APIA 2018 Shenzhen

1. Marketing ABC
Ross Kingsland
CEO
Social Media Thunder
@RossKingsland1

2. Social Media Thunder
Fame?
Celebrity?
Glory?

4. EIA Cascais 2017
Fame?
Celebrity?
Glory?

5. EIA Cascais 2018
Fame?
Celebrity?
Glory?

6. Why Do I Need To Do Marketing?
“My product sells itself!”

7. Why Do I Need To Do Marketing?
“My product sells itself!”
Why, can’t you sell it?

8. SUCCESS SUCCESS
WHAT PEOPLE
THINK IT LOOKS
LIKE
WHAT IT REALLY
LOOKS LIKE

9. What is your Vision?
Fame?
Celebrity?
Glory?

10. What is your Vision?
Fame?
Celebrity?
Glory?
'To Spread Our Wings Over The World' - Red Bull
Facebook's mission is to give people the power to build community and bring the world closer
together.
"Google’s mission is to organize the world’s information and make it universally accessible
and useful."
Headspace has one mission: to improve the health and happiness of the world.
LYFT - "Our mission is to reconnect people through transportation and bring communities
together."

11. What is your Vision?
Fame?
Celebrity?
Glory?
At [company name],
we are [doing X, Y, Z / solving big problem]
by [solution]
for [customer / community / group of people]

12. What are your Goals?
Fame?
Celebrity?
Glory?

13. What Are Your Goals?
SMART Goals
Specific Measurable Achievable
Realistic Time bound
Examples of Bad
● By 1st August 2018 [company name] will have a signed contract with Elon Musk to sell our flying
car.
● We will have a product that is trusted and transparent within North America.
● By the end of the decade [company name] will be the largest online education provider in the
world.

14. What Are Your Goals?
SMART Goals
Specific Measurable Achievable
Realistic Time bound
Examples of Good:
● By 31st August 2018 [company name] will have 100 customers paying €100 Euros per month.
● We will have 1,000 email subscribers with an open rate of 45% and a click through rate of 10%.
● We will have a social media network of over 5,000 people across 4 social media platforms with an
engagement rate of 2% per post.

15. A Tipping Point
Kevin Kelly
1,000 True Fans

16. Disclaimer:
The market you may want / think is your market,
may not be your market

17. Who Are You Marketing To?

18. Questions To Ask?
(B2C)
What is their buyer behaviour?
Why should they care about your
product?
What is their culture?
What is their life like?
What is their geography?
Hint: Ask a marketing mentor!

19. Questions To Ask?
(B2B)
What are they trying to achieve?
What specific pain are you
solving?
What success will your product
or service give them?
How will it affect them
personally?
Hint: Ask a marketing mentor!

20. B2B Are People Too

21. Buyer Persona
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
“Average Man”

22. Buyer Persona
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
What can you understand about this
individual just by looking at him?

23. Buyer Persona
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,
Test, Test, Test, Test, Test, Test,

24. What Is Your Thin End Of The Wedge?
Seed Series A Series B Series CProof of
concept /
bootstrapping
Local / 1 - 3
cities /
subscribers
/ revenue /
metric
Metric Metric Metric Metric

25. Your Growth Framework

26. What Is Your Thin End Of The Wedge?

27. Everyone wants to buy,
Nobody wants to be sold to

28. What About Your Competition?

29. Fastest Way To 1,000 Customers….
Once you understand your market
Identified your customer
Researched and understood the customers buyer
behaviour
Positioned your brand
Developed a presence in the marketplace
……...remember the golden rule……...

30. The Golden Rule:
The Money Is In The List

31. Fastest Way To 1,000 Customers….
Find who already has your access to
your market and approach them with a
win - win - win* proposition.
*customer win, their company win, you win

32. Fastest Way To 1,000 Customers….
Example 1 (B2C):
You sell guitar lessons online.
Approach music shop that sells
guitar music and instruments.
“Can we promote your services to
our customers? In return, can you
promote our services to your
customers?”

33. Fastest Way To 1,000 Customers….
Example 2 (B2B):
You offer drop shipping for
international students.
Approach storage company that
markets to students.
“Can we promote your services to
our customers? In return, can you
promote our services to your
customers?”

34. Fastest Way To 1,000 Customers….
Does this work?
Done right - YES!
Every company wants to
increase their revenue, profit
and revenue streams. Do it for
free by working together and
everyone wins.

35. Fastest Way To 1,000 Customers….
Rules for success:
1. Find similar start-ups / small enterprises in a complimentary
field but not direct competitor.
1. Reach out to them as a peer. “Hi, I’m Bob, CMO of XYZ
company and as a fellow entrepreneur in the XXX industry I was
hoping to get your advice on something, have you got 4
minutes for a quick chat?”
1. “We offer [ABC service] to customers like yours but I’m asking
for your opinion on how is the best way to reach them, what
have you found that worked?”

36. Social Media And Positioning
Day 9
Own Social Media Like A Boss
And
Sales Messaging To Win

37. Thank You APIA
你真棒
Ross Kingsland
www.SocialMediaThunder.com
@Social_Thunder
Smile@SocialMediaThunder.com
@RossKingsland1