Marketing za IT geekove, mikrotvrtke i nemarketingaše (Vatroslav Mihalj, WinDays 2009)
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Transcript of Marketing za IT geekove, mikrotvrtke i nemarketingaše (Vatroslav Mihalj, WinDays 2009)
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Marketing za IT geekove, mikrotvrtke i nemarketingaše
Vatroslav Mihalj
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Sponzori
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Sadržaj predavanjapojmovi(empirijski) zakonioff-topicpreporuke
knjige
linkovi
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"The central theme is that if we demystify marketing, it can be competently done by technical people."
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Preduvjetiželja za učenjem…
smjernice za dalje
…ili ideja/produkt koja se želi progurati
za početnike u marketinguNIJE za profesionalce
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Što NIJE što• marketing <> PR (<> publicitet; <> word-of-mouth)• marketing <> oglašavanje (advertising)• marketing <> branding• marketing <> sales• marketing <> dizajn oglasa (grafika i kreativnost)
A.Ries, L.Ries:The Fall of Advertising and the Rise of PR
ISBN-13: 978-0060081997
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Branding
A.Ries, L.Ries:
The 22 Immutable Laws of Branding
ISBN-13: 978-1861976054
• PR (uglavnom) gradi brand• Oglašavanje ga (uglavnom) održava• I umijeće i vještina – može se izučiti
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Sličnosti
• Netko mora (o)vladati osnovama mkt• izbjegavanje, izgovori (“kreativnost”,
“stručnost”)
• Što je još zajedničko? “šampionizam” • dev: odmah kodiraj, preskoči specifikacije• mkt: odmah u kampanje, oglase, slogane• sve radi “brzo vidljivih rezultata”
development marketing
dizajn strategija
implementacija komunikacija
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“Marketing is an iceberg. There is the part of marketing you can see (advertising and communications), and the part you cannot see (strategy). We tend to forget about the part of the iceberg which is hidden under the water.”
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Kad započeti s “marketingom”?
• Paralelno sa zahtjevima, arhitekturom…• Nije naknadni korak• Marketing uspijeva i pada na strategiji i taktici,
ne na šarenilu oglasa• Pripaziti: knjige su pisane iz više perspektive, pa se neke tvrdnje čine
preopćenitim ili netočnim, kao kad u filmu promaše u sitnicama
• Koraci:• Izaberi mkt segment (i prepoznaj konkurenciju)• Pronađi poziciju koju zauzimaš (na koju ciljaš)• Shvati faze u prihvaćanju proizvoda
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Faze u prihvaćanju proizvoda• Early adopters: risk takers• Pragmatist: kupuju kad i drugi pragrmatisti• Conservatives: nakon što pragmatisti prihvate• Laggards: možda nikad
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Jaz između “proizvoda” i “uspjeha”• P i C najvjerojatniji kupci, ali su sljedbenici!• Jaz (chasm) između EA i P (oni će “srediti” C)
• Prijelaz: P s velikim problemom napravi iskorak• EA i L nisu tržište
• Više: http://www-rohan.sdsu.edu/~renglish/370/notes/chapt11/index.htm
Source: http://www.10xfactor.com/colorschemes/colorscheme4/images/static/books/Moore/Moore_Diagram_01.jpg
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Usvajanje tehnologije – jaz…
• Sadržaj G.A.Moore:Crossing the Chasm: Marketing and Selling High-tech Products to Mainstream Customers
ISBN-13: 978-0066620022
Source: http://www.acuity-mi.com/
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The “Positioning” Idea• “Communication in overcommunicated society”• “Positioning in the mind of customer” – političari
• Nije nešto “opipljivo”, nego “dojam”
• Kad se ostvari pozicioniranje, promjena je jako teška• “Don’t confuse me with the facts, my mind’s made up”
A.Ries, J.Trout:Positioning: The Battle for Your Mind - How to Be Seen and Heard in the Overcrowded Marketplace
ISBN-13: 978-0071373586
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“Positioning starts with a product…
But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect…
You are not really doing something to the product itself.
…changes made in the name, the price, and the package are really not changes in the product at all. They’re basically cosmetic changes done for the purpose of securing a worthwhile position in the prospect’s mind.”
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Konkurencija: važna i neizbježna • Nema je? možda nema ni tržišta• Izbjeći bitku na tuđem terenu uz njihova pravila!
• Eric: “choose your competition carefully”• Joel: “ignore your competition completely”
• "Listen to your customers, not your competitors!“• Kontradiktorno? Ne: kad biraš, biraj pametno!
• Kad odabereš, ne razbijaj više glavu!• Važnije postaju informacije od klijenta nego
postupci konkurencije
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Kako birati konkurenciju i partnere?
