Launching in an Attention-Starved World
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The document discusses the challenges of launching startups and brands in a competitive, attention-starved market, emphasizing the importance of effective naming, messaging, design, and pricing strategies to capture and maintain consumer attention. It highlights statistics about startup launches and reveals that successful companies derive a significant portion of their revenue from new offerings. The document also suggests a proactive approach to engaging with communities and developing relationships to ensure long-term success.
Launching in an Attention-Starved World
- 1. Launching in an attention starved world LAUNCH
- 2. Jake Jacobson VP, Growth & Partnerships Justin Watkins Founder & CEO
- 4. B R A N D & M A R K E T I N G F I R M P R O U D L Y B A S E D I N K A N S A S C I T Y
- 5. PEOPLE BE LAUNCHING Today well talk launches because
- 6. Startup Quiz N A T I V E D I G I T A L . C O M Roughly how many startups launch each month in the U.S. market? 700 7,000 77,000/mo /mo /mo Source: US Bureau of Labor Statistics
- 7. 775,000 startups launch in the U.S. *and its up +28% from 15 years ago. Startup Quiz N A T I V E D I G I T A L . C O MSource: US Bureau of Labor Statistics /mo
- 8. Established Organizations N A T I V E D I G I T A L . C O MPast 3 Years - N=211 - Source: American Productivity & Quality Center (APQC) and Product Development Institute (PDI) study, 2011 The most successful companies earn 36% of their revenue from new offerings. REVENUE FROM NEW PRODUCTS Most successful - Top 25% Average Least successful - Bottom 25% 36% REVENUE 10% REVENUE 27% REVENUE
- 9. Non-Profits N A T I V E D I G I T A L . C O MPast 3 Years - N=211 - Source: American Productivity & Quality Center (APQC) and Product Development Institute (PDI) study, 2011 New 501(c) Public Charities in the U.S. are up 45.9% in the past 15 years. # OF PUBLIC CHARITIES IN THE U.S. 1,570,000 1,088,500 979,900 2020 2010 2015 848,000 2005
- 10. Theres more and more brands competing for our attention. N A T I V E D I G I T A L . C O M
- 11. 70-95 FAILto exist or meet goals within 5-10 years % N A T I V E D I G I T A L . C O M
- 12. WHY? N A T I V E D I G I T A L . C O M
- 13. BRANDS DONT DIE FROM STARVATION They die from indigestion @ N A T I V E D I G I T A L _
- 14. Lets have a moment of silence for all those brands dying for attention. N A T I V E D I G I T A L . C O M
- 15. BEING AWESOME AT 100 THINGS IS REALLY HARD successfully communicating 100 things is even harder N A T I V E D I G I T A L . C O M
- 16. WHEN ATTENTION IS LOW YOU GOTTA BE SHARP AS A KNIFE N A T I V E D I G I T A L . C O M (read: always)
- 17. SO LETS GET TO OUR POINTS N A T I V E D I G I T A L . C O M
- 18. NAMING Launching in an attention starved world N A T I V E D I G I T A L . C O M
- 19. Naming - theres usually two camps N A T I V E D I G I T A L . C O M Its hard. It should convey our value prop, pack a punch and/or be ownable. Its easy. It can be anything. I mean look at Google.
- 20. Naming - okay, lets look at Google N A T I V E D I G I T A L . C O M Its hard. It should convey our value prop, pack a punch and/or be ownable. Its easy. It can be anything. I mean look at Google. 1996 Today
- 21. N A T I V E D I G I T A L . C O M Descriptive Metaphor Abstract Founder Acronym
- 22. N A T I V E D I G I T A L . C O M Which communicates quickly? Which grabs attention?
- 23. N A T I V E D I G I T A L . C O M Descriptive Quickly explains the product or value prop. Metaphor Grabs attention. Evokes the brand experience.
- 24. N A T I V E D I G I T A L . C O M Other approaches are an empty vessel. It can represent anything you want. Its not wrong. Just not instantly clear. It requires an initial spend and careful messaging.
- 25. MESSAGING Launching in an attention starved world N A T I V E D I G I T A L . C O M
- 26. SLOW THEIR SCROLL N A T I V E D I G I T A L . C O M Make every second count. You only have a few.
