ProductCamp Austin Spring 2010 - Start with the Story
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This document discusses the importance of storytelling in product management and marketing. It argues that the product should be at the center of the marketing conversation and that the marketing should help tell the product's story. It also notes that word of mouth marketing is now amplified through social media and more video is uploaded to YouTube in 60 days than all major US networks create in 60 years, so storytelling and video are important marketing tools.
ProductCamp Austin Spring 2010 - Start with the Story
- 1. Product Management: Start With The StoryJoshua Duncanwww.twitter.com/joshua_dwww.arandomjog.com
- 2. please thank our sponsors
- 3. CASE STUDY
- 5. Storytelling is by far the most underrated skill in business**Crush It! (Gary Vaynerchuk)
- 7. Word of mouth, a time-honored marketing tactic, now acts like a megaphone on steroids BrandDigital (Allen Adamson)
- 9. Today, the product can and should be the center of the marketing conversation. The product will be your most powerful marketing tool. (Baked In, Bogusky)
- 10. Write the Commercial First
- 12. X
- 13. The product has a story, and the marketing makes it sing**Baked In:, Alex
- 15. Don’t FORGET the DEMO
- 16. More video is uploaded to YT in 60 days than all 3 major US networks created in 60 years**Google
- 17. Everybody at SXSW this year was talking about Plancast (which is a great thing) but it is hard to find out what it is they do!
- 20. ResourcesSUV - http://www.flickr.com/photos/hamed/282241413/sizes/l/Crowd - http://www.flickr.com/photos/visbeek/2242177289/sizes/l/Nobody - http://gapingvoid.com/2006/12/29/the-nobody-cares-manifesto/Bacon - http://www.flickr.com/photos/izik/4262920567/Button - http://www.flickr.com/photos/photograham/277281172/sizes/l/Sing - http://www.flickr.com/photos/71362960@N00/335350003/sizes/l/Superman - http://www.flickr.com/photos/chanchan222/3219255790/sizes/l/Stick - http://heathbrothers.com/resources/Youtube - http://sites.pressatgoogle.com/sundance2010/general-youtube-statsVideo - http://www.flickr.com/photos/fensterbme/1990023423/sizes/l/Plancast – http://www.plancast.comEvernote – http://www.evernote.com
- 21. ResourcesMade to Stick by Dan and Chip HeathThe Back of the NapkinBy Dan RoamBaked In by Alex Bogusky and John Winso
- 22. ResourcesCrush Itby Gary VaynerchukIgnore Everybody by Hugh MacleodBrandDigitalBy Allen P. Adamson
- 23. please thank our sponsors
Editor's Notes
- #4: The 37 million 25- to 34-year-olds have an aggregate income that exceeds $1.1 trillion, and they have a substantial influence on a wide variety of sectors.Strategy – Gen X has money, how can we get them to spend it on a SUV
- #5: The automotive company projected sales of only 50,000 for the rugged SUV when it hit showrooms in 1999. Nissan is now selling Xterras at a rate of 80,000 a year.http://www.flickr.com/photos/nammer/44478628/http://www.youtube.com/watch?v=8n7q8OsCLBIhttp://www.usatoday.com/money/advertising/adtrack/2001-02-26-ad-track-nissan.htm#morehttp://www.motortrend.com/roadtests/nissan/112_9912_2000_nissan_xterra/index.html
- #6: http://www.flickr.com/photos/visbeek/2242177289/sizes/l/
- #7: Did you see the clown – public settings, people talking on cell phones, etc – only 25% of people remembered the clow riding by (inattentioal blindness)
- #8: http://www.flickr.com/photos/chanchan222/3219255790/sizes/l/Word of mouth, a time-honored marketing tactic, now acts like a megaphone on steroids. If your brand is delivering on its promise in some wonderfully extraordinary way, be it creative execution, product performance, or if your brand of airline hands out pajamas at 34,000 feet, the world will know about it in an instant. If your brand is delivering on its promise in some extraordinarily unsatisfactory way, the world will know that, too.
- #9: Photo - http://www.flickr.com/photos/yourdon/3088582622/A study by Edelman Public Relations revealed that 68 percent of consumers are more likely to believe other consumers than to believe traditional media sources. As opinions are blogged through the digital universe and review sites increase in number and credibility, it's not hard to understand how new communication tools have raised the value of word of mouth as a branding tool. And it's not hard to see why keeping your brand promise is paramount to success.==========BrandDigital (Allen P. Adamson)- Highlight Loc. 1355-57 | Added on Tuesday, November 17, 2009, 04:14 PM
- #10: http://www.flickr.com/photos/77824231@N00/347290610/sizes/o/
- #13: here's a one-to-one correlation between points 1 & 2 above and your sales and marketing effectiveness. If the dots aren't connected, your value propositions will be laced with product features and fluffy benefit statements that mean nothing to your buyers. Connect the dots well and your value propositions become very sticky. The Solution: Define customer needs without regard to your products first, then add product specifications as the means for creating the solution. The reasons for building new products and features are the same reasons buyers pay for them. http://www.zigzagmarketing.com/under-performing-products.html
- #14: http://www.flickr.com/photos/71362960@N00/335350003/sizes/l/
- #15: If you use only one tip, this is the one. The #1 mistake we’ve observed in presentations—and there is no close second—is that the message is too abstract.
- #16: http://www.flickr.com/photos/photograham/277281172/sizes/l/
- #17: 1+ billion views a day20 hours of video uploaded every minute, that's the equivalent of over 130,000 full-length Hollywood movie releases every week The equivalent of 130,000+ full-length movies in theaters each week More video is uploaded to YT in 60 days than all 3 major US networks created in 60 years More page views every day than the primetime audience of all three networks combined