DLA | Piper, Palo Alto, CA
June 12, 2010
“Perception is reality.”
Marketing is as valuable
as your product
Marketing (and Design) connect you to customers.
It organizes information and convinces through emotion.
It is helps to raise $, acquire customers, attract
employees, enable your business to grow.
Design Know yourself Content
Engineer a brand/
Customer Dev social experience Social Media
your customers Public Relations
Brand experience Put yourself Public Relations
Customer Dev Evaluate your Metrics
Social Media out there, Feedback
Public relations consistently
• Who are you?
• What do you do?
• Why does it matter?
“It’s not what you think, it’s what
your customers think.”
Know your customers.
“Extreme Customer Support”
• Gain high-quality feedback.
• Builds early adopters/spokespeople.
• Strengthens trust, reinforces 1:1.
• Create (fictional) personas
for 2-3 segments of your
• Consider demographics,
psychographics... STAY CONNECTED
TO ALL YOUR FRIENDS!
• Refer to when planning
goals, and deciding media,
design directions, copy
Know your competition
But focus on your own direction the most.
ClearBits Distribute Everything.
Citizen Space A Nicer Place to Work.
The Helmet Lock Lock Your Lid.
Engine Yard Rails in the Cloud.
and reinforces your brand.
Designing your identity
Do it yourself Graphic Designer
Clip Art Referrals, AIGA, Coroflot
Craft a brand/social
Social Media • Content associated
• Customer loyalty
• Affordable • Word of mouth, viral
• 1:1 and “1:1”
How do you share your content?
• Web site • Twitter
• Blog • Facebook
• Email newsletters • Whitepapers
• Email signatures • Webinars
• YouTube • Podcasts
• E-books • Vlogs
• Flickr • Presentations
How do you create content?
• What are you doing? • Write about making
• Ask a question and
answer it. • Conduct polls, ask
questions and post
• Find your strong p.o.v.
and express it.
• Post other’s content
• Solve a customer’s
about your product.
• Don’t “sell” your
(video, event, etc.)
• You directly influence and generate media
• Your customers generate your pr online.
• News releases have multiple uses
• Target/befriend influential bloggers
• 1:1 customer interactions en masse
• Apologize if you mess up
• Opportunities to measure
Get feedback. efforts
• Google analytics
• Online polls
• Focus groups
• Facebook tools
• Customer dialogues
Some resources to explore
BOOKS BLOGS + WEB
The New Rule of Marketing & PR http://darmano.typepad.com
David Meerman Scott
Made to Stick
Chip Heath & Dan Heath http://startup-marketing.com/
Jason Fried & David Heinemeier
The Brand Gap: How to Bridge the http://helpastartupout.com
Distance Between Business Strategy