svfi june 25th, 2013 presentation & publicity - eddie hartman

7/28/2019 SVFI June 25th, 2013 Presentation & Publicity - Eddie Hartman

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Preparing for Fame

FI: PRESENTATION AND PUBLICITY



There is nothing free about free publicity

Introduction

• Sometimes publicity is a cash exchange

• Sometimes publicity requires calling in a favor

• Your own time is precious and getting preciouser –

therefore:

• Plan, and set yourself up for success

• Develop a strategy to identify your path forward

• Within that strategy, choose the tactics thatdefine your actions



A little about me

Introduction

• Serial entrepreneur

• Journalist

• Radio show host

• Worked in the movie business

• Working with companies that have high public

awareness



A little about you

Internal Readiness

• Are you ready for the opportunity?

• Time devoted to elevator pitch vs…

• …Time devoted to media readiness?



You have all the parts you need, but they must be put in the

right order

Internal Readiness

• You are more interesting than you think

• The world loves a narrative, and journalists NEED one

• The shortest story in the world

• Exercise: Tell your founding story in three different ways

• Balancing color against professionalism



To develop consistency, find the right words

Internal Readiness

• Think of the 3-5 short phrases that form the core of what you’re doing

• Kill your darlings

• Robert Keidel’s Checklist

Avoid cliches

Be consistent

Use numbers if you can support them (just not #1)

Be brief

Take a stand

Make it your own



To develop consistency, find the right words

Internal Readiness

• Stay on message

Wharton: Global, cross functional, good leaders, leveraged by technology

• Physicality matters

• Know who your spokesperson will be



Red fish, blue fish

External Readiness

• Positioning should drive your strategic inquiry

• Hunt for the efficient market

• Are you a net fisher or a spear fisher?



Yes, Virginia, there is a such thing as bad publicity

External Readiness

“Are these the guys who are going to

put you out of business?”

Equally bad: Great press when

you’re not ready for it



Your approach to the market can pre-determine success or

failure

External Readiness

• Aggressive: Quickly establish the perception of dominance

• Stealth: Build interest and the perception of importance

• Again, knowing who you are should drive this choice



Now, just put all your money on a TV campaign

Tactical Implementation

• Inward out is the 99% solution

• Inward out lays the groundwork for future success

• Start with the influencers in your community

• Gurus and influencers

• Naysayers

• Key buyers, if they exist

• Guruhood is a two-way street

• Persistence in relationship building is key

You will need to carefully allocate scarce resource to the

right tactics




Celebrity is an increasingly powerful advantage

X X X



Free: powerful but tricky


• Freemium: Expect low single digit conversion

• Do you meet these criteria?

Low product cost

Low switching cost

Easy distribution

High CLV / LTV



Oh, the places your customers can take you




Putting it all together: Viral case study


svfi june 25th, 2013 presentation & publicity - eddie hartman

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