Branding and Messaging “The average American is exposed to about 3000 advertising messages a day.” -Practical Advice from the Union of Concerned Scientists by Michael Brower, PhD, and Warren Leon, PhDHow are you going to cut through the noise? 4
Mission Vision Values• Mission: Why does this company exist? “With this product, users will… “ “We enable companies to…”• Vision: Crazy lofty, world-changing aspirations “I have a dream that one day…” (We usually keep this internal)• Values: How you make choices and decisions? What is your core competency? “This is a product company, not a services business, so we can’t spend time building out pricing for client strategy sessions.” 5
Be an expert on you• Know your story and how to present it.• Know your direction- even if it’s changing rapidly.• Have a clear vision and be able to present it well. (Get your cocktail party pitch straight)• Be consistent across all touch points of communication. And hammer it in!• Know your space. • Understand the landscape around you. Where do you fit in? Who are you chasing? Why are you going to beat them? What’s the market need?• Know your audience, where are they? What are they reading? Who are their influencers and how can you get to them? 6
When it comes to media…• Do your homework (ie STALK THEM)• Abuse your networks for introductions• Be normal and humble. (No Ron Burgundys!) 9
When you’re sending a pitch…• Keep it simple • You are not as cleaver as you think. Avoid Douche Bag status.• Drop the buzz words • Your “Disruptive, intuitive, game-changing, world’s first solution from innovative proven performers” is going to sound like hype.• Give them something good • Can this be an exclusive? Can you offer a free trial to users?• If you’re sending out information on embargo- write it at the top.• Read this and be terrified: http://proprtips.com/ 10
Media stuff• Take advantage • There are eleventy billion bloggers. Go make friends.• New stories are the best stories • You’ve launched, funding, milestones (100m registered users, rad new product, amazing new hire, etc.)• Thought leadership counts, too.• Use Social Channels.Consider: What are your goals, who you want to read about you? Identify the pubs you need to be in by their audience 11
Shut up• Don’t talk before you’re ready, don’t create buzz too soon.• You only lose followers when you’re talking.• Don’t be a spammer.• We’re excited for you, too. But don’t sound like an Amway rep. 12
A Few Ideas• Go-Halvsies • Find partners with a larger network of a similar audience and work together. • Trade email marketing opportunities or blog posts. Ask partners to tweet about you. And return the favor. Get blog contributors.• Use your product to drive awareness. • Find a hook- At YSI, every one who got a file, learned they could send a file. At PunchTab, we have a product bloggers can use. Hotmail had a footer on EVERY email. 14
A Few Ideas• GET SOCIAL • Pinterest, Twitter, Instagram, FB, Linkedin, Tumblr, Foursquare, YouTube… (BE CONSISTENT) • Engage! Respond, ask questions, answer questions, retweet, comment… Pay attention. (BE CONSISTENT)• Have a POV • Offer original content AND curate content • Newsjacking (You’re not above it) • Know the trends and have some thoughts• Don’t be the Cobbler’s kids! • If a journalist goes to your site, is your best foot forward? 15
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