Marketing User Experience - Usability Marathon Webinar

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    6 Favorites

    Marketing User Experience - Usability Marathon Webinar - Presentation Transcript

    1. Marketing User Experience on a Budget User Centric, Inc. Robert Schumacher, Ph.D. [email_address] Report Delivered October 13, 2009
    2. Who Is This Guy? And Why Is He Here?
      • Managing Director, User Centric, Inc. – Chicago, IL, USA
      • CEO, User Experience, Ltd. – Beijing, China
      • Founding partner, UXalliance
      • Vice President, Universal Access, Chicago, IL, USA
      • Program Manager, Belgacom, Brussels, Belgium
      • Ph.D. – Cognitive & Experimental Psychology University of Illinois, Urbana-Champaign, IL USA 1989
      • Six US patents
      • Published dozens of articles
      • Edited this book 
      • Due out in Nov.
      • Grew company in size and revenue
      • Learned from lots of talented people
    3. Marketing – The 4Ps
    4. Product
      • What do you sell?
      • Why do you sell it? (hint: it’s not about the money)
    5. The Secret to Marketing…
      • What should you charge?
        • What is your time worth?
        • What margin should you get?
        • Competitors?
      • Are your projects fixed price or time and materials?
      Pricing
      • Why is the product you offer the best?
      • Who wants to buy it?
      • Where do you fit in the Market ?
      • Who are your competitors?
      Placement (Positioning)
    6. Promotion
      • Advertising – ins / outs
      • Get A-List customers  Word Of Mouth
      • Search Engine Optimization/Marketing
      • Sponsor booths/events at conferences
      • Issue Press Releases for SEO
        • PR Newswire and Free Outlets
      • Social Media
      • Newsletter
      • Build a brand
    7. Promoting User Experience Services
      • Your marketing options may feel like this…
      How we sort it out…
    8. Promoting User Research Services
      • Who is the target customer?
      • How do you reach them?
      • What is your message?
      • Why do they need you?
      • How much is this going to cost?
        • Can FREE be effective?
    9. Promoting User Research Services
      • Who are our customers?
        • Our customers span all industries! Globally!
        • “ What’s Hot”
        • Seek out opportunties! Create customers!
      • Make sure you are sending the right message!
        • What sets you apart? What gives you an edge?
        • What are your services and how are they applicable?
    10. Promoting User Research Services
      • Who is the target customer?
      • How do you reach them?
      • What is your message?
      • Why do they need you?
      • How much is this going to cost?
        • Can FREE be effective?
      • How much is this going to cost?
        • Can FREE be effective?
      How do you reach them?
    11. Promoting User Research Services
      • How do you reach them?
        • How do they get information?
        • What are they reading?
        • What conferences are they attending?
        • What information is valuable to them?
      • How much is this going to cost?
        • Free channels do work!
        • Cost/Benefit of Paid channels
      Cost: FREE
    12. Word of Mouth
      • Cheaper to keep clients than to acquire new ones
      • Referrals coming in the door are an easier sell! Keep those phones ringing!
      Free Marketing, Advertising, PR Cost: FREE
    13. Speak, Publish, Network!
      • Establish yourself as the “go to” person
        • Conference presentations, speaking engagements
        • Get in print!
          • Write case studies, white papers, books!
          • Publications, journals
          • Build relationship with journalists, bloggers
          • Keep your own blog and respond to bloggers (give and take)
      Free Marketing, Advertising, PR Cost: FREE You!
    14. Hello! My name is…
      • Industry conference booth – all about Branding
        • Where are your competitors?
        • What are the demographics of the attendees? Presenters?
        • Ensure collateral is applicable to attendees
        • Costly, but good if new and establishing name
        • Have a giveaway to capture leads (i.e., iPhone, Kindle)
          • Use this list for e-Newsletter, Webinar promotion
      Paid Marketing, Advertising, PR Cost: $$$
    15. SEO, SEM…what’s the difference?
      • Search Engine Marketing (SEM)
        • PAID advertising
        • This answers WHERE and HOW to access your customers across multiple industries – find them online
        • Buy terms relevant to your business that your customers commonly use to find your services
        • Trial and Error
      Paid Marketing, Advertising, PR Cost: $$$
    16. Content, content, content (SEO)
      • Increase your ranking on Organic Search by pushing CONTENT wherever possible
      • Web-based content is easy to populate and mostly free
        • FREE PR sites to post your news:
          • www.24-7pressrelease.com
          • www.clickpress.com
          • www.ecommwire.com
          • www.free-press-release.com
          • www.i-newswire.com
          • www.newswiretoday.com
      Free Marketing, Advertising, PR Cost: FREE
    17. Anticipate and Generate Buzzzzzzzzz
