Presentation given at New England Xpo for Business (part of a panel discussion) on May 18, 2010

1. Marketing, Advertising & PR on a Tight Budget
New England Xpo for Business
May 18, 2010

2. 3 basic truths:
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3. 1
People prefer doing business
with people/companies that
they know and like.
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4. 2
We are constantly
bombarded by
marketing messages
—and we’re getting
pretty damn good
at tuning
them out.
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5. 3
“Hope” is not a good marketing strategy.
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6. 3 basic questions:
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7. 1
Does your product/service
market itself?
We don’t recommend this.!
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8. 2
Are you making
it insanely easy
for your
fans to
tell the
world
how
awesome
you are?
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9. 3
What are you doing to build
and maintain momentum?
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10. A few great examples:
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11. Case Study
Before 451 Marketing:
 Website was simply an “online
brochure”
 Leads received from website = ZERO
 Minimal positive press
 Web traffic = 4,500 visitors/month
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12. 451 Marketing Approach:
• Search (paid and natural) marketing
• Public relations
• Search-leveraged public relations
• Social media marketing
• Content development
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13. 451 Marketing Approach (continued):
• Setup (in)efficient frontiers Blog
• http://inefficientfrontiers.wordpress.com/
• Created LinkedIn Group “New England CFO’s”
• setup Facebook recruiting page
• Pitched firm’s thought leaders to targeted media
outlets
• Began paid online campaign
• Distributed search-optimized press releases
• Distributed content through social media channels
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14. Results:
• Blog receives almost 2,000 visitors/month
• Website traffic almost doubled
• Tremendous media coverage!
• The Boston Globe, BusinessWeek, Boston
Business Journal, New York Times, Forbes
& many others
• 1st page search results for their top 20+
keywords.
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15. Results (continued):
• 2008 Q4 was one of their best for new
business engagements
• Over $2 Million in business during
December and January
• 15-30 leads/mo. through website
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16. Consultec Moving Notice
 Attention-worthy & fun!
 A “keepsake” vs. a throw-away
 Rave reviews & lots of buzz
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17. Samsung Telus Campaign
 “Experience” vs. advertising
 Activated both traditional media
& word-of-mouth buzz
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18. More low/no cost ideas:
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19. Website/blog
• Encourage/facilitate sharing with social bookmark links
(Digg, Tweet, Buzz, etc.)
• Start blogging!
• Create & share content (posterous.com is a great, easy tool
for this!)
• Is your customer base always on the road? Make sure your
website/blog is optimized for mobile devices.
• Offer >1 way to connect (RSS, social profiles, mobile alerts,
etc.)
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20. Video, audio & other media
• Experiment with video press releases (don’t replace text,
just add video).
• Create shareable, shareworthy content—not just about your
product/service (that’s just an ad!), but about relevant topics your
customers care about.
• Make great decks? Share them on Slideshare and/or Scribd.com.
• Experiment with live video via sites like uStream.tv or Qik on a cell
phone.
• Make sure all your videos and media are embeddable and
shareable.
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21. Social Networks
• Identify existing communities, social networks, and forums that will
be interested in your product / service—and build relationships on
their turf.
• Start a community group on Facebook, Ning, MySpace or LinkedIn.
• Use Twitter as a way to show your company’s personality, find and
connect with potential and existing customers and fans, and
engage them in conversation.
• Experiment with Flickr and/or YouTube groups to build media for
specific events.
• Find bloggers and podcasters whose work you admire, and engage
them in an authentic, relevant way.
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22. Monitoring (aka “listening”)
• Use conversation monitoring tools to glean how people are talking
about your product/service/brand.
• Search Twitter for customer insights on your product, competitors,
and industry.
• Look beyond traffic volume. Where are people are coming from
and what are they responding to?
• Track your inbound links and when they come from blogs, be sure
to comment on a few posts and build a relationship with the
blogger.
• Turn complaints and negative posts into victories by genuinely
addressing the issues and grievances in a public forum.
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23. Foursquare & Location-Based Services
• Is your business on Foursquare? It should be.
• Engage with the people who “check in.” Reward them
with special offers, coupons, badges, “shout outs”
etc.
• Consider running a campaign via Gowalla or SCVNGR.
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24. Infiltrate Now!
www.brandinfiltration.com