I've spent the last 10 years discovering the best digital marketing hacks to move the awareness and revenue needle. I'm giving you 3 examples and 10 hacks to improve your marketing game dramatically.

1. 10EVERYMARKETER SHOULD KNOW

2. Hi, I am Mark Fidelman@MARKFIDELMAN

3. -Harry HoudiniI get more advertising space without paying for it than anyone in the country. "

4. One of the early marketing hackers was harry houdini

5. I’m going to teach you3 marketing Lessonsand10 hacks from Houdini:

6. Houdini: GOBIG

7. Houdini: Give them a story

8. Houdini: GiveawayfreeMedia

9. Let’s apply Houdinitricks in the digital age

10. How to Become a Digital Houdini@MARKFIDELMAN

11. Everything houdinidid was engineered (including the marketing)

12. Because he needed to rise above the noise

13. Because Houdini had thousandsof competitors

14. And today, You’re competing with a
$500b
Global Marketing spend

15. So you must use every trickat your disposal

16. The Move to Digital
79%
61%
Feel better about company that delivers custom content
Marketers shifting to digital branded content

17. You’ve got heavy competition too…

18. What tricks do you haveUp your sleeve?

19. Magic Marketing
3 Campaigns & 10 marketing hacks

20. CAMPAIGN @MARKFIDELMAN

21. Needed signups
Got this result
Tried theseACME CORPORATION

22. So we did something huge…

23. THE FUSIONLaunch STRATEGY How to launch a product, website, or service simultaneously with viral content

24. GO BIG
STORY
MEDIA
OPERATION
THE REVEAL: WHAT WE DID…

25. Hack #1
CREATEA VOICE OF THE INDUSTRY SURVEY TO CREATEINDUSTRY NEWS

26. PARTNER WITH PRESS, BLOGGER OR CONFERENCE SEND EMAILS TO DATABASESCREATE INFOGRAPHIC
#1
#2
#3

27. THE USE OF INFOGRAPHICS
38%
51%
2014
2013
Year over year increase
SOURCE (Content Marketing Institute)

28. Hack #2
LEVERAGE INFLUENTIALPEOPLE IN THE INDUSTRY TO PROMOTE YOUR PRODUCT OR SERVICE

29. How DO YOU find influencers?
GETLITTLEBIRD.COM
BUZZSUMO.COM

30. We took survey data and influencer recommendations to…

31. Create an ebook…

32. Hack #3
WHEN USERS DOWNLOADED eBOOKTHEY SIGNED UP FOR SITE SIMULATANEOUSLY

34. RESULTS
1.57Blog posts from influencers quoted in the book
2.5.5million unique page views
3.7500+ eBook downloads
4.7500+signups for the site

35. The cost was minimal…

36. $324
$175
FREE
eBook
infographic
Influencer promotions

37. Why thESEhackSwork

38. LESSONS LEARNED
1.Go Big
2.Start 60 days out
3.Get Influencers and Press Buy-In
4.Hire talented designers on elanceor Odesk($22 an hour) to create stunning designs
5.Use Google trends to find most searched issues in your industry

