1. Courtney Boyd Myers
Founder, audience.io & 3460 Miles
MARKETING & PR
FOR STARTUPS
Friday, July 26, 13

2. INTRODUCTION
‣ Networks at Makeshift
‣ Director of Audience Development at General Assembly
‣ Member of #10’s Tech City Advisory Group
‣ Mentor at BBC WorldWideLabs, Ignite100
‣ Recovering Technology Journalist
‣ Writer at Wired UK & The Next Web
‣ Community Member of Sandbox, Summit Series & ICE
COURTNEY BOYD MYERS
FOUNDER, AUDIENCE.IO
2
Friday, July 26, 13

3. AGENDA
‣ Mission, Vision + Values / Messaging
‣ Traditional vs. Inside Out Marketing
‣ Content Marketing
‣ Events
‣ Email Marketing
‣ Social Media & Tools
‣ Media Strategy
‣ Press Outreach
‣ Relationships, Relationships, Relationships
‣ Q & A
3
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4. MARKETING & PR FOR STARTUPS 4
‣ Vision: The company’s long-term, aspirational
business goals. What's the change you want to make
in the world?
‣ Mission: The company’s purpose and reason for
being. What are the big first steps to make that
change?
‣ Values: How will you make those choices,
changes and first steps?
MISSION, VISION + VALUES
Friday, July 26, 13

5. MARKETING & PR FOR STARTUPS 5
‣One Fine Stay
‣ Vision: Become the world’s largest network
of “unhotels”
‣ Mission: Provide quality sensitive travelers
with a “live like a local” experience while
taking care of the home for homeowners.
MISSION VS. VISION EXAMPLES
Friday, July 26, 13

6. MARKETING & PR FOR STARTUPS 6
“Many companies try to dive into driving
awareness for their product or service
before they figure out who they are, what
they stand for, and what they are driving
for. At Eventbrite, we set out 6 years ago
to democratize the ticketing industry
through innovative products and top
notch support. The great news is that
through all the growth we’ve had – in
customers and in company size – these
are still our primary areas of focus.”
-JULIA HARTZ, CO-FOUNDER OF
EVENTBRITE
Friday, July 26, 13

7. MARKETING & PR FOR STARTUPS 7
MESSAGING
Text
It’s is the one thing you want to tell people about your
startup.
-It needs to be compelling (NO BS!) and different from
your competition.
Source
Friday, July 26, 13

8. MARKETING & PR FOR STARTUPS 8
MESSAGING
Text
It’s is the one thing you want to tell people about your
startup.
-It needs to be compelling (NO BS!) and different from
your competition.
Source
Text
A fun online world where kids can adopt their very
own monster, go on adventures, play games, solve
puzzles, be creative, and communicate with their
friends.
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9. MARKETING & PR FOR STARTUPS 9
Text
Source
Text
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10. MARKETING & PR FOR STARTUPS 10
MESSAGING FOR A TWO-SIDED MARKET
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11. MARKETING & PR FOR STARTUPS & PR FOR STARTUPS 11
STARTUP MARKETING
‣ L
If you are a marketer working at a startup, today you might
be strategizing about a new campaign, and tomorrow you’ll
have to go open Adobe Illustrator and change the copy on a
flyer that you’ll send to be printed at Staples later. In the
morning of the next day you might be trying get ahold of the
editor of the lifestyle section of the Seattle Times and in the
afternoon you are creating 7 ad variations for a Google
Adwords campaign, and that same night you and the CEO will
be having dinner with the VP of Marketing of a large
consumer company and you’ll be discussing a two-year
strategy roadmap and bringing product vision ideas back to
the team the next morning.
-Marcelo Calbucci, the co-founder & CTO of EveryMove
Friday, July 26, 13

