Marketing a startup is a hot-button topic because most entrepreneurs either don’t have an advertising budget or don’t understand how to get attention and stand out to their target market. In this workshop, Saul Colt, Head of Magic at Kinetic Café, will simplify the process of “stunting a target”—a way to get people talking about your product or service while using the smallest budget possible. Join us for this lesson on guerrilla marketing and learn to: -Stand out in a noisy world -Understand what makes a good or a bad marketing risk -Use the resources you have, such as dead inventory or barter

1. …or
How Startups can stand
out from
the crowd.
A presentation in 3 parts
Saul Colt – Head of Magic
www.kineticcafe.com

2. 2"2"

3. Raise Your Hand If……..

4. 4"4"
I have sex a lot

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The woman I have it the most
regularly is really in touch with her
body.
Actual text message.

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She also likes me to know here she is
at all times.
Actual text message.

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8. 8"8"
A few nights
ago
While I was
lying in
The wet spot,
because I am
Gentleman
and I always
take the wet
spot, she said
Something
that didn’t
sink in until
today.

9. 9"9"
“The thing I like most about
making love to is that I can
actually see and feel your
heart break a little as we do it
because while I know you love
me I also know I am not the
one you want to be with.”

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If you are asking yourself
what kind of person would
say such a thing..

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…but she isn’t wrong…I mean she knows
everything about me.

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There is someone else.

14. 14"

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I realized I was
crazy about her
when she told
me a Batman
Joke

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She is crazy smart….
Inspiration>Influence
Weekend Friends

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…and when I see a picture of her!
or when we skype…
Actually Saul!Actually Her!

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When I dream about her…
Actually Saul!

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You see, she lives in another city
and except for the once or twice
we see each other every few
months our relationship is
entirely online or through txt
messages.

20. #almostadealbreaker"
…and that makes things harder. Case in point. I once played “Turn
out the lights” (the most romantic song ever written) and couldn’t
really gauge the reaction…

21. 21"
…and that’s when I realized that
as long as our relationship is
entirely online I will always feel
like there is a part of me that
wants more.

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Think about that.

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When everything is online you
run the risk of people getting
busy with work and life and just
forgetting about you…or not
understanding intent. Like now
for me and her.

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Because for reasons I am not sure
about she isn’t talking to me right
now.

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So I am sad.

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But my reason for being a little
heartbroken right now (and also
being probably in love with her) is
great for you because it is the
formula for creating great gorilla
(not guerilla) marketing ideas that
people will talk about and spread to
friends and on Social Networks.

27. 27"
…did you catch the formula?!?!

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My name is Saul and I am the..

29. A little about me

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…and what I do has nothing to
do with seo or ppc.

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Instead of that stuff I just
touch people.

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Good touch or bad touch my job
is to create experiences that
people remember.

33. 33"
The way to do this is to replicate
my heartbreak story with a little
twist.

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From now on when you are
brainstorming ideas you need to
consciously think about her and I
(preferably kissing) and about how you
are going to accomplish three very
important things…and all 3 things, not
just two out of three.

35. 35"
Every Idea Must….

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1- Make Girls…er I mean,
People Laugh!

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B- Make People Think.

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Create a genuine
emotion.!
(even if it is
tears)

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Makes Sense, Right?

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Some of you still look
confused.

41. 41"
Let me explain this another
way.

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All ideas (if they are going to be
successful) must make people
“laugh, think, cry”

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There are a lot of ways to do
this…

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…but the easiest way to do this
is through Pop Culture.

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I’ll Prove It.

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Everyone probably remembers where
they where when they first heard…

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Knock Knock?

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Notaver

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Not a very good response to
that last joke!

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Ok…How about…

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…and the Banana Stand

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Well, Here’s how I used Arrested
Development (in a real life way) to
stand out from the crowd and
make people laugh, think and cry…

54. 54"
Saul s
B-Day!

55. 55"

56. 56"
Important Take Away:!
If you can’t or don’t feel like
competing on other people’s
terms…just change the rules…

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Like this!

58. 58"
This Idea is Brilliant because…

59. 59"
…it was mine…

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But also because it is a perfect
example of laugh, think, cry.

61. 61"
Laugh
Fans of AD got the joke right away and
appreciated it.
People who didn’t make the connection or
know of AD just thought it was something
interesting and unusual.
Either way people needed to see the booth.

62. 62"
Think.
Seeing a 10 foot banana is going to make you think,
even go as far as scratch your head and when you
couple that with giving people actual banana’s
instead of regular conference swag like pens and
such people where curious as to what the “Catch”
was and needed to see the booth.

63. 63"
Create an Emotion.
AD was a show with a rabid fan base.
This idea spoke to them and made an instant impact
while at the same time started conversations with
the folks who had never heard about the show and
just appreciated the small business connection of a
fruit stand and possibility triggered memories of
Lemonade stands of their youth.
As for actual Crying…this was done by the people on
our row who spent 50-70k on trade show booths.

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So was this a success?

65. 65"
Some Stats!
-1/3 of all tweets with the Conference
Hashtag where about our booth.
-Conference attendee’s suggested we win a
prize for best booth without an actual prize
existing.
-we were included in most of the coverage
and wrap up posts.
-Gave out 2k+ bananas with a sticker and
unique URL and saw that over 65% of the
people got a banana checked out the link.

66. 66"
This is just one example. Here are
about 100 more.

67. 67"
Quick ways to start WOM conversations!
67
• Force people to
ask questions?
• Make them
scratch their
heads!
• Try 100
things!
• Its ok if no one
shows up!

68. 68"
More ways to start WOM conversations!
68

70. 7070
Nuvango

71. 7171
Nuvango

72. 7272
Remember that ”Do interesting
things” slide?.

73. 7373
Remember that ”Do interesting
things” slide?.

74. 7474
Remember that ”Do interesting
things” slide?.

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This is a perfect place to tell the
story with the stranger in your
room from that year at SXSW.

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Another quick example…

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…and all these ideas were born
using the Laugh, Think, Cry
formula

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Seth Godin Agrees with me!

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So…in closing.
88

89. 89"
If you remember nothing else from
my talk, Please make it these few
things…

90. 90"

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Know where the line of “good
taste” is with your customers and
step over the line. Because crossing
the line is where the conversations
happen…but make sure you don’t
cross too far and offend people.
Shock them, don’t stun them.

93. 93"93"
Trying too many things
from this talk wouldn’t
be a good idea.

94. 94"94"
Because I mostly spoke of sleeping with I
care about and if you slept with them I
would cut you.
My wish is that you be inspired by what
I shared with you, I want you to form
some real relationships and dream up
your own ideas but mostly, never let
yourself be afraid to take some chances
and step over the line.!

95. 95"95
I’m Very Romantic!

96. 96"96
Any Questions? Contact me!
@saulcolt
Cell - 416-219-3259
saulcolt
saulcolt
scolt@kineticcafe.com