Posts Tagged ‘strategy’

Positioning: Defining The Battle (Crossing the Chasm Strategy Part 6)

November 21st, 2011 No Comments

The following is sixth in a series of posts about high tech marketing strategy based on Geoffrey Moore’s Crossing the Chasm. In order to win the battle for customers and revenue, you must define the battle. One essential component to building a market is positioning. Positioning is the image or identity in the minds of their target market for its product, brand, or organization. Despite common misconception (and Wikipedia’s own entry), positioning is not a process but rather the market


Developing The Whole Product: Crossing the Chasm Strategy Part 5

November 8th, 2011 No Comments

The following is the fifth in a series of posts about high tech marketing strategy based on Crossing the Chasm.   One of the most important functions of marketing isn’t viral and it isn’t advertising and no, it’s not creative slogals. Rather it’s in the fundamental 4Ps taught in every Marketing 101 class: Product. In order to win the marketplace, you must wire the marketplace. According to Moore, “For a given target customer and a given application, create a marketplace


Hi Tech Business Strategy: The Technology Adoption Life Cycle (Crossing the Chasm Part 1)

October 24th, 2011 No Comments

The following is the first of several posts about high tech business and marketing strategy, based on the bible of high tech marketing, Crossing the Chasm. As my colleague Josh Cline likes to say, we frequently put the cart before the horse, developing a plan before engaging in a strategy. We can’t implement a promotional plan before we understand the decision making cycle and just how technology is adopted. Selling to the uber-geek early adopter requires a different strategy than


The Marketing Creativity Conundrum

August 16th, 2011 No Comments

Frequently, when planning marketing campaigns or discussing how to market a brand or product, there’s a demand for creative ideas. The first stage of many people’s planning is looking for creative ways to “promote” their campaign. But, frequently, what they are missing isn’t creativity but rather a working strategy: What’s the strategy? Who is the audience? Usually there are multiple audience stakeholders What’s the core messaging (values/benefits for each target market) Are you positioned in the right market? Are you


7 Social Media Marketing Lessons from Mad Men

July 22nd, 2010 No Comments

Mad Men may depict the ad world of the 1960s, but the lessons of this successful AMC show depicting the Madison Avenue world of 50 years ago still has a lot of relevance in today’s digital environment of 2010 and beyond. While Don Draper barely respected the world of the television commercial and certainly couldn’t have imagined Wikipedia or Facebook, there is still a lot we can learn — including the mistakes — from the Sterling Cooper team. Apologies but