Tag: marketing strategy growth

Samsung The Wall 📺🤑💨 go-to-market strategy

Over a year ago Samsung asked to come up with a strategy on how to market their new “half a million USD TV” called “The Wall”. (Emoticons would describe the product concept at that stage as 📺 🤑 💨)

Samsung admitted to have no clue re. luxury markets, did not understand the dynamics of the custom install industry and for sure did not share the importance of long-term channel partners and influencers, …

The briefing I came up with was summarised to a large extent in the first pages of my report “The subtle art of entering the luxury yacht/home market as a technology company (In Europe)“. Download the report for free here.

Then exactly 1 year ago in the midst of my holidays – Samsung flew me over to their “LED experience centre” in Frankfurt. The meeting with Samsungs management lasted about 1 hour. Until it became clear to me that there was no point…

Why, you may ask? Well, the answer is higher up in the blog post 😉.

In the mean time, my fellow technology architects: let´s make WOW 🍾😲 the standard together 🤝.

Note: later meetings with other LED manufacturers (Barco, Hansen, Leyard, and now also Philips) have brought a series of challenges & opportunities to light that will positively impact large screen displays in the home.

August 15, 2019
Growth partner spotlight: Control4 🖲
In my post a few days ago I mentioned the importance of working with growth partners and the value + meta-value they bring. Todays spotlight is on Control4.

We have been growing the business together with Control4 now for over 8 years. Together we grew every single year.

A quick look at Control4 according to the 3 criteria for growth partners I mentioned:

Growth: 🚀
- market share: Control4 now is the undisputed market leader in our markets as the leading control system for the connected home.
- portfolio: With the acquisition of Pakedge networking and iHiji monitoring we are now able to offer the digital foundation of what has become the standard for every home of today and tomorrow. Total Available Market increase and scope for growth long into the future.
- numbers: Genesis Technologies has grown its business with Control4 triple and high double digit for over 8 years in a row. Not a coincidence. Proof of a solid growth 🚀 partnership.
Innovation: 👩🏼‍🔬
- products: Control4 has released new, simple and innovative products year after year. And shipping on announcement. A point often underestimated because true innovation only counts when it hits the market… (“true artists ship”… S. J.)
- role in the value chain: together we have moved from simply supplying products towards investing in our partners to make them more successful. Innovating wrt the role we have in the market is just as important as keeping up with Moore´s Law.
Loyalty: 🙏🏻
- 8 years straight, over 3000 days working and growing together and counting. Most are presidents that last less…we can debate if that is a good thing later 😎
- Loyal tribe of system integrators: For us loyalty through the channel is equally important as margin through the channel. It takes long term vision and commitment. But once achieved multipliers start popping up where you least expect them.
As continue to shape and build the future we will find great things ahead of us. The past and present have taught us that much so far.

Be well, be you. And keep looking for growth partners 🚀🤝👩🏼‍🔬 if you want to create impact as a small business.
June 13, 2018
growth partners 🤝: 3 criteria for meta-value
As a small business looking for BIG impact I have learnt over the years to work with growth partners 🤝.

They bring much more to the table than you see on the surface. I call it meta-value***.

We have overhauled our partners over the last few years according to the following criteria:
- growth 🚀 >>> growth businesses have fuel and energy, it also pushes them to come up with their better self.
- innovation 👩🏼‍🔬 >>> this is a mindset – innovators see what can be instead of what is.
- loyalty 🙏🏻 >>> growthhacking is only possible when ideas flow freely and there is mutual trust to promote risk-taking.
Making this choice is harder than first perceived. Often the obvious is.

Because it involves saying no to many, and asking yes from a few.

If you agree, don´t just nod.

Do or do not, there is no try….* Master Yoda

*** more on meta-value soon.
June 11, 2018
follow the money 💵

Always good to keep things simple. We go where our client is, not the other way around.

Genesis Home Technology Architects simplifies home technology in homes of 1.000.000€ and up. And those homes are to be found where millionaires live.

You could either call this data-driven strategy implementation, or common sense. Same thing.

Do you know who your client is and where he is to be found?

May 28, 2018
Growthhack: co-marketing example
As a small business we at Genesis Technologies and ICE cinema use co-marketing to create leverage and continue our growth.

Important: co-marketing needs win-win for both parties to be effective. Tagging along is not an option.

So what did we achieve in last weeks event with Valderrama Luxury Gardens, Maserati and Steinway & Sons?
- Create exposure to new (type of) clients
- Reinforce all our brands as a ying & yang of technology & design
- Offer our existing clients new experiences that make them go Wow.
- Learn from peers as we closely work together
Used well co-marketing allows your small business to punch above its weight. To maximise impact.

So I ask you: what are your thoughts on co-marketing as a small business?
May 19, 2018