…or
How Startups can stand
out from
the crowd.
A presentation in 3 parts
Saul Colt – Head of Magic
www.kineticcafe.com
2"2"
Raise Your Hand If……..
4"4"
I have sex a lot
5"5"
The woman I have it the most
regularly is really in touch with her
body.
Actual text message.
6"6"
She also likes me to know here she is
at all times.
Actual text message.
7"7"
8"8"
A few nights
ago
While I was
lying in
The wet spot,
because I am
Gentleman
and I always
take the wet
spot, she said
S...
9"9"
“The thing I like most about
making love to is that I can
actually see and feel your
heart break a little as we do it...
10"10"
If you are asking yourself
what kind of person would
say such a thing..
11"11"
12"
…but she isn’t wrong…I mean she knows
everything about me.
13"
There is someone else.
14"
15"
I realized I was
crazy about her
when she told
me a Batman
Joke
16"
She is crazy smart….
Inspiration>Influence
Weekend Friends
17"
…and when I see a picture of her!
or when we skype…
Actually Saul!Actually Her!
18"
When I dream about her…
Actually Saul!
19"
You see, she lives in another city
and except for the once or twice
we see each other every few
months our relationshi...
#almostadealbreaker"
…and that makes things harder. Case in point. I once played “Turn
out the lights” (the most romantic ...
21"
…and that’s when I realized that
as long as our relationship is
entirely online I will always feel
like there is a par...
22"
Think about that.
23"
When everything is online you
run the risk of people getting
busy with work and life and just
forgetting about you…or ...
24"
Because for reasons I am not sure
about she isn’t talking to me right
now.
25"
So I am sad.
26"
But my reason for being a little
heartbroken right now (and also
being probably in love with her) is
great for you bec...
27"
…did you catch the formula?!?!
28"
My name is Saul and I am the..
A little about me
30"
…and what I do has nothing to
do with seo or ppc.
31"
Instead of that stuff I just
touch people. 
32"
Good touch or bad touch my job
is to create experiences that
people remember.
33"
The way to do this is to replicate
my heartbreak story with a little
twist.
34"
From now on when you are
brainstorming ideas you need to
consciously think about her and I
(preferably kissing) and ab...
35"
Every Idea Must….
36"
1- Make Girls…er I mean,
People Laugh!
37"
B- Make People Think.
38"
Create a genuine
emotion.!
(even if it is
tears)
39"
Makes Sense, Right?
40"
Some of you still look
confused.
41"
Let me explain this another
way.
42"
All ideas (if they are going to be
successful) must make people
“laugh, think, cry”
43"
There are a lot of ways to do
this…
44"
…but the easiest way to do this
is through Pop Culture.
45"
I’ll Prove It.
46"
Everyone probably remembers where
they where when they first heard…
47"
Knock Knock?
48"
Notaver
49"
Not a very good response to
that last joke!
50"
Ok…How about…
51"
52"
…and the Banana Stand
53"
Well, Here’s how I used Arrested
Development (in a real life way) to
stand out from the crowd and
make people laugh, t...
54"
Saul s
B-Day!
55"
56"
Important Take Away:!
If you can’t or don’t feel like
competing on other people’s
terms…just change the rules…
57"
Like this!
58"
This Idea is Brilliant because…
59"
…it was mine…
60"
But also because it is a perfect
example of laugh, think, cry.
61"
Laugh
Fans of AD got the joke right away and
appreciated it.
People who didn’t make the connection or
know of AD just ...
62"
Think.
Seeing a 10 foot banana is going to make you think,
even go as far as scratch your head and when you
couple tha...
63"
Create an Emotion.
AD was a show with a rabid fan base.
This idea spoke to them and made an instant impact
while at th...
64"
So was this a success?
65"
Some Stats!
-1/3 of all tweets with the Conference
Hashtag where about our booth.
-Conference attendee’s suggested we ...
66"
This is just one example. Here are
about 100 more.
67"
Quick ways to start WOM conversations!
67
• Force people to
ask questions?
• Make them
scratch their
heads!
• Try 100
...
68"
More ways to start WOM conversations!
68
7070
Nuvango
7171
Nuvango
7272
Remember that ”Do interesting
things” slide?.
7373
Remember that ”Do interesting
things” slide?.
7474
Remember that ”Do interesting
things” slide?.
75"
This is a perfect place to tell the
story with the stranger in your
room from that year at SXSW.
76"
Another quick example…
80"80
81"81
82"82
83"83
84"
85"
86"
…and all these ideas were born
using the Laugh, Think, Cry
formula
87"87
Seth Godin Agrees with me!
88"
So…in closing.
88
89"
If you remember nothing else from
my talk, Please make it these few
things…
90"
92"92"
Know where the line of “good
taste” is with your customers and
step over the line. Because crossing
the line is whe...
93"93"
Trying too many things
from this talk wouldn’t
be a good idea.
94"94"
Because I mostly spoke of sleeping with I
care about and if you slept with them I
would cut you.
My wish is that yo...
95"95
I’m Very Romantic!
96"96
Any Questions? Contact me!
@saulcolt
Cell - 416-219-3259
saulcolt
saulcolt
scolt@kineticcafe.com
Guerrilla Marketing for your Startup - MaRS Best Practices
Guerrilla Marketing for your Startup - MaRS Best Practices
Guerrilla Marketing for your Startup - MaRS Best Practices
Guerrilla Marketing for your Startup - MaRS Best Practices
Guerrilla Marketing for your Startup - MaRS Best Practices
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Guerrilla Marketing for your Startup - MaRS Best Practices