39. CAMPAIGN @MARKFIDELMAN

40. The ALS Ice Bucket Challenge

41. CREATE Social proofCREDIBILITY
&

42. A Campaign that snowballed into a globalphenomenon

43. HOW IT STARTED…

44. People started calling each other out on social media

45. GO BIG
STORY
MEDIA
OPERATION
WHAT ALS THEN DID…

46. TOOK CONTROL
TOLD PEOPLE HOW THEY WOULD USE FUNDS
ENLISTED CELEBRITIES

47. Hack #4
CREATESOCIAL PRESSURE BY CALLING OUT PEOPLE ON SOCIAL MEDIA

48. SHARE YOUR __________
CRAZY DANCE
BEST “FROZEN” SONG

49. Example: DO YOUR BEST IMPRESSION OF THIS DANCE …

50. Hack #5
ALSHIJACKED MOMENTUM BY SETTING UP A WEBSITE AND ENCOURAGING PARTICIPATION

52. Hack #6
APPEAL CAMPAIGN TO CELEBRITIES WITH STAKE IN OUTCOME

53. FOUND CELEBRITIES WITH ALS IN FAMILY HAD THEM APPEAL TO OTHER CELEBRITIES CREATED A VIRAL LOOP

54. Once celebrities and influencers started calling each other, the campaign went viral

55. RESULTS
•Since July 29, 2014, The ALS Association has received$125 millionin donations!
•2,350,000videos created on YouTube
•Over 50political figures
•200notable actors
•200+athletes
•Over 220musicians
•Raised over 40Xamount for ALS compared to same period last year.

56. Why thESEhackSwork

57. LESSONS LEARNED
1.Pay attention to what’s trending
2.You don’t need a big budget to make a big splash
3.Create media that entices others to take on a challenge
4.Find celebrities with same challenges

58. Small budget Ideas
WANT TO REPLICATE THE ALS CHALLENGE?
GOOD LUCK 

59. Like ALS did, you can hijackother campaigns or stories…

60. EXAMPLE: APPLE’S BENDGATE

61. CAMPAIGN @MARKFIDELMAN

62. SKULPT.ME
BUILD A COMMUNITY BEFORE YOU LAUNCH A PRODUCT

63. Offer freecontent or Product samples

64. Houdini drummed up publicity by organizing freedemonstrations

65. And if done strategically you can benefit too…

66. GO BIG
STORY
MEDIA
OPERATION
THE REVEAL: WHAT WE are doing…

67. BMI IS DEAD!
HIRED 100 INFLUENCERS TO REVIEW PRODUCT
CREATED BMI IS DEAD STORY
PARTNER WITH MAJOR SPORTS YOUTUBER

68. Hack #7
HIREVIRAL YOUTUBE
INFLUENCER TO CREATE VIDEO ABOUT YOUR PRODUCT/SERVICE

69. •Show viral youtubershere These twoHave millions of subscribers

70. VIDEO SELLS
90%
64%
Website visitors more likely to buy product after watching video
Prospects say watching a video helpful in decision process

71. There are people on youtubethat can guarantee a million views…

72. Hack #8
GIVE50-60 MID-TIER
INFLUENCERS PRODUCT TO REVIEW –THEN PROMOTE MAJOR INFLUENCER CONTENT

73. VIRAL CONTENTMAGNIFIED BY 100 PEOPLEPROMOTED BY PRESS

74. RESULTS
Estimated
•87,983,00 impressions
•From 0% to 10% Target Market Customer Awareness

75. Why thESEhackSwork

76. LESSONS LEARNED
1.Find viral content creators on YouTube, Vine, Instagram
2.Get 50-60Mid-Tier influencers to review your product (Free Sample)
3.Get Media to cover your campaign (since it’s viral)

77. #9 #10
HACKS

78. Hack #9
BECOME THE PRESS
CREATE CONTENT THAT YOUR CUSTOMERS WANT

79. The N.OseyCOLUMN

80. Houdini penned his own column – n.osey…

81. BECOME A GUEST CONTRIBUTOR FOR A HIGH PROFILE WEBSITEHAVE INFLUENCERS PROMOTE YOUUSE COLUMN TO MEET NEW PEOPLE

82. Several news sites allow permanent contributos

83. Becoming the press has several advantages

84. Hack #10
USE FREE
TWITTER CARDS TO GENERATE QUALIFIED LEADS

85. Twitter card
https://ads.twitter.com

86. As soon as a user clickson a twitter card, you get their email address!

87. Shhh… And you can use them for free

88. CONCLUSION
REMEMBER HOUDINI:
•Almost all PR & marketing is engineered
•Use word-of-mouth to build up your business (through reciprocal relationshsips)
•Know your "audience"
•What are they most interested in seeing?
•What can you show them that will leave them wanting more?
•And, what can you do to constantly improve, to get better?It's not magic.It's just good business.

89. Click to Find influencers
Need a Houdini?

90. YOU
THANK @MARKFIDELMAN