Class #5: Marketing Costs in the 21st Century

Monday, February 23

Marketing Costs

Readings: Crossing the Chasm Part II, pp.103--161, Review "how to" areas of Yahoo! Search Engine Marketing, Google Adsense, and Adbrite. Review website: http://www.seomoz.org/

Discussion of how to market products and develop a marketing budget, using ONLY online and low cost "guerilla" marketing. Search Engine Marketing and Search Engine Optimization solutions will be defined, analyzed and discussed with regards to both online and "real world" products.

"That kid in the playground": There's always that one kid in the playground that knows the best new videogame, the best cell phone, the best new rap artist, the best new snack: How do we reach them and make them our partner? Who is "that kid" in your target market beachhead?

Online : Google Adsense, Adbrite, Yahoo Marketing, Facebook, Craigslist

Offline: Wild posting, celebrity endorsement, product placement, and PR: Make Friends with the Journalist:
"There are three infallible ways of pleasing an author, and the three form a rising scale of compliment: 1--to tell him you have read one of his books; 2--to tell him you have read all of his books; 3--to ask him to let you read the manuscript of his forthcoming book. No. 1 admits you to his respect; No. 2 admits you to his admiration; No. 3 carries you clear into his heart."

Assignment #5
Create Marketing budget for your product using electronic spreadsheet software, summarize in powerpoint slide, or the equivalent.