subversive marketing tips and strategies for startups on a modest budget
DESCRIPTION
The talk given at Login 2014 in Vilnius, Lithuania by David Roberts of The Other Side of the TracksTRANSCRIPT
Subversive Marketing Tips and Strategies for Startups on a Modest Budget
By David Roberts – The Other Side of the Tracks
Shameless Obligatory Selfie
David Roberts
IMBA, University of South Carolina
BA Biochemistry, University of Kansas
Peace Corps Volunteer (Kazakhstan 2002-2004)
Russian Speaker
The Other Side of the Tracks
Founded in 2008
Marketing Consulting on International Level
Focus Baltic States Common Wealth of
Independent State
Running a Business
Academia Vs. Real World
Starting a Business
Working Primarily from Minnesota
Media Production
Orderly Chaos
Mektep
Events and States of Being
Failure is eminent, then not
Success is an event
Failure is an event
States of Being
The Truth of Being an Entrepreneur
The Constant Struggle
Uncertainty of the future
Pressure from Peers
Be the Coyote
This Coyote
What Works
*
Subversive Marketing
My Misadventure in China
Knowledge is Empowering
Rolls-Royce Marketing Plans
Modest Budgets
If you can afford it, please do
Framing
Losses and Gains
Gain 5 Bucks
Lose 5 Bucks
The mind latches on to perceived losses
Loss Aversion
The absolute value of losing is greater than the absolute value of gaining.
Losses Cause Mental Anguish
Messages as Potential Losses
Developers who don’t use Trackduck will be unable to compete
Watchar is a bargain investment now, but won’t be later.
Your eshop needs to be Mobile or it won’t be any type of shop for much longer.
Your Brand
Positive Brand Associations
Confession Time
I wasn’t always cool
The Unpopular Girl
Asked me to Prom
She became popular
I became less popular
What Happened???
Balance Theory
Balance Theory Applied to David
Your Brand the Debutante
Best Brand Associations
Charity Work
Selfish Altruism Good Will Press Releases
Global Hand
Ego Depletion
Finite amount of a Mental Strength
Mind Like a Muscle
Application in Negotiations
Bake Cookies/ Eat the Cookie
Offer a Drink/ Take the Drink
The act of refusal weakens resolve
Gives advantage in negotiations
Advice to Lonely Guys
Schmoozing
Schmooze
Baby
Schmooze!
Social Networking Theory
The Science of Schmoozing
Social Networks
Selective Schmoozing
Applications
Links (In Yellow)
Hubs (In Red)
The Importance of Being Online
Mere Exposure Theory
Applications
Social Media Sites
Adwords
Search
The Company Blog
The Company Blog
Poke the Outside World
Press Releases
Videos
Sharable Links
Link Currency
Outgoing
Incoming
Importance to Bloggers
Apply Social Networking Theory
Identify the Leading Industry Bloggers
Link to Them from the Company Blog
The Side Bar
Win-Wins with Bloggers
Interviews
Advertising
Beta Testing
Product Reviews
Video
Pricing
Lower End - $600.00
Higher End -$50,000.00
In-House Production
HD Camera
Tripod
Google Glass
Web Cam
Types of Clips
Pitch Recording
The Controlled Pitch
First Person Point of View
Narrated Slideshow
Slides
Microphone
Special Equipment: Pop Stopper Women’s Pantyhose Coat Hangers
Staff Interviews
Time Lapse
Hackathon
Day at the Office
Editing Software
Final Cut Pro
Premiere Pro
Adobe After Effects
Graphics
Understanding the Programs Illustrator Photoshop
Working with Freelancers
Doing it yourself
Total Side Note…
Being a Startup in the Baltic States
The Net Impact of a Startup is greater here than in San Francisco
Entrepreneurs are the Real Defenders of the Realm
Economic Growth
Hope and Pride
Invitation to Connect
www.theothersideofthetracks.com
Twitter: /davidrlroberts
Happy Hunting&
Good Luck!