Intro Session: Marketing/ PR Workshop for tech startups Customer segmentation, Build your own PR Campaign

1. PR:
THE GOLDEN
TICKET
Shahirah Gardner, Launchcode PR
Andy Lamb, Atomic Sky

2. _______________________________________________________________________
PR _
Workshop Agenda
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_
Introductions
Our mission
Marketing
• Customer segmentation
• Messaging
PR
• Campaign goals
• DIY PR campaign

3. _______________________________________________________________________
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4. _______________________________________________________________________
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_

5. _______________________________________________________________________
_
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6. marketing.

7. _______________________________________________________________________
4Ps _
marketing
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_

8. _______________________________________________________________________
Customer _
segmentation
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_

9. _______________________________________________________________________
ID _
3 customer segments
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_
5 minutes

10. _______________________________________________________________________
Create _
buyer persona for each segment
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_
Demographics (age,
education
Job position, company &
income
Business needs
Lifestyle
Values
Social/ emotional needs
Value proposition/
message
5 minutes

11. _______________________________________________________________________
Day _
in the life of ____________.
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_
Identify touchpoints
10 minutes

12. _______________________________________________________________________
Touchpoints _
determine marketing tactics
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_
Print Advertising
Product Pilots
Product Trials
Promotions
Public Relations
Sales Collateral
Search Engine Ads
Social Media
Sponsorships
Telemarketing
Tradeshows
TV Advertising
Website
CRM
Direct Marketing (Print)
Direct Marketing (Email)
Educational Content
Executive Events
Field Sales
Free Product
Inbound Marketing
Content Marketing
SEO
Inside Sales
Landing Pages
Lead Nurturing
Loyalty Programs
Online Display Advertising

13. pr.

14. _______________________________________________________________________
Role _
of PR
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_

15. _______________________________________________________________________
Why _
PR?
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_

16. “Brands are built on what people are saying
about you,
not what you're saying about yourself.
People say good things about you when
(a)you have a great product and
(a) you get people to spread the word about it.”
- Guy Kawasaki

17. WHY YOU PROBABLY DON’T NEED AN
AGENCY…. (yet).

18. _______________________________________________________________________
PR _
is a process
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_

19. _______________________________________________________________________
Media _
landscape has changed
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_
Traditional PR is dead = social media
News = anytime, anywhere
Brands = publishers with 24/7 access to customers
(content marketing)

20. YOU
ARE
THE
STORY.

21. HOW DOES A PR CAMPAIGN
WORK?

22. _______________________________________________________________________
What _
is your goal?
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_
ATTRACT CUSTOMERS
• Target audience: Customers, which customer segment?
• Target publications: ie Beauty app = Cosmopolitan, Enterprise
security = CIO
BUILD CREDIBILITY
• Target audience: ______________________________
• Target publications: ____________________________
RAISE FUNDS
• Target audience: ______________________________
• Target publications: ____________________________

23. _______________________________________________________________________
Eg. _
Splunk Enterprise 4.3 release, Jan ‘12
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_
PR GOAL: ATTRACT CUSTOMERS
Product: Splunk 4.3
• Target audience: New, existing B2B users: IT managers/
departments, business users
• Target publications: ie Tech and IT publications - PCWorld,
eWeek, InformationWeek, Computerworld

26. Share insights.

27. Piggyback on news headlines.

28. Discuss trends.

29. Attend tradeshows or win awards.

30. BEST PR IS ONGOING
Tells different story angles to different publications with different audiences at
different times.

31. YOUR DIY PR JOURNEY

32. _______________________________________________________________________
Step _
1: Build a press kit
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_
Create a link/ Dropbox/ press page:
• Logo
• Headshots
• Press release
• Screenshots
• Explainer Video
• Bios
• FAQs

33. _______________________________________________________________________
Step _
2: Know your publications
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_
AU TECH
The Next Web
Gizmodo, Luke Hopewell
Lifehacker
ZDNet, Leon Spencer
Computerworld
CNet
IT Wire
AU FINANCIAL
Australian Financial Review, Paul
Smith
BRW
The Australian
Business Insider
Business News, Mark Pownall
LOCAL
My Community
The West Australian, Nick Sas
Post Newspaper
AU STARTUP
Startup Smart
Shoestring
Anthill
Delimeter
Startup News
Smart Company
*tip: it’s not about you!

34. US TECH
TechCrunch
GigaOm
Mashable
Wired
ReadWriteWeb
VentureBeat
Network World
CRN
InformationWeek
PC World
US BUSINESS
The Wall Street Journal
New York Times
Fast Company
USA Today
Forbes
Fortune
Bloomberg
Reuters
Financial Times

35. _______________________________________________________________________
Step _
3: Get to know your reporters
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Do some stalking research.
Twitter lists

36. Google alerts

37. Competitor coverage

38. _______________________________________________________________________
Build _
your media list
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_
NAME TITLE PUBLICATION BEAT EMAIL PHONE LINK NOTES
Richard Ryan Managing Editor Essential iPhone Apps Mobile
Stephen Fenech Editor TechGuide.com.au Mobile
Ashok Govind Editor in Chief/Blogger Gizmofancy.com Mobile
Brett Winterford Group Online Editor CRN
Mobile and Wireless
News
Create a thoroughly researched, carefully vetted list
of target reporters.
Read more. Add more. Record for later.

39. _______________________________________________________________________
Step _
4: Know what’s news
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_
• LAUNCH
• FUNDING
• FEATURES
• NEW HIRE
• PLANS
• # of USERS

40. Step 5. CRAFTING THE PITCH

41. Treat reporters like customers.
Personalise.
Be authentic.
Be concise.
Make their job easy for them.

42. Sample PR campaign: launch
MOB
O
PR GOAL?
TARGET AUDIENCE?
TARGET PUBLICATIONS?
TARGET REPORTERS?
5 minutes

43. Subject: Launching Mobo – smart collar for your furry friend
Hi Jane,
My name is Shahirah and I am Founder of Mobo. Saw that you covered Fitbark earlier this year and
wanted to let you know that Mobo will be launching on Monday, September 1 at noon WST.
Mobo is a Perth, Australia-based smart collar for dogs that allow owners to track their health. Its
sensors monitor activity, rest levels, calories and heart rate, and presents the data in a handy mobile
app dashboard, providing customised insights and advice based on their pets personalised profile -
age, breed and medical history.
The platform also provides tools to track medicine and vaccinations, and allows owners to share
everything with their vet too!
As part of our launch, we’d be happy to do a giveaway for your readers. I’m available to chat with you
this week if you have any questions, let me know a time that works. Thanks, Jane.
Additional links here:
Website: www.mobo.com.au
Press Kit: http://www.mobo.com.au/
Explainer video: http://www.mobo.com.au/
Best,
Shahirah
Founder, Mobo
0415 288 549, shahirah@mobo.com.au
10 minutes

44. 5 MORE ANGLES YOU CAN PITCH
RIGHT NOW

45. AWARDS: Voxer Named Finalist in 2014 CTIA Hot for
the Holidays Awards
INSIGHT: Fitness Trackers Show How Many People
Woke Up During the Bay Area Quake
TREND: Cloud BI: Going where the data lives
SUCCESS: Nuance sends its 3 billionth medical image
through the cloud
FAILURE: On trust, founder fall-outs, and 6 steps to
getting things back on track

46. Always amplify your PR efforts with social media,
blog, content

47. _______________________________________________________________________
The _
art of following up
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_

48. PR = Relationships + storytelling
You are the story
Don’t give up!
Read. Comment. Tweet. Connect. Write.
Try to have fun with it!

49. _______________________________________________________________________
In _
summary
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_
Customer segmentation
Messaging
……Start the conversation!
Press kit
Publications
Reporters
PR Pitch
Story angles

50. _______________________________________________________________________
Feedback
_
_______________________________________________________________________
_
Q&A
Workshop
Focus
Future Sessions
Desired
engagement
Proudly presented by:
Andy Lamb
+61 416 299 132
andy.lamb@atomicsky.com.au
www.atomicsky.com.au
Shahirah Gardner
+61 415 288 549
shahirah@launchcodepr.com
www.launchcodepr.com