- 27. OPEN STRONG whats the headline? N A T I V E D I G I T A L . C O M
- 28. OPEN STRONG whats the headline? CLOSE STRONG whats the tagline / mantra / rally cry? N A T I V E D I G I T A L . C O M
- 29. Develop your playbook Situations, Audiences, Headlines, Supporting Points Exercise it Teach, Apply, Pressure-test, Make it a game N A T I V E D I G I T A L . C O M
- 30. Once you establish the rules BEND THEM N A T I V E D I G I T A L . C O M
- 32. Make it 10% RON N A T I V E D I G I T A L . C O M
- 33. Make it 10% RO N A T I V E D I G I T A L . C O M
- 34. Make it 10% R N A T I V E D I G I T A L . C O M
- 35. Make it 10% W N A T I V E D I G I T A L . C O M
- 36. Make it 10% WRO N A T I V E D I G I T A L . C O M
- 37. Make it 10% WRONG N A T I V E D I G I T A L . C O M
- 38. Make it 10% WRONG N A T I V E D I G I T A L . C O M
- 39. Make it 10% WRONG N A T I V E D I G I T A L . C O M
- 40. We can smell a mile away N A T I V E D I G I T A L . C O M ADVERTISING TM
- 41. It steals our attention. N A T I V E D I G I T A L . C O M WRONG IS REAL
- 42. DESIGN Launching in an attention starved world N A T I V E D I G I T A L . C O M
- 43. N A T I V E D I G I T A L . C O M When launching a new effort should design & aesthetics be: CRITICAL NICE-TO-HAVE
- 44. N A T I V E D I G I T A L . C O M Design quickly communicates level of taste & attention to detail. I pay attention b/c you paid attention.
- 45. N A T I V E D I G I T A L . C O M It usually comes down to the b-word: BUDGET
- 46. So lets quantify it. N A T I V E D I G I T A L . C O M
- 47. A 2015 study identified 16 design-centric publicly traded firms. N A T I V E D I G I T A L . C O M
- 48. N A T I V E D I G I T A L . C O M Apple Coca-Cola Ford Herman Miller IBM Intuit Nike P&G SAP Starbucks Starwood Black & Decker Steelcase Target Walt Disney Whirlpool
- 49. Then compared their combined stock value from 2005-2015 against the S&P 500. They called it the Design Value Index (DVI) N A T I V E D I G I T A L . C O M
- 50. N A T I V E D I G I T A L . C O M 211%
- 51. AWESOME But is it too good to be true? The study had not been revisited in 5 years. Very suspicious. We dug deeper. N A T I V E D I G I T A L . C O M
- 52. 601% 173% N A T I V E D I G I T A L . C O M Design Value Index S&P 500
- 53. STRONG DESIGN PAYS OFF. N A T I V E D I G I T A L . C O M
- 54. While were talking $$$ N A T I V E D I G I T A L . C O M
- 55. PRICE Launching in an attention starved world N A T I V E D I G I T A L . C O M
- 56. N A T I V E D I G I T A L . C O M Perceived value Price Cost
- 57. N A T I V E D I G I T A L . C O M Perceived value Price Cost Whats price have to do with a launch?
- 58. N A T I V E D I G I T A L . C O M Perceived value Price Cost Price quickly communicates value
- 59. N A T I V E D I G I T A L . C O M Perceived value Price Cost You might be down here.
- 60. N A T I V E D I G I T A L . C O M Perceived value Price Cost You might want to get up here.
- 61. N A T I V E D I G I T A L . C O M Perceived value Price Cost Without getting in this spot.
- 62. Heres an example. Lets take a trip. N A T I V E D I G I T A L . C O M
- 63. Option A Option B vs.
- 64. Which would you choose? Whats your perceived value? N A T I V E D I G I T A L . C O M
- 65. Its another trick. Its the same place. Its $750/night. N A T I V E D I G I T A L . C O M
- 66. They priced correctly, but design & messaging didnt match the price.
- 67. Hi, were___________ We offer___________ Looks good doesnt it?! It costs less than you think. N A T I V E D I G I T A L . C O M name message design price
- 68. Still have your attention?!
- 69. Lets shift to keeping their attention. N A T I V E D I G I T A L . C O M
- 70. PARTICIPATION Launching in an attention starved world N A T I V E D I G I T A L . C O M
- 71. N A T I V E D I G I T A L . C O M INFLUENTIAL 15% MAINSTREAM 85%
- 72. N A T I V E D I G I T A L . C O M INFLUENTIAL Ahead of the curve SEEK Access + Relationship MESSAGE New + Innovative BUY Potential MAINSTREAM Practical SEEK Convenience + Proof MESSAGE Easy + Effective BUY Endorsed Leader
- 73. N A T I V E D I G I T A L . C O M Who are your biggest fans? Who has interest in your mission? Who has a voice in your community?
