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Launch Your Startup - Go to Market Strategy on a Budget

Published on Nov 18, 2015

Launching a #startup business on a bootstrapped budget? Here are proven guerrilla product launch, Public Relations and Social Marketing tips on how to get noticed with little or no money. Wisdom from Silicon Valley PR and social marketing veteran and Founder Institute mentor Giselle Bisson of www.visibilityshift.com

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Bootstrapped PR for Startups

Giselle Bisson, Visibility Shift
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Everyone starts somewhere.

Even Google was a startup.
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You can get press coverage.

Even if you're a broke startup.
Photo by internets_dairy
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Advertising is the awareness you PAY for.

Expensive.
Photo by Sydney Heritage
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PR is the awareness you PRAY for.

No matter how much $ you have, you can't buy it.
Photo by whatleydude
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Social media is the new PR.

Free. Ubiquitous. Super viral.
Photo by Mike D. Merrill
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This is great social marketing.

How many people probably Instagram this? 
Photo by sitemarca
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IT'S 2017.

SO DON'T DO MARKETING AND PR LIKE IT'S 1997.
Photo by gruntzooki
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Who reads newspapers anymore?

People over 55 mostly.
Photo by TheeErin
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Do you see anyone reading a newspaper here?

Nope, me neither.
Photo by Ed Yourdon
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Marketing is a contest for attention.

How do you stand out?
Photo by Retinafunk
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You can't afford this.

 Don't blow your precious seed funding!
Photo by friskierisky
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Or a press conference.

Cost: $250,000 and up.
Photo by NASA Goddard Space Flight Center
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But you can afford this.

Social media is free. Use it.
Photo by Robert S. Donovan
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Stories are like seeds.

Social media spreads them.
Photo by tom_focus
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Identify your influencers.

They amplify the message for you.
Photo by Marc_Smith
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Find your early adopters.

These are the champions of your buggy Beta product. 
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Connect with influencers, not just customers.

Photo by mslgroup1
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You're not building a Fan Page

You are building a COMMUNITY.
Photo by willozap--
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Launch Strategy.

Photo by Brandy Shaul
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Don't waste your resources.

With scatter shot marketing.
Photo by jessicareeder
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Put all your wood behind one arrow.

Focus.
Photo by penguincakes
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Be specific.

What is the one thing you want the most?
Photo by Iain Cuthbertson
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Every successful product launch starts with a dream.

Imagine what you want. Then reverse engineer.
Photo by TechCrunch
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Personalize your pitch.

Do not send it to: "Dear Reviewer." or "To whom it may concern."
Photo by slworking2
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Follow. Follow. Follow.

Comment and compliment.
Photo by andrewrennie
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Use Social Media to IM the Press

This is how you pitch the press in 2015.
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Be concise.

1 paragraph pitch. Fits in one screen.
Photo by M. Keefe
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Announce what makes it new.

New feature. New market. New funding, New hires.
Photo by samsungtomorrow
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Use visuals

PR Web puts your visuals on Google News, Yahoo News for $100.
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Be a source.

Help A Reporter Out
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Notify the press in advance.

Use free Press Release Services
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Hang out with the press.

Make friends with them. 
Photo by TechCrunch
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Who are the Influencers?

Get them to follow you.
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Stalk infuencers on Facebook.

I mean, follow them. 
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Go to their events.

What if I can't afford it?
Photo by TechCrunch
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Volunteer.

This is the best way to meet movers and shakers.
Photo by GeoffreyC.
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Pay to play press parties.

CES has this one, called Mobile Focus. 
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Get the press list.

Send your NDA announcement to reporters in advance, invite them to your bo.
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Tag along with a big company.

Get a partner booth.
Photo by ak37
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Get a hotel suite

Much cheaper than a booth.
Photo by Michael Bentley
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Borrow a badge.

Yes, startups do this.
Photo by The Shifted Librarian
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Crash parties.

Yes, it's been done by startups before.
Photo by maubrowncow
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Hang out in the lobby.

Surprisingly free.
Photo by LipBomb
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Case studies.

Incredible Startup Guerrilla PR Stunts.
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The Acid Launch

COMDEX 1990s. This was the beginning of digital music editing.
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CyberMedia "Spring Cleaning"

How to Spring Clean Your PC. (This is the LA Times)
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Hear Planet App Launch

MacWorld Expo 2008
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Cafn8rx Coffee

Photobombing Comicon in San Diego
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Roam the streets of London with a Polar Bear.

That's one way to get Tweeted.
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Be different.

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If you don't like the news....

Go out and make some of your own.
Photo by carterse
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Giselle Bisson

 @visibilityshift    www.visibilityshift.com
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Untitled Slide

Giselle Bisson

visibilityshift.com