10EVERYMARKETER SHOULD KNOW

Hi, I am Mark Fidelman@MARKFIDELMAN

-Harry HoudiniI get more advertising
space without paying for it than anyone in the country. "

One of the early marketing
hackers was harry houdini

I’m going to teach you3
marketing Lessonsand10 hacks from Houdini:

Houdini: GOBIG

Houdini: Give them a story

Houdini: GiveawayfreeMedia

Let’s apply Houdinitricks in the
digital age

How to Become a Digital
Houdini@MARKFIDELMAN

Everything houdinidid was engineered (including
the marketing)

Because he needed to rise
above the noise

Because Houdini had thousandsof competitors

And today, You’re competing with
a $500b Global Marketing spend

So you must use every
trickat your disposal

The Move to Digital 79%
61% Feel better about company that delivers custom content Marketers shifting to digital branded content

You’ve got heavy competition too…

What tricks do you haveUp
your sleeve?

Magic Marketing 3 Campaigns &
10 marketing hacks

CAMPAIGN @MARKFIDELMAN

Needed signups Got this result
Tried theseACME CORPORATION

So we did something huge…

THE FUSIONLaunch STRATEGY How to
launch a product, website, or service simultaneously with viral content

GO BIG STORY MEDIA OPERATION
THE REVEAL: WHAT WE DID…

Hack #1 CREATEA VOICE OF
THE INDUSTRY SURVEY TO CREATEINDUSTRY NEWS

PARTNER WITH PRESS, BLOGGER OR
CONFERENCE SEND EMAILS TO DATABASESCREATE INFOGRAPHIC #1 #2 #3

THE USE OF INFOGRAPHICS 38%
51% 2014 2013 Year over year increase SOURCE (Content Marketing Institute)

Hack #2 LEVERAGE INFLUENTIALPEOPLE IN
THE INDUSTRY TO PROMOTE YOUR PRODUCT OR SERVICE

How DO YOU find influencers?
GETLITTLEBIRD.COM BUZZSUMO.COM

We took survey data and
influencer recommendations to…

Create an ebook…

Hack #3 WHEN USERS DOWNLOADED
eBOOKTHEY SIGNED UP FOR SITE SIMULATANEOUSLY

RESULTS 1.57Blog posts from influencers
quoted in the book 2.5.5million unique page views 3.7500+ eBook downloads 4.7500+signups for the site

The cost was minimal…

$324 $175 FREE eBook infographic
Influencer promotions

Why thESEhackSwork

LESSONS LEARNED 1.Go Big 2.Start
60 days out 3.Get Influencers and Press Buy-In 4.Hire talented designers on elanceor Odesk($22 an hour) to create stunning designs 5.Use Google trends to find most searched issues in your industry

CAMPAIGN @MARKFIDELMAN

The ALS Ice Bucket Challenge

CREATE Social proofCREDIBILITY
&

A Campaign that snowballed into
a globalphenomenon

HOW IT STARTED…

People started calling each other
out on social media

GO BIG STORY MEDIA OPERATION
WHAT ALS THEN DID…

TOOK CONTROL TOLD PEOPLE HOW
THEY WOULD USE FUNDS ENLISTED CELEBRITIES

Hack #4 CREATESOCIAL PRESSURE BY
CALLING OUT PEOPLE ON SOCIAL MEDIA

SHARE YOUR __________ CRAZY DANCE
BEST “FROZEN” SONG

Example: DO YOUR BEST IMPRESSION
OF THIS DANCE …

Hack #5 ALSHIJACKED MOMENTUM BY
SETTING UP A WEBSITE AND ENCOURAGING PARTICIPATION

Hack #6 APPEAL CAMPAIGN TO
CELEBRITIES WITH STAKE IN OUTCOME

FOUND CELEBRITIES WITH ALS IN
FAMILY HAD THEM APPEAL TO OTHER CELEBRITIES CREATED A VIRAL LOOP

Once celebrities and influencers started
calling each other, the campaign went viral

RESULTS •Since July 29, 2014,
The ALS Association has received$125 millionin donations! •2,350,000videos created on YouTube •Over 50political figures •200notable actors •200+athletes •Over 220musicians •Raised over 40Xamount for ALS compared to same period last year.

Why thESEhackSwork

LESSONS LEARNED 1.Pay attention to
what’s trending 2.You don’t need a big budget to make a big splash 3.Create media that entices others to take on a challenge 4.Find celebrities with same challenges

Small budget Ideas WANT TO
REPLICATE THE ALS CHALLENGE? GOOD LUCK 

Like ALS did, you can
hijackother campaigns or stories…

EXAMPLE: APPLE’S BENDGATE

CAMPAIGN @MARKFIDELMAN

SKULPT.ME BUILD A COMMUNITY BEFORE
YOU LAUNCH A PRODUCT

Offer freecontent or Product samples

Houdini drummed up publicity by
organizing freedemonstrations

And if done strategically you
can benefit too…

GO BIG STORY MEDIA OPERATION
THE REVEAL: WHAT WE are doing…

BMI IS DEAD! HIRED 100
INFLUENCERS TO REVIEW PRODUCT CREATED BMI IS DEAD STORY PARTNER WITH MAJOR SPORTS YOUTUBER

Hack #7 HIREVIRAL YOUTUBE INFLUENCER
TO CREATE VIDEO ABOUT YOUR PRODUCT/SERVICE

•Show viral youtubershere These twoHave
millions of subscribers

VIDEO SELLS 90% 64% Website
visitors more likely to buy product after watching video Prospects say watching a video helpful in decision process

There are people on youtubethat
can guarantee a million views…

Hack #8 GIVE50-60 MID-TIER INFLUENCERS
PRODUCT TO REVIEW –THEN PROMOTE MAJOR INFLUENCER CONTENT

VIRAL CONTENTMAGNIFIED BY 100 PEOPLEPROMOTED
BY PRESS

RESULTS Estimated •87,983,00 impressions •From
0% to 10% Target Market Customer Awareness

Why thESEhackSwork

LESSONS LEARNED 1.Find viral content
creators on YouTube, Vine, Instagram 2.Get 50-60Mid-Tier influencers to review your product (Free Sample) 3.Get Media to cover your campaign (since it’s viral)

#9 #10
HACKS

Hack #9 BECOME THE PRESS
CREATE CONTENT THAT YOUR CUSTOMERS WANT

The N.OseyCOLUMN

Houdini penned his own column
– n.osey…

BECOME A GUEST CONTRIBUTOR FOR
A HIGH PROFILE WEBSITEHAVE INFLUENCERS PROMOTE YOUUSE COLUMN TO MEET NEW PEOPLE

Several news sites allow permanent
contributos

Becoming the press has several
advantages

Hack #10 USE FREE TWITTER
CARDS TO GENERATE QUALIFIED LEADS

Twitter card
https://ads.twitter.com

As soon as a user
clickson a twitter card, you get their email address!

Shhh… And you can use
them for free

CONCLUSION REMEMBER HOUDINI: •Almost all
PR & marketing is engineered •Use word-of-mouth to build up your business (through reciprocal relationshsips) •Know your "audience" •What are they most interested in seeing? •What can you show them that will leave them wanting more? •And, what can you do to constantly improve, to get better?It's not magic.It's just good business.

Click to Find influencers Need
a Houdini?

YOU
THANK @MARKFIDELMAN