SMX West 2012 - Differentiate or Die
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Transcript of SMX West 2012 - Differentiate or Die
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Differentiate or Die@casiegOnline Marketing ManagerGrasshopper.com
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Virtual phone system = boring
Competitors offer same product
Compete with Google Voice
Who is Grasshopper?
We MUST differentiate ourselves to succeed.
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Create for your market, not your product
Give your customers something to talk about
Make new friends
Dare to Be Different
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The most frequently used word in conversations is “I”
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You already know who they are, now learn:
Be Your Audience
People don’t love brands, they love what brands do for them.
What They Like
What They Talk About
Where They Hang
Out
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Sh#t Entrepreneurs SayEntrepreneurs can change the world
The New Dork: Entrepreneur State of Mind
0 Mentions of a Virtual Phone
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Give your customers something to talk about.
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Tactics
Handwritten Notes Starbucks Gift Cards Dinner with Founders
CandyBooksGet Customers Press
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Don’t Be Random
You can’t force people to share, but you can help your chances.
Identify customers with social influence
Identify customers likely
to share
Identify customers you already have a
relationship with
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Make New Friends
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Find people who target the same
market
Locate the right person
Go in with an idea in mind
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Results
WOM Radio Searched Online Other TV/Video
How People Heard About Us:
New dork
TechCrunch
Volusion
Startup Weekend
I googled voicemail services
ycombinator
Mixergy