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Startup Wednesday 6: Marketing & PR for Startups
 

Startup Wednesday 6: Marketing & PR for Startups

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  • Your brand is the interface between the people inside your company and everybody else. You put part of yourself into your brand and this is what everybody on the outside will see. The best brands are like the best actors: the brands reflect the feelings and attitudes inside.
  • Your brand is the interface between the people inside your company and everybody else. You put part of yourself into your brand and this is what everybody on the outside will see. The best brands are like the best actors: the brands reflect the feelings and attitudes inside.

Startup Wednesday 6: Marketing & PR for Startups Startup Wednesday 6: Marketing & PR for Startups Presentation Transcript

  • Session 6 Marketing & PR For Startups
  • What we’re looking at today Marketing Marketing you can do for free PR
  • Marketing (the traditional way) Customer Value Proposition Product Differentiation Product Life Cycle Price Skimming Penetration Pricing Price Discrimination Advertising & PR Sales Promotion Direct Marketing Personal Selling Distribution Strategy Channel Coverage Channel Partnerships Product Price Promotion Place
  • Outbound marketing W: designcouncil.org.uk/resources-and-events/Business-and-public-sector/Guides/ Brand Target customers
  • Inbound marketing W: designcouncil.org.uk/resources-and-events/Business-and-public-sector/Guides/ Brand
  • Marketing (the new way) Be DIFFERENT Be REMARKABLE Be UNUSUAL Blogs, Video, Search Engines, Press, Local streets, Wikis, Facebook, Twitter, E-mails, Viral marketing, Sponsorships… Swap contact details Let them tell you what they want Make it easy to tell others Make it easy to tell you Get EXCITED about your company Find people who will tell others HOW GREAT YOU ARE Experience Everywhere Exchange Evangelism
  • Social vs traditional
    • Is killing
  •  
  • So what do you do about it?
    • Set up your business
    • Make it special in some way
    • Have a unique story
    • Tell your story
    • Tell your story on video
    • Tell your story on a blog
    • Tell your story in the papers
    • Tell your story on the streets
    • Tell your story everywhere…
  • Q: What is GaBoom’s unique story?
  • Q: What is GaBoom’s unique story?
  • Where does Jess tell it?
  • What story can you tell?
    • Something about you
      • You are young. This helps!
    • Something about your product
    • Something about the world (surveys, research, etc)
  • How can you tell it?
    • Ideas / experiences
    • Photos
    • Videos
    • Podcasts
    • Presentations
    • Articles
    • News
  • Where can you tell it?
    • Blogs
    • Video sites
    • Podcast sites
    • Social media
  • Where can you tell it?
    • Photo sites
    • Presentations
    • Publishing sites
    • Press releases
  • Exercise
    • Read the Business Plan for
    • Design a marketing strategy
    • Your total budget is £1,500
  • Press Releases
    • You need to have something interesting to say
    • It needs to be ‘news’
    • Say it directly to the relevant journalist
    • How to work out their email address
      • Find out the generic addresses
      • Then replace with the journalist’s name!
  • Blogging
    • Write as frequently as possible
      • It doesn’t have to be about YOU
      • It can be about things others have written which you think are interesting
      • Write reviews, write lists, interview people, be controversial, be useful
    • Pick good headlines
    • Allow comments
      • And reply to them
    • Attribute sources you use (“trackbacks”)
  • Search Engine Optimisation (SEO)
    • A way of increasing your ranking on search engines so that potential customers are more likely to find you
  • What matters?
    • Page title
    • Text on the page
    • Number of links to your page from other sites, and the quality of the other site
      • And what the link is for / how relevant it is
    • How long your website has been up for
    • How relevant your website is to the search term
  • Google Insights
  • Monitor your effectiveness
    • Set up Google Analytics
    • Check your pages are listed in Google Yahoo, Bing
    • See you you rank compared to others in the industry
      • Use http:// www.seobook.com /
  • Choosing keywords
    • Find words and phrases that people will use to search for your products and services
      • More specific terms will result in less traffic, but are more likely to convert
      • Find words you already use a lot, and see what words similar sites use
    • Check Google Adwords
  • Using keywords
    • Use the keywords in the special ‘keywords’ section of the code for your page
      • Weebly and Wordpress will do this for you
    • Use the terms in the title of the page and in the main content
  • Getting inbound links
    • Create great, useful content
    • Ask other people to link to your site
    • Write featured articles, blog posts and comments on other sites which link back to yours
    • Have a signature on your email which links to your site
  • Social Media
    • Entrepreneurs should use:
      • Facebook and Facebook groups
      • Twitter
    • You can link both of these to a blog so that they update automatically – this saves you time!
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  • Course programme 2pm-4pm in Arts Building S21 Finding role models and teams 20 Oct 1 Generating ideas 10 Nov 2 Planning your first year 24 Nov 3 Branding and building a website 8 Dec 4 Pitching and raising finance 12 Jan 5 Marketing and PR for startups 26 Jan 6 Selling and negotiating 9 Feb 7 Accounting and legal issues 23 Feb 8 Running an office and bookkeeping 9 Mar 9