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Courtney Boyd Myers
Founder, audience.io & 3460 Miles
MARKETING & PR
FOR STARTUPS
INTRODUCTION
‣ Working with Fueled, Makeshift, Transferwise, Grouper + State
‣ Director of Audience Development at General Assembly London
‣ Member of #10’s Tech City Advisory Group
‣ Writer at Wired UK, The Daily Beast & The Next Web
‣ Mentor at BBC WorldWideLabs, Seedcamp, Ignite100
‣ Community Member of Sandbox, Summit Series & ICE
COURTNEY BOYD MYERS (@CBM)
FOUNDER, AUDIENCE.IO & 3460 MILES
2
AGENDA
‣ Setting the Foundation
‣ The Many Facets of Marketing
‣ Building an Audience
‣ Tools of the Trade
‣ Media & PR
‣ Q & A
3
4
FIRST RULE OF MARKETING:
!
MARKETING & PR FOR STARTUPS
DON’T MARKET A SHIT PRODUCT
MARKETING & PR FOR STARTUPS 5
‣ Vision: The company’s long-term,
aspirational business goals. What's the
change you want to make in the world?
!
‣ Mission: The company’s purpose and reason
for being. What are the big first steps to
make that change?
!
‣ Values: How will you make those choices,
changes and first steps?
MISSION, VISION + VALUES
MARKETING & PR FOR STARTUPS 6
VISION: To become the
world’s largest community for
dreamers.
!
MISSION: To create the
world’s best app that helps
people remember and record
their dreams.
!
VALUES: Curious, Data-
Driven, Exploratory, and
Secure
MARKETING & PR FOR STARTUPS 7
“Many companies try to dive into driving
awareness for their product or service
before they figure out who they are, what
they stand for, and what they are driving
for. At Eventbrite, we set out 6 years ago
to democratize the ticketing industry
through innovative products and top
notch support. The great news is that
through all the growth we’ve had – in
customers and in company size – these
are still our primary areas of focus.”
-Julia Hartz, Co-Founder of Eventbrite
MARKETING & PR FOR STARTUPS 8
MESSAGING
Text
It’s is the one thing you want to tell people about your
startup.
!
-It needs to be compelling (NO BS!) and different from
your competition.
Source
MARKETING & PR FOR STARTUPS 9
MESSAGING
Text
It’s is the one thing you want to tell people about your
startup.
!
-It needs to be compelling (NO BS!) and different from
your competition.
!
!
Text
A fun online world where kids can adopt their very
own monster, go on adventures, play games, solve
puzzles, be creative, and communicate with their
friends.
MARKETING & PR FOR STARTUPS 10
TextText
MARKETING & PR FOR STARTUPS 11
MESSAGING FOR A TWO-SIDED MARKET
MARKETING & PR FOR STARTUPS & PR FOR STARTUPS 12
STARTUP MARKETING
‣ L
If you are a marketer working at a startup, today you might be
strategizing about a new campaign, and tomorrow you’ll have to go
open Adobe Illustrator and change the copy on a flyer that you’ll
send to be printed at Staples later. In the morning of the next day
you might be trying get ahold of the editor of the lifestyle section of
the Seattle Times and in the afternoon you are creating 7 ad
variations for a Google Adwords campaign, and that same night you
and the CEO will be having dinner with the VP of Marketing of a
large consumer company and you’ll be discussing a two-year
strategy roadmap and bringing product vision ideas back to the
team the next morning.
!
-Marcelo Calbucci, the co-founder & CTO of EveryMove
MARKETING & PR FOR STARTUPS 13
PRODUCT AS MARKETING!
• Hotmail’s growth was almost entirely due to a “Get your free email at Hotmail”
sentence at the bottom of every email.
!
• Airbnb reverse-engineered Craigslist to let users post listings automatically
despite no public Craigslist API.
!
• Allowing users to embed videos was key to the success of YouTube and Vimeo.
!
• Slideshare included a plain-text link in their embed code, driving traffic back to
their site to get an SEO boost to boot.
!
• Dropbox incentivized referrals by giving free extra storage space – a strategy they
claim accounted for 60% of their growth.
Source
MARKETING & PR FOR STARTUPS 14
STUNT MARKETING
MARKETING & PR FOR STARTUPS 15
SIDE NOTE MARKETING
MARKETING & PR FOR STARTUPS 16
USING SOCIAL GOOD AS MARKETING
Your
actions
speak
louder than
words.
MARKETING & PR FOR STARTUPS 17
EVENT MARKETING
MARKETING & PR FOR STARTUPS 18
EMAIL MARKETING
How do I get users to sign up for my mailing list?
!
•Start by scraping you inbox. Your friends will forgive
you + they can always unsubscribe.
•Grow your user base through strategic partnerships,
events and sweepstakes!
!
What kind of content should I send?
!
• Don’t always sell, sell, sell; also send emails that are
100% value-add
•Repurposed content from your blog or exclusive content
MARKETING & PR FOR STARTUPS 19
CONTENT MARKETING
• Content marketing is a cost
effective, smart and
scalable way to acquire
customers
• Content should include
educational, analytical
industry-related blog posts
mixed with fun, viral content
like infographics
• Content marketing should be
authentic and show your
company’s culture (culture
marketing)
MARKETING & PR FOR STARTUPS 20
CONTENT MARKETING!
!
• Remember to
capture as many
email addresses as
possible!
!
!
• Be educational. Tie it
back to your product
but don’t SELL
MARKETING & PR FOR STARTUPS 21
CONTENT MARKETING
• Content marketing can be
easily enhanced with
social media marketing
and syndication
!
• Your content marketing
should support your
company’s SEO efforts
MARKETING & PR FOR STARTUPS 22
GROWTH HACKING
Source
“When women do it, it’s
marketing. When men do it,
it’s growth hacking.” -
@Shanley
MARKETING & PR FOR STARTUPS & PR FOR STARTUPS 23
COLLECT THE DATA
‣ L
•Do people even want your product?
•What do they think of your product?
•How are they using your product?
•Are they referring their friends?
•Who are your top users? Where do
they live? How many Twitter followers
do they have?
•How can you incentivize your power
users to share the service?
•How will you communicate with your
customers?
24
TOOLS OF THE TRADE
!
MARKETING & PR FOR STARTUPS
•Market Research: Typeform
!
•Database Analytics: Wrangler
!
•Customer Support: Intercom
!
•Email marketing: Mailchimp
!
•Analytics: Google Analytics,
MixPanel, SocialRank
MARKETING & PR FOR STARTUPS 25
SOCIAL MEDIA BEST PRACTICES
•Improve your inbound
!
•Make more original content
!
•ENGAGE!- Like, Share, RT; Answer questions,
tweets, comments, etc.
!
•Be opinionated
!
•Throw a Party (Get to know people IRL first)
!
•Make your details public + up to date
!
MARKETING & PR FOR STARTUPS 26
PINTEREST - THE LONDONER
Great for:
• showing off products
• categorizing content
• building your brand
visually
MARKETING & PR FOR STARTUPS 27
INSTAGRAM
Great for:
• showing off company culture
• show-casing products in-action
• building your brand visually
MARKETING & PR FOR STARTUPS 28
YOUTUBE
!
!
!
•Viewed more than 12.5 million times
•instantly went viral + jointly conveyed the brand personality and the
benefits of the service deftly.
MARKETING & PR FOR STARTUPS 29
YOUTUBE
!
!
!
•50K video views; Press in Devour and EliteDaily
•$5K budget
30
TOOLS OF THE TRADE
!
MARKETING & PR FOR STARTUPS
•Facebook
•Twitter/Twitter Ads
•Pinterest
•Tumblr
•LinkedIn
•Foursquare
•YouTube
•Instagram
•Mention
•Hootsuite
•Buffer
MARKETING & PR FOR STARTUPS 31
PRESS - ARE YOU READY?
!
“Patience is important. Media coverage is easier and
more effective once you have a killer product. If
you’re trying to create buzz too early, you’re doing it
wrong.”
-MICHELLE ZATLYN, CO-FOUNDER OF
CLOUDFLARE
!
MARKETING & PR FOR STARTUPS 32
BEFORE PRESS
‣Your product has been thoroughly alpha tested with
not only friends, family but a wide group of users so
you know it works
‣mTurk.com, followerwonk.com,
usertesting.com, betali.st
‣You’re familiar with the media landscape and can
name at least three journalists...
