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Prezi Marketing Plan

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by

Kevin Tai

on 11 May 2012

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Transcript of Prezi Marketing Plan

Five Product Levels Prezi Matrix Partners preso! Harvard Business Review How to lower the cost of enterprise sales? Prezi What we Sell has changed Marketing Plan We have a
Problem! Less hardware No software Its moving into the cloud S _ _ _ _ _ _ _ _ _ _ a s e m e d The Cost to Acquire a Customer (CAC) exceeds the Life Time Value (LTV) a customer brings us. This is my third go-around selling to large enterprises, SkyStream, Kontiki and now Qumu.

I like to explain to you the problem the way I see it, the changes I suggest to avoid making the same mistake again. and Travels to Clients Heidi Moesinger
Kevin Tai
Marie Tai
Nick Viveiros brief background - adam changed the way we do presentations Product Levels What's so special about Prezi?? S W O T Prezi as a Product Marketing Mix Marketing Mix Product Price Place Promotion Marketing Mix Brand Resonance Model Focus on awareness with primary and secondary market The brand resonance model also views brand building as an ascending series of steps. Enacting these four steps means establishing a pyramid of six "brand building blocks" The model emphasizes the duality of brands: the rational rout to brand building is on the left side and the emotional route is on the right. Brand Resonance Model Brand Pyramid Prezi's Strengths • Presentation enhancement capabilities (ZUI: Zooming User Interface)

• Presentation engagement

• Financial support

• Cross platform utilization Weaknesses • Learning curve

• Visibility/Marketing

• Cloud based system Opportunities Threats • Expanding market focus

• Consumer education

• Real-time group editing

• Customization of ZUI • Competitors' offerings (not only PowerPoint and Keynote but other Cloud Based systems)

• Consumer preferences

• Changing technology Good What more can
we do?? Not so good Beware ... Prezi Marketing Plan Outline

1. Executive Summary (1 page) Heidi

Synopsis of overall marketing plan
Include goals/objectives, strategy elements, implementation issues and outcomes (easier to write if you do it last)

2. Situation Analysis (5-6 pages) Nick

A. The Internal Environment
a. Review of marketing goals and objectives
b. Review of current marketing strategy and performance

Use the 4 Ps (product, price, promotion place) p.13
Five Product Levels (p.144)
Core Benefit - Communication/Inform/Educate Effectively
Basic - Visual representation of information communicated
Expected - Organized and versatile way to present information that is easily accessible, not time consuming to create
Augmented - ZUI / visually engaging / memorable
Potential - depends on changes in customers’ demands
c. Review of current and anticipated organizational resources

Human (intellectual capital)
Financial (VC Funding)
Relationships (build “following”)

d. Review of current and anticipated cultural and structural issues

B. The Customer Environment (Chapter 5, 6 & 7)
a. Who are the firm’s current and potential customers?
b. What do customers do with the firm’s products?
c. Where do customers purchase the firm’s products?
d. When do customers purchase the firm’s products?
e. Why (and how) do customers select the firm’s products?
f. Why do potential customers not purchase the firm’s products? it's not just a
pretty face Today's agenda 1. Overview of Prezi (Heidi)

2. SWOT summary (show SWOT matrix) (Heidi)

3.Situation Analysis (Nick)

Internal Environment
5 Product Levels
4 Ps
Customer Environment
External Environment
Competition
Economic Factors/Trends
Sociocultural Trends

4. Marketing Goals and Objectives (Marie)
A. Building Brand Resonance

Show Brand Resonance Model

5. Summary of Marketing Strategy (Kevin)

Target Markets - Primary and Secondary (Use of Demographics and Psychographics)
Integrated Marketing Communication (IMC)

6. Marketing Implementation (Marie)
A. Mission - Mission of Advertising Strategy
B. Money - Consumer Life Expectancy Model (CLE)
C. Message - Talk about market research (data warehousing, data mining, etc.) (Kevin)
D. Media - Social Media Tools
E. Measurement

Questions?
Customer Environment

External Environment
Competition
Economic Factors/Trends
Sociocultural Trends "In planning its marketing offering, the marketer needs to address five product levels. Each level adds more consumer value, and the five constitute a customer-value hierarchy." (Kotler & Keller, 2012 p.144) Target Markets - Primary and Secondary
Conferences
Academia
Large Organizations

Data warehousing, data mining, external sources

Use of Demographics and Psychographics

Integrated Marketing Communication - IMC
Inbound and Outbound Mission You can do it!! Money Message Media Measurement ... but how ???
Full transcript