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Insurgency Marketing: How to get attention for your startup

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My presentation for the HackFwd Build11 event in Berlin on how startups can use PR to get themselves attention - including lessons from the best in the game

Insurgency Marketing: How to get attention for your startup

  1. 1. INSURGENCY MARKETING ANDRIS K. BERZINS @akberzinsTuesday, 23 October 12
  2. 2. What is Marketing? Marketing is the process of communicating the value of a product or service to customers@akberzinsTuesday, 23 October 12
  3. 3. The problem most startups have ...@akberzinsTuesday, 23 October 12
  4. 4. The problem most startups have ...@akberzinsTuesday, 23 October 12
  5. 5. The problem most startups have ... ... is that no one is listening@akberzinsTuesday, 23 October 12
  6. 6. ... while corporates and well-funded startups get all the attention@akberzinsTuesday, 23 October 12
  7. 7. Your advantage is that you have little to lose@akberzinsTuesday, 23 October 12
  8. 8. Your advantage is that you have no th i ng little to lose@akberzinsTuesday, 23 October 12
  9. 9. Don’t just Think Different ...Tuesday, 23 October 12
  10. 10. BE DIFFERENT@akberzinsTuesday, 23 October 12
  11. 11. DON’T CHOOSE BLUE Pick something that stands out, like orange!@akberzinsTuesday, 23 October 12
  12. 12. DON’T CHOOSE BLUE Pick something that stands out, like orange!@akberzinsTuesday, 23 October 12
  13. 13. ZeroTurnaround @JavaOne@akberzinsTuesday, 23 October 12
  14. 14. Use Public Relations: The most cost-effective marketingTuesday, 23 October 12
  15. 15. News Needs to be Newsworthy • Biggest/Best • Trends & Stats • Personal • Funny • Celebrity • Danger@akberzinsTuesday, 23 October 12
  16. 16. YOUR ROLE MODELS •Fast-moving •Launch surprise attacks@akberzinsTuesday, 23 October 12
  17. 17. The Master is Marc Benioff@akberzinsTuesday, 23 October 12
  18. 18. WePay Stole PayPal’s limelight@akberzinsTuesday, 23 October 12
  19. 19. Filmaster know how to do it!Tuesday, 23 October 12 @akberzins
  20. 20. • Be different • Craft the story • Do the unexpected • Make sure people see it as fun & mischief • Provoke reactions from competitors • Avoid bad taste & controversial topics Andris K. Berzins @akberzinsTuesday, 23 October 12

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