March, 2015

Seth Cargiuolo

Director, Communication Strategy

THE MOST IMPORTANT

QUESTION…

Marketing Demystified for

Tech Startups

Who is d50 Media?

• Acquisition marketing experts

powering the largest national

lead gen machine in the legal

space

• 45 marketing professionals

driving higher marketing ROI

for clients in highly competitive

categories

• Experienced in capturing

otherwise distracted audiences

• Profitable and investor-backed

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Our Team’s Brand Experience

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Our Clients

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The Reason You’re Here…

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Oh, and…

We’re here to “demystify marketing.”

When we say “marketing” we think of…

When We Think Of Marketing, We Think Of…

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All the usual…. CHANNELS.

Marketing is more than channels, though…

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MARKETING = VENUE + AUDIENCE + STORY

getting people interestedin buying your stuff

those channels we talked about

The people who we think might have a need for our stuff and/or be convinced our stuff is worth buying

Marketing is more than channels, though…

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MARKETING = VENUE + AUDIENCE + STORY

getting people interestedin buying your stuff

those channels we talked about

The people who we think might have a need for our stuff and/or be convinced our stuff is worth buying

kind of a big deal

The Most Important Question Is…

• WHO?

• WHAT?

• WHEN?

• WHERE?

• WHY?

• HOW?

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The Most Important Question Is…

• WHO?

• WHAT?

• WHEN?

• WHERE?

• WHY?

• HOW?

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WHY.

Who is this guy?

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When they ask, you need a good answer…

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are you doing this?

would I get involved?

should I choose you?

There’s a bit of a disconnect...

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WHAT SOMETHING DOES ≠ WHY SOMEONE WOULD WANT IT

(aka the “features & benefits” conundrum)

A SIMPLE DEMONSTRATION

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The Harley-Davidson Fat Boy Lo, in Daytona Blue Pearl.What does it do?

THERE ARE BETTER WAYS TO GET FROM A TO B.

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We buy things we not just because of what they do, but because of what they’re FOR. And, more precisely…

BECAUSE OF WHAT THEY DO FOR US(almost invariably on an emotional level)

SO…

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WHY WOULD THEY WANT YOURS?

• BECAUSE YOURS IS THE ONLY ONE ON THE MARKET?

• BECAUSE YOURS IS THE ONE THE PROS, CELEBRITIES &

TASTEMAKERS USE?

• BECAUSE OF YOUR PERSONAL / PRODUCT REPUTATION?

• BECAUSE YOURS IS OBJECTIVELY THE BEST?

• BECAUSE YOURS IS CHEAPEST?

• OR…

Ultimately…

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BECAUSE YOU CAN TELL A

REALLY GOOD STORY THAT

CONNECTS WITH PEOPLE

ON AN EMOTIONAL LEVEL.

Where do I find one of those? Look deep inside yourself…

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What do you believe?

Whose plight are you moved by?

What inspired you to do this?

How do you want customers to feel?

What does your company/brand

stand for?

REAL STORIES, REAL EMOTIONS.

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“We wanted people to have a voice, but without having to know how to code.”

“There’s really no healthy options in the average convenience store. I’m hungry, but I can’t eat that junk!”

“I said, ‘why should it onlybe Fortune 500 companieswho have access to this kindof expertise? How can it be made affordable to the smallbusinessman or woman?’”

“When people don’t get a proper amountof sunlight, they feel terrible. People spend 8 to 10 hours a day at work, away from sunlight.Why should people have to feel terrible at work?”

“What if I could inspire people to help charitable organizations bygetting them to do things theylove doing anyway?”

“Life is too short to drink bad beer.”

“It’s time to empower & support our localbusinesses with the best tools.”

SO HOW DO I MAKE THIS WORK?

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STORY + AUDIENCE + VENUE = MARKETING

YouBranding Experts

Content StrategistsCopywriters Web Devs

Social Media GuysSEO Folks

Video ProducersAd Vendors

Sales / Biz Dev

Market ResearchersBeta Testers

Friends & FamilyNetworking Pals

InvestorsMedia

Getting people interested in buying your stuff

SPEND YOUR ENERGY & MONEY IN THIS ORDER.

Thank you.Questions?

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