• Tvrtke: velike i male, pametne i glupe• Konkurencija? Najbolje da su veliki i glupi
• Pazi, tvrtka može imati više lica (divizija)• Uz primarnog dolaze i drugi konkurenti
• Partneri? Najbolje veliki i pametni• Ni mali i pametni nisu loši
• Potražiti svoju nišu• Izbjeći onu gdje je glavni konkurent prejak
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Zaboravite “religijske” sklonosti!• Razmišljati izvan vlastitih okvira
• Osobno mišljenje <> popularni stavovi?• Lakše, ali možda opasno, ciljati (samo) na sebi slične• Mala i glasna skupina – a ispadnu slabi klijenti• Komercijalni SW vs F(L)OSS – razlika između:
• Rješavanja specifičnih vlastitih problema• Rješavanja mainstream problema• Onoga ŠTO se zapravo prodaje
• Zaboraviti tehnološke “religijske ratove”
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Segmentacija tržišta• Joel Spolsky: “Camels and Rubber Duckies”
• Koju cijenu staviti (niska? visoka? premium product?)• Maksimizacija profita
• Još bolje: segmentacija (ne trebaju svi isto)• Prilagoditi proizvod i cjenovni razred• "Home", "Professional", "Enterprise"...
• Pazi, "crna rupa": $250 - $5000!• Složen postupak nabave; može li zarada to pokriti?
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The 22 “Immutable” Laws of Marketing• Ideja: sažeti empirijsko iskustvo u listu• “immutable” – okolnosti se mijenjaju, bit ostaje• Eric Sink, blog
• http://www.ericsink.com/laws/Immutable_Laws_Marketing.html
A.Ries, J.Trout:The 22 Immutable Laws of Marketing
ISBN-13: 978-0006383451
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The Law of… (I)• #1, Leadership: svi znaju igrača no.1, tko je no.2?
• Prvi igrač često postane vodeći• #2, Category: stvori kategoriju u kojoj si no.1
• Važnije biti drugačiji nego “bolji”• #7, Ladder: u kategorijama postoji ljestvica
• Strategija ovisi o rangu na ljestvici• #8, Duality: na dugi rok, često se svede na 2 igrača• #10, Division: s vremenom, kategorija (sazrije, pa) se
rascijepi
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The Law of… (II)• #3, Mind: “it is better to be first in the mind than first
in the marketplace” (positioning!)• #4, Perception: percepcija je važnija od stvarnosti
• Marketing je (često) bitka percepcije, ne produkta• Bolji produkt često ne pobijedi
• #11, Perspective: efekti marketinga su dugoročni• Dobro na kratki rok? Može biti loše na dulji!
• #14, Attributes: “for every attribute, there is an opposite, effective attribute”• “broj 1 u prodaji” – a zadnji po kvaliteti
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The Law of… (III)• #5, Focus: suzi fokus, svedi poruku na par riječi
• Izbjeći ono što drži konkurencija ili “kvalitetu” • Ujedno i odluka što se NEĆE raditi
• #13, Sacrifice: žrtvuj da se fokusiraš• “Ne” rastezanju u svim smjerovima i svakoj prilici
• #6, Exclusivity: ne mogu 2 subjekta posjedovati istu “riječ” (#5), igrati na isti benefit (“tuđi teren”)
• #9, Opposite: ne kopiraj igrača no.1 (“tuđi teren”)• #12, Line Extension: snaga starog ne pomaže novom
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The Law of… (IV)• #15, Candor: “when you admit a negative, the
prospect will give you a positive”• Vjeruje se negativnim priopćenjima, teško pozitivnim
• #16, Singularity: samo 1 od poteza ostvaruje efekt • MAX, ne SUM
• #17, Unpredictability: detaljno predviđanje na dulji rok ne pali, konkurencija će vas uvijek iznenaditi• Bolje energiju uložiti u održavanje fleksibilnosti tvrtke• Fleksibilnost je ključ opstanka micro-ISV!
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The Law of… (V)• #18, Success: -> arogance -> failure!
• Nemojte se umisliti i udaljiti od klijenata
• #19, Failure: očekuj i prihvati, ne radi dramu• Opasno: spin, kažnjavanje neuspjeha, sve na 1 kartu
• #20, Hype: “uspjeh” u medijima <> uspjeh na tržištu• #21, Acceleration: build on trends, not fads
• gradi na onome što traje, ne prolaznom
• #22, Resources: bez dovoljno r. ideja se neće otisnuti• mISV: “resursi” su community i “ekspertiza”• Ne trčati s trošenjem, prvo strategija!
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Nemojte sve sami: community (+MVP)!
Source: http://headrush.typepad.com/creating_passionate_users/2007/03/user_community_.html
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Upozorenje za entuzijaste • Dio (empirijskih) zakona udara u korp. i osobni ego!