CROSSING THE POND
READ!
33
Blogs
‣Fred Wilson (A VC) — http://avc.com
‣Chris Dixon — http://cdixon.org
‣Paul Graham’s Essays — http://paulgraham.com
‣Hacker News — http://news.ycombinator.com
‣The Full Start - http://fullstart.com
!
!Newsletters
‣The Fetch http://thefetch.com
‣3460 Miles http://3460miles.com
‣Startup Digest http://startupdigest.com
MARKETING & PR FOR STARTUPS 34
UK/EUROPE TECH MEDIA
@TheNextWeb
• @MartinSFP
!
@TechCrunch
• @MikeButcher
• @IngridLunden
!
@TechCityNews
@AlexWoodCreates
!
@WSJEurope
• @BenJRooney
@WiredUK
• @Olivia_Solon
!
@tech_eu
• @RobinWauters
!
@Telegraph
• @Kate_Day
!
@GuardianTech
• @CharlesArthur
!
!
MARKETING & PR FOR STARTUPS 35
SHOULD YOU HIRE A PR AGENCY?
‣ Internal vs Agency
‣ Doing it on your own
Marketing + PR for Startups April 2014
MARKETING & PR FOR STARTUPS 37
GETTING PRESS
‣ Tell a Story
‣ Be technically prepared
‣ Choosing Outlets
‣ Tech Press first?
‣ Think non-traditional
MARKETING & PR FOR STARTUPS
WHAT’S THE STORY?
•“We’ve launched”
•Funding
•Trend Stories
•We’ve hit X # of users
•New features
•Acquiring
•Big, new hire
•Future plans
38
MARKETING & PR FOR STARTUPS 39
FINDING THE JOURNALIST
1. Do your homework
!
2. STALK
!
3. Get an introduction!
!
4. Invite them to a party!
!
5. Cocktail party rules apply
!
6. Give them a scoop!
MARKETING & PR FOR STARTUPS 40
WRITING THE PITCH
1. Be brief.
2. Craft an eye-catching subject line. 
3. Don’t copy paste! Oh Hey Caroline at The Next Crunch..
!
4. Give a reasonable time frame.
5. Say why it's DIFFERENT 
6. Avoid jargon like DISRUPTIVE, CURATED, HYBRID,
INNOVATIVE, GAME-CHANGING etc.
!
7. Give an offer if you can: Beta invites. App Codes. Exclusive
details, etc. 
MARKETING & PR FOR STARTUPS 41
MARKETING & PR FOR STARTUPS 42
Courtney B of the deep blue sea,

Would you could you should you if
you please

When you’ve got a moment so free

Let known when you could lend
your ear to me?
MARKETING & PR FOR STARTUPS 43
Subject: Exclusive for TC: Launching XXX- make any blog look like a sexy iPad app
!
Hey Mike,
!
I’m George, the founder of XXX.
!
Launching XXX next week, on Thursday at noon EST and TC gets free reign on an exclusive before then. XXX makes any blog look and
behave like a native iPad app. We’re talking accelerometer aware column resizing, swipe to advance articles, touch navigation, home screen
icon support, and more. We’ve built somecool tech to make this happen smoothly, and it works with your existing layout...
!
PS- Would also be happy to do giveaways to TC readers. Thanks again and feel free to reach out if you have anymore questions
(skype,phone,etc. listed below).
!
Video Demo: http://vimeo.com/13487300

Live demo site (if you’re on an iPad): jasonlbaptiste.com

Feature overviews: http://padpressed.com/features

My contact info: George@xxx.com , Phone:xxx.xxx.xxxx, Twitter: @xxx, Skype: xxx
!
-George

#xxx.xxx.xxxx

You Should Check Out xxx.com
MARKETING & PR FOR STARTUPS
GIVE WRITERS EVERYTHING THEY NEED
Provide external links (not
attachments) to:
•Awesome Videos
•Beautiful, High-Res Photos
•Company Facts: Founded Date,
Funding Details, # of employees,
Founder’s Names, etc.
Be Available!
!
44
MARKETING & PR FOR STARTUPS 45
AFTER THE PITCH
1. Follow up! - Appropriate time on this?
One week? 3-4 days?
