Hey! It's Alex Berman here from Experiment 27
and today I want to show you how to read
a Fortune 500 company's mind. This is
a response to the other video I did on
how to cold call a Fortune 500 company.
Some people are wondering where do you
come up with those ideas because I
recommended pitching an app idea,
specific idea, to these companies. How
do you find out what a company like
Google or Coca-Cola or Ford is planning
for 2017 so that you know what to pitch
them? That's what we're going to go over
in this video. And it's actually super
simple. So let's pop over to Google and
you actually just have to search
something like coca-cola goals for 2017.
When you search this you'll get a bunch of
articles. Here is our 2020
environmental goals.
Here's a goal from 2015, year in review.
There's a few other ones here.
Sustainability goals for 2016. I like
this five strategic actions for
coca-cola. A bunch of companies
have these. Coca-Cola's a good example. So
here we go. In 2015
they focused on driving revenue and
profit growth. So I'm gonna go through
this stuff really quick and I'll show you
how you can interpret it to come up with
app ideas. So for number one, we focus on
driving revenue and profit growth. It says in
emerging markets we focus primarily on
increasing volume, keeping our beverages
affordable and strengthening the
foundation. So the goal for emerging
markets is to sell a lot of coca-cola at
cheaper prices and developed markets we
relied more on price/mix and improving
profitability by offering more small
packages and premium packages. So in
developed markets US, Canada, UK
the goal is to sell these premium
packages like glass and aluminum bottles.
So the pitch here if you're going for an
app pitch to Coca-Cola is something on that
and maybe a collectible app or a
collectible piece of technology.
This is actually a good place to pitch
smart tech. What if coca-cola had a
collectible voice app or a little
hardware dongle. That's collectible. Right
there.
There's an idea. Might not be the best
idea, but that is an idea based on their
goals.
Let's jump to the next one. Number two, we
invested in our brands and business. So
this one is fairly simple.
It says we made a choice to invest in
more and better marketing for our brands
increasing both the quantity and quality
of our advertising. So they increased
their spending by more than 250 million
dollars. This means coca-cola wants
you to pitch them exciting advertising
ideas around either their new brands
since they bought this brand 'Suja', they are
partnered with Monster. So anything
advertising related around those new
brands or also in 2015 their big
goal was uniting all of Coca-Cola under
one name. So Coke Diet, Coke Zero, Coke Life so
any app that is about all the coke
brands together or an advertising or
experiential marketing campaign about
uniting all those apps.
About uniting all those brands into
one app will work. Will at least
get their ears to perk up. So let's
move to number three. Number three is we
became more efficient. Part of the
solution was 'zero-based work' -- a way of
looking at our business that starts from
the assumption that organizational
budget start at zero and must be
justified annually.
Overall, we were able to realize more
than 600 million in productivity
improvements in 2015. So this one, these
guys, coca-cola are open to any pitches
that will improve their productivity.
Redoing their internal communications.
Slack might be a good thing.
This might be a good time for someone like
Slack to pitch Coca-Cola. Any sort of
productivity tools.
This is a big goal for them, this is number
three on their five strategic actions.
Number four is we simplified our company.
And the important thing here is right
here. So most importantly we began to
look at ways to enhance further the
employee experience across our company
with the goal of creating the world's
most exciting, productive, fun and
fulfilling career environment with
workplaces that nurse curiosity, learning
innovation and growth. So any app that
enhances the employee experience. Maybe
it's an internal reward program for
employees to work harder or an idea
for employees to maybe give their ideas
to coca-cola. Something like maybe
Starbuck's Idea Site, but focused
internally for
Coca-Cola. Anything around making
employees happier. Apps focused on
that will work here. And then number five
is we refocused on our core business
model. Over the years we've acquired and
manage the number of Coca-Cola bottling
partners with the aim of improving
performance, optimizing, manufacturing and
distribution systems and ultimately
refranchising the bottling territories
back to independent status. Coca-Cola wants to
hear about ideas that improve their
manufacturing processes or ideas that
make their bottling plants more
integrated. Which can be done by software.
So those are five strategic actions from
Coca-Cola. Almost all of the Fortune 500
companies have articles like this one.
You just have to google around to find them,
digg a little bit and this is what you
can pull from when you're cold emailing
or cold calling these companies just
finding an article like this and coming
up with ideas based on it will be that
extra step that will get you in the door
versus just pitching yourself as another
iOS development vendor. If you like this
type of video feel free to like this
video to encourage this type of content.
Subscribe to this channel for more B2B
sales training and if you need marketing
support for your digital agency check
out Experiment27.com !! Thanks. :)