Page 0: Page 1: Startup Marketing Getting off the ground floor Sean O’Malley Product Guy http://seancomalley.com Page 2: You have a new product Page 3: You want it to go viral Page 4: But traditional marketing doesn’t work Page 5: 1. Buy Ads 4. Make a Profit Traditional marketing machine 2. Get More Distribution 3. Sell More Products From Seth Godin on Sliced Bread at Ted, Feb 2003 Buy Page 6: It doesn’t work because consumers have more choice and less time Page 7: It doesn’t work because startups don’t have the money Page 8: You need a marketing elevator to get your startup off the ground Push Button to: acquire users build a brand get recommended Page 9: 1. Build a remarkable product 2. Market to passionate influencers 3. Build loyalty through community management Page 10: 1. Build a remarkable product Page 11: “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 Page 12: Remarkable is hard Page 13: “A lot of times, people don't know what they want until you show it to them.” Steve Jobs Page 14: Let’s say you build a remarkable product so influential people can’t help but talk about it Page 15: The product is the marketing Page 16: But what if my product isn’t Google? Page 17: Watch, Listen and Iterate Page 18: Be an astronomer ....not an astrologer Scientific Product Development Acquisition Activation Retention Referral Monetization Problem, Hypothesis & Test Keep or kill feature Page 19: Traditional methods Page 20: Surveys Google Analytics 1:1 Interviews Ethnographic studies Usability testing Focus groups Page 21: Emerging Methods...Social media Page 22: 2. Market to the passionate Influencers Page 23: 10% influence the purchasing behavior of the other 90% Malcolm Gladwell The Tipping Point Page 24: Where do you find the influencers? Page 25: Ask the question... Who do my customers listen to? Page 26: Reach the Mac user....not the PC user Page 27: Methods Page 28: Word of Mouth Marketing Evangelist Marketing Viral Marketing Grassroots Marketing Evangelist Marketing Cause Marketing Brand Blogging Buzz Marketing Product Seeding Referral Programs Community Mktg Page 29: Your biggest bang for the buck...embrace the influential bloggers Page 30: 3. Build loyalty through Community Management Page 31: A happy customer is the greatest endorsement Page 32: Basically, it comes down to treat me well and I’ll return the favor Page 33: Be a talk show host... not a preacher Page 34: Methods Page 35: Give a great experience Give customers a voice Listen Foster customer reputations Engage the community Page 36: If you remember anything... Most successful marketing elevators are about making lives better Page 37: Sean O’Malley Product Guy Venrock Quarry somalley@venrock.com http://seancomalley.com Page 38: Image Credits By Theti on Flickr By Dalla* on Flickr By Hikaru501 on Flickr By Froot Smoothie on Flickr By Jódís on Flickr By Snelvis on Flickr By Benegizer on Flickr By Unhindered by Talent on Flickr By walter*sylvia on Flickr By Toma01 on Flickr By TylerKnott on Flickr By Piglovescow.com Page 39: