Team11 Summit
Fall 2012
crackpot.cube core marketing strategies and principles Our product distribution philosophy: -BAIT THE HOOK TO SUIT THE FISH- “Personally, I am fond of strawberries and cream, but for some odd reason fish prefer worms. So when I go fishing I don’t think about what I want, I think about what they want.” –Dale Carnegie
What is the future of digital marketing? _______________________ Social media- In an increasingly, globally competitive market, our crackpot team from the ground troops literally going door to door, all the way up to the master distributors and Team11 members both domestic and abroad, will become public relations experts in the social media world. The new age marketer- the new marketer needs to love data and think about marketing as both an art and a science. Statistics, data mining and being able to meaningfully pull together data, formulate data and report on data is and will become more and more crucial. Reaching customers- prospective customers don’t have or won’t take the time to learn all about our great solutions even if it’s in their best interest to do so. Our job is to simplify and personalize their first experience with us by maximizing efficiency in our marketing techniques.
The future sounds good
MARKETING THE CUBE IS 1% INSPIRATION, 9% PERSPERATION and 90% JUSTIFICATION
TARGETED GROWTH STREAM SEP
200 cubes, total revenue: $1700
OCT
500 cubes, total revenue: $7800
NOV
2000 cubes, total revenue: $26,000
DEC
5000 cubes, total revenue: $79,000
JAN
10,000 cubes, total revenue: $677,000
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Intersecting the social media web with the cube _________________________ Reputation management- Facebook alone is approaching almost 1 billion users and there are countless other social networks that have collectively, hundreds of millions of users. This is our target audience; those whose lives and well being are inextricably linked to the various social media capabilities available to them. We need to protect and grow our brand while keeping these colossal numbers and strategic maxims in mind. Who are we? The cube is a solution-based technology first and foremost. We are the ultimate user friendly and collaborative tool for people to advertise in a highly personalized and biographical manner, in a uniquely first to market and effective way. Our cube provides the perfect social portal for high volume content accessibility, convenience and mass distribution. Building our brand and expert visibility- Actively engaging in social media is a supremely low-cost way to achieve visibility. Our niche is based on the fact that we are literally the voice that people know and trust. After all, we are of the fundamentally simple belief that the most effective marketing tool is through the most organic form of expression, YOUR VOICE. Make yourself visible, amplify your
-1 billion plus: social networks garner an audience of well over a billion users. -30% of the general population now looks at business profiles using social media before buying any product or service. -70% of the aforementioned customers say they wouldn’t deal with a new company if it didn’t have a social media presence.
Our destiny isn’t written for us, but by us. The average person only develops 10% of his latent ability. Ultimately our financial success is dependent on our skill in human engineering, personality and the ability to effectively express ideas and arouse enthusiasm amongst the audience.
Tap into the other 90%
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Cracking the tyrannical tendencies of marketing trends The fact that others are moving in a particular fashion is proof positive that a new direction is the only direction. “Understanding the roots of a product’s success allows the marketer to take advantage of the behavior rather than the tool.” –Para II
“Self-expression is the dominant necessity of human nature.” –William Winter
Trends tend to be frantic, chaotic and random. Particular trends in the digital world build up over a period of time until a corporate giant seemingly takes notice and officially bangs the imaginary approval gong at which point a new counter trend immediately and necessarily emerges. Anymore, something can become “trending” online in a matter of minutes and is forgotten by sundown. Regardless of what form an emerging trend takes, it is at its core a repudiation of individuality and creative innovation. In other words trends are the antithesis of the larger CRACKPOT.culture mentality, which we profess.
This advertising epiphany will allow us not to be distracted by the supposed latest trends and instead will give us a huge advantage on the advertising of our product. Know why and believe in the potential of the cube rather than merely its attractive appearance as a selling point and we will have a sustainable market advantage. REMEMBER WHO WE ARE! We are the right social media platform- companies frequently use multiple social networks for advertising their products and services. The awesome and unique capabilities of the cube allow us to provide these increasingly ‘multiplesocial network personality disorder’ companies a global platform for combining their several social network affiliations into one incredible advertising tool. Facebook, LinkedIn and so on and so forth are not our competitors but our necessary partners in today’s digital eco-system. By definition, as a crackpot company we don’t follow the traditional rules. There are no trends in this market but merely a plethora of potentially boring guidelines!
Trends are traps- trends can be terribly misleading because they are often overstated and simplified and tend to focus on merely the tool rather than the underlying behavior. Take Twitter for example, when it began to get popular everyone talked about the tool, but few realized that beyond the blue bird was the embodiment of a simple and effective way to communicate that people didn’t even realize they were previously looking for. Understanding the roots of a product’s success allows the marketer to take advantage of the behavior rather than the tool.
