MARKETING WITHOUT A BUDGET

ABOUT ME: THANH THƯ | ELLA ella.tran@hotelquickly.com • 091 819 7088 • ellatran.com • linkedin.com/in/ellatran

Film - Sundance Film Festival

VTV - Vietnam

Music - NYC New York Fashion Week

Uber Hanoi First Marketing Manager HotelQuickly

Partnerships & PR

I. Stunt Marketing

II. Partnerships as Marketing

III.Content Marketing

AGENDA: Marketing Without A Budget

Stunt Marketing Chiến dịch độc đáo

EARNED MEDIA (FREE PR)

USERS CHECK IN (ORGANIC WORD OF MOUTH)

A cool, fun, creative campaign generates free PR

and organic word of mouth

UBER STUNT MARKETING: Sell The Dream

VICTORIA'S SECRET FASHION SHOW

PIRELLI CALENDAR

ALS ICE BUCKET CHALLENGE

Cafe nhai luôn cốc tại Monkey in Black

LESSON: USE YOUR CREATIVITY

ACT AS A MARKETING AGENCY

YOUR PRODUCT = MONEY CURRENCY

PARTNERSHIPS AS MARKETING

Partnerships as Marketing

Partnerships as Marketing

Partnerships as MarketingSample Deal Structure

• Your Startup: + Your Product + Human Resources / Your Team + Creativity + Owned Media Channel

• Partner: + Cash + Exposure

Partnerships as MarketingSample Deal Structure

• Your Startup = HotelQuickly + Your Product = Vouchers/Free Room Nights + Human Resources / Your Team + Creativity = Interesting Work Culture + Owned Media Channel = Email, Facebook, Blog

• Partner: + Cash + Exposure

Example: HotelQuickly and VTC Pay

HotelQuickly: + First time redeem vouchers valued at 200,000 VND + Create landing page, design, content

VTC Pay: + Exposure/Communications:

Bài viết PR, Banners, Email, App Push Notification, Website, Facebook

CONTENT MARKETING

Content Marketing

Angle: Unique Work Culture

Create Useful Content For Your Users Content Marketing

Use your own media channels Example: Halloween Facebook Mini Game:

Ghosts Hunt

High Engagement for Existing Users

Share your industry knowledgethrough events, interviews, blog posts, social

media…

Personal Branding = Company Branding

You = Spokesperson for your company 24/7

Events → PR Coverage

Angle To Pitch ● Luôn có góc nhìn để quảng cáo / angle to pitch

○ new start-up ■ → the service itself ■ → paint a picture, sell a vision, how the future can be■ → how the partner/customer would be an early adopter,

part of something cool, new ■ → sell on your dynamic, young team

○ established startup ■ → the service itself■ → branding■ → Portfolio of partners / campaigns

Exercise

How would you organize a product launch event without

budget?

Venue? Food? Drinks? Photographer? DJ?

Resourceful / Frugal Mindset EVENT ● Tìm một venue mới

○ Venue: miễn phí ○ Uber mang khách đến cho họ

● Hãng rượu, thức ăn = Partnership (cơ hội quảng bá, cho hành khách thử sản phẩm của mình, logo)

● Photographer (trẻ) = cơ hội cộng thêm ảnh chuyên nghiệp vào portfolio

● DJ nổi tiếng = tặng Uber credits để tiện đi lại :)

SummaryYour Product = Money Currency

1.Stunt Marketing → Creative campaigns → Free PR and organic word of mouth

2.Partnerships as Marketing (Work w/ other Brands and Influencers)

3.Content Marketing: + Write creative and useful content for potential users (Share via blog and pitch to journalists/PR) + Use your own media channels + Speak at events :)

Other Resources ● BUFFER

○ Content Marketing: https://blog.bufferapp.com/

● DKNY PR Girl —> Aliza Licht Personal = Company Branding

● Gary Vaynerchuk○ Social Media | Authentic Listening ○ #AskGaryVeeShow https://www.youtube.com/user/GaryVaynerchuk

● Marie Forleo ○ Weekly Q& A + Online Courses https://www.youtube.com/user/marieforleo

● Ramit Sethi ○ Long Sales Letter http://www.iwillteachyoutoberich.com/

● Seth Godin ○ Daily newsletter + books

YOUR PRODUCT = MONEY CURRENCY

QUESTIONS?

Presented by Thanh Thư | Ella Tran

ella.tran@hotelquickly.com • 091 819 7088 ellatran.com • linkedin.com/in/ellatran

1. Download HotelQuickly2. Simple Registration (Name + Email!)

3. Enter Voucher Code ETRAN12