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Tim McDonald 600Minutes B2C Marketing Helsinki 2015 B2C MARKETING How to engage consumers in the digital age

How to Engage Consumers in the Digital Age

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Page 1: How to Engage Consumers in the Digital Age

Tim McDonald 600Minutes B2C Marketing Helsinki 2015

B2C MARKETING

How to engage consumers in the digital age

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EVEN THE BEST PRODUCT EVER (SLICED BREAD) DIDN’T FLY WITHOUT MARKETING.

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CUSTOMERS ARE MORE RESTLESS THAN EVER. AND MORE KEEN TO TRY NEW THINGS THAN EVER BEFORE.

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PRODUCT: JOLLA SMARTPHONE READY FOR SCALING

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#PeoplePowered

JOLLA TABLET

We make it. You make it yours.

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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

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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.  

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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

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Creating substance > advertising

ADS  

ADS  CONTENT  

CONTENT  

Flip  your  marke=ng  investment  

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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

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“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

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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

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Well  done!  The  substance  is  ready  and  there’s  a  game  plan.  

Ready

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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.      

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Campaign plan Breakdown  of  the  campaign  ac=va=on  

Jolla.com  

Indiegogo.com  

Email  

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  

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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.  

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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

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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  

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Don't find customers for your products, find

products for your customers

– Seth Godin

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[email protected]

@TIMMCDIGITAL

Thank you for listening