PROMOTION AND ADVERTISING FOR A STARTUP

TONY PASSEY

ASSISTANT PROFESSOR, LECTURER

DAVID ECCLES SCHOOL OF BUSINESS MARKETING DEPT

CEO, POLEVAULT

A DIGITAL AGENCY

PROCESS TO DEVELOP ADVERTISING

Entrepreneurs often times begin with the advertising they are familiar with instead of what works best for their target demographics.

Follow this process:

• Define your channels

• Profile your users in each channel

• Research and test advertising and promotions that connect with users while in their consideration period

ADVERTISING STRATEGIES BY PRODUCT AND MARKETS

Market

Product

NewN

ewE

xist

ing

Existing

Awareness Education

FacebookMySpace

MarketshareBrandingNurturing

Rockstar vs RedBull

BrandingMarket share

New fitness videoNew diet plan

AwarenessEducation

Facebook.com/expressiPod Cable

CASE ON THE FLY

https://www.youtube.com/watch?v=VJnvx7IhAmk

http://bluesmart.myshopify.com

BLUESMART

What is the value proposition?

What are the customer segments?

What channels will you use to connect with your segments?

What type of advertising works in those channels?

What promotions work for this advertising/promotion?

Online Marketing

Plan

Organic Traffic

Referral Traffic

Paid Search Traffic

Display Ads

Email Marketing

Proper Website

Target Demographic

Tracking / Analysis

WHAT TYPE OF TRAFFIC DO YOU NEED?

Each traffic advertising channel is suited for different types of traffic

• Some take more money

• Some take more time

• Some take more skill

One large consideration is Cost vs. Time

Lower Cost Higher Cost

QuickerReturn

LongerReturn Organic

Traffic

Referral Traffic

Paid Search Traffic

Display Ads

Email Marketing