1. Marketing & PR workshop
Sunday 2nd December 2013
Cambridge

2. What we’ve learned from great brands
They think big
which reflected in their messaging
and product development
They act as thought leaders
who provide value beyond their commercial products
and choose to lead rather than follow
through constant innovation

3. How do you get there?

A great product!
Look at who’s
already there – what
do they do well?
Who can help you get
there?
What do they need
to do this?

4. Marketing starts at product conception
Know:
 Your market
 Your audience
 Your competitors
 What’s the desire for the product
 Who your influencers are and what they think
Innovation doesn’t always mean being first

5. Marketing Plan
GOAL STRATEGY TACTICS
 Specific  Deliver benefits  Execution of
 Measurable  Customer needs strategy
 Actionable  Create value  Short term
 Realistic  High level ideas  Adaptable
 Time-bound  Long term
“Goal” achieved by “strategy”.
Do this using “tactic/s”

6. What’s your message?
“Give people too many choices and they
won’t make one.”
One word - Focus

7. The Connected Consumer
 Reliant on the right information finding them, in
the right places – peer recommendations
 Heavy users of smartphones/tablets
UK conversion rates
 Real-time interaction
and sharing

8. Market along the customer journey
Awareness
Interest
Desire
Action
Satisfaction

9. What is a brand?
It’s not just a logo
It’s not just a slogan
It’s not just a product

10. In our connected world a brand is no longer
what the owner says it is, but what your
customers say it is
“A brand is the consumers feeling about
your product, your services, your
organisation“
The Brand Gap, Marty Neumeier

11. You need to create a story
Creating an engaging
narrative that establishes
your reputation
About your product
About you

12. Elevator pitch
Keep it interesting
Keep it current
What makes you different
Adaptable to your audience
Be prepared for anything
http://www.youtube.com/watch?v=atfNL0_KAcs

13. How can PR help?
Awareness | Reputation | Commercial
Content Channels
Owned Online
Earned Offline
Paid Eyeline

14. Awareness Purchase
Emotional
Rational

15. Target Influencers
Start engaging with the right influencers early to
build genuine two-way relationships

16. The Drum Campaign
Computing Brand Republic
TechCrunch Media Week AdMonsters
Wired .net
MediaTel A4U
The Next Web
Digital/ Ads/
M&M Global
Business Informer Tech Media
Marketing UTalkMarketing
Money Week
The Director Business/ Marketing Week
Marketing
Financial
FT Retail Technology
The Guardian Retail Week
National
Press
Your Verticals
Internet Retailing
The Times TNooz
Brand
The Telegraph Travolution Mobile Marketing
Industry
Broadcast Econsultancy
Orgs
Sky News
AOP ISBA
BBC C4 Propeller IAB IPA IMRG
Social
Network
Tech
Twitter
LinkedIn Facebook Brands
Media
Slideshare YouTube Dinners

18. PR Tips
 Soft launch
– Invite only for feedback
– Its harder to recover from a bad launch, don’t meet expectations
etc
 Focus on target audience
– Don’t take every PR opportunity – it wastes your time
 Don’t be obsessed with your competition
– Be aware but run your own show
 Journalists need angles
– Be useful to them beyond just your product offering (research,
industry news, points of view)

19. When washed, the shirt revealed this
The initial unwashed image said
message:
"Hardcore Rebels - National and Free"
"If your T-shirt can do it, so can you.
We'll help to free you from right-wing
extremism."

20. http://www.youtube.com/watch?v=316AzLYfAzw
Slideshare.com/mikebutcher/how-to-deal-with-tech-media-by-
mikebutcher

21. http://www.youtube.com/watch?v=Bpy75q2DDow

22. “The best way to predict the future
is to create it”
Peter Drucker