INSURGENCYMARKETING

ANDRIS K. BERZINS @akberzinsTuesday, 23 October 12

What is Marketing?

Marketing is the process of

communicating the value of a product or service to customers

@akberzinsTuesday, 23 October 12

The problem most startups

have ...

@akberzinsTuesday, 23 October 12

The problem most startups

have ...

@akberzinsTuesday, 23 October 12

The problem most startups

have .... .. is that no one is

listening@akberzinsTuesday, 23 October 12

... while corporates and well-funded startups get all the attention

@akberzinsTuesday, 23 October 12

Your advantage is that you have

littleto lose

@akberzinsTuesday, 23 October 12

Your advantage is that you have

littleto losenothing

@akberzinsTuesday, 23 October 12

Don’t justThink Different ...

Tuesday, 23 October 12

BE DIFFERENT

@akberzinsTuesday, 23 October 12

DON’T CHOOSE BLUE

@akberzins

Pick something that stands out, like orange!

Tuesday, 23 October 12

DON’T CHOOSE BLUE

@akberzins

Pick something that stands out, like orange!

Tuesday, 23 October 12

ZeroTurnaround @JavaOne@akberzinsTuesday, 23 October 12

Use Public Relations:The most cost-effective

marketing

Tuesday, 23 October 12

News Needs to be Newsworthy

@akberzins

• Biggest/Best• Trends & Stats• Personal• Funny• Celebrity• Danger

Tuesday, 23 October 12

YOUR ROLE MODELS

•Fast-moving•Launch surprise attacks

@akberzinsTuesday, 23 October 12

The Master is Marc Benioff

@akberzinsTuesday, 23 October 12

WePay Stole PayPal’s limelight

@akberzinsTuesday, 23 October 12

Filmaster know how to do it!

@akberzinsTuesday, 23 October 12

• Be different• Craft the story• Do the unexpected• Make sure people see

it as fun & mischief• Provoke reactions

from competitors• Avoid bad taste &

controversial topicsAndris K. Berzins

@akberzinsTuesday, 23 October 12