DIY Marketing, Branding & Web for

Not-So-Rich Startups, Socents & Non-profits

Q1) ....Why are you interested in “marketing”?

(show of hands) Increase funding, broaden donor base, increase grant income

Get more public support and awareness behind your “cause”

Recruit experts, volunteers and probono assistance to improve your ‘product’, serve your NGO’s constituents better

Q2) ....Which kind of startup/non-profit are you?

the kind with more cash, less time/sweat

the kind with less cash, but more hustle

2009-2012

$57mil p.a. A&P budget

2009-2012

$160mil p.a. A&P budget

2013

$14.95 for4 months

(200 namecards)

How?

Paid + Owned + Earned

Paid + Owned + Earned

(Not “Free”, just paid for in Hustle & Heart)

(in $$ cash)

Big Company

Startup

0 25 50 75 100

Paid Owned Earned

Paid + Owned + Earned

Paid + Owned + Earned• Namecards (B/w @ $5)• Print Flyers $15• Location-specific biz: Small ads/classifieds• Very niche/specialized: Google Adwords $30-50/mth• Web $0-10 month

Paid + Owned + Earned

THINK: What ‘Marketing + Media Assets’ do you already own?• Your own friends and family, and their connections• Your knowledge/expertise/experience in your head - just needs to be written down, documented • Website• Your physical space and/or location - walls, windows, counters, toilets• Your products (their packaging, receipts, bill statements, sizing tags, stickers)• Your happy customers• Your future employees • Your everyday comms: emails and letters and envelopes• Your vehicles (and your friends’ ad families’!)• You! (your apron, cap, notebook, wristband, even your famous catchphrases)

Paid + Owned + EarnedTHINK: Which areas can you out-sweat, out-perform others?• Video/Music - YouTube• Long-form Writing/Blogging • Short form Writing - Tweets, Tumblr• Pictures/Visual design/style - instagram, Pinterest• Humour/Comedy/Acting• Public Speaking• Proving logically/ proving efficacy• Networking/ Connecting in big rooms• Networking/ Connecting online• 121 persuasion/selling• Story-telling• Getting people to do favours for you• In-depth/specialist area knowledge and experience - slideshare• Local area/community contacts no one else has - googlegroups• Making customers say nice things about you - Youtube• .... or have friends that will gladly help you out for free

Basically, whatever it is you do well, make something

shareable and ask help to share it

e-flyers + piggyback media- free!

Piggyback media??I ASK people i meet to piggyback on their networks and connections and fans

•people who belong to large, relevant Google groups (invite me or post for me)

•Personal networks (write me an intro or allow me to say “Shana dressler recommended we speak”)

•Mailing lists/ Newsletters (help me blast this out)

•Association/Club Member lists (help me blast this out)

•Large facebook following >1000 (share this link or share this photo or share this blog)

•Twitter following >1000 (retweet me)

•Active Message or Bulletin boards (help me post or allow me to post)

•Events / Panels / Conferences / Meetups (let me plug, help introduce me to so and so)

•Board or Roundtable meetings (let me plug, help introduce me to so and so)

•Business Plan Competition (let me observe or judge)

•Those scheduled to speak to small biz financing (include 2 slides from me about Kiva Zip)

Invade events your customers are likely to attend.

Web Presence in an hour

Building web presence in an hour for less than RM250

Really? Just one hour?

Probably like 2 to 3 hours, but 1 hour sounds good for the title :)

Really? Just RM250?

Yes, Really !!

Let's get started

Total Cost so far : $0

Ingredients for a basic website

•Domain Name•Logo / Tag Line•Design•Content (Text)•Images and Videos•Contact Information

Domain NamePhysical Address:247 Lorong MaarofBangsar59000 KLMalaysia

Online Address:http://www.Thinkthings.co

Where to buy a domain name?

• Namecheap

• Gandi

• Name

• Go Daddy :(

Total so far

RM70 , 3 years

Domain name tips

• short

• easy to remember

• indicative of your business

• .com instead of .org, .net, .us etc

• Whoisguard subscription

Ways to build a website

• Hire a agency

• Hire a freelancer

• Hire a high school kid

• Build an about.me page

• Do It Yourself, using website builders

Website builders

• About.me (good start, might not be enough)

• Weebly

• Wix

• Strikingly

• Squarespace

etc

Strategy?Get started with About.me - very quick and easy

BUT

Use weebly (or wix or squarespace) to build a multi page website

Tips for efficient design

• Decide number of pages

• Decide what goes into each page

• Make the pages short, simple and easy to read

• Write the outline of the website on paper before

starting to build it

"Assembling" a website

How much did we spend?For one year:

Domain Name - RM70About.me - RM0Strikingly - RM60 * 3 = RM180

Total : RM250 3 years

Next Steps

•Poke around Strikingly, weebly etc•Pick one•Buy a domain name•Make an "About.me" page•Make a complete website

Need help? mail me

Think Things52 little cards to help anyone think like a big ad agency

~How to Navigate Think Things~

For easier navigation, all 52 Thinks are grouped into four broad directions - N, S, E, W - that indicate four general schools or

methods of approach when agency folks are faced with a marketing challenge.

N is for Think Needs: simple techniques to help unearth unmet, underserved or underrated customer needs - both conscious needs and unconscious ones

E is for Think Essence: ideas inspired by your brand, its products, their untold stories and unsung strengths

W is for Think Who-When-Where: explore oft-overlooked locations, seasons, times and triggers relevant to your product and target audience

S is for Think Switch: creative ways to shake up the status quo, disrupt competition, change behaviors and redirect the path to purchase

“Think Left and Think Rightand Think Low and Think High,Oh, the Thinks You can Think

If You Only Try.”

~Dr Seuss~

Just as marketing disciplines have expanded over the years to now include advertising, media placements, path-to-purchase conversion, design, activation, social media, branded content,

apps and so on...

...the 52 Thinks here emulate the diverse ways that the many different schools of marketers, planners and creatives ideate

around marketing problems.

(Cards sit in the hollow here)

Marketing for startups is only 1% cash, 9% luck, 90% sweat.

The more stuff you put out, the more people you ask to piggyback,

the more “sweat” you put into good content, the more attention you put into tagging content well.

....the luckier you will get.

Sponsored message by my favorite non-profit :-)

Thank You& QuestionsTwitter/Instagram: @sulinlau

Email: Hellosulinlau@gmail.com

WWW.ThinkThings.coFacebook.com/trythinkthings

Credit for borrowed web slides: Kiva NYC captain Vijay R who taught this class with me at

DEFY Ventures in April 2013