Marketing User Experience on a Budget User Centric, Inc. Robert Schumacher, Ph.D. [email_address] Report Delivered October...
Who Is This Guy? And Why Is He Here? <ul><li>Managing Director, User Centric, Inc. – Chicago, IL, USA </li></ul><ul><li>CE...
Marketing – The 4Ps
Product <ul><li>What do you sell? </li></ul><ul><li>Why do you sell it?  (hint: it’s not about the money) </li></ul>
The Secret to Marketing…
<ul><li>What should you charge? </li></ul><ul><ul><li>What is your time worth? </li></ul></ul><ul><ul><li>What margin shou...
<ul><li>Why is the product you offer the best? </li></ul><ul><li>Who wants to buy it? </li></ul><ul><li>Where do you fit i...
Promotion <ul><li>Advertising – ins / outs </li></ul><ul><li>Get A-List customers    Word Of Mouth </li></ul><ul><li>Sear...
Promoting User Experience Services <ul><li>Your marketing options may feel like this… </li></ul>How we sort it out…
Promoting User Research Services <ul><li>Who is the target customer? </li></ul><ul><li>How do you reach them? </li></ul><u...
Promoting User Research Services  <ul><li>Who are our customers?  </li></ul><ul><ul><li>Our customers span all industries!...
Promoting User Research Services <ul><li>Who is the target customer? </li></ul><ul><li>How do you reach them? </li></ul><u...
Promoting User Research Services <ul><li>How do you reach them? </li></ul><ul><ul><li>How do they get information? </li></...
Word of Mouth <ul><li>Cheaper to keep clients than to acquire new ones </li></ul><ul><li>Referrals coming in the door are ...
Speak, Publish, Network! <ul><li>Establish yourself as the “go to” person </li></ul><ul><ul><li>Conference presentations, ...
Hello!  My name is… <ul><li>Industry conference booth – all about  Branding </li></ul><ul><ul><li>Where are your competito...
SEO, SEM…what’s the difference? <ul><li>Search Engine Marketing (SEM) </li></ul><ul><ul><li>PAID advertising </li></ul></u...
Content, content, content (SEO) <ul><li>Increase your ranking on Organic Search by pushing CONTENT wherever possible </li>...
Anticipate and Generate Buzzzzzzzzz
Content, content, content <ul><li>Social media…not just for celebrities! </li></ul><ul><ul><li>Twitter for business! </li>...
Content, content, content <ul><li>Social media </li></ul><ul><ul><li>LinkedIn - Get connected! </li></ul></ul><ul><ul><ul>...
Content, content, content <ul><ul><li>Solicit colleagues and friends for recommendations- People love to read reviews. Off...
e-News = e-Sales <ul><li>Newsletters </li></ul><ul><ul><li>Keep top of mind with your customers </li></ul></ul><ul><ul><li...
Birds of a feather… <ul><li>Mutually beneficial partnerships </li></ul><ul><ul><li>Have experience with potential partners...
Reserve your spot now! <ul><li>Webinars </li></ul><ul><ul><li>Great to build reputation </li></ul></ul><ul><ul><li>Add dyn...
Appeal to the journalist <ul><li>Paying for Press Release launch (local, national, or global) gets your news to the journa...
<ul><li>http://uidesign.ru/ </li></ul><ul><li>Irina Pentsova </li></ul><ul><li>Platon Dneprovskiy </li></ul><ul><li>Alexey...
©  October 13, 2009  – Proprietary and Confidential
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Marketing User Experience - Usability Marathon Webinar

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This was a presentation done for the 2009 Usability Marathon sponsored by UI Design Group. Presented 2009 13 October.
www.uidesign.ru.

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Marketing User Experience - Usability Marathon Webinar

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

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