Post on 15-Jul-2015
transcript
Tim McDonald 600Minutes B2C Marketing Helsinki 2015
B2C MARKETING
How to engage consumers in the digital age
EVEN THE BEST PRODUCT EVER (SLICED BREAD) DIDN’T FLY WITHOUT MARKETING.
CUSTOMERS ARE MORE RESTLESS THAN EVER. AND MORE KEEN TO TRY NEW THINGS THAN EVER BEFORE.
PRODUCT: JOLLA SMARTPHONE READY FOR SCALING
#PeoplePowered
JOLLA TABLET
We make it. You make it yours.
Campaign objectives Launch Jolla Tablet as a remarkable new product
• Redefine how you can launch a
product.
• Excite people about the Jolla brand.
• Capture a dispropor7onate
share of voice and media to inflate the
brand.
• Raise financing for tablet product development and crea7on.
Raise capital Inflate brand percep7on
Do kick-‐ass marke7ng
Fuel the community
Solid & measureable key performance indicators • Dollars • Press coverage • Social interac7ons • Campaign performance
Key measures
Why crowdfunded Jolla Tablet
Right audience
Valida=on
Risky
Contribu=ons
Engage the thirsty ones.
Validate your product before making it.
Going safe is risker than risky.
Have real customers wai7ng for your product.
Understand who cares The only way into the market is from the le@
35
Innovators
Early adopters
Early majority Late majority
Laggards CARE
DON’T CARE
Creating substance > advertising
ADS
ADS CONTENT
CONTENT
Flip your marke=ng investment
The creative process How we designed the campaign
“People don't buy what you do; they buy why you do it. And what you do simply proves what you believe.”
– Simon Sinek
Start with why
Know yourself. Know others. Find that place that makes your product maUer to your customer. You have to be relevant
to survive.
Carve out a unique position
“My first Commandment: The word comes first, then the visual”
– George Lois
Choose your words
Know what you need and what its for. Each piece of content serves a purpose.
Produce content
Plan your campaign from start to finish. Pre-‐launch, launch and post-‐launch.
Map out your game plan
Produce all the assets you need and finalize your visuals.
Take care of the creative
Well done! The substance is ready and there’s a game plan.
Ready
Everything you need to win Campaign assets
Messages Relevant messages to capture
aUen7on and create significance.
Website The official presence of the
campaign where the story lives .
Product imagery Beau7ful images of the
product making it look epic.
Product story Why we’re doing this, how it’s awesome and what it is.
Pitch video Our story in the most effortless format.
Produc=on quality maMers. It determines your percep=on.
Campaign plan Breakdown of the campaign ac=va=on
Jolla.com
Indiegogo.com
Social media posts
Project updates
Product upgrades
Jolla combo
Launch videos & pics
Include new countries
Launch
Keynote at Slush
Pitch video
Press release
Blogger interviews
Media interviews
Post-launch
Stretch goals
Referral bonuses
Email updates
Social media posts
Forever funding
Funding Summary
Jolla Tablet achieved the target of $380 000 USD in funding in the first two hours of the campaign, and almost $1Million USD within first 24 hours.
Jolla Tablet Results Europe’s biggest crowdfunded tech project ever
500%
Raised of $380,000 Goal
$2,087,273 AND COUNTING
OVER • 2M dollars and coun7ng • 10,000 Tablets sold • 17,000+ contributors • 20+ interviews done during one day +
lots of media requests • 740 media hits during the first 24 hours • Coverage all over the world: a lot from
China, Russia, Finland, India and US • Highlights: Wall Street Journal, Forbes,
Techcrunch, CCTV, CNET, The Verge • Poten7al viewership: 1,98 billion • Tone: excep7onally posi7ve, not many
nega7ve
Snapshot
5 key takeaways
1. Start with why 2. Build your narra7ve 3. Move money from paid media into content 4. Find your words before crea=ng the visuals 5. Take a unique and relevant posi7on
Don't find customers for your products, find
products for your customers
– Seth Godin
TIM.MCDONALD@JOLLA.COM
@TIMMCDIGITAL
Thank you for listening