!
2. Handling multiple outlets. Tell Multiple
Stories. And Don't be misleading. 
!
3. Don't break your own embargo. 
!
MARKETING & PR FOR STARTUPS 46
TIPS FOR YOU
-Don’t be afraid to ask questions. Is this on or off the record? What’s the story angle?
Do they require exclusivity?
!
-Don’t say “we have no competitors” -- choose your competitors are or the media will
choose for you.
!
- Put yourself in the mindset of the journalist. How will this story get them on
Techmeme or featured by their editors? Is it like stories the journalist has
written before?
!
-Be good to the journalist. Don’t just hit them up when you need them. They want
your scoops, tips, etc. since you’re on the ground in the midst of it all.
MARKETING & PR FOR STARTUPS 47
TAKE NOTES FROM
MARKETING & PR FOR STARTUPS 48
RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS
Get Involved
MARKETING & PR FOR STARTUPS 49
RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS
Get Involved
!
Make Friends with Founders, Investors, Journalists, Startup
Wannabes, Coworking Space Heads, the Cleaning Ladies and
everyone in between
MARKETING & PR FOR STARTUPS 50
RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS
Get Involved
!
Make Friends with Founders, Investors, Journalists, Startup
Wannabes, Coworking Space Heads, the Cleaning Ladies and
everyone in between
!
READ, FOR THE LOVE OF GOD READ.
!
MARKETING & PR FOR STARTUPS 51
RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS
Get Involved
!
Make Friends with Founders, Investors, Journalists, Startup
Wannabes, Coworking Space Heads, the Cleaning Ladies and
everyone in between
!
READ, FOR THE LOVE OF GOD READ.
!
Tweet.
MARKETING & PR FOR STARTUPS 52
RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS
Get Involved
!
Make Friends with Founders, Investors, Journalists, Startup
Wannabes, Coworking Space Heads, the Cleaning Ladies and
everyone in between
!
READ, FOR THE LOVE OF GOD READ.
!
Tweet.
!
Write.
MARKETING & PR FOR STARTUPS 53
RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS
Get Involved
!
Make Friends with Founders, Investors, Journalists, Startup
Wannabes, Coworking Space Heads, the Cleaning Ladies and
everyone in between
!
READ, FOR THE LOVE OF GOD READ.
!
Tweet.
!
Write.
!
Be happy. But know it’s OK and TOTALLY NORMAL to be sad,
angry, frustrated, disappointed and insanely crazy too.

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Marketing + PR for Startups April 2014

  • 1. Courtney Boyd Myers Founder, audience.io & 3460 Miles MARKETING & PR FOR STARTUPS
  • 2. INTRODUCTION ‣ Working with Fueled, Makeshift, Transferwise, Grouper + State ‣ Director of Audience Development at General Assembly London ‣ Member of #10’s Tech City Advisory Group ‣ Writer at Wired UK, The Daily Beast & The Next Web ‣ Mentor at BBC WorldWideLabs, Seedcamp, Ignite100 ‣ Community Member of Sandbox, Summit Series & ICE COURTNEY BOYD MYERS (@CBM) FOUNDER, AUDIENCE.IO & 3460 MILES 2
  • 3. AGENDA ‣ Setting the Foundation ‣ The Many Facets of Marketing ‣ Building an Audience ‣ Tools of the Trade ‣ Media & PR ‣ Q & A 3
  • 4. 4 FIRST RULE OF MARKETING: ! MARKETING & PR FOR STARTUPS DON’T MARKET A SHIT PRODUCT
  • 5. MARKETING & PR FOR STARTUPS 5 ‣ Vision: The company’s long-term, aspirational business goals. What's the change you want to make in the world? ! ‣ Mission: The company’s purpose and reason for being. What are the big first steps to make that change? ! ‣ Values: How will you make those choices, changes and first steps? MISSION, VISION + VALUES
  • 6. MARKETING & PR FOR STARTUPS 6 VISION: To become the world’s largest community for dreamers. ! MISSION: To create the world’s best app that helps people remember and record their dreams. ! VALUES: Curious, Data- Driven, Exploratory, and Secure
  • 7. MARKETING & PR FOR STARTUPS 7 “Many companies try to dive into driving awareness for their product or service before they figure out who they are, what they stand for, and what they are driving for. At Eventbrite, we set out 6 years ago to democratize the ticketing industry through innovative products and top notch support. The great news is that through all the growth we’ve had – in customers and in company size – these are still our primary areas of focus.” -Julia Hartz, Co-Founder of Eventbrite
  • 8. MARKETING & PR FOR STARTUPS 8 MESSAGING Text It’s is the one thing you want to tell people about your startup. ! -It needs to be compelling (NO BS!) and different from your competition. Source
  • 9. MARKETING & PR FOR STARTUPS 9 MESSAGING Text It’s is the one thing you want to tell people about your startup. ! -It needs to be compelling (NO BS!) and different from your competition. ! ! Text A fun online world where kids can adopt their very own monster, go on adventures, play games, solve puzzles, be creative, and communicate with their friends.
