Slideshow Transcript

1. Slide 1: Startup Marketing Getting off the ground floor Sean O’Malley Product Guy http://seancomalley.com
2. Slide 2: You have a new product
3. Slide 3: You want it to go viral
4. Slide 4: But traditional marketing doesn’t work
5. Slide 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. Slide 6: It doesn’t work because consumers have more choice and less time
7. Slide 7: It doesn’t work because startups don’t have the money
8. Slide 8: You need a marketing elevator to get your startup off the ground Push Button to: acquire users build a brand get recommended
9. Slide 9: 1. Build a remarkable product 2. Market to passionate influencers 3. Build loyalty through community management
10. Slide 10: 1. Build a remarkable product
11. Slide 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. Slide 12: Remarkable is hard
13. Slide 13: “A lot of times, people don't know what they want until you show it to them.” Steve Jobs
14. Slide 14: Let’s say you build a remarkable product so influential people can’t help but talk about it
15. Slide 15: The product is the marketing
16. Slide 16: But what if my product isn’t Google?
17. Slide 17: Watch, Listen and Iterate
18. Slide 18: Be an astronomer ....not an astrologer Scientific Product Development Acquisition Activation Problem, Keep or Retention Hypothesis kill feature Referral & Test Monetization
19. Slide 19: Traditional methods
20. Slide 20: Surveys Google Analytics 1:1 Interviews Ethnographic studies Usability testing Focus groups
21. Slide 21: Emerging Methods...Social media
22. Slide 22: 2. Market to the passionate Influencers
23. Slide 23: 10% influence the purchasing behavior of the other 90% Malcolm Gladwell The Tipping Point
24. Slide 24: Where do you find the influencers?
25. Slide 25: Ask the question... Who do my customers listen to?
26. Slide 26: Reach the Mac user....not the PC user
27. Slide 27: Methods
28. Slide 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. Slide 29: Your biggest bang for the buck...embrace the influential bloggers
30. Slide 30: 3. Build loyalty through Community Management
31. Slide 31: A happy customer is the greatest endorsement
32. Slide 32: Basically, it comes down to treat me well and I’ll return the favor
33. Slide 33: Be a talk show host... not a preacher
34. Slide 34: Methods
35. Slide 35: Give a great Give customers a voice experience Listen Foster customer reputations Engage the community
36. Slide 36: If you remember anything... Most successful marketing elevators are about making lives better
37. Slide 37: Sean O’Malley Product Guy Venrock Quarry somalley@venrock.com http://seancomalley.com
38. Slide 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