1. Marketing Communications for Start-Ups
Implementing Shoestring Strategies
MarketingCamp
silicon valley
November 3, 2012
Topic Lead: Anthony de Kerf
adk@tron.com
www.tron.com/marcomm.ppt

2. Marketing Communications for Start-Ups
Implementing Shoestring Strategies
• Press Releases & Related Information
• Magazines/Publications
• Newsletters & White Papers
• Presentations, Video & Voice–Over’s
• Trademarks, Unique Acronyms & Buzz Words
• Research the “How-To’s”
• Media Blitz Preparation
• The Search Engine Challenge
• Controlling the Message
MarketingCamp November 3, 2012
silicon valley Topic Lead: Anthony de Kerf

3. Marketing Communications for Start-Ups
Implementing Shoestring Strategies
Press Releases & Related Information
Free/Paid Press Release Sites (useful, but can be risky)
Use stealth email accounts…. These sites are used for phishing
Publish everything in your campaign (but create an outline – 1 free per month)
Use only reputable sites
http://www.onlineprnews.com/
http://www.openpr.com/
http://www.przoom.com/
http://www.prfire.co.uk/
Review of Free PR Sites (Pro’s n Con’s)
http://www.vitispr.com/blog/free-press-release-sites/
http://www.prnewswire.com/news-releases/reasons-why-free-press-release-sites-can-harm-your-
business-159087775.html
MarketingCamp November 3, 2012
silicon valley Topic Lead: Anthony de Kerf

4. Marketing Communications for Start-Ups
Implementing Shoestring Strategies
Magazines/Publications
Blogs – A single comment is not enough! - Manage the entire message
Writing and Submission
Selecting Blogs Sites Magazines (Hungry for Content)
Initiating vs Responding Product Announcements
Engage - in Conversation Editors – finding the contact list
Article Submissions (Content Ideas) Gadgets Corner (consumer publications)
Print & On-Line Sample Products for Journalist
ComputerUser.com (self publish) Television
Yahoo Contributor Network (self publish) http://www.nbcbayarea.com/blogs/press-here/
Product Announcements Computer Chronicles (?)
Journalist Meet & Greet Events
Tradeshows (Usually Free Access to Expo Only)
San Francisco – Home to Technology Publishers
IDG, ZIFF-DAVIS, InfoWorld. . . . (http://dir.yahoo.com/)
MarketingCamp November 3, 2012
silicon valley Topic Lead: Anthony de Kerf

5. Marketing Communications for Start-Ups
Implementing Shoestring Strategies
Newsletters & White Papers
Monthly vs. Quarterly
Independent writing most effective (same with articles)
Applicable, Engaging and Informative Content
White Papers – Technology Specific, All Encompassing and Independent Reviews
Presentations, Video & Voice–Over’s
Convert PowerPoint presentations to recognized video formats
Still Image videos
Product Demonstrations (MAC user tools – maybe open source)
Video can be used to convey written content (ie Newscast vs. Newspaper)
Search Engine Indexing
MarketingCamp November 3, 2012
silicon valley Topic Lead: Anthony de Kerf

6. Marketing Communications for Start-Ups
Implementing Shoestring Strategies
Trademarks, Unique Acronyms & Buzz Words
Always claim trademarks
File officially (USPTO.gov) as early as possible ($300 - $400 registration fee)
Unique Acronyms & Buzz Words - search engine keyword identity
ie: KVS (KVM) , KVM Cable, KVM Network, Cat5 KVM, Automated KVM Switching
Users must still enter the content (convey via message content)
Can be a phrase (ie: “Automated KVM Switching”)
The Start-Up Advantage (company names and innovations)
Validate Uniqueness – Check Search Engine Results
MarketingCamp November 3, 2012
silicon valley Topic Lead: Anthony de Kerf

7. Marketing Communications for Start-Ups
Implementing Shoestring Strategies
Research the “How-To’s”
Writing press releases requires an expected format
Newsletters & White Papers should be tailored to the audience’s content absorption rate
Open page layout vs. technical content
600 words vs. 6,000 words (message and audience)
Creative Plagiarism
Format and Content
techtarget.com (local workshops for marketers)
MarketingCamp November 3, 2012
silicon valley Topic Lead: Anthony de Kerf

8. Marketing Communications for Start-Ups
Implementing Shoestring Strategies
Media Blitz Preparation
Blogs – write the entire story (stories) – in submission pieces
Newsletters – 3-5 pieces in advance of first release
Press Releases – 6-12 in advance of first release
Inexpensive Staffing Options
The Search Engine Challenge
Constantly Changing Rules - Algorithms
Potential for Time Sensitive/Insensitive Content
Web Administrator (Marketing Department)
– Google Most Important
MarketingCamp November 3, 2012
silicon valley Topic Lead: Anthony de Kerf

9. Marketing Communications for Start-Ups
Implementing Shoestring Strategies
Controlling the Message
Newsletters, White Papers, Blogs and Articles allow you to manage the content and message
Introduce Trademarks, Unique Acronyms & Buzz Words
Develop the message you want to convey
Consistently drive that message by using the vehicles mentioned above
MarketingCamp November 3, 2012
silicon valley Topic Lead: Anthony de Kerf