jesse@taggert.net
twitter: jtag
Marketing
  for Startups

Toolbox Workshop
  DLA | Piper, Palo Alto, CA
        June 12, 2010
Branding
 Marketing
 Customer
Relationships
Public relations
 Social Media
“Perception is reality.”


        Marketing is as valuable
           as your product

Marketing (and Design) connect you...
Marketing
                             for Startups

                                                                Desig...
Know yourself
      and
your customers
“Know thyself.”


• 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,...
Customer Personas

• Create (fictional) personas
  for 2-3 segments of your
  audience.

• Consider demographics,
  social...
Know your competition
But focus on your own direction the most.
Name & Logo
        Possibly a tagline
Facebook        Your name should be:
Craigslist
RescueTime      1. Distinctive
Airbnb          2. Descriptive
Posterous
Yo...
Legal Torrents
  ClearBits


                 openoopen
                 open.net
                 openculture
           ...
Tagline
   ClearBits Distribute Everything.

Citizen Space   A Nicer Place to Work.

  The Helmet Lock    Lock Your Lid.

...
Logo
    1. Distinctive
    2. Relevant
    3. Memorable
    4. Extendable
    5. Depth

 Identifies, differentiates
and r...
Designing your identity
Do it yourself   Graphic Designer
Clip Art         Referrals, AIGA, Coroflot
Crowdsourced
Logo web...
Put yourself
               Craft a brand/social
                                       out there,
                   expe...
Social Media
   How do you share your content?

• Web site            • Twitter
• Blog                • Facebook
• Email n...
How do you create content?

•   What are you doing?       •   Write about making
                                  your pr...
Public Relations
• You directly influence and generate media
• Your customers generate your pr online.
• News releases hav...
“You can’t delete a cereal box.”
Evaluate your
Get feedback.         efforts



            •   Google analytics
            •   bit.ly
            •   Onl...
Some resources to explore
BOOKS                                BLOGS + WEB

The New Rule of Marketing & PR       http://da...
jesse@taggert.net
twitter: jtag



           Thank You. Questions?
Toolbox marketing-for-startups02
Toolbox marketing-for-startups02
Toolbox marketing-for-startups02
Toolbox marketing-for-startups02
Toolbox marketing-for-startups02
Toolbox marketing-for-startups02
Toolbox marketing-for-startups02
Toolbox marketing-for-startups02
Toolbox marketing-for-startups02
Toolbox marketing-for-startups02
Toolbox marketing-for-startups02
Toolbox marketing-for-startups02
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Toolbox marketing-for-startups02

  1. 1. jesse@taggert.net twitter: jtag
  2. 2. Marketing for Startups Toolbox Workshop DLA | Piper, Palo Alto, CA June 12, 2010
  3. 3. Branding Marketing Customer Relationships Public relations Social Media
  4. 4. “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.
  5. 5. Marketing for Startups Design Design Know yourself Content Branding Engineer a brand/ and Writing Customer Dev social experience Social Media your customers Public Relations YOU Brand experience Put yourself Public Relations Customer Dev Evaluate your Metrics Social Media out there, Feedback efforts Public relations consistently
  6. 6. Know yourself and your customers
  7. 7. “Know thyself.” • Who are you? • What do you do? • Why does it matter?
  8. 8. “It’s not what you think, it’s what your customers think.” Know your customers.
  9. 9. “Extreme Customer Support” • Gain high-quality feedback. • Builds early adopters/spokespeople. • Strengthens trust, reinforces 1:1.
  10. 10. Customer Personas • Create (fictional) personas for 2-3 segments of your audience. • Consider demographics, socialgraphics, psychographics... STAY CONNECTED TO ALL YOUR FRIENDS! • Refer to when planning goals, and deciding media, design directions, copy writing, etc.
  11. 11. Know your competition But focus on your own direction the most.
  12. 12. Name & Logo Possibly a tagline
  13. 13. Facebook Your name should be: Craigslist RescueTime 1. Distinctive Airbnb 2. Descriptive Posterous YourVersion 3. Short ClearBits 4. Appropriate EngineYard 5. Easily spelled & pronounced Kissmetrics Dropbox 6. Likable, good “mouth feel” Twitter 7. Protected ™ www.protected.com Citizen Space
  14. 14. Legal Torrents ClearBits openoopen open.net openculture opencontent opendistribution clearcontent clearmedia
  15. 15. Tagline ClearBits Distribute Everything. Citizen Space A Nicer Place to Work. The Helmet Lock Lock Your Lid. Engine Yard Rails in the Cloud.
  16. 16. Logo 1. Distinctive 2. Relevant 3. Memorable 4. Extendable 5. Depth Identifies, differentiates and reinforces your brand.
  17. 17. Designing your identity Do it yourself Graphic Designer Clip Art Referrals, AIGA, Coroflot Crowdsourced Logo website
  18. 18. Put yourself Craft a brand/social out there, experience consistently Social Media • Content associated w/your company Marketing • Customer loyalty (micro) • Easy • Affordable • Word of mouth, viral (macro) • 1:1 and “1:1”
  19. 19. Social Media How do you share your content? • Web site • Twitter • Blog • Facebook • Email newsletters • Whitepapers • Email signatures • Webinars • YouTube • Podcasts • E-books • Vlogs • Flickr • Presentations
  20. 20. How do you create content? • What are you doing? • Write about making your product. • Ask a question and answer it. • Conduct polls, ask questions and post • Find your strong p.o.v. answers/results. and express it. • Post other’s content • Solve a customer’s about your product. problem. • Crowdsource • Don’t “sell” your something cool product. (video, event, etc.) Edward Boches
  21. 21. Public Relations • 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
  22. 22. “You can’t delete a cereal box.”
  23. 23. Evaluate your Get feedback. efforts • Google analytics • bit.ly • Online polls • Focus groups • Facebook tools • Customer dialogues • helpastartupout.com
  24. 24. Some resources to explore BOOKS BLOGS + WEB The New Rule of Marketing & PR http://darmano.typepad.com David Meerman Scott http://blog.asmartbear.com Made to Stick Chip Heath & Dan Heath http://startup-marketing.com/ REWORK http://paulgraham.com/articles.html Jason Fried & David Heinemeier Hansson http://www.conversationagent.com The Brand Gap: How to Bridge the http://helpastartupout.com Distance Between Business Strategy http://www.biztechday.com and Design Marty Neumeier
  25. 25. jesse@taggert.net twitter: jtag Thank You. Questions?

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