Marketing User Experience on a Budget User Centric, Inc. Robert Schumacher, Ph.D. [email_address] Report Delivered October 13, 2009

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

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

Marketing – The 4Ps

Product What do you sell? Why do you sell it? (hint: it’s not about the money)

What do you sell?

Why do you sell it? (hint: it’s not about the money)

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

What should you charge?

What is your time worth?

What margin should you get?

Competitors?

Are your projects fixed price or time and materials?

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)

Why is the product you offer the best?

Who wants to buy it?

Where do you fit in the Market ?

Who are your competitors?

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

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

Promoting User Experience Services Your marketing options may feel like this… How we sort it out…

Your marketing options may feel like this…

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?

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?

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?

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?

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?

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?

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

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

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

Cheaper to keep clients than to acquire new ones

Referrals coming in the door are an easier sell! Keep those phones ringing!

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!

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)

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: $$$

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

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: $$$

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

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

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

Anticipate and Generate Buzzzzzzzzz

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

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

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

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!

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

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

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

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: $

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

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: $

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

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 $$

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!

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: $$

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

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

http://uidesign.ru/

Irina Pentsova

Platon Dneprovskiy

Alexey Kopylov

Natalia Kirillova

http://www.uxalliance.com/

Aimee Reif

http://www.usercentric.com/

Pam Stoffregen-Gay

Randy Pickard

Gavin Lew

Wendy Yee

ExperienceLab

http://www.serco.com/experiencelab/

Gemma Wisdom

© October 13, 2009 – Proprietary and Confidential