ARBUS200 Lecture Notes - Lecture 7: Blendtec, Service Club, Linkedin
22 Nov 2018
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Bootstrap marketing plan: business plan has section on marketing. Essential details over target, size, future growth, and accessing given: but specifics on how to attract and retain customers is missing. Noise" and filters: current is to pull" customers in be enticed primarily through narrow- casting. More individualized approach which technology allows: bootstrap marketing involves creative pull" approach which is unconventional, bootstrapping emphasizes difference distinctiveness. A me-too" product will not register: use free publicity: Instead of hard-selling, employ humor to entertain yet also get the message across, e. g. tom dickson of blendtec. Funny sells: use social media as tailor-made for start-ups. Communication tool to advertise, but more to spread the word at next to no cost. 90% of entrepreneurs have a facebook presence, 80% use twitter, All generate exposure which channels back to web site. Don"t over-sell (shill: distinguish a start-up by customer service. Much customer service leaves a lot to be desired, e. g. interminable delays and circular messaging.