The market doesn’t know what it wants until we show them 3
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Knowing our market “We learn from history that we learn nothing from history.” –George Bernard Shaw We can’t possibly know where the market is going unless we know where the market has been. This statement is two folded: 1.) We can learn from market tendencies to influence our present, market oriented decision-making process. 2.) By looking at the past we can avoid the traps others previously fell into. Keeping up with the market- Last year, Emarketer estimated that Facebook’s revenue from advertising was $3.8 billion in 2011 and that could be $5.2 billion by the end of the year. Almost 40% of small businesses that sell on Facebook say it is their sole sales channel. Currently, the industry leaders and top three social media platforms for small businesses are Facebook, LinkedIn and Twitter. However, there is no one magic social media platform for any business, just like there has never been just one marketing channel for any business. Our distributors and marketers must recognize and understand the current proliferation of social networks. This is precisely where the cube has a distinct advantage and that is in its ability to combine traditional print and video advertising with audio and visual marketing all in one place which can then be disseminated to furthest nether regions of the digital world. Adapting to the ever changing technological tools customers use – The share of website traffic on tablets grew more than 300% in the past year. Tablets’ share of website traffic will exceed smartphone traffic by early 2013, reaching 10% of total website traffic in 2014. Research from Adobe Systems Digital Index group shows that tablets increasingly influence how consumers interact with brands online. Within one year of the iPad launch in Q2 2010, tablet visits only represented 1% of total website visits. Compare this with the first two years of the iPhone market entry, when smartphones accounted for 0.5% of total website visits. It took nearly 3 years for smartphones to reach 1% of total website visits. According to this research, visits from tablets grew almost 10 times faster than the rate of smartphones. Today, tablets generate 4.3% of total website visits, while smartphones account for roughly 6.1%. Along with smartphones, the ability for our marketing and distribution team to familiarize themselves with tablet technology is paramount to our success going forward. Accordingly, we have put a tremendous amount of effort into the cube’s tablet compatibility. 4
DON’T BE A LUDDITE! The Luddites were a social movement of 19th Century English textile artisans who protested technological advancement, often by destroying mechanized looms as a way of rebelling against the Industrial Revolution. Such ignorance and fool heartedness often left them without work as the world rapidly changed around them. ___________________________
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The Supreme Importance of Verbal Communication in a Digital World The ability to speak is a shortcut to distinction As a distributor of our product you have to not only understand but also believe in our passion for the spoken word and its eternal marketability. The cube provides a unique social and vocal platform for an increasingly interconnected and global marketplace. Our technology personalizes human relationships in an overly technical and impersonal digital world. The cube truly is shrinking the concept of communication. There is no better microphone, stage and all around communicative library for a company than the cube. Tell customers to amplify their lives with the cube by becoming an active and vocal participant in the democratization of IT.
“A species’ survival depends critically upon its ability to communicate effectively, and the quality of its social life is determined in large measure by how and what it can communicate.” –Robert M. Krauss
Informative, personal and recognizable- Humans use verbal communication to inform others of their needs and to export knowledge. Clarification is a key component of verbal communication. Text only marketing often is unable to articulate important points clearly. Verbal communication helps to clarify misunderstandings and provides inherent missing information that text only information inevitably omits. Verbal communication can also be used as a decisive tool for persuasion. It stimulates thought, creativity and deepens new relationships. Verbal communication is used daily as a supreme teaching tool throughout classrooms around the globe. It’s also used in business to educate on a variety of topics from updates to new policies and procedures.
today’s technology driven world. We are much more likely to communicate through text and email than with our voice. This change can have dire consequences for businesses that are constantly trying to find an edge over there competition. The market has been flooded with impersonal, robotic like marketing. The cube is the product the 30 million small businesses in the US and countless more globally have sorely needed. Non-vocal communication is at a constant risk of misinterpretation or worse yet, lack of interpretation all together. The tone, inflection and the stress placed on individual words are often lost when using only the written word. This can have disastrous consequences when trying to adequately express your feelings to a loved one, or when trying to close an important business deal.
Powerfully influential- Verbal communication has the unequalled power of influence. This is most commonly demonstrated by those in positions of power, such as heads of state or more commonly, parents. What those in a position of power say has a deep and unique affect on the listener that can be conveyed in no other comparable way but through one’s verbal remarks. It has been cited that verbal communication is 10% what you say and 90% how you say it. This has never been more relevant than in
Our distributors have understand that this is our base technology before they start selling the cube 5
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Relentless passion about our products and services There is a global demand for tangible, digital commodities along with that innate human desire to develop and expand human relationships. The cube is the perfect storm of supplydemand humanomics. WE ARE WHOM WE’VE BEEN WAITING FOR. We are not seeking the smartest people, but we demand the most passionately curious, whimsical and crackpot individuals the world has to offer. Let us go forth and multiply, contemplating great successes and welcoming potential difficulties, all the while confident in our product and our ability to effectively convey it to the masses.
“Arouse in another person an eager want, he who can do this has the whole world with him. He who cannot walks a lonely way.” –Dale Carnegie
Be who you’re supposed to be-be yourself-be a crackpot, Team11, Inc. info@team11.us
“I have no special talents, I am only passionately curious.” –Albert Einstein