• Ne primjenjuju se zakoni? Moguć neuspjeh• Primjenjuješ? Moguće pljuvanje i izopćenje
• Čvrsto se brani koncept “boljeg proizvoda”• Radi se “bolji proizvod” od proizvoda #1• Odbacuje se da “bolji proizvod” često ne vodi na
vrh, nego si tamo često jer si prvi (u segmentu)• Fokusiranje i rezanje – Law of Sacrifice teško prolazi
• “ponudi sve svima” umjesto fokusa vrlo često• Ekstenzije linije česte
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Tko se “pali” na što?
Source: http://www.nenh.com/articles/chasm2.html
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Hrpa ideja i prijedloga…
• Kratke, samostalne cjeline i sadržaji• Naglašava važnost communitya
• Plus mali how-to
J. Stephenson, C. Thurman:Ultimate Small Business Marketing Guide
ISBN-13: 978-1599180373
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10 TIPS FOR MOVING FROM PROGRAMMER TO ENTREPRENEUR
Off-topic bonus #1: Ian Landsman’s
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Od programera do poduzetnika• 10 savjeta (Ian Landsman)
• kodiranje je samo 5% businessa• dizajn (u odnosu na konkurenciju) je najvažnija stvar!• naviknite se razmišljati dugoročno• priznajte da ne razumijete korisnika (u potpunosti)• volite svoje klijente• dizajnirajte da bude lako za upotrebu (čak i naprednima)• “provjerite” ideje kod nekoga izvan projekta (“svježe oči”)• ne bojte se srezati feature list• strpljenje je vrlina• pri tranziciji imajte pristup kao kad ste učili programirati
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“Jednostavno za upotrebu”
Source: http://headrush.typepad.com/creating_passionate_users/2007/04/my_favorite_gra.html
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THE MAGIC OF SELLING SOFTWAREOff-topic bonus #2: Eric Sink’s
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Product Pricing
• PRICING dolazi u paru s POSITIONING• Određivanje "koordinata":
• Tko su konkurenti? Vaše razlike (ne cijena)?• Kako vas korisnici doživljavaju (positioning)?• Konkurentske cijene? • Korisnici usporede cijene i strpaju vas u kategoriju
• Ne podcjenjujte, ne precjenjujte!• Sales trikovi… • Tomislav Car, “Stud. oglasnik”
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Klijentova očekivanja od autora
• sadašnja i buduća očekivanja klijenta:• radit će na našim strojevima• rješavat će naše probleme• produkt će se poboljšati u budućim ver.• fer cijene i modeli nadogradnje• tvrtka-autor neće propasti tako brzo
• Switchanje s konkurencije?• naravno, tu Joel ima par savjeta • http://www.joelonsoftware.com/articles/fog0000000052.html
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Kako izići ususret?
• uzvratiti povjerenje, biti transparentan:• blog – “živi ljudi”, ne sterilizirana priopćenja• forumi – diskusije, podrška (COMMUNITY, MVP)• umjerenost u zaštiti i aktivaciji• demo pruža kompletan UX, ne crippleware• obećanje povrata novca (?)• info o tvrtci - “živi ljudi”, ne anonimna tvrtka• planovi o budućnosti (ne lagati i pretjerivati)
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Prodaja ne ide?
• Najčešće prepreke:• “nikad čuli za taj produkt”• “ne znamo dovoljno o tom produktu”• “preskupo!”• treba odobrenja 3 šefa + papirologija• “e, fali baš ona stvar koja mi treba”• ne radi dobro s drugim produktima• prekratko na tržištu: “ništa prije v2/SP2”
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Korisni linkovi
• Eric Sink (The Business of Software): http://www.ericsink.com/• http://msdn.microsoft.com/en-us/library/cc836649.aspx
• Joel On Software: http://www.joelonsoftware.com/ • Ian Landsman: http://www.userscape.com/blog/ • Rick English (Mkt principles):
http://www-rohan.sdsu.edu/~renglish/370/ • User Groups (Hrvatska): http://cro.mscommunity.net/ • (Successful Software: http://successfulsoftware.net/ )• (Creating Passionate Users: http://headrush.typepad.com/ )• …plus source reference ispod grafova
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Povezani sadržaji
• 5 stvari:• Community PnP – networking!• Party – networking!• NETWORKING!• NETWORKING!• NETWORKING!
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Ispunite upitnike i osvojite nagrade!
PonedjeljakWireless Notebook Optical Mouse 3000
UtorakARC Mouse
SrijedaWireless Mobile Mouse 3000
ČetvrtakWireless Laser Desktop 6000 v3
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Hvala!
OPATIJA | 20 – 24.4. 2009.