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Marketing Communications for Start-Ups
     Implementing Shoestring Strategies



MarketingCamp
       silicon valley


                             November 3, 2012
                        Topic Lead: Anthony de Kerf
                               adk@tron.com
                        www.tron.com/marcomm.ppt
Marketing Communications for Start-Ups
  Implementing Shoestring Strategies


 • Press Releases & Related Information
 • Magazines/Publications
 • Newsletters & White Papers
 • Presentations, Video & Voice–Over’s
 • Trademarks, Unique Acronyms & Buzz Words
 • Research the “How-To’s”
 • Media Blitz Preparation
 • The Search Engine Challenge
 • Controlling the Message
MarketingCamp                                      November 3, 2012
 silicon valley                           Topic Lead: Anthony de Kerf
Marketing Communications for Start-Ups
  Implementing Shoestring Strategies

 Press Releases & Related Information
 Free/Paid Press Release Sites (useful, but can be risky)
                  Use stealth email accounts…. These sites are used for phishing
        Publish everything in your campaign (but create an outline – 1 free per month)
        Use only reputable sites
                  http://www.onlineprnews.com/
                  http://www.openpr.com/
                  http://www.przoom.com/
                  http://www.prfire.co.uk/

          Review of Free PR Sites (Pro’s n Con’s)
                  http://www.vitispr.com/blog/free-press-release-sites/
                  http://www.prnewswire.com/news-releases/reasons-why-free-press-release-sites-can-harm-your-
                      business-159087775.html




MarketingCamp                                                                                                  November 3, 2012
 silicon valley                                                                                       Topic Lead: Anthony de Kerf
Marketing Communications for Start-Ups
  Implementing Shoestring Strategies

 Magazines/Publications
 Blogs – A single comment is not enough! - Manage the entire message
        Writing and Submission
        Selecting Blogs Sites                           Magazines (Hungry for Content)
                  Initiating vs Responding                  Product Announcements
        Engage - in Conversation                            Editors – finding the contact list

 Article Submissions (Content Ideas)                        Gadgets Corner (consumer publications)

        Print & On-Line                                     Sample Products for Journalist

        ComputerUser.com (self publish)                 Television

        Yahoo Contributor Network (self publish)            http://www.nbcbayarea.com/blogs/press-here/

 Product Announcements                                      Computer Chronicles (?)

 Journalist Meet & Greet Events
        Tradeshows (Usually Free Access to Expo Only)
        San Francisco – Home to Technology Publishers
        IDG, ZIFF-DAVIS, InfoWorld. . . . (http://dir.yahoo.com/)
MarketingCamp                                                                                             November 3, 2012
 silicon valley                                                                                  Topic Lead: Anthony de Kerf
Marketing Communications for Start-Ups
  Implementing Shoestring Strategies

 Newsletters & White Papers
        Monthly vs. Quarterly
        Independent writing most effective (same with articles)
                  Applicable, Engaging and Informative Content
                  White Papers – Technology Specific, All Encompassing and Independent Reviews



 Presentations, Video & Voice–Over’s
        Convert PowerPoint presentations to recognized video formats
        Still Image videos
        Product Demonstrations (MAC user tools – maybe open source)
        Video can be used to convey written content (ie Newscast vs. Newspaper)
        Search Engine Indexing




MarketingCamp                                                                                    November 3, 2012
 silicon valley                                                                         Topic Lead: Anthony de Kerf
Marketing Communications for Start-Ups
  Implementing Shoestring Strategies

 Trademarks, Unique Acronyms & Buzz Words
        Always claim trademarks

        File officially (USPTO.gov) as early as possible ($300 - $400 registration fee)

 Unique Acronyms & Buzz Words - search engine keyword identity

        ie: KVS (KVM) , KVM Cable, KVM Network, Cat5 KVM, Automated KVM Switching

        Users must still enter the content (convey via message content)

 Can be a phrase (ie: “Automated KVM Switching”)

        The Start-Up Advantage (company names and innovations)

        Validate Uniqueness – Check Search Engine Results




MarketingCamp                                                                                      November 3, 2012
 silicon valley                                                                           Topic Lead: Anthony de Kerf
Marketing Communications for Start-Ups
  Implementing Shoestring Strategies

 Research the “How-To’s”
        Writing press releases requires an expected format

        Newsletters & White Papers should be tailored to the audience’s content absorption rate

                  Open page layout vs. technical content

                  600 words vs. 6,000 words (message and audience)

        Creative Plagiarism

                  Format and Content

        techtarget.com (local workshops for marketers)




MarketingCamp                                                                                      November 3, 2012
 silicon valley                                                                           Topic Lead: Anthony de Kerf
Marketing Communications for Start-Ups
  Implementing Shoestring Strategies

 Media Blitz Preparation
        Blogs – write the entire story (stories) – in submission pieces

        Newsletters – 3-5 pieces in advance of first release

        Press Releases – 6-12 in advance of first release

        Inexpensive Staffing Options


 The Search Engine Challenge
        Constantly Changing Rules - Algorithms

        Potential for Time Sensitive/Insensitive Content

        Web Administrator (Marketing Department)

                  – Google Most Important




MarketingCamp                                                                      November 3, 2012
 silicon valley                                                           Topic Lead: Anthony de Kerf
Marketing Communications for Start-Ups
  Implementing Shoestring Strategies

 Controlling the Message
        Newsletters, White Papers, Blogs and Articles allow you to manage the content and message

        Introduce Trademarks, Unique Acronyms & Buzz Words

        Develop the message you want to convey

        Consistently drive that message by using the vehicles mentioned above




MarketingCamp                                                                                   November 3, 2012
 silicon valley                                                                        Topic Lead: Anthony de Kerf

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Marketing communications for start ups - anthony de kerf - marketing camp

  • 1. Marketing Communications for Start-Ups Implementing Shoestring Strategies MarketingCamp silicon valley November 3, 2012 Topic Lead: Anthony de Kerf adk@tron.com www.tron.com/marcomm.ppt
  • 2. Marketing Communications for Start-Ups Implementing Shoestring Strategies • Press Releases & Related Information • Magazines/Publications • Newsletters & White Papers • Presentations, Video & Voice–Over’s • Trademarks, Unique Acronyms & Buzz Words • Research the “How-To’s” • Media Blitz Preparation • The Search Engine Challenge • Controlling the Message MarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf
  • 3. Marketing Communications for Start-Ups Implementing Shoestring Strategies Press Releases & Related Information Free/Paid Press Release Sites (useful, but can be risky) Use stealth email accounts…. These sites are used for phishing Publish everything in your campaign (but create an outline – 1 free per month) Use only reputable sites http://www.onlineprnews.com/ http://www.openpr.com/ http://www.przoom.com/ http://www.prfire.co.uk/ Review of Free PR Sites (Pro’s n Con’s) http://www.vitispr.com/blog/free-press-release-sites/ http://www.prnewswire.com/news-releases/reasons-why-free-press-release-sites-can-harm-your- business-159087775.html MarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf
  • 4. Marketing Communications for Start-Ups Implementing Shoestring Strategies Magazines/Publications Blogs – A single comment is not enough! - Manage the entire message Writing and Submission Selecting Blogs Sites Magazines (Hungry for Content) Initiating vs Responding Product Announcements Engage - in Conversation Editors – finding the contact list Article Submissions (Content Ideas) Gadgets Corner (consumer publications) Print & On-Line Sample Products for Journalist ComputerUser.com (self publish) Television Yahoo Contributor Network (self publish) http://www.nbcbayarea.com/blogs/press-here/ Product Announcements Computer Chronicles (?) Journalist Meet & Greet Events Tradeshows (Usually Free Access to Expo Only) San Francisco – Home to Technology Publishers IDG, ZIFF-DAVIS, InfoWorld. . . . (http://dir.yahoo.com/) MarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf
  • 5. Marketing Communications for Start-Ups Implementing Shoestring Strategies Newsletters & White Papers Monthly vs. Quarterly Independent writing most effective (same with articles) Applicable, Engaging and Informative Content White Papers – Technology Specific, All Encompassing and Independent Reviews Presentations, Video & Voice–Over’s Convert PowerPoint presentations to recognized video formats Still Image videos Product Demonstrations (MAC user tools – maybe open source) Video can be used to convey written content (ie Newscast vs. Newspaper) Search Engine Indexing MarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf
  • 6. Marketing Communications for Start-Ups Implementing Shoestring Strategies Trademarks, Unique Acronyms & Buzz Words Always claim trademarks File officially (USPTO.gov) as early as possible ($300 - $400 registration fee) Unique Acronyms & Buzz Words - search engine keyword identity ie: KVS (KVM) , KVM Cable, KVM Network, Cat5 KVM, Automated KVM Switching Users must still enter the content (convey via message content) Can be a phrase (ie: “Automated KVM Switching”) The Start-Up Advantage (company names and innovations) Validate Uniqueness – Check Search Engine Results MarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf
  • 7. Marketing Communications for Start-Ups Implementing Shoestring Strategies Research the “How-To’s” Writing press releases requires an expected format Newsletters & White Papers should be tailored to the audience’s content absorption rate Open page layout vs. technical content 600 words vs. 6,000 words (message and audience) Creative Plagiarism Format and Content techtarget.com (local workshops for marketers) MarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf
  • 8. Marketing Communications for Start-Ups Implementing Shoestring Strategies Media Blitz Preparation Blogs – write the entire story (stories) – in submission pieces Newsletters – 3-5 pieces in advance of first release Press Releases – 6-12 in advance of first release Inexpensive Staffing Options The Search Engine Challenge Constantly Changing Rules - Algorithms Potential for Time Sensitive/Insensitive Content Web Administrator (Marketing Department) – Google Most Important MarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf
  • 9. Marketing Communications for Start-Ups Implementing Shoestring Strategies Controlling the Message Newsletters, White Papers, Blogs and Articles allow you to manage the content and message Introduce Trademarks, Unique Acronyms & Buzz Words Develop the message you want to convey Consistently drive that message by using the vehicles mentioned above MarketingCamp November 3, 2012 silicon valley Topic Lead: Anthony de Kerf