12. MARKETING & PR FOR STARTUPS 12
STUNT MARKETING
‣ L
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13. MARKETING & PR FOR STARTUPS 13
SIDE NOTE MARKETING
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14. MARKETING & PR FOR STARTUPS 14
USING SOCIAL GOOD AS MARKETING
‣Your
actions
speak
louder than
words.
Friday, July 26, 13

15. MARKETING & PR FOR STARTUPS 14
USING SOCIAL GOOD AS MARKETING
‣Your
actions
speak
louder than
words.
Friday, July 26, 13

16. MARKETING & PR FOR STARTUPS 15
EVENT MARKETING
Friday, July 26, 13

17. MARKETING & PR FOR STARTUPS 16
EMAIL MARKETING
• Grow your user base through
strategic partnerships with non-
competitive partners with large
complementary audiences
• Don’t trick users into signing up to
your mailing list
• Don’t always sell, sell, sell; send
emails that are 100% value-add
• Sweepstakes!
Friday, July 26, 13

18. MARKETING & PR FOR STARTUPS 17
PRODUCT AS MARKETING
• Hotmail’s growth was almost entirely due to a “Get your free email at
Hotmail” sentence at the bottom of every email.
• Airbnb reverse-engineered Craigslist to let users post listings
automatically despite no public Craigslist API.
• Allowing users to embed videos was key to the success of YouTube
and Vimeo.
• Slideshare included a plain-text link in their embed code, driving traffic
back to their site to get an SEO boost to boot.
• Dropbox incentivized referrals by giving free extra storage space – a
strategy they claim accounted for 60% of their growth. Source
Friday, July 26, 13

19. MARKETING & PR FOR STARTUPS 18
GROWTH HACKING
Source
Friday, July 26, 13

20. MARKETING & PR FOR STARTUPS 19
CONTENT MARKETING
• Content marketing is a cost effective, smart and scalable way to acquire customers
• Content should include educational, analytical industry-related blog posts mixed with fun, viral
content like infographics
• Content marketing can be easily enhanced with organic search traffic and social media marketing
• Remember to capture as many email addresses as possible!
• Don’t have time? Try Contently, Elance and Interns!
Friday, July 26, 13

21. MARKETING & PR FOR STARTUPS 20
SOCIAL MEDIA
>Facebook
>Twitter
>Pinterest
>Tumblr
>LinkedIn
>Foursquare
>YouTube
>Instagram...and more.
Friday, July 26, 13

22. MARKETING & PR FOR STARTUPS 21
BEST PRACTICES
> Improve your inbound
>Make more original content
>Curate other people’s content - Like, Share and RT
>ENGAGE!- Answer questions, tweets, comments, etc.
>Be opinionated
>Throw a Party (Get to know people IRL first)
>Make your details public + up to date
>Get off social media!
Friday, July 26, 13

23. MARKETING & PR FOR STARTUPS 22
PINTEREST - GUESS WHOSE PAGE THIS IS?
Friday, July 26, 13

24. MARKETING & PR FOR STARTUPS 23
INSTAGRAM
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25. MARKETING & PR FOR STARTUPS 24
YOUTUBE
-Viewed more than 7 million times
-instantly went viral + jointly conveyed the brand personality and the benefits of the service deſtly.
Friday, July 26, 13

26. MARKETING & PR FOR STARTUPS 24
YOUTUBE
-Viewed more than 7 million times
-instantly went viral + jointly conveyed the brand personality and the benefits of the service deſtly.
Friday, July 26, 13

27. MARKETING & PR FOR STARTUPS 25
TOOL BOX
>Google Analytics,
Google AdWords
>Mailchimp
>Intercom
>MixPanel
>Wufoo, PunchTab
>Hootsuite, Buffer
Friday, July 26, 13

