Marketing User Experience - Usability Marathon Webinar

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

Marketing – The 4Ps

Product
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

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)

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

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

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 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 is the target customer?
What is your message?
Why do they need you?

How do they get information?
What are they reading?
What conferences are they attending?
What information is valuable to them?
Free channels do work!
Cost/Benefit of Paid channels
Cost: FREE

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

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!

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: $$$

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: $$$

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

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
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
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!

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

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: $

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: $

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 $$

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

http://marafon.uidesign.ru	90
http://fresh.gui.ru	74
http://marathon.uidesign.ru	66
http://www.slideshare.net	7
http://www.userspots.com	6
http://www.lmodules.com	2
http://www.fresh.gui.ru	1

Marketing User Experience - Usability Marathon Webinar

by Robert Schumacher on Oct 13, 2009

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