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Inbound on a shoestring

WILL CRITCHLOW
Fame done cheap
“We want the best. Better get
the cheapest”
                        -- No-one, ever
http://articles.latimes.com/2012/aug/30/business/la-fi-mo-richest-woman-20120830
Did you see this
                                                  article?

                                                  I didn’t actually
                                                  think it was a great
                                                  promo video.

http://blog.kickofflabs.com/how-to-do-a-great-product-promo-video-for-less-than-200/

(Though I do love the kickofflabs product and team)
Most cheap marketing is one-shot




It’s not scalable or repeatable   http://www.flickr.com/photos/kaptainkobold/174088066/
“Hyper-successful marketing
activities you can do with no
money that scale up, stay free
and stay wildly successful”
“Good luck with that”
                        --@willcritchlow
Let’s invent a perpetual motion machine




http://uncyclopedia.wikia.com/wiki/Murphy's_law_application_for_antigravitatory_cats
Who can tell me who this is?




http://www.flickr.com/photos/cmaresca/8098982355/
Steve Blank: Entrepreneur, Lecturer




http://www.flickr.com/photos/cmaresca/8098982355/
His hardest marketing
challenge:

Selling Apple Mac graphics
cards
http://www.forbes.com/sites/johngreathouse/2012/10/15/steve-blanks-most-audacious-guerrilla-marketing-stunts/
Marketing team of 14 spent $4m / year




http://www.flickr.com/photos/msimdottv/4012752000/
15,000 customer registration cards




He personally called the first 300
They run 4 main applications.
Read 3 main publications.
Speed is what matters.
Price is irrelevant.
An engineer would ask to
speed up the card
Steve asked for one 10% slower and
one 20% slower
Then hiked the price of the top
    end

•   If you can’t afford marketing, you probably aren’t charging enough
Gave magazine editors access
to their benchmarking tool
“For 3 1/2 years, neither the magazines nor my competitors
realized that our company was on Potrero Street and that the
address of the Potrero Benchmark Organization was the
identical address of SuperMac”
Inbound on a shoestring - Searchlove Boston
There are 2 kinds of
“bootstrapped”
#1 Pay using something other than money
#2 Spend someone
else’s money
Inbound on a shoestring - Searchlove Boston
A quick note on measurement
This isn’t a useful divisor



ROI is a terrible metric for bootstrapped marketing
If you don’t have money, you
need at least one of…
Talent




http://www.flickr.com/photos/beleaveme/5840856849/
Relationships




http://www.flickr.com/photos/beleaveme/5840856849/
Fame
http://www.flickr.com/photos/nicoll/346259443/
Assets



http://www.flickr.com/photos/jedlangdon/7369276320/
…or even just balls
But the big one is TIME
Pixar spends 1,825 man-days...
...on each minute of movie




http://www.quora.com/Pixar-Animation-Studios/What-are-some-mind-blowing-facts-about-Pixar-Animation-Studios#ans1573197
Read Dr. Pete on “big content”
“Spend” your effort & skills
or spend someone else’s money
The democracy of the web
works in your favor
You’ve heard of kickstarter
Lockitron – level up and DIY




https://lockitron.com/preorder
Inbound on a shoestring - Searchlove Boston
Inbound on a shoestring - Searchlove Boston
Inbound on a shoestring - Searchlove Boston
You won’t want to ship them yourself




Warning: not zero budget! [www.shipwire.com – check out the API]
Check out Printfection.com




Not only fulfillment – but also print on demand so no up-front cost
If you take credit card payments,
invest early revenue in acquisition




You can make this cash flow-positive   http://www.flickr.com/photos/doyoubleedlikeme/2520228943/
2006
        40% off
Rumors that Thresher was “going
to go bust” after viral spread of
         their voucher
2008
 They did it
   again
“Later it emerged that the
 scheme had been a huge
    marketing success”
Appsumo-type deals exchange margin
for marketing




And it can even spread further than the people they reach directly
Action:
        High gross margin? Use deep discounts




        …or even giveaways. You can use the discount to drive your marketing
http://www.flickr.com/photos/68751915@N05/6710895025/ and http://www.flickr.com/photos/panapp/3413589725/
I want to tell you the story of
Dortmund concert milk




http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1
A concert hall took their orchestra to
dairy farms




http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1
Farmers took care of packaging and
logistics




http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1
Invited bloggers to private concerts,
served the milk at the concert hall




http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1
And got their “advert” in all the local
shops




http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1
The concert hall had their most
successful season of all time




The farmers made a return within the first year as well
http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1
Find someone who has what you want




Got content? Find traffic. Got traffic? Find content.
Ladbrokes wanted to put beermats in 100s of pubs with a free bet promotion

http://www.flickr.com/photos/russelljsmith/12043344/
It’s surprisingly expensive to print and ship beermats to 100s of pubs

http://www.flickr.com/photos/russelljsmith/12043344/
A partnership with KP peanuts gave free distribution and point-of-sale promotion
  http://en.wikipedia.org/wiki/File:Ladbrokes.middlesbrough_007.1.jpg
Neither the app makers nor the film studio paid for this media
Do you have distributors?




