Media, Marketing and Tendering for Startups 2012


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Media Marketing & tendering tips for Startups event hosted by Annie Sen and Amanda Newberry . Venue sponsor - River City Labs

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  • Bathrooms and kitchen located behind us, please put your rubbish in the bins.
  • Marketing activities Direct marketing Sales Cold calls Website Blogs SEO Media articles Networking at industry events Marketing materialsCustomer relationship management
  • Talk here about introducing yourselfThe importance of modulation and changeNon verbal communication- using non verbals to maintain interest- interactive exercise to identify and read non verbalsThe Voice- modulation of pace, pitch, tone, and inflectionTop 10 tips- tips include walking, humour, room set up, interactivity etc
  • Media, Marketing and Tendering for Startups 2012

    1. 1. Welcome!Who are we?We are a not for profit organisation, providing co-working space for start-upsand early stage companies in the technology, Internet, telecommunicationsand mobile sectors.What do we offer?• Desk Space for $350/ mnth [ex GST] and includes; desk space, chair, internet, access to all facilities, partnership offers, mentor network and business, technology and social events.• Casual Pass $100/ mnth [ex GST] and includes; 24x7 access to the casual lounge area in the labs and status as a River City Labs Resident, including internet, access to all facilities, partnership offers, mentor network and business, technology and social events.
    2. 2. Finding your way around • Bathrooms can be found out the exit door near the kitchen • Emergency exit stairs out the back near the bathrooms or at the front as indicated in the picture River City Labs respectfully asks you to place all your food and rubbish items in the bins provided and to not touch any property belonging to our residents or staff. Have a great event!
    3. 3. Have you checked in? Tweeting? Tag us @rivercitylabs #rclevents
    4. 4. Communications to Cut Through Driving value for Startups Annie Sen Amanda Newbery Writer’s Block Articulous Communications
    5. 5. Agenda1. Basic Marketing Communications for Startups2. Tendering3. Media Relations4. Crowdfunding
    6. 6. 1. Basic Marketing Communications for Startups Marketing is all about fish
    7. 7. You Want to Stand Out
    8. 8. You Want to be Appealing
    9. 9. You Want to Make a Splash
    10. 10. But MOST IMPORTANTLY,You Need to be Easy to Find & Purchase
    11. 11. 5 Key Questions for Developing Your Marketing Communications Plan • BrandingWhat am I marketing • Product / service development • Linking marketing to business What’s my objective measurables • Target markets Who am I marketing to • Defined by demographics and psychographics, communities • Communication channelsHow will I reach them • Frequency, reach • Inbound vs outboundWhat will help me cut • Making a splash through • Big Ideas
    12. 12. Outbound vs Inbound• Outbound – you pay to broadcast your message• Inbound – people find you
    13. 13. Reaching Customers: It’s a Long Menu• Direct marketing & email marketing• Cold calls• Advertising – banner ads, print, TV etc• Marketing materials• Trade shows• Website• Blogs & podcasts• SEO• PPC advertising (pay per click)• Promotions• Media articles• Infographics• Networking at industry events• Customer relationship management• Internal communication• ebooks• Social media – Facebook, YouTube, LinkedIn, Twitter, Pinterest
    14. 14. Yellow Pages Yellow Social Media Report (June 2012)
    15. 15. Making a Splash
    16. 16. Making a Splash
    17. 17. Top Tips to Save Time & Money• Marketing Materials – Think of as a suite and not individually – Develop templates & create an image bank• Social Media – Understand keyword searching and optimize content for relevancy, frequency & volume – Understand the platform & act / speak appropriately – Monitor frequently• COPE Strategy – Create Once, Publish Everywhere• Think Big & Be Memorable – 1 or 2 big ideas are worth more than lots of average ideas
    18. 18. Remember
    19. 19. 2. TendersGrabbing them Hook, Line and Sinker
    20. 20. Tendering Overview1. Tender Lifecycle2. Preparing for tenders – company knowledge base3. What to do when writing tenders4. It’s not all about the $$5. Value-for-money6. Finding tenders – where are they?7. Sample templates & Tender Tools
    21. 21. Tender Life Cycle Green light – good to go! Look to the Red light – focus, future – improve, strategise, pursue! innovative, deliver No rest for the regardless of wicked here. Proceed win/loss outcome. Orange light – aggressively but with develop your dignity and class. “hook” but it MUST be relevant to the Post-tender client. What will entice the client to Tender  Debrief to obtain come back to you? performance review ofBlue light – stay Strategise: what does tender submissioncalm, ‘plot’ and the client “really” want?  If you won, startkeep your ear to How will you respond? reviewing your businessthe ground. Send Define your competitive offer, processes, etc toyour best spies to EOI/RFP deliver what you promisedscout for edge and highlight it. Client issues EOI or RFP (or in the tender.intelligence.  Develop your offer (the not and goes straight to RFT) crème de la crème of If you did not win, ask Scoping mission to cull to tender offers) and don’t be why, capture lessons and Pre-tender only “serious players” shy about it. move forward with that intelligence (it is one of the Market Gives client a “taste” for  Customise, customise, most valuable pieces of rumours your business (enough to keep customise – no information you can own in them keen and coming back for compromise on this. Prep & tendering) more).  Use the CV and planning Use the Tender Debrief Liaise with client and ask Experience Templates Tool Start dipping questions to better understand your toes in the their needs. water. Use the Bid/No Bid Tool