  • 10. MARKETING & PR FOR STARTUPS 10 TextText
  • 11. MARKETING & PR FOR STARTUPS 11 MESSAGING FOR A TWO-SIDED MARKET
  • 12. MARKETING & PR FOR STARTUPS & PR FOR STARTUPS 12 STARTUP MARKETING ‣ L If you are a marketer working at a startup, today you might be strategizing about a new campaign, and tomorrow you’ll have to go open Adobe Illustrator and change the copy on a flyer that you’ll send to be printed at Staples later. In the morning of the next day you might be trying get ahold of the editor of the lifestyle section of the Seattle Times and in the afternoon you are creating 7 ad variations for a Google Adwords campaign, and that same night you and the CEO will be having dinner with the VP of Marketing of a large consumer company and you’ll be discussing a two-year strategy roadmap and bringing product vision ideas back to the team the next morning. ! -Marcelo Calbucci, the co-founder & CTO of EveryMove
  • 13. MARKETING & PR FOR STARTUPS 13 PRODUCT AS MARKETING! • Hotmail’s growth was almost entirely due to a “Get your free email at Hotmail” sentence at the bottom of every email. ! • Airbnb reverse-engineered Craigslist to let users post listings automatically despite no public Craigslist API. ! • Allowing users to embed videos was key to the success of YouTube and Vimeo. ! • Slideshare included a plain-text link in their embed code, driving traffic back to their site to get an SEO boost to boot. ! • Dropbox incentivized referrals by giving free extra storage space – a strategy they claim accounted for 60% of their growth. Source
  • 14. MARKETING & PR FOR STARTUPS 14 STUNT MARKETING
  • 15. MARKETING & PR FOR STARTUPS 15 SIDE NOTE MARKETING
  • 16. MARKETING & PR FOR STARTUPS 16 USING SOCIAL GOOD AS MARKETING Your actions speak louder than words.
  • 17. MARKETING & PR FOR STARTUPS 17 EVENT MARKETING
  • 18. MARKETING & PR FOR STARTUPS 18 EMAIL MARKETING How do I get users to sign up for my mailing list? ! •Start by scraping you inbox. Your friends will forgive you + they can always unsubscribe. •Grow your user base through strategic partnerships, events and sweepstakes! ! What kind of content should I send? ! • Don’t always sell, sell, sell; also send emails that are 100% value-add •Repurposed content from your blog or exclusive content
  • 19. MARKETING & PR FOR STARTUPS 19 CONTENT MARKETING • Content marketing is a cost effective, smart and scalable way to acquire customers • Content should include educational, analytical industry-related blog posts mixed with fun, viral content like infographics • Content marketing should be authentic and show your company’s culture (culture marketing)
  • 20. MARKETING & PR FOR STARTUPS 20 CONTENT MARKETING! ! • Remember to capture as many email addresses as possible! ! ! • Be educational. Tie it back to your product but don’t SELL
  • 21. MARKETING & PR FOR STARTUPS 21 CONTENT MARKETING • Content marketing can be easily enhanced with social media marketing and syndication ! • Your content marketing should support your company’s SEO efforts
  • 22. MARKETING & PR FOR STARTUPS 22 GROWTH HACKING Source “When women do it, it’s marketing. When men do it, it’s growth hacking.” - @Shanley
  • 23. MARKETING & PR FOR STARTUPS & PR FOR STARTUPS 23 COLLECT THE DATA ‣ L •Do people even want your product? •What do they think of your product? •How are they using your product? •Are they referring their friends? •Who are your top users? Where do they live? How many Twitter followers do they have? •How can you incentivize your power users to share the service? •How will you communicate with your customers?