Timberland have an e-commerce store and feature on others’ sites
Best recent example I’ve seen
(from Rainforest Alliance)




Follow the frog: https://www.youtube.com/watch?v=3iIkOi3srLo
Green rooibos isn’t a huge brand
But they make it into this great video




They get featured because of the rainforest alliance logo [arrow theirs]
“Spend” your effort & skills
This infographic was about 10% of Oli’s
guest post on SEOmoz




Check out unbounce.com – he’s earned it!
Real guest posting brings real business
benefits




Not only links (or even traffic) but conversion rate improvements
It should be obvious that you really win if you
get people creating this content for you
Well done Rand
Get in other people’s emails




This is traffic to distilled.net from the moz Top Ten
Cold emailing totally works




But only if your product kicks ass
Without the nudge, we wouldn’t have even created this offers page
LinkedIn – use “people you may know”




                                      This



Means this button connects directly
with no awkward questions
The LinkedIn API doesn’t ask awkward
                                questions if you know an email address




This is the rapportive plugin for gmail. Highly recommended
Most people have email in their profile




Don’t be a ****
No connections? Rapportive makes it
easy to find email addresses




http://www.distilled.net/blog/miscellaneous/find-almost-anybodys-email-address/
Make your next guest post pitch a guest email pitch
Bonus – you can re-use content you already have
Wavelength helps you find similar
email newsletters to your own




http://wavelength.mailchimpapp.com
I want to see more
blog commenting



         Not like this. But
         thank you Mr
         Fiorenza881.
Some blogs (like AVC) have more value in the
comments than in the posts themselves – which often
serve to spark the discussion. This is a compliment to
Fred Wilson BTW for the community he has built.
Commit to trying a new community
Commit to sticking with it for a month




That’s long enough to create a habit (if you like it)
Localize, personalize
Local hairdressers work because of
economics




http://www.flickr.com/photos/unwomenasiapacific/7370927212/

Local is a feature and it’s hard for the big guys to compete with
@SpaceTheShiba at our
                                         Seattle meet-up




Local events work for the same reasons
We think of Pinterest as the archetypal
“product-driven growth” startup




But you should read this AllThingsD article on how they really grew
Many local events feel big
budget because they worked
Macy’s Thanksgiving Day Parade was
just employees the first year




http://www.flickr.com/photos/musicwala/5209170537/
The Tour de France was a promo for a
newspaper




It put their rival out of business
“Go to a race with a digital camera and a banner.
      Take thousands of photos.
      Use mechanical turk to identify the participants.
      Repeat at weekly meets.
      Get famous.
      ???
      Profit” --Cycling website owner

http://www.flickr.com/photos/sjr-images/6949648280/
Opportunity is like serendipity
Linford Christie wore Puma contact
lenses to a press conference where
endorsements were banned
Inbound on a shoestring - Searchlove Boston
Lego recreated the Red Bull freefall




http://www.guardian.co.uk/sport/video/2012/oct/15/felix-baumgartner-skydive-lego-video
So how do we do this online?
Mash things up
Embrace the trolls




Bodyform’s exceptional response to a Facebook troll
A guy named Thomas Cook asks Thomas
Cook for a holiday
Thomas Cook says “no”
LowCostHolidays.com says “yes”
No-one here
                                                                                           knows who
                                                                                           Urs Meier is
                                                                                            do they?
http://www.swissinfo.ch/eng/Home/Archive/British_tabloids_let_rip_on_Swiss_referee.html?cid=3967910
He was a referee at Euro 2004               (soccer!)




He disallowed a goal that screwed England
http://www.flickr.com/photos/derrickding/323218989/ and http://www.flickr.com/photos/14174853@N04/3751824078/




        ASDA immediately started offering free eye tests for the Swiss
You could do the Swiss thing online




(With some careful monitoring and without too much at stake)
Target the tech sector (and press)
What other groups could you target?

               Country / city (sports?)


               Windows / Mac


               Mobile / Non-mobile

               iPhone / Android
If you run a
                              magazine site,
                              why not detect
                              the device and
                              play up this
                              research?
Remember this OKCupid data?
No time, talent, fame or friends?
Then you need balls
WePay dropped a 600lb block of ice
full of money at a PayPal conference




I’m not saying WePay have no friends, BTW
WILL CRITCHLOW
  Founder, Distilled

  will.critchlow@distilled.net

  @willcritchlow
Celebrities work
Just a little message
I thought I’d get an endorsement from
the other sideUnfortunately Mr. Romney couldn’t be reached for comment
Celebrities are expensive
Inbound on a shoestring - Searchlove Boston
WILL CRITCHLOW
  Founder, Distilled

  will.critchlow@distilled.net

  @willcritchlow
Inbound on a shoestring - Searchlove Boston

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Inbound on a shoestring - Searchlove Boston

Editor's Notes

  1. “Fifth in a group of three”17 answers from 14 people when he asked who their customers were
  2. Incidentally, shit is hard and takes time: it’s easy to build a business that makes you a living. It’s easy to make Amazon millions of dollars. It’s hard to build a business that makes millions of dollarsBut there is room making a living from the crumbs while you lift yourself up by the bootstraps: Submit an invoice to IBM for less than £500 and they’ll pay it because it’s too expensive to validate it
  3. NBED Boston
  4. Dortmund concert milk: http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1Milk sales broke even within a year as well as driving concert ticket salesBloggers go to see the cowsPlaying classical music to the cows – pseudo-science FTW
  5. Dortmund concert milk: http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1Milk sales broke even within a year as well as driving concert ticket salesBloggers go to see the cowsPlaying classical music to the cows – pseudo-science FTW
  6. Dortmund concert milk: http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1Milk sales broke even within a year as well as driving concert ticket salesBloggers go to see the cowsPlaying classical music to the cows – pseudo-science FTW
  7. Dortmund concert milk: http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1Milk sales broke even within a year as well as driving concert ticket salesBloggers go to see the cowsPlaying classical music to the cows – pseudo-science FTW
  8. Dortmund concert milk: http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1Milk sales broke even within a year as well as driving concert ticket salesBloggers go to see the cowsPlaying classical music to the cows – pseudo-science FTW
  9. Dortmund concert milk: http://www.ameawards.com/winners/2012/pieces.php?iid=430653&pid=1Milk sales broke even within a year as well as driving concert ticket salesBloggers go to see the cowsPlaying classical music to the cows – pseudo-science FTW