svfi june 25th, 2013 presentation & publicity - eddie hartman
TRANSCRIPT
7/28/2019 SVFI June 25th, 2013 Presentation & Publicity - Eddie Hartman
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Preparing for Fame
FI: PRESENTATION AND PUBLICITY
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There is nothing free about free publicity
Introduction
• Sometimes publicity is a cash exchange
• Sometimes publicity requires calling in a favor
• Your own time is precious and getting preciouser –
therefore:
• Plan, and set yourself up for success
• Develop a strategy to identify your path forward
• Within that strategy, choose the tactics thatdefine your actions
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A little about me
Introduction
• Serial entrepreneur
• Journalist
• Radio show host
• Worked in the movie business
• Working with companies that have high public
awareness
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A little about you
Internal Readiness
• Are you ready for the opportunity?
• Time devoted to elevator pitch vs…
• …Time devoted to media readiness?
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You have all the parts you need, but they must be put in the
right order
Internal Readiness
• You are more interesting than you think
• The world loves a narrative, and journalists NEED one
• The shortest story in the world
• Exercise: Tell your founding story in three different ways
• Balancing color against professionalism
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To develop consistency, find the right words
Internal Readiness
• Think of the 3-5 short phrases that form the core of what you’re doing
• Kill your darlings
• Robert Keidel’s Checklist
Avoid cliches
Be consistent
Use numbers if you can support them (just not #1)
Be brief
Take a stand
Make it your own
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To develop consistency, find the right words
Internal Readiness
• Stay on message
Wharton: Global, cross functional, good leaders, leveraged by technology
• Physicality matters
• Know who your spokesperson will be
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Red fish, blue fish
External Readiness
• Positioning should drive your strategic inquiry
• Hunt for the efficient market
• Are you a net fisher or a spear fisher?
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Yes, Virginia, there is a such thing as bad publicity
External Readiness
“Are these the guys who are going to
put you out of business?”
Equally bad: Great press when
you’re not ready for it
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Your approach to the market can pre-determine success or
failure
External Readiness
• Aggressive: Quickly establish the perception of dominance
• Stealth: Build interest and the perception of importance
• Again, knowing who you are should drive this choice
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Now, just put all your money on a TV campaign
Tactical Implementation
• Inward out is the 99% solution
• Inward out lays the groundwork for future success
• Start with the influencers in your community
• Gurus and influencers
• Naysayers
• Key buyers, if they exist
• Guruhood is a two-way street
• Persistence in relationship building is key
You will need to carefully allocate scarce resource to the
right tactics
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Tactical Implementation
Celebrity is an increasingly powerful advantage
X X X
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Free: powerful but tricky
Tactical Implementation
• Freemium: Expect low single digit conversion
• Do you meet these criteria?
Low product cost
Low switching cost
Easy distribution
High CLV / LTV
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Oh, the places your customers can take you
Tactical Implementation
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Putting it all together: Viral case study
Tactical Implementation