzzAgent, which has energized millions of advocates to influence hundreds of millions of people. He literally wrote the book(s) on advocacy marketing: Grapevine (2005) The Word of Mouth Manual Vol. II (2008) In this hands-on workshop, Dave will share the four key tools to generating advocacy and teach you how to get (just about) anyone to do (just about) anything. 'Nuf said.

Dave Balter's Advocacy Marketing Class

Dave Balter's Advocacy Marketing Class

Dave Balter's Advocacy Marketing Class

The road to launching a new web or mobile application usually starts with the creation of a minimum viable product (MVP). A MVP is more than a prototype but less than a fully-featured app and can help you engage a particular audience, such as potential investors, strategic partners, hires, or test users. Determining what features should be included in or excluded from your MVP is a critical task with major ramifications. Building a bad MVP negatively impacts your time to market, budget, likelihood of getting funding, and probability of success: this class is going to help you get it right. What You'll Learn: How to let go of the features you used to think were a “must have”. How a particular audience can impact the features in a MVP. How to maximize a MVP’s impact while still hitting deadlines and budgets.

The Short List: Choosing Critical Features for Your Minimum Viable Product

The Short List: Choosing Critical Features for Your Minimum Viable Product

The Short List: Choosing Critical Features for Your Minimum Viable Product

Whale Hunting: How to Get Intros and Sell to Big Brands as a Startup

Whale Hunting: How to Get Intros and Sell to Big Brands as a Startup

Whale Hunting: How to Get Intros and Sell to Big Brands as a Startup

Don't Get Funded: How to Use Your Customers to Bootstrap

Don't Get Funded: How to Use Your Customers to Bootstrap

Don't Get Funded: How to Use Your Customers to Bootstrap

Buying ads on Facebook is easy -- launching a Facebook ad campaign that that actually brings in more customers and generates good ROI get's a little more complicated. Enter Carly Rodgers. Carly's been rocking Facebook ad campaigns for years (see her article on how she generated 1 Million Dollars in Revenue from Facebook Ads) and can help answer any of your questions from how to find your target audience to knowing if CPC or CPM is a better tactic for your company.

Facebook Advertising: Launch a Campaign That Really Works

Facebook Advertising: Launch a Campaign That Really Works

Facebook Advertising: Launch a Campaign That Really Works

Whether you're a developer or not, you can absolutely still help build your own site. In fact, it's important that you do. Anticipating how your audience will interact with your site -- navigating, consuming, purchasing, sharing -- and structuring it to make it easier for them to do the things that matter most (to them and to you) is major. Alec Harrison is the founder of Audacious Design, a design studio, and also works as a senior UI designer for Fresh Tilled Soil. He is passionate about data, data visualization, and technology. He specializes in creating intuitive UX/UI designs for many types of industries and products across mobile, tablet & web platforms

UX & Wireframes Know Your Weapon of Choice

UX & Wireframes Know Your Weapon of Choice

UX & Wireframes Know Your Weapon of Choice

Content 101: How to Create Content People Actually Care About

Content 101: How to Create Content People Actually Care About

Content 101: How to Create Content People Actually Care About

Ramping Up: B2C Acquisition Marketing for Start-Ups

Ramping Up: B2C Acquisition Marketing for Start-Ups

Ramping Up: B2C Acquisition Marketing for Start-Ups

Email has a bad rap: it’s been declared dead, called spam, and been sidelined by marketers and creatives alike. But email is one of the highest performing digital marketing channels, and requires its own unique set of content, marketing and design considerations. Let’s give email a big hug and learn to love this castaway of the web. In this presentation you'll learn: 1. How using “performance-driven email design” can drive email strategy that delivers results 2.Best practices and principles for creating great emails that get users to take action 3.Fundamentals of creating mobile-friendly emails

Email Strategy, Design and User Experience: Keys to Success

Email Strategy, Design and User Experience: Keys to Success

Email Strategy, Design and User Experience: Keys to Success

Keys to Responsive Design

Keys to Responsive Design

Keys to Responsive Design

Meditation: Startup's Secret Weapon

Meditation: Startup's Secret Weapon

Meditation: Startup's Secret Weapon

Mais de Intelligent_ly (20)