  • 24. 24 TOOLS OF THE TRADE ! MARKETING & PR FOR STARTUPS •Market Research: Typeform ! •Database Analytics: Wrangler ! •Customer Support: Intercom ! •Email marketing: Mailchimp ! •Analytics: Google Analytics, MixPanel, SocialRank
  • 25. MARKETING & PR FOR STARTUPS 25 SOCIAL MEDIA BEST PRACTICES •Improve your inbound ! •Make more original content ! •ENGAGE!- Like, Share, RT; Answer questions, tweets, comments, etc. ! •Be opinionated ! •Throw a Party (Get to know people IRL first) ! •Make your details public + up to date !
  • 26. MARKETING & PR FOR STARTUPS 26 PINTEREST - THE LONDONER Great for: • showing off products • categorizing content • building your brand visually
  • 27. MARKETING & PR FOR STARTUPS 27 INSTAGRAM Great for: • showing off company culture • show-casing products in-action • building your brand visually
  • 28. MARKETING & PR FOR STARTUPS 28 YOUTUBE ! ! ! •Viewed more than 12.5 million times •instantly went viral + jointly conveyed the brand personality and the benefits of the service deftly.
  • 29. MARKETING & PR FOR STARTUPS 29 YOUTUBE ! ! ! •50K video views; Press in Devour and EliteDaily •$5K budget
  • 30. 30 TOOLS OF THE TRADE ! MARKETING & PR FOR STARTUPS •Facebook •Twitter/Twitter Ads •Pinterest •Tumblr •LinkedIn •Foursquare •YouTube •Instagram •Mention •Hootsuite •Buffer
  • 31. MARKETING & PR FOR STARTUPS 31 PRESS - ARE YOU READY? ! “Patience is important. Media coverage is easier and more effective once you have a killer product. If you’re trying to create buzz too early, you’re doing it wrong.” -MICHELLE ZATLYN, CO-FOUNDER OF CLOUDFLARE !
  • 32. MARKETING & PR FOR STARTUPS 32 BEFORE PRESS ‣Your product has been thoroughly alpha tested with not only friends, family but a wide group of users so you know it works ‣mTurk.com, followerwonk.com, usertesting.com, betali.st ‣You’re familiar with the media landscape and can name at least three journalists...
  • 33. CROSSING THE POND READ! 33 Blogs ‣Fred Wilson (A VC) — http://avc.com ‣Chris Dixon — http://cdixon.org ‣Paul Graham’s Essays — http://paulgraham.com ‣Hacker News — http://news.ycombinator.com ‣The Full Start - http://fullstart.com ! !Newsletters ‣The Fetch http://thefetch.com ‣3460 Miles http://3460miles.com ‣Startup Digest http://startupdigest.com
  • 34. MARKETING & PR FOR STARTUPS 34 UK/EUROPE TECH MEDIA @TheNextWeb • @MartinSFP ! @TechCrunch • @MikeButcher • @IngridLunden ! @TechCityNews @AlexWoodCreates ! @WSJEurope • @BenJRooney @WiredUK • @Olivia_Solon ! @tech_eu • @RobinWauters ! @Telegraph • @Kate_Day ! @GuardianTech • @CharlesArthur ! !
  • 35. MARKETING & PR FOR STARTUPS 35 SHOULD YOU HIRE A PR AGENCY? ‣ Internal vs Agency ‣ Doing it on your own
  • 37. MARKETING & PR FOR STARTUPS 37 GETTING PRESS ‣ Tell a Story ‣ Be technically prepared ‣ Choosing Outlets ‣ Tech Press first? ‣ Think non-traditional
  • 38. MARKETING & PR FOR STARTUPS WHAT’S THE STORY? •“We’ve launched” •Funding •Trend Stories •We’ve hit X # of users •New features •Acquiring •Big, new hire •Future plans 38
  • 39. MARKETING & PR FOR STARTUPS 39 FINDING THE JOURNALIST 1. Do your homework ! 2. STALK ! 3. Get an introduction! ! 4. Invite them to a party! ! 5. Cocktail party rules apply ! 6. Give them a scoop!
