New Founders School Series: Bootstrap Marketing for Startups
Believe it or not, you don't need a big budget or an army of people to market a product successfully. In today's marketplace, a startup can, with "a little ingenuity, some hustle, curiosity, and hard work" achieve myriad marketing goals, according to Kauffman Founders School expert Anita Newton. Kauffman Founders School is dedicated to providing entrepreneurs with the skills and knowledge they need to create and develop successful startups.
Startups can take a really good idea that provides a solution to a customer problem, and create a marketing strategy that can help them do everything from acquire customers, build brand awareness, and build credibility with investors to getting the attention of an important channel partner, or driving revenue. Building a sound marketing strategy requires taking the right steps at the right time.
Kauffman Founders School presents Entrepreneurial Marketing with Anita Newton, who develops the quad marketing approach: a structured, yet flexible framework for ensuring that you are doing the right things at the right times. Anita serves as vice president of corporate marketing with Adknowledge, a digital advertising company, and she continues to advise several startups in the Midwest. Previously, Newton led marketing at Procter & Gamble, Sprint and AMC Theatres, as well as startups such as Zave Networks, which was acquired by Google.
In this series, Anita addresses several topics. She outlines the quad marketing framework, a tool that entrepreneurs can use to systematically build a marketing strategy. She provides practical advice for creating a strong positioning statement that can help you identify the right marketing channels and messages for your target customer. She shows you how employing the right mix of marketing strategies and developing a content marketing plan can help achieve marketing objectives. Finally, Anita advises companies to test and evaluate, and adjust as needed to ensure that they are meeting their marketing objectives.
Check out our “Entrepreneurial Marketing” series. Understand marketing table stakes, learn from the examples of other companies, and gather insights that can help you build and evaluate your own successful marketing strategies. Finally, ask yourself the pivotal impact question: How can what I’ve learned today change what I do tomorrow?