Presentation to the Entrepreneur Club at the University of Utah on Feb 12, 2015. This presentation covers topics on developing channels and testing promotions for early stage start-ups.

1. PROMOTION AND
ADVERTISING
FOR A STARTUP
TONY PASSEY
ASSISTANT PROFESSOR, LECTURER
DAVID ECCLES SCHOOL OF BUSINESS
MARKETING DEPT
CEO, POLEVAULT
A DIGITAL AGENCY

2. PROCESS TO DEVELOP
ADVERTISING
Entrepreneurs often times begin with the advertising they are
familiar with instead of what works best for their target
demographics.
Follow this process:
• Define your channels
• Profile your users in each channel
• Research and test advertising and promotions that
connect with users while in their consideration period

3. ADVERTISING STRATEGIES BY
PRODUCT AND MARKETS
Market
Product
New
NewExisting
Existing
Awareness
Education
Facebook
MySpace
Marketshare
Branding
Nurturing
Rockstar vs RedBull
Branding
Market share
New fitness video
New diet plan
Awareness
Education
Facebook.com/expres
s
iPod Cable

4. CASE ON THE FLY
https://www.youtube.com/watch?v=VJnvx7IhAmk
http://bluesmart.myshopify.com

5. BLUESMART
What is the value proposition?
What are the customer segments?
What channels will you use to connect with your segments?
What type of advertising works in those channels?
What promotions work for this advertising/promotion?

6. Online
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
Display
Ads
Email
Marketing
Proper Website
Target Demographic
Tracking / Analysis

7. WHAT TYPE OF TRAFFIC
DO YOU NEED?
Each traffic advertising channel is suited for different types
of traffic
• Some take more money
• Some take more time
• Some take more skill
One large consideration is Cost vs. Time

8. Lower Cost Higher Cost
Quicker
Return
Longer
Return Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
Display
Ads
Email
Marketing