1. jesse@taggert.net
twitter: jtag

2. Marketing
for Startups
Toolbox Workshop
DLA | Piper, Palo Alto, CA
June 12, 2010

3. Branding
Marketing
Customer
Relationships
Public relations
Social Media

4. “Perception is reality.”
Marketing is as valuable
as your product
Marketing (and Design) connect you to customers.
It organizes information and convinces through emotion.
It is helps to raise $, acquire customers, attract
employees, enable your business to grow.

5. Marketing
for Startups
Design
Design Know yourself Content
Branding
Engineer a brand/
and Writing
Customer Dev social experience Social Media
your customers Public Relations
YOU
Brand experience Put yourself Public Relations
Customer Dev Evaluate your Metrics
Social Media out there, Feedback
efforts
Public relations consistently

6. Know yourself
and
your customers

7. “Know thyself.”
• Who are you?
• What do you do?
• Why does it matter?

8. “It’s not what you think, it’s what
your customers think.”
Know your customers.

9. “Extreme Customer Support”
• Gain high-quality feedback.
• Builds early adopters/spokespeople.
• Strengthens trust, reinforces 1:1.

11. Customer Personas
• Create (fictional) personas
for 2-3 segments of your
audience.
• Consider demographics,
socialgraphics,
psychographics... STAY CONNECTED
TO ALL YOUR FRIENDS!
• Refer to when planning
goals, and deciding media,
design directions, copy
writing, etc.

13. Know your competition
But focus on your own direction the most.

14. Name & Logo
Possibly a tagline

15. Facebook Your name should be:
Craigslist
RescueTime 1. Distinctive
Airbnb 2. Descriptive
Posterous
YourVersion 3. Short
ClearBits 4. Appropriate
EngineYard
5. Easily spelled & pronounced
Kissmetrics
Dropbox 6. Likable, good “mouth feel”
Twitter
7. Protected ™ www.protected.com
Citizen Space

16. Legal Torrents
ClearBits
openoopen
open.net
openculture
opencontent
opendistribution
clearcontent
clearmedia

17. Tagline
ClearBits Distribute Everything.
Citizen Space A Nicer Place to Work.
The Helmet Lock Lock Your Lid.
Engine Yard Rails in the Cloud.

18. Logo
1. Distinctive
2. Relevant
3. Memorable
4. Extendable
5. Depth
Identifies, differentiates
and reinforces your brand.

19. Designing your identity
Do it yourself Graphic Designer
Clip Art Referrals, AIGA, Coroflot
Crowdsourced
Logo website

22. Put yourself
Craft a brand/social
out there,
experience
consistently
Social Media • Content associated
w/your company
Marketing
• Customer loyalty
(micro)
• Easy
• Affordable • Word of mouth, viral
(macro)
• 1:1 and “1:1”

24. Social Media
How do you share your content?
• Web site • Twitter
• Blog • Facebook
• Email newsletters • Whitepapers
• Email signatures • Webinars
• YouTube • Podcasts
• E-books • Vlogs
• Flickr • Presentations

26. How do you create content?
• What are you doing? • Write about making
your product.
• Ask a question and
answer it. • Conduct polls, ask
questions and post
• Find your strong p.o.v.
answers/results.
and express it.
• Post other’s content
• Solve a customer’s
about your product.
problem.
• Crowdsource
• Don’t “sell” your
something cool
product.
(video, event, etc.)
Edward Boches

31. Public Relations
• You directly influence and generate media
• Your customers generate your pr online.
• News releases have multiple uses
• Target/befriend influential bloggers
• 1:1 customer interactions en masse
• Apologize if you mess up
• Opportunities to measure

34. “You can’t delete a cereal box.”

35. Evaluate your
Get feedback. efforts
• Google analytics
• bit.ly
• Online polls
• Focus groups
• Facebook tools
• Customer dialogues
• helpastartupout.com

36. Some resources to explore
BOOKS BLOGS + WEB
The New Rule of Marketing & PR http://darmano.typepad.com
David Meerman Scott
http://blog.asmartbear.com
Made to Stick
Chip Heath & Dan Heath http://startup-marketing.com/
REWORK http://paulgraham.com/articles.html
Jason Fried & David Heinemeier
Hansson http://www.conversationagent.com
The Brand Gap: How to Bridge the http://helpastartupout.com
Distance Between Business Strategy
http://www.biztechday.com
and Design
Marty Neumeier

37. jesse@taggert.net
twitter: jtag
Thank You. Questions?