Slide for Inbound Marketing Dec 3 2015

1. MARKETING WITHOUT A BUDGET

2. ABOUT ME: THANH THƯ | ELLA
ella.tran@hotelquickly.com • 091 819 7088 • ellatran.com • linkedin.com/in/ellatran
Film - Sundance Film Festival
VTV - Vietnam
Music - NYC
New York Fashion
Week
Uber Hanoi
First Marketing ManagerHotelQuickly
Partnerships & PR

3. I. Stunt Marketing
II. Partnerships as Marketing
III.Content Marketing
AGENDA: Marketing Without A Budget

4. Stunt Marketing
Chiến dịch độc đáo

7. EARNED MEDIA (FREE PR)

8. USERS CHECK IN (ORGANIC WORD OF MOUTH)

9. A cool, fun, creative campaign
generates free PR
and organic word of mouth

10. UBER STUNT MARKETING: Sell The Dream

11. VICTORIA'S SECRET FASHION SHOW

12. PIRELLI CALENDAR

13. ALS ICE BUCKET CHALLENGE

15. Cafe nhai luôn cốc tại Monkey in Black

17. LESSON:
USE YOUR CREATIVITY
ACT AS A MARKETING AGENCY

18. YOUR PRODUCT = MONEY CURRENCY

19. PARTNERSHIPS AS MARKETING

21. Partnerships as Marketing

22. Partnerships as Marketing

23. Partnerships as Marketing
Sample Deal Structure
• Your Startup:
+ Your Product
+ Human Resources / Your Team
+ Creativity
+ Owned Media Channel
• Partner:
+ Cash
+ Exposure

24. Partnerships as Marketing
Sample Deal Structure
• Your Startup = HotelQuickly
+ Your Product = Vouchers/Free Room Nights
+ Human Resources / Your Team
+ Creativity = Interesting Work Culture
+ Owned Media Channel = Email, Facebook, Blog
• Partner:
+ Cash
+ Exposure

25. Example: HotelQuickly and VTC Pay
HotelQuickly:
+ First time redeem vouchers valued at 200,000 VND
+ Create landing page, design, content
VTC Pay:
+ Exposure/Communications:
Bài viết PR, Banners, Email, App Push Notification,
Website, Facebook

26. CONTENT MARKETING

27. Content Marketing
Angle: Unique Work Culture

28. Create Useful Content For Your Users
Content Marketing

29. Use your own media channels
Example: Halloween Facebook Mini Game: Ghosts Hunt
High Engagement for Existing Users

30. Share your industry knowledge
through events, interviews, blog posts, social media…
Personal Branding = Company Branding
You = Spokesperson
for your company 24/7
Events → PR Coverage

31. Angle To Pitch
● Luôn có góc nhìn để quảng cáo / angle to pitch
○ new start-up
■ → the service itself
■ → paint a picture, sell a vision, how the future can be
■ → how the partner/customer would be an early adopter,
part of something cool, new
■ → sell on your dynamic, young team
○ established startup
■ → the service itself
■ → branding
■ → Portfolio of partners / campaigns

32. Exercise
How would you organize a product
launch event without budget?
Venue? Food? Drinks? Photographer? DJ?

33. Resourceful / Frugal Mindset
EVENT
● Tìm một venue mới
○ Venue: miễn phí
○ Uber mang khách đến cho họ
● Hãng rượu, thức ăn = Partnership (cơ hội
quảng bá, cho hành khách thử sản phẩm
của mình, logo)
● Photographer (trẻ) = cơ hội cộng thêm ảnh
chuyên nghiệp vào portfolio
● DJ nổi tiếng = tặng Uber credits để tiện đi
lại :)

34. Summary
Your Product = Money Currency
1. Stunt Marketing → Creative campaigns → Free PR and
organic word of mouth
2. Partnerships as Marketing (Work w/ other Brands and
Influencers)
3. Content Marketing:
+ Write creative and useful content for potential users (Share
via blog and pitch to journalists/PR)
+ Use your own media channels
+ Speak at events :)

35. Other Resources
● BUFFER
○ Content Marketing: https://blog.bufferapp.com/
● DKNY PR Girl —> Aliza Licht
Personal = Company Branding
● Gary Vaynerchuk
○ Social Media | Authentic Listening
○ #AskGaryVeeShow https://www.youtube.com/user/GaryVaynerchuk
● Marie Forleo
○ Weekly Q& A + Online Courses https://www.youtube.com/user/marieforleo
● Ramit Sethi
○ Long Sales Letter http://www.iwillteachyoutoberich.com/
● Seth Godin
○ Daily newsletter + books

36. YOUR PRODUCT = MONEY CURRENCY

37. QUESTIONS?
Presented by Thanh Thư | Ella Tran
ella.tran@hotelquickly.com • 091 819 7088
ellatran.com • linkedin.com/in/ellatran
1. Download HotelQuickly
2. Simple Registration (Name + Email!)
3. Enter Voucher Code ETRAN12