Category Archives: Marketing

How Dropbox, Airbnb, Groupon And Others Acquired Their First Users

How Dropbox, Airbnb, Groupon And Others Acquired Their First Users A while back I asked whether people would be interested in reading about the stories behind the launches of well-known startups. People seemed to like the idea, so I went ahead and compiled some details on the user acquisition strategies used by a few of…
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The Difference Between Strategy and Tactics

The Difference Between Strategy and Tactics I get the feeling that many small business owners consider marketing as nothing more than a tactical endeavor, completely lacking in any semblance of strategic thought. Sun Tzu, perhaps the greatest strategist ever, was a Chinese general and philosopher who lived somewhere around 500BC. His teachings are documented in…
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Getting Your Message to the Mainstream

Startups in general fail pretty miserably at one thing – marketing Looking from the outside in, most successful startups really take off because of great technology, timing and/or word of mouth. They almost always succeed in spite of their marketing efforts. From over-the-top launch parties to the infamous 2000 Super Bowl, which featured a staggering…
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Marketing You Can Measure

Marketing You Can Measure Are you able to tie your marketing investments directly to revenue? If your answer is no, my advice is: steer clear. Avoid what you can’t measure. Many startups make the mistake of focusing their marketing on “brand awareness.” Brand awareness is a risky investment — it can be expensive, require a…
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