    18. Content, content, content
      • Social media…not just for celebrities!
        • Twitter for business!
          • If your company doesn’t have a Twitter account, get one now!
          • Google now scans “tweets” when searching for their Google Alerts
          • Tweet relevant news AND valuable insight (i.e., 5 tips for…)
          • Tweet regularly – 2-3 times per week at minimum
          • Re-tweet whatever you find interesting
          • Rule of thumb is to “follow” those who “follow” you if they are related to your business
      Free Marketing, Advertising, PR Cost: FREE
      • Be mindful of Twittiquette, DO NOT..
      • Be a narcissist or create clutter with unimportant tweets
      • Hesitate to block spammers or people not in your interests; quality is more important than quantity!
      • Repeat yourself– if people like what you said, they will re-tweet it
    19. Content, content, content
      • Social media
        • LinkedIn - Get connected!
          • Establish your company LinkedIn profile
          • Get your employees involved! Have them post updates on what your company is doing in their Groups! (i.e., college alumni groups)
          • Join relevant Groups and stay active to post and respond to postings (while occasionally throwing in links back to your site)
          • Create e-invites for upcoming events
          • Keep your company profile FRESH! Add widgets (SlideShare, Polls, Amazon, etc.) for interaction and flare
      Free Marketing, Advertising, PR Cost: FREE Quick Tip : Don’t forget to customize your URL for simplicity and SEO optimization!
    20. Content, content, content
        • Solicit colleagues and friends for recommendations- People love to read reviews. Offer a recommendation in return for every one written about you/your company
        • Integrate! Add links/buttons that lead others to your social media profiles and let them share information.
          • Email signitures, business cards, PRs, and newsletters, etc.
          • Repurpose and push the same content to multiple platforms to gain a wider audience
        • Update your status regularly
          • Promote events/seminars
          • Ask compelling questions
          • Post news/blog articles
          • Where you’re traveling to
      Section Title Cost: FREE
    21. e-News = e-Sales
      • Newsletters
        • Keep top of mind with your customers
        • PR in their inbox
        • Relevant content to your customer as well (i.e., Best practices for home page design)
        • Nominal cost
      Free Marketing, Advertising, PR Cost: $
    22. Birds of a feather…
      • Mutually beneficial partnerships
        • Have experience with potential partners to ensure quality standards match
        • Jointly approach paid outlets to share cost
        • Discount within partners enables best rate for client
        • Gain credibility
        • www.uxalliance.com
      Free Marketing, Advertising, PR Cost: $
    23. Reserve your spot now!
      • Webinars
        • Great to build reputation
        • Add dynamic content to your website
        • Generate leads!
        • Generate lists & leads
        • Challenge: Where to find attendees?
          • May need to pay to advertise, buy lists
          • Try your own contact list first if Webinar is relevant to your customers!
        • Team up with local organizations to promote your presentation!
      Paid Marketing, Advertising, PR Cost: $ to $$
    24. Appeal to the journalist
      • Paying for Press Release launch (local, national, or global) gets your news to the journalist
        • What will they think is interesting and relevant to their readers?
        • Make it easy for them – write in a journalism “inverted pyramid” style
      • Paid Press Releases improve organic search instantly
      • Gets your name out there – repetition builds reputation
      Paid Marketing, Advertising, PR Cost: $$
      • http://uidesign.ru/
      • Irina Pentsova
      • Platon Dneprovskiy
      • Alexey Kopylov
      • Natalia Kirillova
        • http://www.uxalliance.com/
        • Aimee Reif
      Special Thanks…
        • http://www.usercentric.com/
        • Pam Stoffregen-Gay
        • Randy Pickard
        • Gavin Lew
        • Wendy Yee
        • ExperienceLab
        • http://www.serco.com/experiencelab/
        • Gemma Wisdom
    25. © October 13, 2009 – Proprietary and Confidential

    + Robert SchumacherRobert Schumacher, 1 month ago

    custom

    799 views, 6 favs, 5 embeds more stats

    This was a presentation done for the 2009 Usability more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 799
      • 657 on SlideShare
      • 142 from embeds
    • Comments 0
    • Favorites 6
    • Downloads 42
    Most viewed embeds
    • 52 views on http://marafon.uidesign.ru
    • 47 views on http://fresh.gui.ru
    • 40 views on http://marathon.uidesign.ru
    • 2 views on http://www.userspots.com
    • 1 views on http://www.fresh.gui.ru

    more

    All embeds
    • 52 views on http://marafon.uidesign.ru
    • 47 views on http://fresh.gui.ru
    • 40 views on http://marathon.uidesign.ru
    • 2 views on http://www.userspots.com
    • 1 views on http://www.fresh.gui.ru

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories