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Marketing Without Any F@%#ing Money
- 1. Marketing without any f@%#ing money. Anthony Trimpe Cbus Startup Week 2018
- 2. Hi. I’m Anthony Trimpe. You can just call me “Trimpe”.
- 3. CASE STUDIES Big ideas. Small budgets. 1. Unconventional business card 2. Guerrilla clearance sale 3. Scrappy, environmental design Anthony Trimpe Cbus Startup Week 2018
- 4. Strategy Give them something intriguing enough to open and different enough to hang onto. Challenge People get hundreds of business cards at the SXSW conference. How do we make sure ours doesn’t end up in the trash? Longstride Scroll Make an impression. Leave an impression. Anthony Trimpe Cbus Startup Week 2018
- 5. zig when they zag. and all that. Anthony Trimpe Cbus Startup Week 2018
- 6. ROI • Skype meeting with Head of Philanthropy at Zappos • New biz connections and collabs • Leads and easy follow-up convos after SXSW • Social friends in the U.K. and all over the country “This was the only business card I remembered and thought about after I got home.” - Jim Linn, Zappos/Delivering Happiness Anthony Trimpe Cbus Startup Week 2018
- 7. Budget • $85 for stamp and wax • $10 for parchment paper • $3 for candles • $32 for t-shirt ruined by wax Total: $130 Anthony Trimpe Cbus Startup Week 2018
- 8. Cool story, bro. But what about me?
- 9. TAKEAWAYS • Know your story, understand your audience, study the situation. • What’s the first impression my brand makes? • What’s the first chapter to my story? What do people think or feel when they come to my website? Instagram page? Shop? • What can I do differently that everyone else takes for granted? • What little details and touchpoints can I button up RIGHT NOW? • How can I ensure my biz card, email, etc. isn’t forgotten? Anthony Trimpe Cbus Startup Week 2018
- 10. Every single touchpoint is an opportunity to build your brand’s reputation and start a conversation. Don’t waste any. Anthony Trimpe Cbus Startup Week 2018
- 11. Strategy Make a spectacle of the sale, almost like a carnival where people play games and win prizes. But interactively, on social. So, disrupt people’s feeds in a fun way. Challenge Quickly sell a bunch of stuff. The weird, old and over-inventoried stuff. And do it organically. So how do you stop people from scrolling? HOMAGE Wheel of Deals Give people a real reason to come back. Anthony Trimpe Cbus Startup Week 2018
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- 14. ROI • 80% increase in sales, YOY • 2,000 avg comments per hour/video • Double the avg organic reach and impressions • 500 + views per hour/per video • 40% increase store traffic YOY • Excited a lot of people and ruined a lot of productivity Anthony Trimpe Cbus Startup Week 2018
- 15. Budget $50 - wheel construction $150 - wheel slices $50 - kazoos, confetti, balloons, pies $20 - crystal ball $30 - giant stuffed bear $0 - ringmaster’s outfit (yeah, we had one) $0 - video production, talent, cameras, editing Total: $400 Anthony Trimpe Cbus Startup Week 2018
- 16. That’s fun. But, I don’t own a Ringmaster’s outfit, and what am I gonna do with a giant wheel?
- 17. TAKEAWAYS • What sort of freebies can I offer? • How can I lighten up my brand and message a bit? • How can I use technology to enhance my idea? • Should I get the new iPhone X (answer: yes)? • How can I gamify my services? • How can I stop traffic or incentivize someone to come in? • What can I do to make my customers feel heard? Anthony Trimpe Cbus Startup Week 2018
- 18. People love free shit. And they like to be entertained. Anthony Trimpe Cbus Startup Week 2018
- 19. Strategy Build everything by hand. Instead of making it feel authentic, let’s just make it. Period. Give people a platform and an incentive to speak on our behalf. Challenge Take a startup concept from a carryout window in OTE to a full- fledged restaurant in the North Market. While maintaining brand authenticity. And spread the word. Quickly. Hot Chicken Takeover Get people talking. And sharing. Anthony Trimpe Cbus Startup Week 2018
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- 21. ROI • Sold out lines starting Day 1 • Extended hours, Week 3 • Extended days, Month 2 • Endless customer testimonials providing constant social proof, content and ideas. • Just celebrated 1,000 Yelp Review, Year 4 Anthony Trimpe Cbus Startup Week 2018
- 22. Budget $100 - plywood $120 - paint for menus and pallets $200 - vinyl art $75 - chalkboard paint $15 - red electrical tape $100 - msc. materials and parts $0 - cardboard $0 - pallets “borrowed” from Hilliard warehouse Total: $610 Anthony Trimpe Cbus Startup Week 2018
- 23. Man, I knew I should have gone to that other 2 o’clock session,ugh!
- 24. HOT CHICKEN TAKEAWAYS • Get your hands dirty. Like, real dirty. • Don’t worry about being perfect. Just ship it and iterate. • Why would people take the time to review my business? • What’s the authentic element of my brand that I can embrace, lean into and talk about more? • How do I incentivize sharing? • How can I create demand through scarcity? • What’s the one thing I want people to tell their friends? • How can I make people feel more welcome? (see what I did there?) Anthony Trimpe Cbus Startup Week 2018
- 25. Be intentional. Be real. And don’t even try to be perfect. Perfect is boring. Anthony Trimpe Cbus Startup Week 2018
- 26. And now, for a less-than-smooth transition because I thought this next part would be really useful information for you guys but I didn’t know exactly how to segue way into it, but, trust me, this is good shit and I use it all the time and it’s basically cheap because it’s free and it’s different than how most people think and market so in that sense, it could be considered “guerrilla strategy” I suppose. But, whatever, let’s get on with it because now with all this time I probably could have thought of a better way to bridge the two, uggghhh. Sorry. Click next.
- 27. The Golden Circle by Simon Sinek But I call it the “Branding Bullseye”
- 28. why how what Branding Bullseye Anthony Trimpe Cbus Startup Week 2018
- 29. Challenge the status quo Beautiful design Computer Apple’s Bullseye User friendly Easy to use PhoneMusic TV Watch
- 30. “People don't buy what you do, they buy into WHY you do it.”
- 31. • Don’t be a turd. • Surprise & Delight customers. • Read every single comment/review. • Barter (I did print ads for legal docs). • Create ambassadors. • Find influencers. • Always be producing content. • Collab with people in town. • Get an intern. • Try stuff. Make stuff. Find stuff. Break stuff. • Show your personality through IG stories. • Own something and blog/vlog/podcast about it. • Network your ass off; buy a lot of coffee. • Write handwritten thank-you notes. You get enough emails. • Pick 1 or 2 social media channels and be present. • Have amazing customer service. You can’t afford not to. • Join the Chamber. • Go to conferences. • Invest in good biz cards (don’t steal my scroll idea, k?) • Stop perfecting, start producing. More Cheap Tricks Anthony Trimpe Cbus Startup Week 2018
- 32. Message before the medium. (Don’t think of it as marketing.) Anthony Trimpe Cbus Startup Week 2018
- 33. I probably talked too much and we’re out of time, but any questions? Hit me up (or give me a S/O) if you wanna: anthony@wearelongstride.com @trimpewords LinkedIn works, too.