Marketing communications for start ups - anthony de kerf - marketing camp

Marketing Communications for Start-UpsImplementing Shoestring Strategies

MarketingCamp silicon valley

November 3, 2012Topic Lead: Anthony de Kerf

[email protected]/marcomm.ppt

Marketing Communications for Start-Ups Implementing Shoestring Strategies

• Press Releases & Related Information

• Magazines/Publications

• Newsletters & White Papers

• Presentations, Video & Voice–Over’s

• Trademarks, Unique Acronyms & Buzz Words

• Research the “How-To’s”

• Media Blitz Preparation

• The Search Engine Challenge

• Controlling the Message MarketingCamp November 3, 2012

silicon valley Topic Lead: Anthony de Kerf

Press Releases & Related Information

Free/Paid Press Release Sites (useful, but can be risky)

Use stealth email accounts…. These sites are used for phishing

Publish everything in your campaign (but create an outline – 1 free per month)

Use only reputable sites

http://www.onlineprnews.com/

http://www.openpr.com/

http://www.przoom.com/

http://www.prfire.co.uk/

Review of Free PR Sites (Pro’s n Con’s)

http://www.vitispr.com/blog/free-press-release-sites/

http://www.prnewswire.com/news-releases/reasons-why-free-press-release-sites-can-harm-your-business-159087775.html

MarketingCamp November 3, 2012



Magazines/Publications

Blogs – A single comment is not enough! - Manage the entire message

Writing and Submission

Selecting Blogs Sites

Initiating vs Responding

Engage - in Conversation

Article Submissions (Content Ideas)

Print & On-Line

ComputerUser.com (self publish)

Yahoo Contributor Network (self publish)

Product Announcements

Journalist Meet & Greet Events

Tradeshows (Usually Free Access to Expo Only)

San Francisco – Home to Technology Publishers

IDG, ZIFF-DAVIS, InfoWorld. . . . (http://dir.yahoo.com/)

Magazines (Hungry for Content)

Product Announcements

Editors – finding the contact list

Gadgets Corner (consumer publications)

Sample Products for Journalist

Television

http://www.nbcbayarea.com/blogs/press-here/

Computer Chronicles (?)




http://dir.yahoo.com/

Newsletters & White Papers

Monthly vs. Quarterly

Independent writing most effective (same with articles)

Applicable, Engaging and Informative Content

White Papers – Technology Specific, All Encompassing and Independent Reviews

Presentations, Video & Voice–Over’s

Convert PowerPoint presentations to recognized video formats

Still Image videos

Product Demonstrations (MAC user tools – maybe open source)

Video can be used to convey written content (ie Newscast vs. Newspaper)

Search Engine Indexing




Trademarks, Unique Acronyms & Buzz Words

Always claim trademarks

File officially (USPTO.gov) as early as possible ($300 - $400 registration fee)

Unique Acronyms & Buzz Words - search engine keyword identity

ie: KVS (KVM) , KVM Cable, KVM Network, Cat5 KVM, Automated KVM Switching

Users must still enter the content (convey via message content)

Can be a phrase (ie: “Automated KVM Switching”)

The Start-Up Advantage (company names and innovations)

Validate Uniqueness – Check Search Engine Results




Research the “How-To’s”

Writing press releases requires an expected format

Newsletters & White Papers should be tailored to the audience’s content absorption rate

Open page layout vs. technical content

600 words vs. 6,000 words (message and audience)

Creative Plagiarism

Format and Content

techtarget.com (local workshops for marketers)




Media Blitz Preparation

Blogs – write the entire story (stories) – in submission pieces

Newsletters – 3-5 pieces in advance of first release

Press Releases – 6-12 in advance of first release

Inexpensive Staffing Options

The Search Engine Challenge

Constantly Changing Rules - Algorithms

Potential for Time Sensitive/Insensitive Content

Web Administrator (Marketing Department)

– Google Most Important




Controlling the Message

Newsletters, White Papers, Blogs and Articles allow you to manage the content and message

Introduce Trademarks, Unique Acronyms & Buzz Words

Develop the message you want to convey

Consistently drive that message by using the vehicles mentioned above




Business

Marketing communications for start ups - anthony de kerf - marketing camp