Zaarly: A Startup PR Case Study


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Zaarly, named of of the hottest apps of 2011, is a Geben Communication client. In this presentation, Geben president Heather Whaling shares some of the PR strategy and tactics that help build and sustain momentum. Many of the ideas can be implemented, whether you're in startup PR or other sectors.

Published in: Technology, Business
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Zaarly: A Startup PR Case Study

  1. 1. A PR Case Study Heather Whaling • @prTini [email_address]
  2. 2. What is Zaarly? <ul><li>Peer-to-peer commerce </li></ul><ul><li>Mobile marketplace </li></ul><ul><li>Collaborative consumption </li></ul><ul><li>“ The new way to buy and sell” </li></ul>Photo credit: Guudmorning
  3. 3. Consumer-Friendly Messaging <ul><li>Lose the jargon </li></ul><ul><li>Explain the “why” </li></ul><ul><li>Constantly refine </li></ul><ul><li>Add context </li></ul><ul><li>Show, don’t tell </li></ul>PR Tip: Lose the jargon. Show, don’t tell.
  4. 4. PR Foundation <ul><li>Clear messaging </li></ul><ul><li>Relatable stories </li></ul><ul><li>Online and offline network </li></ul><ul><li>Build & sustain momentum </li></ul>Facebook groups connect ambassadors & uncover PR opps.
  5. 5. Working in our Favor …
  6. 6. Big-Picture Trends <ul><li>Zaarly is at the intersection of: </li></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Commerce </li></ul></ul><ul><ul><li>Geolocation </li></ul></ul><ul><ul><li>Location-based marketing </li></ul></ul>
  7. 7. socializing product launches
  8. 8. Be Your Own Media <ul><li>Social media release </li></ul><ul><li>Add social sharing to the launch timeline: </li></ul><ul><ul><li>Tease on Facebook and Twitter </li></ul></ul><ul><ul><li>Identify when & how news can be shared online </li></ul></ul><ul><ul><li>Provide sample posts </li></ul></ul><ul><ul><li>Internal communication is critical </li></ul></ul><ul><li>Coordinate with high-profile supporters </li></ul><ul><li>Update closed/secret Facebook groups </li></ul><ul><li>Monitor online conversations on FB, Twitter, Quora, blogs, etc. Respond as appropriate. </li></ul>
  9. 9. Coordinated Media Outreach <ul><li>Challenge: Timing is uncontrollable </li></ul><ul><ul><li>We can’t control when apps go live in iTunes or Android Marketplace </li></ul></ul><ul><li>How to “break” the news? </li></ul><ul><ul><li>Blog post </li></ul></ul><ul><ul><li>SMR </li></ul></ul><ul><ul><li>Embargo </li></ul></ul><ul><ul><li>Email reporters with a “tip” </li></ul></ul><ul><ul><li>Interviews </li></ul></ul><ul><ul><li>Contest </li></ul></ul><ul><ul><li>Facebook, Twitter </li></ul></ul>
  10. 10. PR delivers a range of benefits
  11. 11. Education & Thought-Leadership
  12. 12. Adds Credibility
  13. 13. Build Awareness & Pique Interest
  14. 14. Why NOW?
  15. 15. go niche or go home
  16. 16. Parents: Better Time Management
  17. 17. Zaarly U
  18. 18. hello, Meg Whitman
  19. 19. $14.1 million + Meg Whitman
  20. 21. But, there’s more … <ul><li>Events & community building </li></ul><ul><ul><li>Start-Up Crawl </li></ul></ul><ul><ul><li>Happy hours </li></ul></ul><ul><ul><li>User interviews </li></ul></ul><ul><li>Social media </li></ul><ul><li>Crisis response </li></ul><ul><li>Awards </li></ul><ul><li>Speaking </li></ul><ul><li>Email marketing </li></ul>
  21. 22. “ We’ve been through a few different PR firms and didn’t have a huge amount of luck, so we started to pick who we wanted to work with much more by the individual, rather than the firm.” - Bo Fishback in
  22. 23. Heather Whaling [email_address] @prTini blog: bit. ly/prTini facebook: