Startup Marketing
Getting off the ground floor




Sean O’Malley
Product Guy
http://seancomalley.com
You have a new product
You want it to go viral
But traditional marketing doesn’t work
1. Buy Ads




            Traditional
4. Make a                                2. Get More
  Profit
            marketing ...
It doesn’t work because consumers have
more choice and less time
It doesn’t work because startups
don’t have the money
You need a marketing elevator to get your
startup off the ground


            Push Button to:
            acquire users
 ...
1. Build a remarkable product
2. Market to passionate influencers
3. Build loyalty through community management
1. Build a remarkable product
“Something remarkable is worth talking about...It’s
a Purple Cow… Remarkable marketing is the art of
building things worth...
Remarkable is hard
“A lot of times, people don't know what
they want until you show it to them.”

Steve Jobs
Let’s say you build a remarkable product so
influential people can’t help but talk about it
The product is the marketing
But what if my product isn’t Google?
Watch, Listen and Iterate
Be an astronomer
             ....not an astrologer


    Scientific Product Development


 Acquisition
 Activation        ...
Traditional methods
Surveys

Google Analytics

1:1 Interviews

Ethnographic studies

Usability testing

Focus groups
Emerging Methods...Social media
2. Market to the passionate Influencers
10% influence the purchasing
behavior of the other 90%

Malcolm Gladwell
The Tipping Point
Where do you find the influencers?
Ask the question...

Who do my customers
listen to?
Reach the Mac user....not the PC user
Methods
Word of Mouth Marketing
Evangelist Marketing   Brand Blogging
Viral Marketing        Buzz Marketing
Grassroots Marketing  ...
Your biggest bang for the buck...embrace the
influential bloggers
3. Build loyalty through
           Community Management
A happy customer is the
greatest endorsement
Basically, it comes down to treat me
well and I’ll return the favor
Be a talk show host...
         not a preacher
Methods
Give a great   Give customers a voice
experience
                         Listen


                       Foster customer
...
If you remember anything...

Most successful marketing
elevators are about
making lives better
Sean O’Malley
Product Guy
Venrock Quarry
somalley@venrock.com
http://seancomalley.com
Image Credits

     By Theti               By Dalla*                 By Hikaru501
     on Flickr              on Flickr   ...
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Startup Marketing

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Some marketing ideas to get startups off the ground floor

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Startup Marketing

  1. 1. Startup Marketing Getting off the ground floor Sean O’Malley Product Guy http://seancomalley.com
  2. 2. You have a new product
  3. 3. You want it to go viral
  4. 4. But traditional marketing doesn’t work
  5. 5. 1. Buy Ads Traditional 4. Make a 2. Get More Profit marketing Distribution machine 3. Sell More Buy Products From Seth Godin on Sliced Bread at Ted, Feb 2003
  6. 6. It doesn’t work because consumers have more choice and less time
  7. 7. It doesn’t work because startups don’t have the money
  8. 8. You need a marketing elevator to get your startup off the ground Push Button to: acquire users build a brand get recommended
  9. 9. 1. Build a remarkable product 2. Market to passionate influencers 3. Build loyalty through community management
  10. 10. 1. Build a remarkable product
  11. 11. “Something remarkable is worth talking about...It’s a Purple Cow… Remarkable marketing is the art of building things worth noticing right into your product or service.” Seth Godin
  12. 12. Remarkable is hard
  13. 13. “A lot of times, people don't know what they want until you show it to them.” Steve Jobs
  14. 14. Let’s say you build a remarkable product so influential people can’t help but talk about it
  15. 15. The product is the marketing
  16. 16. But what if my product isn’t Google?
  17. 17. Watch, Listen and Iterate
  18. 18. Be an astronomer ....not an astrologer Scientific Product Development Acquisition Activation Problem, Keep or Retention Hypothesis kill feature Referral & Test Monetization
  19. 19. Traditional methods
  20. 20. Surveys Google Analytics 1:1 Interviews Ethnographic studies Usability testing Focus groups
  21. 21. Emerging Methods...Social media
  22. 22. 2. Market to the passionate Influencers
  23. 23. 10% influence the purchasing behavior of the other 90% Malcolm Gladwell The Tipping Point
  24. 24. Where do you find the influencers?
  25. 25. Ask the question... Who do my customers listen to?
  26. 26. Reach the Mac user....not the PC user
  27. 27. Methods
  28. 28. Word of Mouth Marketing Evangelist Marketing Brand Blogging Viral Marketing Buzz Marketing Grassroots Marketing Product Seeding Evangelist Marketing Referral Programs Cause Marketing Community Mktg
  29. 29. Your biggest bang for the buck...embrace the influential bloggers
  30. 30. 3. Build loyalty through Community Management
  31. 31. A happy customer is the greatest endorsement
  32. 32. Basically, it comes down to treat me well and I’ll return the favor
  33. 33. Be a talk show host... not a preacher
  34. 34. Methods
  35. 35. Give a great Give customers a voice experience Listen Foster customer reputations Engage the community
  36. 36. If you remember anything... Most successful marketing elevators are about making lives better
  37. 37. Sean O’Malley Product Guy Venrock Quarry somalley@venrock.com http://seancomalley.com
  38. 38. Image Credits By Theti By Dalla* By Hikaru501 on Flickr on Flickr on Flickr By Froot Smoothie By Jódís By Snelvis on Flickr on Flickr on Flickr By Benegizer By Unhindered by Talent on Flickr on Flickr By walter*sylvia By Toma01 on Flickr on Flickr By TylerKnott on Flickr By Piglovescow.com
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