What is Zaarly?
• Peer-to-peer commerce• Mobile marketplace• Collaborative consumption• “The new way to buy and sell”
Photo credit: Guudmorning
Consumer-Friendly Messaging
• Lose the jargon• Explain the “why”• Constantly refine• Add context• Show, don’t tell
PR Tip: Lose the jargon. Show, don’t tell.
PR Foundation
• Clear messaging• Relatable stories• Online and offline network• Build & sustain momentum
Facebook groups connect ambassadors & uncover PR opps.
Working in our Favor …
Big-Picture Trends
• Zaarly is at the intersection of:– Mobile– Commerce– Geolocation– Location-based marketing
socializing product launches
Be Your Own Media
• Social media release• Add social sharing to the launch timeline:
– Tease on Facebook and Twitter– Identify when & how news can be shared online– Provide sample posts– Internal communication is critical
• Coordinate with high-profile supporters• Update closed/secret Facebook groups• Monitor online conversations on FB, Twitter,
Quora, blogs, etc. Respond as appropriate.
Coordinated Media Outreach
• Challenge: Timing is uncontrollable– We can’t control when apps go live in iTunes or
Android Marketplace
• How to “break” the news?– Blog post– SMR– Embargo– Email reporters with a “tip”– Interviews– Contest– Facebook, Twitter
PR delivers a range of benefits
Education & Thought-Leadership
Adds Credibility
Build Awareness & Pique Interest
Why NOW?
go niche or go home
Parents: Better Time Management
Zaarly U
hello, Meg Whitman
$14.1 million + Meg Whitman
But, there’s more …
• Events & community building– Start-Up Crawl– Happy hours– User interviews
• Social media• Crisis response• Awards• Speaking• Email marketing
“We’ve been through a few different PR firms and didn’t have a huge amount of luck, so we started to pick who we wanted to work with much more by the individual, rather than the firm.”
- Bo Fishback in Inc.com.