Legal Land Mines: Raising Capital

Legal Land Mines: Raising Capital

Legal Land Mines: Raising Capital

Legal Land Mines: Raising Capital

Legal Land Mines: Raising Capital

Legal Land Mines: Raising Capital

Craft Your Marketing To-Do List Like a Growth Hacker

Craft Your Marketing To-Do List Like a Growth Hacker

Craft Your Marketing To-Do List Like a Growth Hacker

The UX Playbook: Tools, Tips, & Tricks

The UX Playbook: Tools, Tips, & Tricks

The UX Playbook: Tools, Tips, & Tricks

Founder Selling: How to Win Deals & Close Critical Sales

Founder Selling: How to Win Deals & Close Critical Sales

Founder Selling: How to Win Deals & Close Critical Sales

Tech for the Non Technical - Anatomy of an Application Stack

Tech for the Non Technical - Anatomy of an Application Stack

Tech for the Non Technical - Anatomy of an Application Stack

Fundamentals of Facebook Advertising

Fundamentals of Facebook Advertising

Fundamentals of Facebook Advertising

Introduction to Paid Customer Acquisition

Introduction to Paid Customer Acquisition

Introduction to Paid Customer Acquisition

Get funded Expert Advice from the People Who Know

Get funded Expert Advice from the People Who Know

Get funded Expert Advice from the People Who Know

Dave Balter's Advocacy Marketing Class

Dave Balter's Advocacy Marketing Class

Dave Balter's Advocacy Marketing Class

The Short List: Choosing Critical Features for Your Minimum Viable Product

The Short List: Choosing Critical Features for Your Minimum Viable Product

The Short List: Choosing Critical Features for Your Minimum Viable Product

Whale Hunting: How to Get Intros and Sell to Big Brands as a Startup

Whale Hunting: How to Get Intros and Sell to Big Brands as a Startup

Whale Hunting: How to Get Intros and Sell to Big Brands as a Startup

Don't Get Funded: How to Use Your Customers to Bootstrap

Don't Get Funded: How to Use Your Customers to Bootstrap

Don't Get Funded: How to Use Your Customers to Bootstrap

Facebook Advertising: Launch a Campaign That Really Works

Facebook Advertising: Launch a Campaign That Really Works

Facebook Advertising: Launch a Campaign That Really Works

UX & Wireframes Know Your Weapon of Choice

UX & Wireframes Know Your Weapon of Choice

UX & Wireframes Know Your Weapon of Choice

Content 101: How to Create Content People Actually Care About

Content 101: How to Create Content People Actually Care About

Content 101: How to Create Content People Actually Care About

Ramping Up: B2C Acquisition Marketing for Start-Ups

Ramping Up: B2C Acquisition Marketing for Start-Ups

Ramping Up: B2C Acquisition Marketing for Start-Ups

Email Strategy, Design and User Experience: Keys to Success

Email Strategy, Design and User Experience: Keys to Success

Email Strategy, Design and User Experience: Keys to Success

Keys to Responsive Design

Keys to Responsive Design

Keys to Responsive Design

Meditation: Startup's Secret Weapon

Meditation: Startup's Secret Weapon

Meditation: Startup's Secret Weapon

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Organisational success today depends on effective communication and collaboration with individuals from cultures with varying beliefs and practices. Indeed, with the workforce increasingly comprised of people of varying cultural backgrounds, leaders must now prioritise the significance of cultural competence in the workplace. Ensuring cultural competence at every level of your organisation cannot be understated. While cultural disparities can manifest in different ways, as a leader, you must build deep and nuanced cultural competence skills and education to accurately spot, address and alleviate the various scenarios that can arise. Failing to recognise the importance of cultural competence or not acting to improve it can lead to cultural negligence. There are a few things to consider to ensure your organisation is on the right track. In this deck, you'll understand the importance of building cultural competence in the workplace. You'll also learn • The three (3) dimensions of Cultural Competence in the workplace • Key strategies to build a culturally competent workforce • Major benefits you stand to gain by having a culturally competent team.

Cracking the Cultural Competence Code.pptx

Cracking the Cultural Competence Code.pptx

Cracking the Cultural Competence Code.pptx

Workforce Group

Welcome to my Personal Brand Exploration Presentation! In this engaging and insightful presentation, I take you on a journey to discover the essence of my professional identity as a digital marketer. Through a blend of visual storytelling and strategic insights, I showcase the key elements that define my personal brand and highlight my unique value proposition in the digital marketing realm. In this presentation, you will: Gain an understanding of the objectives and significance of personal branding in the digital age. Explore the core values, strengths, and passions that shape my professional persona. Witness the creative process behind developing a cohesive visual identity and brand narrative. Learn how I leverage my skills, experiences, and aspirations to create meaningful connections with my audience and stakeholders. Discover the strategic approach I take in aligning my personal brand with industry trends, market demands, and future career goals. Whether you're a fellow digital marketer, a potential employer, or simply curious about the power of personal branding, this presentation offers valuable insights and inspiration. Join me as we delve into the world of personal branding and unlock the potential of crafting a compelling professional identity in today's competitive landscape.

Uneak White's Personal Brand Exploration Presentation

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Dive into the world of sales excellence with 'A Day in the Life of a Salesman/Woman.' This presentation offers insights into the daily routines and strategies of dedicated sales professionals, covering everything from strategic planning to closing deals. Explore key insights and practical tips for navigating the modern marketplace while celebrating the passion and purpose of those who drive the business forward.

A DAY IN THE LIFE OF A SALESMAN / WOMAN

A DAY IN THE LIFE OF A SALESMAN / WOMAN

A DAY IN THE LIFE OF A SALESMAN / WOMAN

IlamathiKannappan

Katrina Personal Brand Project and portfolio 1

Famous Olympic Siblings from the 21st Century

Famous Olympic Siblings from the 21st Century

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How to Market Unsexy Products

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5. http://www.youtube.com/watch?v=0XnzfRqkRxU

6. Pharmacy Simplified

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11. 1. Borrow From Everywhere 2. Find Your Audience 3. Make It Stick

12. 1. Borrow From Everywhere 2. Find Your Audience 3. Make It Stick

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21. 1. Borrow From Everywhere 2. Find Your Audience 3. Make It Stick

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27. 1. Borrow From Everywhere 2. Find Your Audience 3. Make It Stick

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29. ‣ Social Currency: we share things that make us look good ‣ Triggers: top of mind, tip of tongue ‣ Emotion: when we care, we share ‣ Public: observability drives imitation ‣ Practical Value: news you can use ‣ Stories: create a Trojan Horse for your information

30. ‣ Social Currency: Snapple caps ‣ Triggers: Coffee <3’s Kit Kats ‣ Emotion: #SFbatkid ‣ Public: Mo’vember ‣ Practical Value: Corn shucking YouTube ‣ Stories: Dove Real Beauty campaign

32. The next time someone complains about Millennials, maybe remind them who linoleum-ed over all the hardwood floors. ! - Julieanne Smolinski (@boobsradley), Twitter

33. marketing un-sexy products november 20, 2013 jacqui miller | @jacquimiller