Startup Marketing

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 Distribution machine 3. Sell More Buy Products From Seth Godin on Sliced Bread at Ted, Feb 2003

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 build a brand get recommended

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 noticing right into your product or service.” Seth Godin

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 Problem, Keep or Retention Hypothesis kill feature Referral & Test Monetization

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 Product Seeding Evangelist Marketing Referral Programs Cause Marketing Community Mktg

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 reputations Engage the community

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 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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Startup Marketing

by sean omalley

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