Category: Launch

Simple permission marketing – in action

Posted on by Steve Sammartino

You may recall a blog entry I did on Simple permission marketing. The basic premise being, if we have a startup which is ‘interesting’, it’s not difficult to get some good media coverage which is ‘content’ – not advertising.

In the spirit on practicing what one preaches, here’s a little summary of how we’ve achieved this for rentoid.com

* You can see the article for each by click on each listed below:

–          The Leader Newspaper (metro ciculation)

–          The Herald Sun Newspaper (biggest circulation in Australia)

–          The Age Newspaper (most respected broadsheet in Australia)

–          The Age – Livewire (web weekly of above)

–          The Sydney Morning Herald (Sydney’s broadsheet)

–          ABC radio – National Public radio – interview

–          The Australian Financial Review (Wall Street Journal of Aust)

–          The Pod Cast Network – G’day world interview

–          Multiple targeted magazines & blogs

Net cost of all this was zero. No PR firm, no dodgy deals. Just honest conversation with people about rentoid.com and what we are doing.

It works, but it takes 2 things: effort and a lot of follow up.

Try it for your start up, and let start up blog know how you go!

Top 10 viral marketing campaigns ever

Posted on by Steve Sammartino

The factors we’ve considered:

There needs to be an actual business or brand behind it

Not just something funny

The idea or product was primarily spread by others.

Not ‘driven’ by paid media.

Based on effectiveness only, (ignores insensitivities / political / religious views)

A little explanation is next to each

 In order. 

  1. The story of Jesus Christ (before digital technology or even the printing press, this ‘story’ crossed borders and oceans)
  2. 911 ‘Al Queda’ launch (3 weeks free media coverage on every media channel in every country)
  3. Polaroid Instamatic Cameras (product usage = product demonstration)
  4. Hotmail (the first viral product of the internet age)
  5. In Rainbows album by Radiohead. (true brand handover to passionate users, fan chooses price – even free, resulting in massive free media & blogosphere coverage, then goes to number 1 on US charts on physical album release)
  6. Google (usability & effectiveness which led to absolute domination)
  7. Youtube (was the ultimate user experience and so won the game. There were 240 other video sharing sites when it launched!)
  8. OK Go – Ok Here it goes film clip. (first to leverage youtube commercially. 27 million views and counting. No 2 on the charts to boot)
  9. Blair Witch Project (set a new paradigm for movie promotion & brand hijacking)
  10. Mini Cooper S Campaign (first ‘real’ personalized campaign message)

Add to, agree, disagree, complain and disdain in comments below!

 

Ideas are free

Posted on by Steve Sammartino

An excerpt from the blog of Seth Godin today. I had to post it:

“This isn’t about having a great idea (it almost never is). The great ideas are out there, for free, on your neighbourhood blog. Nope, this is about taking initiative and making things happen.”

Newton’s Laws & marketing 3.0

Posted on by Steve Sammartino

Action / Reaction:

In physics:

For every action there is an equal and opposite reaction.

In business:

For every market there is an equal and opposite market.

Searching for new business ideas?

Chances are there’s a market waiting at the opposite end of the spectrum of an existing product or market.

Airport Spruikers

Posted on by Steve Sammartino

While in the airport I was accosted by airport spruikers from Citibank. They were selling an offer to switch credit cards. I’m sure it’s a good deal, and that’s why they’re there.

 

I’ve seen them many times now, though they never have any success while I’m there – No one seems to stop. It must be a very difficult job. I’m certain their success rate’s lower than direct mail (1-3%) as 300 people will often disembark from a plane with zero stoppage rate. In fact, people purposely avoid them. Given they are still working the airport floor, it must have a ‘certain level’ of success.

 

Here’s the problem according to startup blog. Given it’s so ‘targeted’ Citibank ignored the fact it’s really ‘annoying’. People in airports are either; in a hurry, working or on holiday. All of which aren’t good times to consider changes in financial institutions.

 

Today marketing and entrepreneurship is much more than being targeted, it’s about being considerate.