Andris K.Bērziņs, Marketing and PR

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Andra K.Bērziņa prezentācija par mārketingu un PR uzsācējbiznesam, Biznesa inkubatoru konference, Liepāja, 29.03.2012.

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Andris K.Bērziņs, Marketing and PR

  1. 1. GUERILLA MARKETING AND PUBLIC RELATIONS FOR STARTUPS “How Reach.ly got into TechCrunch” Andris Berzins Andris Berzins - @akberzinsMonday, 2 April 12
  2. 2. WHAT TO REMEMBER PR is the most cost- Companies and products effective marketing are boring. People are interesting News needs to be newsworthy Figure out how to leverage big partner PR Keep it simple, stupid muscle & spend Find the customer and Build relationships with where they hang out journalists Set a news deadline Hard work pays off Andris Berzins - @akberzinsMonday, 2 April 12
  3. 3. PR IS THE MOST COST- EFFECTIVE MARKETING Andris Berzins - @akberzinsMonday, 2 April 12
  4. 4. PR COSTS LESS For startups, PR is absolutely the best investment Many classic marketing tools are more suitable for mature companies or later-stage startups Trade shows, print advertising, TV etc. These tools are great for scaling when you have a clearly defined and established set of potential customers and a mature product Email, web presence, social and all those things are the basics to do But for most startups the key is to get noticed Great PR can cost only your own time.Valuable, but better than cash. Andris Berzins - @akberzinsMonday, 2 April 12
  5. 5. A WORD ON TRADE SHOWS For startups, the best investment is simply to attend Exhibiting costs much more than you expect Not just the booth, also flights, hotels, expenses, give-aways, internet access etc. Remember need enough staff to always man boothMonday, 2 April 12
  6. 6. THERE ARE EXCEPTIONS Some goods are experiential....Monday, 2 April 12
  7. 7. NEWS NEEDS TO BE NEWSWORTHY Andris Berzins - @akberzinsMonday, 2 April 12
  8. 8. WHAT IS NEWSWORTHINESS? DIFFERENT UNCOMMON BIGGEST BEST TRENDS & DATA CELEBRITY Andris Berzins - @akberzinsMonday, 2 April 12
  9. 9. SALESFORCE.COM EXAMPLES Provocative “No software” logo Fake demonstration at Siebel user conferenceMonday, 2 April 12
  10. 10. KEEP IT SIMPLE, STUPIDMonday, 2 April 12
  11. 11. ONE-LINE PITCH EXAMPLES: FROM RECENT ANGELPAD PipeDrive wants to simplify business software, by creating a simple way for a company to manage its sales pipeline IDoneThis is a motivational email service that asks you, via email, “What’d you get done today?” and expects an email response in list form, every day A “Dropbox for videos”, LikeAndy is a mobile app video that lets people distribute their videos across multiple devices Andris Berzins - @akberzinsMonday, 2 April 12
  12. 12. FIND THE CUSTOMER AND WHERE THEY HANG OUTMonday, 2 April 12
  13. 13. GO FIND THE CUSTOMER Steve Blank: “Get out of the building” Find the right mediums: those who want to communicate to your target customers (TechCrunch might not be right!) Startups need to focus on niches and find cost-effective ways of targeting them If B2B, ask yourself who is the decision-maker Remember to ask customers how they get their information about new products/services - you might be surprised at the answers Andris Berzins - @akberzinsMonday, 2 April 12
  14. 14. REACH.LY EXAMPLE Key media partners Bigger is not better Invest in content Keep in touch Use graphics Andris Berzins - @akberzinsMonday, 2 April 12
  15. 15. SET A DEADLINEMonday, 2 April 12
  16. 16. JOURNALISTS WORK FOR DEADLINES Find out when deadlines are Often much further out than you think Reach.ly worked on launch announcement for over a month Last-minute work causes problems for journalists Use the deadline to force a decision Use embargoes and exclusivesMonday, 2 April 12
  17. 17. COMPANIES AND PRODUCTS ARE BORINGMonday, 2 April 12
  18. 18. SPICE IT UP Who wants to read about the nth techie product launch? Weave your pitch into a broader story e.g. Livebookings Pocket Diner Add the personal element - founders are especially evocative Bundle stories together e.g. Reach.ly funding and launch Add data & use infographicsMonday, 2 April 12
  19. 19. LEVERAGE THE BIG GUYSMonday, 2 April 12
  20. 20. BIG COMPANIES CAN HELP They have much bigger PR budgets Analysts and industry pundits follow them If you can hang onto their coat-tails, it can be a good ride But beware of the time it takes and the lack of control Consider press to be one of the tools in a sales negotiation - and make it explicit, usually writtenMonday, 2 April 12
  21. 21. AEROSCOUT EXAMPLE Re-publishing of press release (leverages distribution) Andris Berzins - @akberzinsMonday, 2 April 12
  22. 22. AEROSCOUT EXAMPLE Joint partner press opportunity Also great example of leveraging customers Andris Berzins - @akberzinsMonday, 2 April 12
  23. 23. BUILD LONG TERM RELATIONSHIPS WITH KEY JOURNALISTSMonday, 2 April 12
  24. 24. JOURNALISTS ARE PEOPLE TOO Spend time building relationships with journalists Follow them on Twitter, include their @twitter handle when retweeting a story Try to help them out with a story, even when it does not necessarily benefit you directly. Cultivate favors. Don’t treat them like a transaction If you have quality opinions on key topics, they will start to come to you for industry comment Remember: NOTHING you say is confidential. If you don’t want it in the news, don’t say it! Andris Berzins - @akberzinsMonday, 2 April 12
  25. 25. HARD WORK AND PERSISTENCE PAY OFFMonday, 2 April 12
  26. 26. KEEP AT IT, DON’T GIVE UP NO SPELLING OR GRAMMATICAL MISTAKES IN A PRESS RELEASE! Create a long list of targets and work through it Don’t give up until you get a flat out “NO” Use the phone, email alone won’t do it Reference their other work in your communication to show you know what the journalist writes For Reach.ly, it took four days of repeated communication to get the TechCrunch article sold, and they finally agreed only at the last minuteMonday, 2 April 12
  27. 27. WHAT TO REMEMBER PR is the most cost- Companies and products effective marketing are boring. People are interesting News needs to be newsworthy Figure out how to leverage big partner PR Keep it simple, stupid muscle & spend Find the customer and Build relationships with where they hang out journalists Set a news deadline Hard work pays off Andris Berzins - @akberzinsMonday, 2 April 12
  28. 28. QUESTIONS? Andris Bērziņš andris@techhub.com @akberzins Andris Berzins - @akberzinsMonday, 2 April 12

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