28. MARKETING & PR FOR STARTUPS 26
LAUNCHROCK
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29. MARKETING & PR FOR STARTUPS 27
PUNCHTAB
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30. MARKETING & PR FOR STARTUPS 28
PRESS - ARE YOU READY?
“Patience is important. Media coverage is easier and more
effective once you have a killer product. If you’re trying to
create buzz too early, you’re doing it wrong.
In terms of a great tip that companies don’t do enough:
Create content early. Build an audience by writing interesting
content, even if it isn’t about your company or product. If you
establish yourself as an expert on a specific industry,
programming language or topic, then you’ll have an easier
time hiring and building a reputation for your product once
you’re ready to scale.”
-MICHELLE ZATLYN, CO-FOUNDER OF CLOUDFLARE
Friday, July 26, 13

31. MARKETING & PR FOR STARTUPS 29
BEFORE PRESS
‣ Your product has been thoroughly alpha tested with not only
friends, family but a wide group of users so you know it works
‣ mTurk.com, followerwonk.com, usertesting.com, betali.st
‣ You’re familiar with the media landscape and can name at least
three journalists
‣ Best ways to prep?
‣ Content is King
‣ Also, Hacker News
‣ MuckRack
Friday, July 26, 13

32. MARKETING & PR FOR STARTUPS 30
GETTING PRESS
‣ Tell a Story
‣ Be technically prepared!
‣ Choosing Outlets
‣ Tech Press first?
‣ Think non-traditional
Friday, July 26, 13

33. MARKETING & PR FOR STARTUPS
WHAT’S THE STORY?
-”We’ve launched”
-Funding
-Trend Stories
-We’ve hit X # of users
-New features
-Acquiring
-Big, new hire
-Future plans
31
Friday, July 26, 13

34. MARKETING & PR FOR STARTUPS 32
FINDING THE JOURNALIST
1. Do your homework
2. STALK
3. Get an introduction!
5. Cocktail party rules apply
5. Talk like a human
6. Give them a scoop!
Friday, July 26, 13

35. MARKETING & PR FOR STARTUPS 33
UK/EUROPE TECH MEDIA
@TheNextWeb
• @MartinSFP
@TechCrunch
• @MikeButcher
• @IngridLunden
@TechCityNews
@AlexWoodCreates
@WSJEurope
• @BenJRooney
@WiredUK
• @Olivia_Solon
@FinancialTimes
• @Tim
@Telegraph
• @Kate_Day
@GuardianTech
• @CharlesArthur
Friday, July 26, 13

36. MARKETING & PR FOR STARTUPS 34
WRITING THE PITCH
1. Be brief.
2. Craft an eye-catching subject line.
3. Don’t copy paste! Oh Hey Caroline at The Next
Crunch..
4. Give us a reasonable time frame.
5. Say why it's DIFFERENT
6. Avoid jargon like DISRUPTIVE, CURATED, HYBRID,
INNOVATIVE, GAME-CHANGING etc.
7. Give an offer if you can: Beta invites. App Codes.
Exclusive details, etc.
Friday, July 26, 13

37. MARKETING & PR FOR STARTUPS 35
THE PITCH
“Great products and companies do 1 of 3
things: Get you laid (Sex), get you paid
(Money), get you made (Power). “How does
your solution tap into the emotional,
powerful, evolutionary needs that we as
humans have?”
-Dave McClure, 500 Startups
Friday, July 26, 13

38. MARKETING & PR FOR STARTUPS 36
Friday, July 26, 13

39. MARKETING & PR FOR STARTUPS 37
Courtney B of the deep blue sea,
Would you could you should you if
you please
When you’ve got a moment so free
Let known when you could lend
your ear to me?
Friday, July 26, 13

