marketing without budget part 1
Post on 15-Apr-2017
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MARKETING WITHOUT A BUDGET
ABOUT ME: THANH THƯ | ELLA ella.tran@hotelquickly.com • 091 819 7088 • ellatran.com • linkedin.com/in/ellatran
Film - Sundance Film Festival
VTV - Vietnam
Music - NYC New York Fashion Week
Uber Hanoi First Marketing Manager HotelQuickly
Partnerships & PR
I. Stunt Marketing
II. Partnerships as Marketing
III.Content Marketing
AGENDA: Marketing Without A Budget
Stunt Marketing Chiến dịch độc đáo
EARNED MEDIA (FREE PR)
USERS CHECK IN (ORGANIC WORD OF MOUTH)
A cool, fun, creative campaign generates free PR
and organic word of mouth
UBER STUNT MARKETING: Sell The Dream
VICTORIA'S SECRET FASHION SHOW
PIRELLI CALENDAR
ALS ICE BUCKET CHALLENGE
Cafe nhai luôn cốc tại Monkey in Black
LESSON: USE YOUR CREATIVITY
ACT AS A MARKETING AGENCY
YOUR PRODUCT = MONEY CURRENCY
PARTNERSHIPS AS MARKETING
Partnerships as Marketing
Partnerships as Marketing
Partnerships as MarketingSample Deal Structure
• Your Startup: + Your Product + Human Resources / Your Team + Creativity + Owned Media Channel
• Partner: + Cash + Exposure
Partnerships as MarketingSample Deal Structure
• Your Startup = HotelQuickly + Your Product = Vouchers/Free Room Nights + Human Resources / Your Team + Creativity = Interesting Work Culture + Owned Media Channel = Email, Facebook, Blog
• Partner: + Cash + Exposure
Example: HotelQuickly and VTC Pay
HotelQuickly: + First time redeem vouchers valued at 200,000 VND + Create landing page, design, content
VTC Pay: + Exposure/Communications:
Bài viết PR, Banners, Email, App Push Notification, Website, Facebook
CONTENT MARKETING
Content Marketing
Angle: Unique Work Culture
Create Useful Content For Your Users Content Marketing
Use your own media channels Example: Halloween Facebook Mini Game:
Ghosts Hunt
High Engagement for Existing Users
Share your industry knowledgethrough events, interviews, blog posts, social
media…
Personal Branding = Company Branding
You = Spokesperson for your company 24/7
Events → PR Coverage
Angle To Pitch ● Luôn có góc nhìn để quảng cáo / angle to pitch
○ new start-up ■ → the service itself ■ → paint a picture, sell a vision, how the future can be■ → how the partner/customer would be an early adopter,
part of something cool, new ■ → sell on your dynamic, young team
○ established startup ■ → the service itself■ → branding■ → Portfolio of partners / campaigns
Exercise
How would you organize a product launch event without
budget?
Venue? Food? Drinks? Photographer? DJ?
Resourceful / Frugal Mindset EVENT ● Tìm một venue mới
○ Venue: miễn phí ○ Uber mang khách đến cho họ
● Hãng rượu, thức ăn = Partnership (cơ hội quảng bá, cho hành khách thử sản phẩm của mình, logo)
● Photographer (trẻ) = cơ hội cộng thêm ảnh chuyên nghiệp vào portfolio
● DJ nổi tiếng = tặng Uber credits để tiện đi lại :)
SummaryYour Product = Money Currency
1.Stunt Marketing → Creative campaigns → Free PR and organic word of mouth
2.Partnerships as Marketing (Work w/ other Brands and Influencers)
3.Content Marketing: + Write creative and useful content for potential users (Share via blog and pitch to journalists/PR) + Use your own media channels + Speak at events :)
Other Resources ● BUFFER
○ Content Marketing: https://blog.bufferapp.com/
● DKNY PR Girl —> Aliza Licht Personal = Company Branding
● Gary Vaynerchuk○ Social Media | Authentic Listening ○ #AskGaryVeeShow https://www.youtube.com/user/GaryVaynerchuk
● Marie Forleo ○ Weekly Q& A + Online Courses https://www.youtube.com/user/marieforleo
● Ramit Sethi ○ Long Sales Letter http://www.iwillteachyoutoberich.com/
● Seth Godin ○ Daily newsletter + books
YOUR PRODUCT = MONEY CURRENCY
QUESTIONS?
Presented by Thanh Thư | Ella Tran
ella.tran@hotelquickly.com • 091 819 7088 ellatran.com • linkedin.com/in/ellatran
1. Download HotelQuickly2. Simple Registration (Name + Email!)
3. Enter Voucher Code ETRAN12
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