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Marketing a startup is a hot-button topic because most entrepreneurs either don’t have an advertising budget or don’t understand how to get attention and stand out to their target market. In this workshop, Saul Colt, Head of Magic at Kinetic Café, will simplify the process of “stunting a target”—a way to get people talking about your product or service while using the smallest budget possible.

Join us for this lesson on guerrilla marketing and learn to:

-Stand out in a noisy world
-Understand what makes a good or a bad marketing risk
-Use the resources you have, such as dead inventory or barter

Published in: Marketing, Technology, Business
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Guerrilla Marketing for your Startup - MaRS Best Practices

  1. 1. …or How Startups can stand out from the crowd. A presentation in 3 parts Saul Colt – Head of Magic www.kineticcafe.com
  2. 2. 2"2"
  3. 3. Raise Your Hand If……..
  4. 4. 4"4" I have sex a lot
  5. 5. 5"5" The woman I have it the most regularly is really in touch with her body. Actual text message.
  6. 6. 6"6" She also likes me to know here she is at all times. Actual text message.
  7. 7. 7"7"
  8. 8. 8"8" A few nights ago While I was lying in The wet spot, because I am Gentleman and I always take the wet spot, she said Something that didn’t sink in until today.
  9. 9. 9"9" “The thing I like most about making love to is that I can actually see and feel your heart break a little as we do it because while I know you love me I also know I am not the one you want to be with.”
  10. 10. 10"10" If you are asking yourself what kind of person would say such a thing..
  11. 11. 11"11"
  12. 12. 12" …but she isn’t wrong…I mean she knows everything about me.
  13. 13. 13" There is someone else.
  14. 14. 14"
  15. 15. 15" I realized I was crazy about her when she told me a Batman Joke
  16. 16. 16" She is crazy smart…. Inspiration>Influence Weekend Friends
  17. 17. 17" …and when I see a picture of her! or when we skype… Actually Saul!Actually Her!
  18. 18. 18" When I dream about her… Actually Saul!
  19. 19. 19" You see, she lives in another city and except for the once or twice we see each other every few months our relationship is entirely online or through txt messages.
  20. 20. #almostadealbreaker" …and that makes things harder. Case in point. I once played “Turn out the lights” (the most romantic song ever written) and couldn’t really gauge the reaction…
  21. 21. 21" …and that’s when I realized that as long as our relationship is entirely online I will always feel like there is a part of me that wants more.
  22. 22. 22" Think about that.
  23. 23. 23" When everything is online you run the risk of people getting busy with work and life and just forgetting about you…or not understanding intent. Like now for me and her.
  24. 24. 24" Because for reasons I am not sure about she isn’t talking to me right now.
  25. 25. 25" So I am sad.
  26. 26. 26" But my reason for being a little heartbroken right now (and also being probably in love with her) is great for you because it is the formula for creating great gorilla (not guerilla) marketing ideas that people will talk about and spread to friends and on Social Networks.
  27. 27. 27" …did you catch the formula?!?!
  28. 28. 28" My name is Saul and I am the..
  29. 29. A little about me
  30. 30. 30" …and what I do has nothing to do with seo or ppc.
  31. 31. 31" Instead of that stuff I just touch people. 
  32. 32. 32" Good touch or bad touch my job is to create experiences that people remember.
  33. 33. 33" The way to do this is to replicate my heartbreak story with a little twist.
  34. 34. 34" From now on when you are brainstorming ideas you need to consciously think about her and I (preferably kissing) and about how you are going to accomplish three very important things…and all 3 things, not just two out of three.
  35. 35. 35" Every Idea Must….
  36. 36. 36" 1- Make Girls…er I mean, People Laugh!
  37. 37. 37" B- Make People Think.
  38. 38. 38" Create a genuine emotion.! (even if it is tears)
  39. 39. 39" Makes Sense, Right?
  40. 40. 40" Some of you still look confused.
  41. 41. 41" Let me explain this another way.
