"Lean Marketing: For best channels, copy, and metrics - experiment.” Lean Marketing is not about spending less resources on marketing and expecting great results. It is about iterative learning from consumers and understanding their needs early so as to effectively know how to market to them. This deck will share about: 1. How and why the traditional marketing funnel is different from the lean marketing funnel 2. How to co-curate/create campaigns with your clients (And learn more about your product in return) 3. How to determine which channels are best for marketing

1. for TBC HR3D & Hippo
Public Relations ProposalLean Marketing/PR Principles

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CONTENT
1. Marketing VS Public Relations
2. Campaign Generation
3. Channel Selection

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1. MARKETING VS PR
Marketing
Public Relations

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 Basically, it is about Press Coverage
 Stimulate awareness (demand)
 Strengthen image and perception
 Increase search engine visibility and
organic search
MARKETING
 Basically, it is about the 4Ps
 Establishment of brand recognition
through increased contacts
 Increase in customer interaction
 Increase in contact to customer
conversions
PR
MARKETING VS PR (BENEFITS)

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MARKETING VS PR
WHICH IS BETTER?
 Just like lean startup methodology, its about experimentation
 What works for one may not work for another
 Ideally, it is a good mix of both

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TRADITIONAL APPROACH

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TODAY’S APPROACH

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SIMILAR TO PR FUNNEL

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 Immersion – to understand the client and product / service better
 Planning – creating a series of articles for the appropriate news outlets
 Differentiation – changing the approach based on industry and company size
 Sustainability – long-tail effect that delivers results from mid to long term
TO BE TRULY LEAN, marketing needs to be targeted and flexible. Here is how Bebop
Asia’s Wordsmiths approach projects:
2. CAMPAIGN GENERATION

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TIMELINE
 At least 3 – 6 months or even longer
 Real content and not spam
 With that expectation, it is easier to
experiment to reach a proper build up
TO SEE TRUE EFFECT AND RESULTS, marketing needs time.

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WHAT’S THE ORIGINAL PURPOSE?

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THE PIVOT
 Proximity to the “baby” may lead to blinders being on
 The final line should be versatile (i.e. Post-Its & Viagra)
 Ideas are free, execution is key (i.e. GrabTaxi vs Uber)
 Have clear markers for success (i.e no. of signups, paying customers, outlets, etc)
 Commit to a direction but be open to quick detours
BUILD, MEASURE and LEARN, experimentation will take place in the middle of your
timeline to find your MVP.

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THE LAUNCH
 With precise strategy and marketing, limited resources can be maximized
 Different strokes for different folks (i.e. soft launch, beta-testing, press release)
 Event launches can be great for media, stakeholder and investor experience (i.e.
MyRepublic)
LEADING UP TO D-DAY, where your customers meet your product/service at the end of
the the timeline. With a strong MVP, a good launch can work wonders with traction and
confidence.

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4. CHANNEL SELECTION
TO EFFECTIVELY ENGAGE, you will need create effective and extensive content to
capture the attention of the media and the general public through the following avenues:
High Price
High
Effort
Low Price
Low
Effort
Press Releases Company MentionsGuest Posts /
Blogging
Networking Sessions
Press Conferences
Exhibitions
Experiential Activations
Advertising
SEO
AdWords
Social Media

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MOST OVERRATED
15

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3 MOST UNDERRATED – EMAIL MARKETING
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3 MOST UNDERRATED - SEO
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3 MOST UNDERRATED - PR
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WHEN YOU LEAVE HERE
 Join https://www.facebook.com/groups/DigitalMarketingSingapore/
 Talk to anyone from the Bebop and/or Akin team
 Watch “Thank You For Smoking”
THREE THINGS FOR YOU TO DO

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MORE THAN WORDS
www.bebop.asia
@peterjustinyu
justin@bebop.asia
QUESTIONS?