Session 6

Marketing & PR

For Startups

What we’re looking at today

Marketing

Marketing you can do for free

PR

Marketing (the traditional way)

Customer Value PropositionProduct Differentiation

Product Life Cycle

Price SkimmingPenetration PricingPrice Discrimination

Advertising & PRSales PromotionDirect MarketingPersonal Selling

Distribution StrategyChannel Coverage

Channel Partnerships

Product Price

Promotion Place

Outbound marketing

W: designcouncil.org.uk/resources-and-events/Business-and-public-sector/Guides/

Target customers

Inbound marketing

W: designcouncil.org.uk/resources-and-events/Business-and-public-sector/Guides/

Marketing (the new way)

Be DIFFERENTBe REMARKABLE

Be UNUSUAL

Blogs, Video, Search Engines, Press, Local streets, Wikis,Facebook, Twitter, E-mails,

Viral marketing, Sponsorships…

Swap contact detailsLet them tell you what they want

Make it easy to tell othersMake it easy to tell you

Get EXCITED about your companyFind people who will tell others

HOW GREAT YOU ARE

Experience Everywhere

Exchange Evangelism

Social vs traditional

Is killing

So what do you do about it?

• Set up your business• Make it special in some way• Have a unique story• Tell your story• Tell your story on video• Tell your story on a blog• Tell your story in the papers• Tell your story on the streets• Tell your story everywhere…

Q: What is GaBoom’s unique story?

Q: What is GaBoom’s unique story?

Where does Jess tell it?

What story can you tell?

• Something about you– You are young. This helps!

• Something about your product

• Something about the world (surveys, research, etc)

How can you tell it?

• Ideas / experiences

• Photos

• Videos

• Podcasts

• Presentations

• Articles

• News

Where can you tell it?

• Blogs

• Video sites

• Podcast sites

• Social media

Where can you tell it?

• Photo sites

• Presentations

• Publishing sites

• Press releases

Exercise

• Read the Business Plan for

• Design a marketing strategy

• Your total budget is £1,500

Press Releases

• You need to have something interesting to say

• It needs to be ‘news’

• Say it directly to the relevant journalist

• How to work out their email address– Find out the generic addresses– Then replace with the journalist’s name!

Blogging

• Write as frequently as possible– It doesn’t have to be about YOU– It can be about things others have written which you

think are interesting– Write reviews, write lists, interview people, be

controversial, be useful

• Pick good headlines• Allow comments

– And reply to them

• Attribute sources you use (“trackbacks”)

Search Engine Optimisation (SEO)

• A way of increasing your ranking on search engines so that potential customers are more likely to find you

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10

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01/12/2010

Google

Yahoo!

Microsoft(Bing)

Ask

AOL

What matters?

• Page title

• Text on the page

• Number of links to your page from other sites, and the quality of the other site– And what the link is for / how relevant it is

• How long your website has been up for

• How relevant your website is to the search term

Google Insights

Monitor your effectiveness

• Set up Google Analytics

• Check your pages are listed in Google Yahoo, Bing

• See you you rank compared to others in the industry– Use http://www.seobook.com/

Choosing keywords

• Find words and phrases that people will use to search for your products and services– More specific terms will result in less traffic,

but are more likely to convert– Find words you already use a lot, and see

what words similar sites use

• Check Google Adwords

Using keywords

• Use the keywords in the special ‘keywords’ section of the code for your page– Weebly and Wordpress will do this for you

• Use the terms in the title of the page and in the main content

Getting inbound links

• Create great, useful content

• Ask other people to link to your site

• Write featured articles, blog posts and comments on other sites which link back to yours

• Have a signature on your email which links to your site

Social Media

• Entrepreneurs should use:– Facebook and Facebook groups– Twitter

• You can link both of these to a blog so that they update automatically – this saves you time!

Course programme1 20 Oct Finding role models and teams

2 10 Nov Generating ideas

3 24 Nov Planning your first year

4 8 Dec Branding and building a website

5 12 Jan Pitching and raising finance

6 26 Jan Marketing and PR for startups

7 9 Feb Selling and negotiating

8 23 Feb Accounting and legal issues

9 9 Mar Running an office and bookkeeping

2pm-4pm in Arts Building S21