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Startup Marketing

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Some marketing ideas to get startups off the ground floor

Some marketing ideas to get startups off the ground floor

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  • 1. Startup Marketing Getting off the ground floor Sean O’Malley Product Guy http://seancomalley.com
  • 2. You have a new product
  • 3. You want it to go viral
  • 4. But traditional marketing doesn’t work
  • 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. It doesn’t work because consumers have more choice and less time
  • 7. It doesn’t work because startups don’t have the money
  • 8. You need a marketing elevator to get your startup off the ground Push Button to: acquire users build a brand get recommended
  • 9. 1. Build a remarkable product 2. Market to passionate influencers 3. Build loyalty through community management
  • 10. 1. Build a remarkable product
  • 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. Remarkable is hard
  • 13. “A lot of times, people don't know what they want until you show it to them.” Steve Jobs
  • 14. Let’s say you build a remarkable product so influential people can’t help but talk about it
  • 15. The product is the marketing
  • 16. But what if my product isn’t Google?
  • 17. Watch, Listen and Iterate
  • 18. Be an astronomer ....not an astrologer Scientific Product Development Acquisition Activation Problem, Keep or Retention Hypothesis kill feature Referral & Test Monetization
  • 19. Traditional methods
  • 20. Surveys Google Analytics 1:1 Interviews Ethnographic studies Usability testing Focus groups
  • 21. Emerging Methods...Social media
  • 22. 2. Market to the passionate Influencers
  • 23. 10% influence the purchasing behavior of the other 90% Malcolm Gladwell The Tipping Point
  • 24. Where do you find the influencers?
  • 25. Ask the question... Who do my customers listen to?
  • 26. Reach the Mac user....not the PC user
  • 27. Methods
  • 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. Your biggest bang for the buck...embrace the influential bloggers
  • 30. 3. Build loyalty through Community Management
  • 31. A happy customer is the greatest endorsement
  • 32. Basically, it comes down to treat me well and I’ll return the favor
  • 33. Be a talk show host... not a preacher
  • 34. Methods
  • 35. Give a great Give customers a voice experience Listen Foster customer reputations Engage the community
  • 36. If you remember anything... Most successful marketing elevators are about making lives better
  • 37. Sean O’Malley Product Guy Venrock Quarry somalley@venrock.com http://seancomalley.com
  • 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