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Intro Session: Marketing/ PR Workshop for tech startups Customer segmentation, Build your own PR Campaign
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PR: THE GOLDEN
TICKET
Shahirah Gardner, Launchcode PRAndy Lamb, Atomic Sky
PR Workshop Agenda
IntroductionsOur mission
Marketing• Customer segmentation• Messaging
PR• Campaign goals• DIY PR campaign
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marketing.
4Ps marketing________________________________________________________________________
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Customer segmentation________________________________________________________________________
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ID 3 customer segments________________________________________________________________________
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5 minutes
Create buyer persona for each segment________________________________________________________________________
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Demographics (age, education
Job position, company & income
Business needs
Lifestyle
Values
Social/ emotional needs
Value proposition/ message
5 minutes
Day in the life of ____________.________________________________________________________________________
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Identify touchpoints10 minutes
Touchpoints determine marketing tactics ________________________________________________________________________
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Print Advertising Product Pilots Product Trials Promotions Public Relations Sales Collateral Search Engine Ads Social Media Sponsorships Telemarketing TradeshowsTV Advertising Website
CRM Direct Marketing (Print) Direct Marketing (Email) Educational Content Executive Events Field Sales Free Product Inbound MarketingContent MarketingSEO Inside Sales Landing Pages Lead Nurturing Loyalty Programs Online Display Advertising
pr.
Role of PR________________________________________________________________________
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Why PR?________________________________________________________________________
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“Brands are built on what people are sayingabout you,
not what you're saying about yourself.
People say good things about you when (a) you have a great product and
(b) you get people to spread the word about it.”
- Guy Kawasaki
WHY YOU PROBABLY DON’T NEED AN AGENCY…. (yet).
PR is a process________________________________________________________________________
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Media landscape has changed________________________________________________________________________
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Traditional PR is dead = social mediaNews = anytime, anywhere
Brands = publishers with 24/7 access to customers (content marketing)
YOU ARE THE STORY.
HOW DOES A PR CAMPAIGNWORK?
ATTRACT CUSTOMERS• Target audience: Customers, which customer segment?• Target publications: ie Beauty app = Cosmopolitan,
Enterprise security = CIO
BUILD CREDIBILITY• Target audience: ______________________________• Target publications: ____________________________
RAISE FUNDS• Target audience: ______________________________• Target publications: ____________________________
What is your goal?________________________________________________________________________
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PR GOAL: ATTRACT CUSTOMERSProduct: Splunk 4.3
• Target audience: New, existing B2B users: IT managers/ departments, business users
• Target publications: ie Tech and IT publications - PCWorld, eWeek, InformationWeek, Computerworld
Eg. Splunk Enterprise 4.3 release, Jan ‘12________________________________________________________________________
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Share insights.
Piggyback on news headlines.
Discuss trends.
Attend tradeshows or win awards.
BEST PR IS ONGOING
Tells different story angles to different publications with different audiences at different times.
YOUR DIY PR JOURNEY
Create a link/ Dropbox/ press page:
• Logo• Headshots• Press release• Screenshots• Explainer Video• Bios• FAQs
Step 1: Build a press kit________________________________________________________________________
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AU TECHThe Next Web Gizmodo, Luke HopewellLifehackerZDNet, Leon SpencerComputerworldCNetIT Wire
AU FINANCIALAustralian Financial Review, Paul SmithBRWThe AustralianBusiness InsiderBusiness News, Mark Pownall
LOCAL My CommunityThe West Australian, Nick SasPost Newspaper
AU STARTUP Startup SmartShoestringAnthillDelimeterStartup NewsSmart Company
Step 2: Know your publications________________________________________________________________________
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*tip: it’s not about you!
US TECHTechCrunchGigaOmMashableWiredReadWriteWebVentureBeatNetwork WorldCRNInformationWeekPC World
US BUSINESSThe Wall Street JournalNew York TimesFast CompanyUSA TodayForbesFortuneBloomberg ReutersFinancial Times
Do some stalking research.
Step 3: Get to know your reporters________________________________________________________________________
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Twitter lists
Google alerts
Competitor coverage
NAME TITLE PUBLICATION BEAT EMAIL PHONE LINK NOTES
Richard Ryan Managing Editor Essential iPhone Apps Mobile
Stephen Fenech Editor TechGuide.com.au Mobile
Ashok Govind Editor in Chief/Blogger Gizmofancy.com Mobile
Brett Winterford Group Online Editor CRN Mobile and Wireless News
Create a thoroughly researched, carefully vetted list of target reporters.
Read more. Add more. Record for later.
Build your media list________________________________________________________________________
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• LAUNCH• FUNDING• FEATURES• NEW HIRE• PLANS• # of USERS
Step 4: Know what’s news________________________________________________________________________
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Step 5. CRAFTING THE PITCH
Treat reporters like customers.Personalise.Be authentic.Be concise.Make their job easy for them.
MOBO
Sample PR campaign: launch
PR GOAL?
TARGET PUBLICATIONS?
TARGET AUDIENCE?
TARGET REPORTERS?
5 minutes
Subject: Launching Mobo – smart collar for your furry friend
Hi Jane,
My name is Shahirah and I am Founder of Mobo. Saw that you covered Fitbark earlier this year and wanted to let you know that Mobo will be launching on Monday, September 1 at noon WST.
Mobo is a Perth, Australia-based smart collar for dogs that allow owners to track their health. Its sensors monitor activity, rest levels, calories and heart rate, and presents the data in a handy mobile app dashboard, providing customised insights and advice based on their pets personalised profile - age, breed and medical history.
The platform also provides tools to track medicine and vaccinations, and allows owners to share everything with their vet too!
As part of our launch, we’d be happy to do a giveaway for your readers. I’m available to chat with you this week if you have any questions, let me know a time that works. Thanks, Jane.
Additional links here:Website: www.mobo.com.auPress Kit: http://www.mobo.com.au/Explainer video: http://www.mobo.com.au/
Best,ShahirahFounder, Mobo0415 288 549, [email protected]
10 minutes
5 MORE ANGLES YOU CAN PITCH RIGHT NOW
AWARDS: Voxer Named Finalist in 2014 CTIA Hot for the Holidays Awards
INSIGHT: Fitness Trackers Show How Many People Woke Up During the Bay Area Quake
TREND: Cloud BI: Going where the data lives
SUCCESS: Nuance sends its 3 billionth medical image through the cloud
FAILURE: On trust, founder fall-outs, and 6 steps to getting things back on track
Always amplify your PR efforts with social media, blog, content
The art of following up________________________________________________________________________
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PR = Relationships + storytelling
You are the story
Don’t give up!
Read. Comment. Tweet. Connect. Write.
Try to have fun with it!
Customer segmentationMessaging
……Start the conversation!
Press kitPublicationsReportersPR PitchStory angles
In summary________________________________________________________________________
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Q&AWorkshopFocusFuture SessionsDesired engagement
Feedback________________________________________________________________________
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Proudly presented by:
Andy Lamb+61 416 299 [email protected]
Shahirah Gardner+61 415 288 [email protected]
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