What are the two steps in developing a marketing strategy 2013,presentation tools like prezi 3d,video toolbox editor apk free download - Videos Download

Understand the relative importance of each step in the new offering development process and the functions within each step. Distinguish between the various forms of testing and analysis that take place before a new offering is brought to the market.
Many companies, HP and Apple included, were launched in someonea€™s garage after the founders got an idea for a product and then tried to make and sell it. Customers are particularly important cocreators of offerings when they are consuming products with service components. Campbella€™s creates many new products, including varieties of their Pace products, that may result from working with their suppliers. FigureA 7.5, a€?New Offering Ideasa€? shows some product ideas that came from each of the sources we have discusseda€”employees, customers, suppliers, and onea€™s competitors. Keep in mind that idea generation is typically the least expensive step in the process of developing a new offering, whether you involve customers or not. Better idea screening might have helped Coca-Cola avoid the problems it encountered marketing its a€?New Cokea€? formula.
The purpose of idea screening is to try to avoid mistakes early in the development process. Because screening considers the feasibility of actually making and servicing an offering, price and cost are important components. Quality function deployment (QFD)quality function deployment (QFD)A specific process for designing new offerings that begins by specifying a customera€™s requirements and then designing a product to meet those needs.
In the development stage, the actual offering is designed, specifications for it are written, and prototypes of it are developed.
During the testing stage, the offering is tested, first in the lab and then with real customers. Simultaneous to testing the offeringa€™s ability to meet its specs, the company is also developing and testing the marketing communication plan that will be used to launch the product.
Some companies test the complete launch of a producta€™s marketing plan to ensure that it reaches buyers, gets positive feedback, and generates sales of the product or service. Most companies put new offering ideas through a seven-step process, beginning with the idea generation stage. Note: Links may contain affiliate links, which means I receive a commission if you make a purchase. This post is a follow-up to a post last week on the different resources in crowdfunding campaign marketing and how to get the most bang for your buck. In this post, I want to wrap-up the topic with insight from seven experts on marketing and share their very best advice on how to get people to your campaign through marketing. Sally Outlaw provides some great tips from her book Cash from the Crowd on crowdfunding marketing. Existing personal network – Sally brings up a good point in contacting your existing network. Know the influencers on your list, those people with large social circles (both online and offline).
Social Media followers – Besides your own social media network, look at the network of other businesses or groups related to your campaign.
New audiences – Remember that social media isn’t really supposed to be a one-way conversation people use to spam their message, though many only use it for that purpose. A word of warning: spending time developing your own crowdfunding marketing strategies will help avoid crowdfunding promotion scams. Chris Dyson of TripleSEO offers a three-phased approach that includes some pre-launch steps. Build your Audience encompasses a lot of the pre-launch steps we talked about in the previous posts like understanding who is most likely to support your campaign and building a blog to reach them. Besides posting something to your blog at least once a week, you need to reach out to other blogs as well.
Setting up your Funding Campaign encompasses some of the campaign description and marketing material that will go on your crowdfunding page. Even if your campaign is for a social cause, you’ll want to offer some kind of reward to supporters. Campaign is Live – After your campaign is online, you’ll want to really step it up with your marketing strategy.
Johnathan Leow draws for the success of the Duet campaign on Indiegogo for his crowdfunding marketing rundown on CrowdfundInsider. Building your audience – I feel like a broken record here but the fact is that pre-launch marketing is your number one source for crowdfunding marketing success. Stalk your target audience – Ok, you’re not stalking anyone but you definitely need to know where your target audience hangs out and then ‘casually bump into them’.
Put together an outreach list using Follerwonk for social media contacts and Help a Reporter Out for journalist connections.
Melinda Emerson offers some basic tips for putting together a crowdfunding marketing strategy from her new book on becoming your own boss. Leverage Social Media – Melinda echoes the need to start early with your social media strategy and engage your network. Make it Easy to Share – Include your social media buttons on all emails and other marketing.
Your Email List is Key – Another one that keeps coming up in marketing tips and as a blogger, I can vouch that your email list is pure gold. Social media came up as one of the most often recommended tools in another post on the top tips from campaigns for church fundraising ideas. Catherine Clifford outlines eight crowdfunding marketing tips you might not have Heard of before in this post on Entrepreneur.
Don’t try to win over everybody – Focus your crowdfunding marketing message on your target audience and their needs.
Set your goal as low as you can manage – Remember, 72% of successful Kickstarter campaigns raise less than $10,000 and well under a percent raise more than $100,000. Richard Swart brings up an interesting topic in the need for larger corporate brands to use crowdfunding as a marketing tool. Even this guide compiled from the advice of seven industry experts cannot cover every marketing strategy or activity. About Joseph HogueAn investment analyst by profession, I run two blogs (Crowd101 and PeerFinance101) in personal finance, peer lending and crowdfunding. With the power of the internet, people are helping other people manage debt and raise money in ways never before possible. A business Retention and Expansion (BR&E) team coordinates responses to individual business concerns, or warning flags (see Step 2), and develops strategies to improve the local business climate. The committee should include four or five individuals with the skills and abilities to help businesses with common business challenges like marketing, accounting, or finance, as well as regulatory issues.
Members of the team should be given a copy of the market analysis.  Supplemental information such as detailed demographic reports, lifestyle segmentation profiles, and consumer survey data should also be made available. Warning flags or “red flags” are issues of individual businesses that are a cause for concern and targets of response from the BR&E team. Other questions in the standardized survey ask business owners about their interest in receiving information resources and business incentive programs, and about challenges they face. A good process to identify warning flags includes setting aside a time in which the whole BR&E team can assess surveys together and discuss appropriate follow up. The worksheet contains two important columns:  (1) level of urgency and (2) organization or person responsible for follow up. A starting point for any BR&E team offering assistance to individual businesses is getting the market analysis data into their hands, and then helping them apply the information to their operations. When reviewing business surveys, you will find some issues that cut across many businesses and call for strategies that will affect the whole business district. Needless to say, experts do not recommend developing business retention and expansion strategies in a vacuum. An action planning worksheet (see following figure) is a helpful tool the BR&E team can use to implement strategies and move from ideas to action. About the Toolbox and this SectionThe 2011 update of the Downtown and Business District Market Analysis Toolbox is the product of a collaborative effort involving University of Minnesota Extension, Ohio State University Extension, and University of Wisconsin Extension.
This section includes new methods added by Ryan Pesch and Michael Darger of University of Minnesota Extension and Bill Ryan of University of Wisconsin Extension. These institutions have collaborated in the 2010 update of the DMA toolbox with assistance from the North Central Regional Center for Rural Development. We teach, learn, lead and serve, connecting people with the University of Wisconsin, and engaging with them in transforming lives and communities.
Downtown Market Analysis is part of the University of Wisconsin-Extension For Your Information Network. Although the size of a company will affect how the different stages of their new product development process are conducted and whether products are test marketed before being introduced, the steps are generally the same. HPa€™s first product was an audio oscillator that two Stanford University students developed. At Motorola, engineers are working on a mobile phone that can be recharged by rubbing it on smooth surface. In fact, in business-to-business (B2B) markets, customers are probably the biggest source of new product ideas. For example, if you provide your hairdresser with feedback while your hair is being cut, your input will alter the final style you receive.
A supplier might develop a new product or technology that can be used to make yet another product, and then go to the makers of those products and suggest new versions of them.


As you move through the product development process, each step is usually more expensive than the last. Famous product blunders include Ford Motor Companya€™s Edsel, Clear Pepsi, and Coca-Colaa€™s New Coke. Concept testingconcept testingPresenting an idea for an offering (including possible marketing communication ideas) to consumers for their reaction early in the offering development process. If the company cannot sell the product in sufficient quantities to generate a profit, the idea must be scrapped. Process feasibilityprocess feasibilityThe degree to which the manufacturing of a product or the delivery of a service can be done within the proper quality specifications on a repeatable basis; the degree to which an organization can actually make and service an offering. The history of business is rife with examples of companies failing to develop winning new products only to see their competitors do so. The first is investment riskinvestment riskThe potential of losing onea€™s money and time should a new offering fail., or the possibility that the company will fail to earn the appropriate return on the money and effort (the investment) it puts into the new product.
Again, price enters the picture as the company considers which features are important to consumers at different price points. The QFD process has been particularly helpful when it comes to bundling the right features within the HPa€™s printer line because each printer model can be targeted to specific customer needs.
It is also during this stage that the firm considers the producta€™s manufacturing process. Lab testing is also called alpha testingalpha testingThe testing of a product in a laboratory setting.. During beta testingbeta testingThe testing of a product by real customer in the customera€™s location., actual customers make sure the offering works under real-world conditions. The developer of the product needs a strong relationship with these customers because the product might still have bugs that need to be ironed out.
Many companies involve consumer panels or user communities, both for testing the offering and the communication plan. This is called a market testmarket testThe test launch of a producta€™s complete marketing plan to ensure that it reaches buyers, gets positive reactions, and generates sales of the product..
You have probably heard about the a€?box officea€? sales for new movies the first weekend following their release. Ideas for new offerings can come from anywhere including onea€™s customers, employees, customers, suppliers, and competitors. Social media is all the rage and a lot of people spend their entire budget but it’s still some of the old school resources like offline marketing that bring the most supporters to your crowdfunding project. Remember, your crowdfunding marketing strategy is the second stage in crowdfunding success. Talking to your contacts on a personal level first will help gauge their interest in your campaign.
Try contacting the other group to see if you can guest post on their blog or if they can give you a shout out about your blog or campaign. There are some great crowdfunding consultants out there but you need to know what to expect. Even with more than two billion people online, only a miniscule fraction are going to be interested in your product or social cause. You really only need a few pages that describe your campaign and to which you can post regular updates or thoughts. The blogs where your potential supporters hang out already have an audience, why not reach theirs?
This is really still part of your pre-launch stage because you’ll want to test the ideas with friends and family before you put them live on the ‘net.
If your crowdfunding campaign is to produce a product or business, then you can offer different levels of your product. Crowdfunding marketing with videos have a much higher success rate and you can use these videos on YouTube as extra marketing.
This is really the best and cheapest way to bring people to your crowdfunding campaign page.
The Duet campaign set a goal of just $5,000 which was easily beaten in the first few days of the campaign. A landing page is basically just a single webpage with one focus, getting people to sign up. If your niche is technology applications, you might try forum: tech apps or another search. These influencers are your source for free publicity that could reach thousands in your target audience. She offers the idea that you should be sharing other people’s content four times as much as your own content. Unless your own blog is more than a few months old, you are not going to have much traffic.
If people are interested enough to subscribe to your email list, they are interested in being a bigger part of your cause. Not only will these campaigns help to see what works and what doesn’t from a crowdfunding marketing perspective but the campaign owners might be able to connect you to their own community.
Most successful campaigns have less than 1,000 backers so really speaking to that small market is all you need.
The idea is that not only can you use marketing to drive your crowdfunding campaign but you can also use your crowdfunding campaign to drive marketing. What crowdfunding marketing activities have you used in your campaign and which have been the most effective?
I talked to 33 crowdfunding experts and their #1 tip to boost your fundraising ideas and crowd campaigns for a mega-list reference. I've been on both sides of the table as a lender and a borrower and am excited to be a part of the peer movement. Too often the sudden closing of a long-time business surprises residents and local officials alike who assume a business is doing fine simply because the doors remain open each day. The primary source of information to identify warning flags is the Business Survey (see Business Survey section of the Toolbox), which includes many questions to identify potential problems. The team can use the warning flags worksheet (see following exhibit) to organize its thoughts and keep good records to facilitate a timely response. Local university Extension educators, Small Business Development Center (SBDC) counselors, Main Street program business specialists, Service Corps of Retired Executives (SCORE), chamber of commerce and other public or private small business professionals can provide assistance.  Follow-up can take many forms, ranging from a mailing in response to simple information requests to individual consulting.
Some strategies may be simple, such as hosting group workshops to meet community training needs. Instead, the BR&E team should put in place a process that allows businesses and other interested parties to review business survey findings and develop strategies that address issues common to many businesses in the business district.
The update was supported with funding from the North Central Regional Center for Rural Development.The toolbox is based on and supportive of the economic restructuring principles of the National Trust Main Street Center. While there was some debate, Applea€™s Macintosh microcomputer appeared to be a low-cost knockoff of the Xerox Star, a software-equipped workstation.
His idea was to use the wheels of the roller blades to generate electricity to charge a cell phone or MP3 player. Customers know what customers need and want, which provides organizations an indication of market needs. Similarly, a businessperson who provides her certified public accountant (CPA) with information and feedback about her firm will help the CPA develop better financial and tax plans for her business.
However, many new ideas (and consequently new products) arena€™t actually new but rather are versions of products and services already available. Ideas for new products are relatively cheap and easy to generate; what is difficult and expensive is making them a reality.
Understanding the customera€™s personal value equation (defined in ChapterA 1, What Is Marketing?) is an important consideration, too.
For example, when the inventor Chester Carlson approached IBM executives with the idea of photocopyinga€”the technology platform that later became the heart of Xerox Corporationa€”they turned Carlson down.
The second is opportunity riskopportunity riskThe potential loss of revenue a company risks when it chooses an alternative course of action such as launching a different offering., or the risk that there is a better idea that gets ignored because the firm has invested in the idea at hand. The benefits are linked to certain characteristics of the offering, which are then broken down into component-part characteristics. Customers can then purchase the model that best suits their needs and doesna€™t have a bunch of features that dona€™t add value for them.
For example, when a restaurant is developing a new dish, it must not only taste good; it must also be a dish that can be made in a reasonable amount of time once ita€™s ordered and prepared at a cost that earns the restaurant a profit. Alpha testing ensures that the offering works like ita€™s supposed to in a variety of different environmentsa€”that it meets its specifications, that is.
Beta testing not only tests whether the offering works as advertised but also tests the offeringa€™s delivery mechanisms, service processes, and other aspects of marketing the product. If the relationship between the parties is a€?iffy,a€? and the product or service needs a significant amount of changes, beta testing could damage the relationship between the two parties and hurt the developer of the producta€™s sales. As we mentioned, JCPenney solicits the advice of a user community for its Ambrielle line of lingerie (you can listen to Laura Carros, who developed the community, in ChapterA 14, Customer Satisfaction, Loyalty, and Empowerment). Other companies may use a rolling launchrolling launchIntroducing a new offering across markets one by one in order to work out any challenges or problems related to marketing and supporting the offering.
The next step in the process is the idea screening stage, followed by the feature specifications, development, testing, and launching stages. If you haven’t read my post on the crowdfunding pre-launch stage or the Ultimate Guide to Pre-launch Crowdfunding, that’s where you should start.
Social media management tools like Hootsuite make crowdfunding marketing much easier by letting you link all your social networks together from one page.


Only with this engagement will you be able to build a sense of community and convert ‘followers’ to supporters.
Chris gets a little detailed with some of his suggestions, diving into what colors represent emotionally, but it’s definitely worth a look for ideas and guidance.
This may be tough for a lot of crowdfunders but I would say you need to start at least three months early at a minimum. If you set up a blog then you can set up a landing page through your site or go through a provider like Launchrock.
You’re much more likely to raise the smaller amount and you can build on that success in future campaigns.
Your email “Thank You” reward should go out to smaller contributions like $1 while higher donations should actually get something more.
Instead, probing business owners about business challenges and future plans offers clues about possible future actions.  Through the market analysis process, and the business survey in particular (see Business Survey section of the Toolbox), you have the opportunity to indentify individual business needs you can act to fill, such as providing more space, addressing financing issues, or providing information resources. A good practice is to have two team members review each survey.  A viewing by a second set of eyes may uncover issues the first team member did not notice. A business indicating plans to move to another community in the next six months is clearly an urgent matter in need of immediate attention, whereas interest in historic preservation tax credits may not be as pressing. Others may be more sophisticated, such as forming cooperative purchasing alliances or launching group advertising initiatives. The process must allow participants time to learn about the business survey findings, brainstorm ideas, and prioritize and choose strategies.
The Wisconsin Main Street Program (Wisconsin Department of Commerce) has been an instrumental partner in the development of this toolbox. He wondered if a small generator could be created to capture and store the energy generated by rollerblade wheels. Customers who are good at generating new product ideas or applications of products are called lead userslead usersPotential customers who are innovative and develop new applications or new products for their own use without the aid of a supplier..
There are, however, different ways to achieve the same results as Apple has with its iPhone. A line extensionline extensionA new idea or offering that occurs when a company comes out with another model (related product or service) based on the same platform and brand as one of its other products. The phonea€™s large size, large buttons, and large screen screamed a€?Ia€™m old and blind!a€? leading potential users to shun it in droves.
The purpose is to get early consumer feedback before investing too much money in an offering that wona€™t work.
If the value consumers receive from the product is less than the price the company charges for it, they will not buy it. Process feasibility affects financial feasibilityfinancial feasibilityA new offeringa€™s ability to make money.. IBM did not see the product fitting with its strategy and stopped before they fully considered the potential. By contrast, a low-priced offering is likely to be a a€?bare-bonesa€? product with few features.
In terms of a manufacturera€™s offerings, using the same technology platform as another product (like Apple has done with iPods) can be very effective and cheaper. For example, Kraft might launch a new food product that has to work in hot climates, cold climates, high humidity, dry climates, and high altitudesa€”all conditions that can change how well the product works. The company frequently runs concepts by the group as well as sends actual prototypes to users to try on and report back to the company. For example, when one beverage maker tested the marketing plan for a new wine cooler, the firm first launched the product on the east coast, where the beverage was promoted as a a€?Polynesiana€? drink; on the west coast, the beverage was promoted as an a€?Australiana€? drink.
If the ticket sales for it are high during the first weekend, a studioa€™s executives might decide to beef up the promotions for it. You may be able to use a similar message for everyone on a specific list but you’ll still want to personalize it a little. You can schedule messages in advance to keep a constant stream of communication going out to your followers. It’s ok though, even the fraction of people that will be interested could be tens of thousands of eager supporters. The article brings up an important point that the crowdfunding platforms like Kickstarter and Indiegogo are traffic amplifiers. While the most direct need may be helping someone find their phone through an app, the deeper need could be an emotional one like a sense of security and staying connected.
The BR&E team would identify this answer as a warning flag and follow up on details to determine if it could help by modifying an ordinance or zoning codes. The worksheet refers to red, yellow, and blue flags to rate the urgency–standard language in a BR&E program. The key is to develop strategies consistent with the findings of the market analysis data and business district activities already under way.
This may take the form of a half-day retreat with a facilitator or a couple of smaller meetings. This idea, in turn, led to the development of a small roller ball (like you would find on an old-style computer mouse) built into the mobile phone. The Omnia, manufactured by Samsung, and the G1, a T-Mobile product, are devices similar to the iPhone that operate with software serving the same purpose. If the producta€™s costs cannot be controlled when ita€™s being made or serviced, the firma€™s financial goals wona€™t be met.
When it is assessing feasibility (both financial and process), it is assessing its investment risk. Thus, the feature specifications process begins with a strong understanding of what consumers want and need.
Using the same platform also generally makes it easier for a company to train its technicians to service a new product. Depending on the product, some companies might find it better to simply launch the product and let the market respond to, or test, it once it is available for purchase. Similarly, the data warehousing company Teradata has a a€?partnersa€? organization that consists of a community of users who participate in the firma€™s product design and testing.
The Polynesian version proved more popular, so in other new markets, thata€™s how the beverage was advertised and packaged.
If the ticket sales for the movie are low, the studio might stop screening the movie in theaters altogether and release it on DVD instead. A company must balance an offeringa€™s investment risk (the risk associated with losing the time and money put into developing the offering) against the offeringa€™s opportunity risk (the risk associated with missing the opportunity to market the product and profit from it). If your project is doing well, it may rise in the category rankings or even get featured on the home page, leading to a huge boost in traffic. A series of three emails will gradually bring subscribers into the community and relay the key points around the campaign. The more people are involved with developing the strategies, the more they will be invested implementing the plan to realize their vision. Focus groups and depth interviews are research techniques that can also be used later in the offering development process to test ideas, or for other purposes. Other risk-related questions include whether or not the offering can be developed on time and within budget. The company makes the offering available to one market after the first batch of its employees are prepared to service the product; then as new batches of employees are prepared to service the product, the company enters more markets. For other types of offerings, important milestones might be the first ninety days after the product is launched, followed by a second period of ninety days, and so forth. By the third email, subscribers are so in-tune with the campaign they will be calling you to volunteer.
The best people or organizations to handle follow-up are those who can retain the trust and confidentiality of the business owner.
JCPenney, for example, utilizes a panel of women who help develop the companya€™s Ambrielle line of lingerie products. Focus groups working virtually on the Web and by phone actually helped to develop this textbook.
For example, many manufacturers make great-looking faucets, yet one of your authors had to have the a€?gutsa€? of one faucet replaced three times before it would work, only to find two other friends had the same experience with the same model. Assessing a producta€™s feasibility continues throughout the entire new product development process. However, be aware that firms are constantly in the process of evaluating their offerings and modifying them by either adding or subtracting the features and services associated with them, changing their prices, or how they are marketed. Be sure to notify businesses of your intentions to hand off some issues to appropriate resource people or organizations. Concepts may also be tested online by creating an image and having people representative of the target market provide feedback. The length of time for milestones used to evaluate products may vary depending on the organization and other products or services being developed. Whether using focus groups, depth interviewing, or online methods, concepts must be evaluated by people representative of the target market or the feedback is not relevant.



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