Andra K.Bērziņa prezentācija par mārketingu un PR uzsācējbiznesam, Biznesa inkubatoru konference, Liepāja, 29.03.2012.

1. GUERILLA MARKETING
AND PUBLIC
RELATIONS FOR
STARTUPS
“How Reach.ly got into TechCrunch”
Andris Berzins
Andris Berzins - @akberzins
Monday, 2 April 12

2. WHAT TO REMEMBER
PR is the most cost- Companies and products
effective marketing are boring. People are
interesting
News needs to be
newsworthy Figure out how to
leverage big partner PR
Keep it simple, stupid muscle & spend
Find the customer and Build relationships with
where they hang out journalists
Set a news deadline Hard work pays off
Andris Berzins - @akberzins
Monday, 2 April 12

3. PR IS THE MOST COST-
EFFECTIVE MARKETING
Andris Berzins - @akberzins
Monday, 2 April 12

4. PR COSTS LESS
For startups, PR is absolutely the best investment
Many classic marketing tools are more suitable for mature
companies or later-stage startups
Trade shows, print advertising, TV etc.
These tools are great for scaling when you have a clearly defined
and established set of potential customers and a mature product
Email, web presence, social and all those things are the basics to do
But for most startups the key is to get noticed
Great PR can cost only your own time.Valuable, but better than
cash.
Andris Berzins - @akberzins
Monday, 2 April 12

5. A WORD ON TRADE SHOWS
For startups, the best
investment is simply to attend
Exhibiting costs much more
than you expect
Not just the booth, also
flights, hotels, expenses,
give-aways, internet access
etc.
Remember need enough
staff to always man booth
Monday, 2 April 12

6. THERE ARE EXCEPTIONS
Some goods are experiential....
Monday, 2 April 12

7. NEWS NEEDS TO BE
NEWSWORTHY
Andris Berzins - @akberzins
Monday, 2 April 12

8. WHAT IS
NEWSWORTHINESS?
DIFFERENT
UNCOMMON
BIGGEST
BEST
TRENDS & DATA
CELEBRITY
Andris Berzins - @akberzins
Monday, 2 April 12

9. SALESFORCE.COM EXAMPLES
Provocative “No
software” logo
Fake demonstration at
Siebel user conference
Monday, 2 April 12

10. KEEP IT SIMPLE, STUPID
Monday, 2 April 12

11. ONE-LINE PITCH EXAMPLES:
FROM RECENT ANGELPAD
PipeDrive wants to simplify business software, by
creating a simple way for a company to manage its
sales pipeline
IDoneThis is a motivational email service that asks
you, via email, “What’d you get done today?” and
expects an email response in list form, every day
A “Dropbox for videos”, LikeAndy is a mobile app
video that lets people distribute their videos across
multiple devices
Andris Berzins - @akberzins
Monday, 2 April 12

12. FIND THE CUSTOMER AND
WHERE THEY HANG OUT
Monday, 2 April 12

13. GO FIND THE CUSTOMER
Steve Blank: “Get out of the building”
Find the right mediums: those who want to communicate to
your target customers (TechCrunch might not be right!)
Startups need to focus on niches and find cost-effective ways of
targeting them
If B2B, ask yourself who is the decision-maker
Remember to ask customers how they get their information
about new products/services - you might be surprised at the
answers
Andris Berzins - @akberzins
Monday, 2 April 12

14. REACH.LY EXAMPLE
Key media partners
Bigger is not better
Invest in content
Keep in touch
Use graphics
Andris Berzins - @akberzins
Monday, 2 April 12

15. SET A DEADLINE
Monday, 2 April 12

16. JOURNALISTS WORK FOR
DEADLINES
Find out when deadlines are
Often much further out than you think
Reach.ly worked on launch
announcement for over a month
Last-minute work causes problems for
journalists
Use the deadline to force a decision
Use embargoes and exclusives
Monday, 2 April 12

17. COMPANIES AND PRODUCTS
ARE BORING
Monday, 2 April 12

18. SPICE IT UP
Who wants to read about the nth techie
product launch? Weave your pitch into a
broader story
e.g. Livebookings Pocket Diner
Add the personal element - founders
are especially evocative
Bundle stories together
e.g. Reach.ly funding and launch
Add data & use infographics
Monday, 2 April 12

19. LEVERAGE THE BIG GUYS
Monday, 2 April 12

20. BIG COMPANIES CAN HELP
They have much bigger PR budgets
Analysts and industry pundits follow them
If you can hang onto their coat-tails, it can be a good ride
But beware of the time it takes and the lack of control
Consider press to be one of the tools in a sales
negotiation - and make it explicit, usually written
Monday, 2 April 12

21. AEROSCOUT EXAMPLE
Re-publishing of
press release
(leverages
distribution)
Andris Berzins - @akberzins
Monday, 2 April 12

22. AEROSCOUT EXAMPLE
Joint partner
press opportunity
Also great
example of
leveraging
customers
Andris Berzins - @akberzins
Monday, 2 April 12

23. BUILD LONG TERM RELATIONSHIPS
WITH KEY JOURNALISTS
Monday, 2 April 12

24. JOURNALISTS ARE PEOPLE
TOO
Spend time building relationships with journalists
Follow them on Twitter, include their @twitter handle when retweeting
a story
Try to help them out with a story, even when it does not necessarily
benefit you directly. Cultivate favors.
Don’t treat them like a transaction
If you have quality opinions on key topics, they will start to come to you
for industry comment
Remember: NOTHING you say is confidential. If you don’t want it in the
news, don’t say it!
Andris Berzins - @akberzins
Monday, 2 April 12

25. HARD WORK AND
PERSISTENCE PAY OFF
Monday, 2 April 12

26. KEEP AT IT, DON’T GIVE UP
NO SPELLING OR GRAMMATICAL MISTAKES IN
A PRESS RELEASE!
Create a long list of targets and work through it
Don’t give up until you get a flat out “NO”
Use the phone, email alone won’t do it
Reference their other work in your communication
to show you know what the journalist writes
For Reach.ly, it took four days of repeated
communication to get the TechCrunch article sold,
and they finally agreed only at the last minute
Monday, 2 April 12

27. WHAT TO REMEMBER
PR is the most cost- Companies and products
effective marketing are boring. People are
interesting
News needs to be
newsworthy Figure out how to
leverage big partner PR
Keep it simple, stupid muscle & spend
Find the customer and Build relationships with
where they hang out journalists
Set a news deadline Hard work pays off
Andris Berzins - @akberzins
Monday, 2 April 12

28. QUESTIONS?
Andris Bērziņš
andris@techhub.com
@akberzins
Andris Berzins - @akberzins
Monday, 2 April 12