40. MARKETING & PR FOR STARTUPS 38
Subject: Exclusive for TC: Launching XXX- make any blog look like a sexy iPad app
Hey Mike,
I’m George, the founder of XXX.
Launching XXX next week, on Thursday at noon EST and TC gets free reign on an exclusive before then. XXX makes
any blog look and behave like a native iPad app. We’re talking accelerometer aware column resizing, swipe to advance
articles, touch navigation, home screen icon support, and more. We’ve built somecool tech to make this happen smoothly, and
it works with your existing layout...
PS- Would also be happy to do giveaways to TC readers. Thanks again and feel free to reach out if you have anymore
questions (skype,phone,etc. listed below).
Video Demo: http://vimeo.com/13487300
Live demo site (if you’re on an iPad): jasonlbaptiste.com
Feature overviews: http://padpressed.com/features
My contact info: George@xxx.com , Phone:xxx.xxx.xxxx, Twitter: @xxx, Skype: xxx
-George
#xxx.xxx.xxxx
Friday, July 26, 13

41. MARKETING & PR FOR STARTUPS
GIVE WRITERS EVERYTHING THEY NEED
Provide external links (not
attachments) to:
-Awesome Videos
-Beautiful, High-Res Photos
-Company Facts - Founded
Date, Funding Details, # of
employees, Founder’s Names,
etc.
Be Available!
39
Friday, July 26, 13

42. MARKETING & PR FOR STARTUPS 40
AFTER THE PITCH
1. Follow up! - Appropriate time on
this? One week? 3-4 days?
2. Handling multiple outlets. Tell
Multiple Stories. And Don't be
misleading.
3. Don't break your own embargo.
Friday, July 26, 13

43. MARKETING & PR FOR STARTUPS 41
TIPS FOR YOU
-Don’t be afraid to ask questions. Is this on or off the record? What’s the
story angle? Do they require exclusivity?
-Don’t say you “have no competitors” -- choose your competitors are or the
media will choose for you.
- Put yourself in the mindset of the journalist. How will this story get them
on Techmeme or featured by their editors? Is it like stories the journalist
has written before?
-Be good to the journalist. Don’t just hit them up when you need them. They
want your scoops, tips, etc. since you’re on the ground in the midst of it all.
Friday, July 26, 13

44. MARKETING & PR FOR STARTUPS 42
TAKE NOTES
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45. MARKETING & PR FOR STARTUPS 43
SHOULD YOU HIRE A PR AGENCY?
‣ Internal vs Agency
‣ Doing it on your own
Friday, July 26, 13

46. MARKETING & PR FOR STARTUPS 44
RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS
>Get Involved
Friday, July 26, 13

47. MARKETING & PR FOR STARTUPS 45
RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS
>Get Involved
>Make Friends with Founders, Investors, Journalists, Startup
Wannabes, Coworking Space Heads, the Cleaning Ladies and
everyone in between
Friday, July 26, 13

48. MARKETING & PR FOR STARTUPS 46
RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS
>Get Involved
>Make Friends with Founders, Investors, Journalists, Startup
Wannabes, Coworking Space Heads, the Cleaning Ladies and
everyone in between
> READ, FOR THE LOVE OF GOD READ.
Friday, July 26, 13

49. MARKETING & PR FOR STARTUPS 47
RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS
>Get Involved
>Make Friends with Founders, Investors, Journalists, Startup
Wannabes, Coworking Space Heads, the Cleaning Ladies and
everyone in between
> READ, FOR THE LOVE OF GOD READ.
> Tweet.
Friday, July 26, 13

50. MARKETING & PR FOR STARTUPS 48
RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS
>Get Involved
>Make Friends with Founders, Investors, Journalists, Startup
Wannabes, Coworking Space Heads, the Cleaning Ladies and
everyone in between
> READ, FOR THE LOVE OF GOD READ.
> Tweet.
> Write.
Friday, July 26, 13

51. MARKETING & PR FOR STARTUPS 49
RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS
>Get Involved
>Make Friends with Founders, Investors, Journalists, Startup
Wannabes, Coworking Space Heads, the Cleaning Ladies and
everyone in between
> READ, FOR THE LOVE OF GOD READ.
> Tweet.
> Write.
> Be happy. But know it’s OK and TOTALLY NORMAL to be sad,
angry, frustrated, disappointed and insanely crazy too.
Friday, July 26, 13