Marketing communications for start ups - anthony de kerf - marketing camp

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Marketing communications for start ups - anthony de kerf - marketing camp

  1. 1. Marketing Communications for Start-Ups Implementing Shoestring StrategiesMarketingCamp silicon valley November 3, 2012 Topic Lead: Anthony de Kerf adk@tron.com www.tron.com/marcomm.ppt
  2. 2. Marketing Communications for Start-Ups Implementing Shoestring Strategies • Press Releases & Related Information • Magazines/Publications • Newsletters & White Papers • Presentations, Video & Voice–Over’s • Trademarks, Unique Acronyms & Buzz Words • Research the “How-To’s” • Media Blitz Preparation • The Search Engine Challenge • Controlling the MessageMarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf
  3. 3. Marketing Communications for Start-Ups Implementing Shoestring Strategies Press Releases & Related Information Free/Paid Press Release Sites (useful, but can be risky) Use stealth email accounts…. These sites are used for phishing Publish everything in your campaign (but create an outline – 1 free per month) Use only reputable sites http://www.onlineprnews.com/ http://www.openpr.com/ http://www.przoom.com/ http://www.prfire.co.uk/ Review of Free PR Sites (Pro’s n Con’s) http://www.vitispr.com/blog/free-press-release-sites/ http://www.prnewswire.com/news-releases/reasons-why-free-press-release-sites-can-harm-your- business-159087775.htmlMarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf
  4. 4. Marketing Communications for Start-Ups Implementing Shoestring Strategies Magazines/Publications Blogs – A single comment is not enough! - Manage the entire message Writing and Submission Selecting Blogs Sites Magazines (Hungry for Content) Initiating vs Responding Product Announcements Engage - in Conversation Editors – finding the contact list Article Submissions (Content Ideas) Gadgets Corner (consumer publications) Print & On-Line Sample Products for Journalist ComputerUser.com (self publish) Television Yahoo Contributor Network (self publish) http://www.nbcbayarea.com/blogs/press-here/ Product Announcements Computer Chronicles (?) Journalist Meet & Greet Events Tradeshows (Usually Free Access to Expo Only) San Francisco – Home to Technology Publishers IDG, ZIFF-DAVIS, InfoWorld. . . . (http://dir.yahoo.com/)MarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf
  5. 5. Marketing Communications for Start-Ups Implementing Shoestring Strategies Newsletters & White Papers Monthly vs. Quarterly Independent writing most effective (same with articles) Applicable, Engaging and Informative Content White Papers – Technology Specific, All Encompassing and Independent Reviews Presentations, Video & Voice–Over’s Convert PowerPoint presentations to recognized video formats Still Image videos Product Demonstrations (MAC user tools – maybe open source) Video can be used to convey written content (ie Newscast vs. Newspaper) Search Engine IndexingMarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf
  6. 6. Marketing Communications for Start-Ups Implementing Shoestring Strategies Trademarks, Unique Acronyms & Buzz Words Always claim trademarks File officially (USPTO.gov) as early as possible ($300 - $400 registration fee) Unique Acronyms & Buzz Words - search engine keyword identity ie: KVS (KVM) , KVM Cable, KVM Network, Cat5 KVM, Automated KVM Switching Users must still enter the content (convey via message content) Can be a phrase (ie: “Automated KVM Switching”) The Start-Up Advantage (company names and innovations) Validate Uniqueness – Check Search Engine ResultsMarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf
  7. 7. Marketing Communications for Start-Ups Implementing Shoestring Strategies Research the “How-To’s” Writing press releases requires an expected format Newsletters & White Papers should be tailored to the audience’s content absorption rate Open page layout vs. technical content 600 words vs. 6,000 words (message and audience) Creative Plagiarism Format and Content techtarget.com (local workshops for marketers)MarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf
  8. 8. Marketing Communications for Start-Ups Implementing Shoestring Strategies Media Blitz Preparation Blogs – write the entire story (stories) – in submission pieces Newsletters – 3-5 pieces in advance of first release Press Releases – 6-12 in advance of first release Inexpensive Staffing Options The Search Engine Challenge Constantly Changing Rules - Algorithms Potential for Time Sensitive/Insensitive Content Web Administrator (Marketing Department) – Google Most ImportantMarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf
  9. 9. Marketing Communications for Start-Ups Implementing Shoestring Strategies Controlling the Message Newsletters, White Papers, Blogs and Articles allow you to manage the content and message Introduce Trademarks, Unique Acronyms & Buzz Words Develop the message you want to convey Consistently drive that message by using the vehicles mentioned aboveMarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf

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