Ross Kingsland - Head of Mentors, EIA HK 2019

2. Marketing Magic
Ross Kingsland
European Innovation Academy,
2019, Hong Kong

3. Magicians Secret
Everyone in the world is
driven by 2 factors:
1. Avoiding pain
2. Gaining pleasure

4. Pain V Pleasure
Pain Vs Pleasure
1. Public speaking 1. Helping everyone learn
something useful
1. Dyslexia 2. Preparing my slides in advance
for confidence
1. Disappointing EIA 3. Delighting EIA

5. Pain V Pleasure
Pain Vs Pleasure
List 1 pain List 1 pleasure

6. Marketing Team

7. Why Do I Need To Do Marketing?
“My product sells itself!”
Why, can’t you sell it?

8. What is your Vision?
Fame?
Celebrity?
Glory?

9. What is your Vision?
'To Spread Our Wings Over The World' - Red Bull
Facebook's mission is to give people the power to build community and bring the world
closer together.
"Google’s mission is to organize the world’s information and make it universally accessible
and useful."
Headspace has one mission: to improve the health and happiness of the world.
LYFT - "Our mission is to reconnect people through transportation and bring communities
together."
To do something for somebody

10. What is your Vision?
At [company name],
we are [doing X, Y, Z / solving big problem]
by [solution]
for [customer / community / group of people]

11. What Are Your Goals?
SMART Goals
Specific Measurable Achievable Realistic
Time bound
Examples of Bad
● By 1st August 2019 [company name] will have a signed contract with Elon
Musk to sell our flying car.
● By the end of the decade [company name] will be the largest online
education provider in the world.

12. What Are Your Goals?
SMART Goals
Specific Measurable Achievable Realistic
Time bound
Examples of Good:
● By 31st August 2019 [company name] will have 100 customers paying
€100 Euros per month.
● We will have 1,000 email subscribers with an open rate of 45% and a click
through rate of 10%.

13. What Are Your Goals?
SMART Goals
Specific Measurable Achievable Realistic
Time bound
Write just 1 Marketing Goal
“What gets measured, gets done”

14. What You Think People Want….
B2B
Save time
Make Money
Save Money
So what???

15. What You Think People Want...
B2C
Practical needs
Physical needs
WHY?
Why do they need to save time?
Why do they need to make more
money?
Why do they need to save more
money?

16. What It Means To Them
Hidden psychological factors
Will you help make my life easier or harder?
Are you going to scam me?
Will you make me look like an $%*&@*!) ?
Will you help or hinder my reputation in the office?
Will you help me achieve and exceed my personal
objectives?
Will you embarrass me infront of my boss?
Will you show me up in front of my boss?

17. What It Means To Them
Physiological needs — food, clothing, shelter,
warmth, self esteem.
Safety needs — Security, Employment of
resources, Morality, Health.
Social needs — Belonging, love, affection,
family, sexual intimacy
Esteem needs –Confidence, achievement,
respect for others.
Self-actualization needs – Self awareness,
personal growth, morality, creativity, lack of
prejudice, acceptance of facts.

18. Overriding Challenge As A Startup

19. Overriding Challenge As A Startup

20. 20 Ways To Find Customers….
● Viral Marketing
● PR
● Unconventional PR
● SEM
● Social and Display
Ads
● Offline Advertising
● SEO
● Content Marketing
● Email Marketing
● Engineering
Marketing
● Targeted blogs
● Business Development
● Sales
● Affiliate Programmes
● Existing Platforms
● Trade Shows /
Conferences
● Offline events
● Speaking engagements
● Community events
● Social Media

21. Let’s Focus...
● Viral Marketing
● PR
● Unconventional PR
● SEM
● Social and Display
Ads
● Offline Advertising
● SEO
● Content Marketing
● Email Marketing
● Engineering
Marketing
● Targeted blogs
● Business Development
● Sales
● Affiliate Programmes
● Existing Platforms
● Trade Shows /
Conferences
● Offline events
● Speaking engagements
● Community events
● Social Media

22. Social Media:
Which Channel Is
Right For You?

23. Which Channel Is Right For You?
Business page
and...
Personal page of
CMO (minimum)

24. Which Channel Is Right For You?

25. Don’t Stretch Your Resources

26. Magicians Secret
Social Proof

27. Let’s
Play A
Game

28. Fake Or
Not Fake?

29. Fake Or
Not Fake?

30. Fake Or Not Fake?

31. Fake Or
Not Fake?

32. Fake Or Not Fake?

33. Fake Or
Not
Fake?

34. Fake Or Not Fake?

35. Fake
Or Not
Fake?

36. Reciprocity

37. Reciprocity

38. Magicians Secret
Law 13, 48 Laws of Power, Robert Greene

39. 7 6 Degrees of
Separation
X

40. How NOT To Set Up Your Personal LinkedIn Account

41. An Outstanding Example ;-)

42. Approaching
People
Note: Only start approaching
new clients once your Linkedin
Profiles are set up as instructed.
Rules of Business Development:
1. Everyone wants to buy, no one wants to be
sold to.
1. Establish trust and authority as an expert.
(Watch this video on how to build trust -
ignore the context but understand the
technique)
1. Never try to sell, close or get a meeting on
the first interaction.
1. Start a conversation with them and let it
develop from there.

43. Ask Yourself:
Who
influences the
influencers?

44. PR Strategy / Targeted blogs
“Journalist”
Reality

45. PR Strategy / Targeted blogs
No one
studied
Journalism for
3 years at
University to
write about
seagulls
kidnapping
small dogs

46. PR Strategy / Targeted blogs
1. Find your local news outlet / industry
blog
2. Approach writer and tell them how
valuable their stories are - with
references
3. Ask permission for you to tell you your
story about your startup and EIA.
Local boy / girl travels to Hong Kong / Far
East to launch new tech company.
4. Ask if you can share the story
once online to our global community of
over 50,000 people

47. Be Curious
To have different results
you have to think different….

48. Thank You Hong Kong 2019!