  42. 42. 42" All ideas (if they are going to be successful) must make people “laugh, think, cry”
  43. 43. 43" There are a lot of ways to do this…
  44. 44. 44" …but the easiest way to do this is through Pop Culture.
  45. 45. 45" I’ll Prove It.
  46. 46. 46" Everyone probably remembers where they where when they first heard…
  47. 47. 47" Knock Knock?
  48. 48. 48" Notaver
  49. 49. 49" Not a very good response to that last joke!
  50. 50. 50" Ok…How about…
  51. 51. 51"
  52. 52. 52" …and the Banana Stand
  53. 53. 53" Well, Here’s how I used Arrested Development (in a real life way) to stand out from the crowd and make people laugh, think and cry…
  54. 54. 54" Saul s B-Day!
  55. 55. 55"
  56. 56. 56" Important Take Away:! If you can’t or don’t feel like competing on other people’s terms…just change the rules…
  57. 57. 57" Like this!
  58. 58. 58" This Idea is Brilliant because…
  59. 59. 59" …it was mine…
  60. 60. 60" But also because it is a perfect example of laugh, think, cry.
  61. 61. 61" Laugh Fans of AD got the joke right away and appreciated it. People who didn’t make the connection or know of AD just thought it was something interesting and unusual. Either way people needed to see the booth.
  62. 62. 62" Think. Seeing a 10 foot banana is going to make you think, even go as far as scratch your head and when you couple that with giving people actual banana’s instead of regular conference swag like pens and such people where curious as to what the “Catch” was and needed to see the booth.
  63. 63. 63" Create an Emotion. AD was a show with a rabid fan base. This idea spoke to them and made an instant impact while at the same time started conversations with the folks who had never heard about the show and just appreciated the small business connection of a fruit stand and possibility triggered memories of Lemonade stands of their youth. As for actual Crying…this was done by the people on our row who spent 50-70k on trade show booths.
  64. 64. 64" So was this a success?
  65. 65. 65" Some Stats! -1/3 of all tweets with the Conference Hashtag where about our booth. -Conference attendee’s suggested we win a prize for best booth without an actual prize existing. -we were included in most of the coverage and wrap up posts. -Gave out 2k+ bananas with a sticker and unique URL and saw that over 65% of the people got a banana checked out the link.
  66. 66. 66" This is just one example. Here are about 100 more.
  67. 67. 67" Quick ways to start WOM conversations! 67 • Force people to ask questions? • Make them scratch their heads! • Try 100 things! • Its ok if no one shows up!
  68. 68. 68" More ways to start WOM conversations! 68
  69. 69. 7070 Nuvango
  70. 70. 7171 Nuvango
  71. 71. 7272 Remember that ”Do interesting things” slide?.
  72. 72. 7373 Remember that ”Do interesting things” slide?.
  73. 73. 7474 Remember that ”Do interesting things” slide?.
  74. 74. 75" This is a perfect place to tell the story with the stranger in your room from that year at SXSW.
  75. 75. 76" Another quick example…
  76. 76. 80"80
  77. 77. 81"81
  78. 78. 82"82
  79. 79. 83"83
  80. 80. 84"
  81. 81. 85"
  82. 82. 86" …and all these ideas were born using the Laugh, Think, Cry formula
  83. 83. 87"87 Seth Godin Agrees with me!
  84. 84. 88" So…in closing. 88
  85. 85. 89" If you remember nothing else from my talk, Please make it these few things…
  86. 86. 90"
  87. 87. 92"92" Know where the line of “good taste” is with your customers and step over the line. Because crossing the line is where the conversations happen…but make sure you don’t cross too far and offend people. Shock them, don’t stun them.
  88. 88. 93"93" Trying too many things from this talk wouldn’t be a good idea.
  89. 89. 94"94" Because I mostly spoke of sleeping with I care about and if you slept with them I would cut you. My wish is that you be inspired by what I shared with you, I want you to form some real relationships and dream up your own ideas but mostly, never let yourself be afraid to take some chances and step over the line.!
  90. 90. 95"95 I’m Very Romantic!
  91. 91. 96"96 Any Questions? Contact me! @saulcolt Cell - 416-219-3259 saulcolt saulcolt scolt@kineticcafe.com

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