- 74. N A T I V E D I G I T A L . C O M How can we give them exclusive access? Are we willing to cede some control to them? Are we invested for long-term relationships?
- 75. How about an example. Well start in Silicon Valley. N A T I V E D I G I T A L . C O M
- 77. Erik Katz Camille Fontanilla Matt Mahood Justin Triano Connie Martinez Brendan Rawson Barry Shiller Valerie Merklin Brad Mountz Sieglinde Van Damme Danny Harris Mark Haney Adam Mayberry Erin Salazar Demone Carter Sal Pizarro Scott Knies Daniel Garcia Jonathan Nelson Laura Tegtmeyer Rob Katcher Mike Bangs Jeff Ruster Vicki Day Kim Becker Scott Hunter Kailesh Karavadra Zach Lewis Norman Kline Chris Burton Holly Campbell Monika Bickert Tamara Alvarado Laura Chmielewski Elisabeth Handler Reena Brilliot Michelle Thong Tina Kapoor Sal Alvarez Kim Walesh 40COMMUNITY LEADERS TASTEMAKERS ARTISTS & ACTIVISTS
- 78. Activation GRASSROOTS FORMAL COMMS Social Video Ads Event Promotion Bike Party Participation Apparel Magazine Shoot Mural Signage Visual Series / Partner Kickoff Kits Retail Art Projects Partnerships Weather Social Stunt OED / TSJ Identity Refresh Email Nurture Refinements Airport Identity Refresh Social & Content Creation Convention & Airport Signage Online Media Buys Activation / Campaign Trade Publication Ads Optimize Organic Search
- 90. Mayor Sam Liccardo will get tattoo of San Jose's logo if he gets 1 million retweets San Jose mayor will get tattoo of city's logo under one condition San Jose Mayor Sam Liccardo will get a SJ tattoo for a million retweets San Joses new logo is so cool, one guy tattooed it on his leg Mayor Sam Liccardo may get a San Jose tattoo!
- 91. ITS NOT A MOVEMENT @ N A T I V E D I G I T A L _ until it moves without you moving it.
- 95. Hotel Indigo: 12 Crossroads Hotel: 477 The Raphael Hotel: 24The Fontaine: 90 Hotel Phillips: 43 Ambassador Hotel: 51 21c Museum Hotel: 57 Hilton President: 3 Crossroads Hotel The Fontaine 21c Museum Hotel Ambassador Hotel Hotel Phillips The Raphael Hotel Hotel Indigo Hilton President Proof: Monthly Instagram Location Tags
- 96. Warning: PARTICIPATION REQUIRES PATIENCE and everyone is in short supply N A T I V E D I G I T A L . C O M
- 97. PATIENCE Build a foundation Lean experiments, then go big Paid + Earned + Shared Commit to the right things N A T I V E D I G I T A L . C O M HURRY Flash in the pan Go big or go home Paid everything Try everything
- 98. Want to see some non-profit real world examples? N A T I V E D I G I T A L . C O M
- 99. Well focus on design & message. And start locally. N A T I V E D I G I T A L . C O M
- 100. Differentiate non-profit initiatives. Ramp up marketing efforts.
- 106. One more? N A T I V E D I G I T A L . C O M
- 107. Refresh visual identity and brand messaging to improve recruitment.
- 108. Before
- 109. After
- 114. Lets close strong. N A T I V E D I G I T A L . C O M
- 115. When youre launching something new, communicate quickly & sharply with: NAME, DESIGN, MESSAGING AND EVEN PRICE N A T I V E D I G I T A L . C O M
- 116. When you need to hold that attention, lay the groundwork for: PARTICIPATION N A T I V E D I G I T A L . C O M
- 117. Have fun with it. Thanks for your attention. N A T I V E D I G I T A L . C O M STAY LOOSE STAY LIGHT
- 118. @ N A T I V E D I G I T A L _
Editor's Notes
- #90: still embraced by local tastemakers, so we moved forward Unrelated, About the same time, there was a local guy named Jake Jake was about 300+ lbs and decided to start jogging He would run at like 2-3am b/c he was embarassed [before] [after] Jake ended up dropping lots of weight To celebrate running every road in the city he got our mark tattoed [tattoo]