  • 40. MARKETING & PR FOR STARTUPS 40 WRITING THE PITCH 1. Be brief. 2. Craft an eye-catching subject line.  3. Don’t copy paste! Oh Hey Caroline at The Next Crunch.. ! 4. Give a reasonable time frame. 5. Say why it's DIFFERENT  6. Avoid jargon like DISRUPTIVE, CURATED, HYBRID, INNOVATIVE, GAME-CHANGING etc. ! 7. Give an offer if you can: Beta invites. App Codes. Exclusive details, etc. 
  • 41. MARKETING & PR FOR STARTUPS 41
  • 42. MARKETING & PR FOR STARTUPS 42 Courtney B of the deep blue sea,
 Would you could you should you if you please
 When you’ve got a moment so free
 Let known when you could lend your ear to me?
  • 43. MARKETING & PR FOR STARTUPS 43 Subject: Exclusive for TC: Launching XXX- make any blog look like a sexy iPad app ! Hey Mike, ! I’m George, the founder of XXX. ! Launching XXX next week, on Thursday at noon EST and TC gets free reign on an exclusive before then. XXX makes any blog look and behave like a native iPad app. We’re talking accelerometer aware column resizing, swipe to advance articles, touch navigation, home screen icon support, and more. We’ve built somecool tech to make this happen smoothly, and it works with your existing layout... ! PS- Would also be happy to do giveaways to TC readers. Thanks again and feel free to reach out if you have anymore questions (skype,phone,etc. listed below). ! Video Demo: http://vimeo.com/13487300
 Live demo site (if you’re on an iPad): jasonlbaptiste.com
 Feature overviews: http://padpressed.com/features
 My contact info: George@xxx.com , Phone:xxx.xxx.xxxx, Twitter: @xxx, Skype: xxx ! -George
 #xxx.xxx.xxxx
 You Should Check Out xxx.com
  • 44. MARKETING & PR FOR STARTUPS GIVE WRITERS EVERYTHING THEY NEED Provide external links (not attachments) to: •Awesome Videos •Beautiful, High-Res Photos •Company Facts: Founded Date, Funding Details, # of employees, Founder’s Names, etc. Be Available! ! 44
  • 45. MARKETING & PR FOR STARTUPS 45 AFTER THE PITCH 1. Follow up! - Appropriate time on this? One week? 3-4 days? ! 2. Handling multiple outlets. Tell Multiple Stories. And Don't be misleading.  ! 3. Don't break your own embargo.  !
  • 46. MARKETING & PR FOR STARTUPS 46 TIPS FOR YOU -Don’t be afraid to ask questions. Is this on or off the record? What’s the story angle? Do they require exclusivity? ! -Don’t say “we have no competitors” -- choose your competitors are or the media will choose for you. ! - Put yourself in the mindset of the journalist. How will this story get them on Techmeme or featured by their editors? Is it like stories the journalist has written before? ! -Be good to the journalist. Don’t just hit them up when you need them. They want your scoops, tips, etc. since you’re on the ground in the midst of it all.
  • 47. MARKETING & PR FOR STARTUPS 47 TAKE NOTES FROM
  • 48. MARKETING & PR FOR STARTUPS 48 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved
  • 49. MARKETING & PR FOR STARTUPS 49 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved ! Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between
  • 50. MARKETING & PR FOR STARTUPS 50 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved ! Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between ! READ, FOR THE LOVE OF GOD READ. !
  • 51. MARKETING & PR FOR STARTUPS 51 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved ! Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between ! READ, FOR THE LOVE OF GOD READ. ! Tweet.
  • 52. MARKETING & PR FOR STARTUPS 52 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved ! Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between ! READ, FOR THE LOVE OF GOD READ. ! Tweet. ! Write.
  • 53. MARKETING & PR FOR STARTUPS 53 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS Get Involved ! Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between ! READ, FOR THE LOVE OF GOD READ. ! Tweet. ! Write. ! Be happy. But know it’s OK and TOTALLY NORMAL to be sad, angry, frustrated, disappointed and insanely crazy too.