SlideShare a Scribd company logo
Startup Marketing
Getting off the ground floor




Sean O’Malley
Product Guy
http://seancomalley.com
You have a new product
You want it to go viral
But traditional marketing doesn’t work
1. Buy Ads




            Traditional
4. Make a                                2. Get More
  Profit
            marketing                    Distribution
             machine


            3. Sell More                                            Buy
             Products

                 From Seth Godin on Sliced Bread at Ted, Feb 2003
It doesn’t work because consumers have
more choice and less time
It doesn’t work because startups
don’t have the money
You need a marketing elevator to get your
startup off the ground


            Push Button to:
            acquire users
            build a brand
            get recommended
1. Build a remarkable product
2. Market to passionate influencers
3. Build loyalty through community management
1. Build a remarkable product
“Something remarkable is worth talking about...It’s
a Purple Cow… Remarkable marketing is the art of
building things worth noticing right into your product
or service.” Seth Godin
Remarkable is hard
“A lot of times, people don't know what
they want until you show it to them.”

Steve Jobs
Let’s say you build a remarkable product so
influential people can’t help but talk about it
The product is the marketing
But what if my product isn’t Google?
Watch, Listen and Iterate
Be an astronomer
             ....not an astrologer


    Scientific Product Development


 Acquisition
 Activation         Problem,          Keep or
 Retention         Hypothesis        kill feature
  Referral           & Test
Monetization
Traditional methods
Surveys

Google Analytics

1:1 Interviews

Ethnographic studies

Usability testing

Focus groups
Emerging Methods...Social media
2. Market to the passionate Influencers
10% influence the purchasing
behavior of the other 90%

Malcolm Gladwell
The Tipping Point
Where do you find the influencers?
Ask the question...

Who do my customers
listen to?
Reach the Mac user....not the PC user
Methods
Word of Mouth Marketing
Evangelist Marketing   Brand Blogging
Viral Marketing        Buzz Marketing
Grassroots Marketing   Product Seeding
Evangelist Marketing   Referral Programs
Cause Marketing        Community Mktg
Your biggest bang for the buck...embrace the
influential bloggers
3. Build loyalty through
           Community Management
A happy customer is the
greatest endorsement
Basically, it comes down to treat me
well and I’ll return the favor
Be a talk show host...
         not a preacher
Methods
Give a great   Give customers a voice
experience
                         Listen


                       Foster customer
                       reputations


                        Engage the
                        community
If you remember anything...

Most successful marketing
elevators are about
making lives better
Sean O’Malley
Product Guy
Venrock Quarry
somalley@venrock.com
http://seancomalley.com
Image Credits

     By Theti               By Dalla*                 By Hikaru501
     on Flickr              on Flickr                 on Flickr




     By Froot Smoothie      By Jódís                  By Snelvis
     on Flickr              on Flickr                 on Flickr




     By Benegizer           By Unhindered by Talent
     on Flickr              on Flickr



     By walter*sylvia       By Toma01
     on Flickr              on Flickr



       By TylerKnott
       on Flickr         By Piglovescow.com

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