87. Goal: Build awareness & Influencers: Wall Street Journal,
acquire customers for bloggers, data viz
Tableau’s software aficionados
Who: Business analysts, Experience: Beautiful, usable UX.
entrepreneurs, big data Interactive e.g.
owners, Excel junkies Meaningful insights.
Where: Press, Search, Social, ROI Comparison:
Brand advertising = too
shotgun, too expensive
89. Goal: Build awareness in the Influencers: Facebook friends,
highly competitive NYC colleagues, family
criminal law field
Who: Anyone who might Experience: Enjoyable to read,
influence anyone who’s easy to get through,
ever arrested high quality info
Where: Social, Blogosphere, ROI Comparison:
Paid search = too expensive,
won’t reach the referral audience
Slide Decks Products
Animations CONTENT MARKETING! Services
(aka anything you produce to earn awareness, likability & trust)
UI Elements Physical Space
APIs Print Material
Tools Events PDFs
116. #5: Choose Short Men (and Tall Women)
118. Goal: Build awareness of cancer Influencers: Seattle journalists,
treatment center & earn mainstream media,
support/donations friends & family
Who: Northwest families and Experience: Emotional, positive,
potential donors uncontroversial
Where: Press, YouTube, ROI Comparison:
Brand advertising is an option and Children’s
invests there today… This is an experiment.