    22. 22. Preparing – Company Knowledge BaseWhat you can do before tenders are issued:1) Understand the client, their industry, their vision.2) Company Profile (USP). Use your passion strategically.3) Resumes for all staff (position as experts)4) Past Experience (tender-specific experience)5) Insurances6) QA, OH&S and Environmental systems7) Financial information/stability9) ‘Value for money‘ (constantly rework this)10) Note any local suppliers (LIPP)11) Be original and constantly innovate your service/product offering. Static businesses rarely have any competitive edge in tenders. Keep refreshing your Company Knowledge Base on a periodic basis.
    23. 23. What to do when writing tenders• Do not copy and paste a response from previous tenders. Your reputation depends on this.• Do not modify the response template if it’s a Govt tender.• Do not submit a tender without reading and re-reading to check for style, grammar, spelling and delivery of key messages.• Do read all documentation (e.g. Contract, RFT, Addenda, etc).• Do customise responses – make them meaningful and relevant.• Do avoid team disorder – build your team, keep them motivated.• Do substantiate all claims. If you state it, prove it.• Do keep to the criteria requested and follow the structure.• Do workshop an innovative offer – tweak your standard offer.• Do infuse your passion into the response – but don’t get carried away.
    24. 24. Its not all about the $$$• Government procurement now demands higher standards such as: – Expert/niche experience (specialists) – Sustainability/‘Green’ initiatives – Local Industry Participation Policy (LIPP) – Indigenous employment and training – Application of Qld State Govt Procurement Policy objectives ( Hint: Read “Key policy concepts” - p. 26) – Value-for-money (not always the lowest price – see next slide)• Why? – Growth in interest/lobby groups. – The corporate world is changing/evolving. These issues now matter. – Part of official procurement and other reporting.
    25. 25. “Value-for-money”• Value-for-money (VFM) can be a tricky concept to articulate for some.• It’s about maximising your offer to the highest possible level – optimal benefit.• It is a “combination” of all you are offering: – Quality of service/product – Cost – Efficiency & effectives of your offer – Whole-of-life maintenance• Would you buy your own service/product? Think objectively. Be brutally honest.
    26. 26. Finding tenders – where are they?• Australian Government Tenders (Federal) -• New South Wales Government Tenders -• Queensland Government Tenders -• Queensland Local Government Tenders -• Victorian Government Tenders -• South Australia Government Tenders -• Western Australia Government Tenders -
    27. 27. Sample Templates & Tender Tools• Tender tools – refer to handout – To Bid or not to Bid? – Tender debrief – Response checklist• Sample templates – refer to handout – Project/Experience datasheets – Staff CV• Other tendering advice/questions – Email
    28. 28. Remember
    29. 29. 3. Media RelationsPackaging your business for media
    30. 30. Understanding Todays Media
    31. 31. The Modern Journalist• The Modern Journalist – Is faster, more connected, publishing more frequently – Probably has a blog (especially if they’re senior) – Produces multiple articles in a day – Gathers news from press releases, blogs, social media and contacts
    32. 32. Different Media Publishing Platforms• TV wants movement, colour and human interest• Radio wants the backstory or a short grab, great voices, storytellers• Print wants exclusives, facts, photos• Online wants immediacy, visuals, graphics• Bloggers want what their followers will want / expect
    33. 33. But they all want something Newsworthy• Newsworthiness – Timeliness – Impact The greater the – Proximity newsworthiness, – Prominence the better the – Human interest pick up, interest, – Conflict prominence, click- – Currency – Quirkiness through rate, and longevity of story.They will need to cover the5W&H facts
    34. 34. Meet the Erin Brockovich of Australian SMEsIn this no-nonsense Q&A, Victorian-based Stacey Currie explains how,like her role model Erin Brockovich, she overcame an upbringing filledwith adversity to become an inspiration to business ownerseverywhere.With an upbringing that included being bought up in a housingcommission, child sexual abuse, a teenage pregnancy, being homelesswith two babies before the age of 20 and domestic violence, Curriecould’ve been excused if her past sent her down a less than desirablepath through adulthood. But instead of blaming life, she defied theodds and, through sheer determination and passion, turned the tablesin her favour.Now 32 and with five children, Currie is an author, speaker, and runsSigns’n’Banners, a successful brand printing business based in CarrumDowns. Read on to find out how, without a formal business education,Currie has overcome adversity. And then some.
    35. 35. Remember
    36. 36. 4. Crowdfunding Rally your troops
    37. 37. What’s Crowdfunding?Process where you put an idea “out there” and supporters make a financial pledge to fund your idea into reality.
    38. 38. Why and How• Benefits – community/public engagement and loyalty because they are willingly parting with money to support you. That type of commitment is rare to “buy” in today’s corporate world.• Used for disaster relief, movie/music productions, business ventures, publishing a book, etc – anything!• Example: Pozible - (Australian company) – Dedicated platform to present your ideas online. – If people like your idea, they support it by pledging money. – There are guidelines – if you don’t raise enough “pledges” within a defined timeframe, you don’t get funded.
    39. 39. Key Finder – designed and developed in Australia – crowdfunded approx $50K
    40. 40. Crowd control• Tread carefully – ASIC is watching. – Do it right and follow the law. – ASIC does not prohibit it.• Stay on the safe side – follow the rules. Keep to small projects and get advice if you intend on crowdfunding any managed investment schemes or the like.• ASIC guidance: 196MR+ASIC+guidance+on+crowd+funding?openDocument• It’s new – but don’t shy away from it. Like social online media, it’s use will grow in the coming months/years. Keep an eye on it. Be informed.
    41. 41. Remember
    42. 42. Any Questions?